Running Insight

1. Introductory-level trail runs Eager to introduce people to off-road running, Kelley's Pace in Mystic, CT, recently launched a three-mile Thursday night fun run mixing road miles with time at the nearby Denison Pequotsepos Nature Center's trails. "This has been a subtle introduction aimed at getting people comfortable with trail running and beginning to understand its appeal," Kelley's Pace owner Jeff Anderson says, adding that the run has spurred an uptick in trail shoe sales. Run 816, meanwhile, has hosted trail demo days with brands such as Mizuno and Hoka One One, including one multi-vendor event in which the Piggs rented a party bus to shuttle runners back and forth between the store and a local trail. In Nashville, Adams' Fleet Feet stores have found success with an eight-week "trail mixers" program. The introductory-level summer program assembles runners every Thursday evening at the same spot for a 2.5 or 4.5-mile trail run at Warner Park. The program corrals about 300 participants each year. "When we talk about our trail running programs on the footstool, people are intrigued, but many remain intimidated by the trails because of safety or because they don't know the courses or where to park and start," Adams says. "Our trail mixers minimize those concerns." 2. Trail running groups and events with a distinct edge About six years ago in Nashville, two of Adams' employees started an informal trail running group that has since morphed into a coordinated effort training runners for ambitious trail races and boast- ing a tongue-in-cheek name: the Dirtbags and Ultra Dirtbags. Both groups have shirts and hats and, in an interesting turn, patches that can only be earned. "It's a gritty, bad ass, something-different kind of group," Adams says. On the central California coast, Santa Barbara Running leaders noticed the community begging for something new and different. The now 14-year-old run shop responded by creating its own trail race, Ramble on Romero. The event, which consists of a 6-mile and 12-mile course at the Romero Canyon Trailhead, sold out in its inaugural year (2016). 3. Tying trail running to nature advocacy More so than road running, the trails spark deeper connections with the natural environment – and that's something worth piggybacking on, according to some store leaders. At Kelley's Pace, $5 from every trail shoe purchase goes to Denison Pequotsepos for trail upkeep, while a note in every trail shoe box high- lights that donation and presents customers with an opportunity to join the nature center or make a contribution. This fall, Run 816 rolled out a special edition Urban Trail Council t-shirt with all proceeds sup- porting the local organization whose mission is to maintain the area's trails. Run 816 also organized a trail cleanup day with its store racing team. "The environment is an important cause to a lot of people today and we've looked for ways to tap into this with trail running being a natural connection point," Pigg says. 4. Investing in trail-oriented products As a running retailer, it's near impossible to pro- mote trail running and reap the benefits of doing so without offering the gear that makes trail running a more enjoyable and safe experience. On the footwear side, Adams stocks six footwear SKUs for each gender at her Fleet Feet outposts. At Kelley's Pace, Anderson features four trail models for each gender – two technical options and two hybrid road-trail choices. Beyond footwear, though, trail running presents an opportunity to sell hydration, socks, nutrition and other gear with a trail orientation. It's an investment, Run 816's Pigg says, but also a largely overlooked opportunity. "You can sell road gear and trail gear to the same person, so the sales opportunities are definitely there," she says. 10 runninginsight.com © 2017 Formula4media LLC. Off the Beaten Path (continued) SPRING 2018 TRAIL STARS Hoka One One Challenger ATR 4 New Balance Fresh Foam Hierro v3 The North Face Ultra Endurance II Salomon XA Elevate 4 WAYS RUN SHOPS ARE PROMOTING TRAIL RUNNING For running stores, capturing the burgeoning trail running market will not happen through osmosis, but rather through intentional efforts crafted to spur interest and drive engagement. Here's how run shops are getting it done:

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