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W
inter in New England can be a frigid experience, particularly so for
the region's running retailers.
With temperatures frequently dipping into the teens and snowstorms
a regular occurrence, New England's vibrant running scene can
be reduced to a few brave souls navigating trails, city streets or
urban pathways – inactive enough to send running retailers into
hibernation themselves.
"Winter can definitely be a challenge," acknowledges Erin Engelson
of the Boston-based Marathon Sports chain.
Rather than fold its hands and wait out winter's wrath, however,
Marathon Sports has instead embraced the season. The company's
Winter Warrior Challenge program urges participants to run one mile
outside each day in January. Marathon Sports provides participants
with a logging platform to record their runs, hosts a kickoff event
and weekly runs at each of its locations and invites participants to share their outdoor pursuits
on social media.
TAKING
A BITE
OUT OF
WINTER
How Running
Stores Can
Drum Up
Traffic and
Sales During
the Typically
Slow Season.
By Daniel P. Smith
