Day 2 at The Running Event: Building Relationships, Exploring Innovation, and Serendipitous Encounters

By: Greg Koch

Walking onto the trade show floor at The Running Event (TRE) feels like stepping into a dream. Imagine your childhood home suddenly filled with every toy you ever wished for—that’s the magic of this event for a running store owner. The buzz, the brands, and the endless possibilities are almost overwhelming in the best way.

Even after a decade in the industry, I’m humbled by the generosity and opportunities TRE offers. My day started on an exciting note: I was gifted a pair of the all-new Brooks Glycerin Max. The significance of these shoes deserves its own post, but suffice it to say, they set the tone for an unforgettable day.

A Morning of Connection
The day kicked off with a group run. In a world where pace often overshadows presence, I chose to embrace the moment for what it was—a chance to connect and enjoy. I paired up with a friend and his community outreach manager, who expressed concerns about her hip and her run-walk style. No problem—running is about the journey, not the speed.

As we looped around the state capitol, we picked up another participant, expanding our little group. Together, we ran, walked, talked, and explored. It was simple yet profound—a reminder of why we do what we do: to connect, inspire, and move forward together.

Partnerships in Focus
TRE isn’t just about products; it’s about people. My primary goal for the day was to meet with our top brands, thank them for their partnership, and strategize for the future. Business, like life, is far from perfect, but with strong partnerships and a shared commitment to improvement, we can thrive.

As my role evolves, so do my relationships with our brand reps. Today’s meetings focused on alignment—on defining mutual goals, understanding the key players in our shared success, and planning for 2025. These conversations weren’t just transactional; they were transformational. By fostering open communication and building trust, we’re laying the foundation for sustained growth.

A Special Evening
The day ended with dinner alongside industry peers and friends from South Dakota: Mike from Black Hills Running in Rapid City and McKenzie from Shoe Science in Aberdeen. TRE can be overwhelming, especially for newcomers, and I remember feeling like an imposter in those early years. Now, as a seasoned attendee, I relish the opportunity to share my knowledge and connections.

Over a delicious meal capped with bread pudding, we discussed ways to connect our stores and communities, shared best practices, and made plans for future collaborations. Moments like these remind me that while TRE is vast, it’s the relationships that truly matter.

A Chance Elevator Ride
As I wrapped up the evening, an unexpected encounter put the perfect bow on the day. While scrambling for an elevator, I found myself sharing the ride with none other than Brooks CEO Dan Sheridan.

He glanced at my feet and said, “Nice shoes.” I smiled and sincerely thanked him, name-dropping my sales rep and territory manager for good measure. After a brief exchange of niceties, Dan introduced himself, and I couldn’t resist channeling my inner Han Solo with a cheeky “I know.”

We shook hands, exchanged a few more words, and went our separate ways. It was a small but memorable moment—a reminder of how intertwined this industry is and how every connection, big or small, makes a difference.

Final Thoughts
Day 2 at TRE was all about relationships—whether on a morning run, in brand meetings, or over dinner. These connections, both new and old, are the heart of what makes our work in the running specialty industry so rewarding.
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As I prepare for another day, I’m reminded of the simple truth: success in this business isn’t just about selling shoes—it’s about walking (or running) alongside others, every step of the way.

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