From Austin, Texas: My Day at The Running Event (TRE)

By: Greg Koch

​Greetings from Austin, Texas! I’m here attending The Running Event (TRE), an annual trade show that brings together the best and brightest in the run specialty industry. This is an event I’ve been fortunate enough to attend multiple times, and each year it seems to get better. I’m also thrilled to share that 605 Running Company has once again been recognized as one of The Best Running Stores in America (2023, 2024). I’ll be attending the award ceremony this Thursday, and I can’t wait to celebrate this honor.

TRE truly is a magical experience. Imagine Disney World for runners—a trade show floor filled with every imaginable brand, endless opportunities to network with peers, and, for me, a chance to immerse myself in the culture of continuous learning. Today, though, stands out as my favorite day: Education Day.

Starting the Day with a Group Run
Every TRE Education Day starts the right way—a group run. For several years now, I’ve had the privilege of joining Danny Smith, Senior Writer for Running Insight Magazine, for his group run. This is a low-frills gathering, but the connections I’ve made during these runs are priceless. I’ve forged lifelong friendships and partnerships during these miles, and today was no exception.

Insights on Passion and Leadership
One of the highlights of the day was a session led by Matt and Jenna Gawors, the owners of Confluence Running, titled Keeping the Magic: Maintaining Your Passion When Your Passion Becomes Your Job. This deep dive explored how to stay motivated and avoid burnout, both personally and professionally.

I even pushed myself out of my comfort zone by volunteering for a live demonstration! We discussed tools like the 5 Love Languages, Myers-Briggs, and the Big 5 personality traits, as well as ways to better understand stress and motivation within a team. It was enlightening and provided plenty of actionable takeaways for 605 Running Company.

Building a Stronger Industry
The day also included some important executive-level meetings. One of the most rewarding aspects of being part of this industry is building relationships with peers and thought leaders. I had the chance to share updates on a project I’m passionate about: the Running Specialty Cooperative. This initiative emphasizes the importance of healthy, independent running stores in our communities, and I appreciated the candid feedback received.

In a special meeting, I also began laying the groundwork for a new brand debuting in 2025. While I can’t say much yet, I’m confident this addition will bring something exciting and fresh to our Sioux Falls community. Feel free to share your guesses in the comments—I’d love to hear what you’re hoping to see in our store!

Developing Healthy Rep Relationships
In the afternoon, I attended a session titled Developing Healthy Rep Relationships, which built on conversations I helped start at the first-ever Run Congress earlier this year. This discussion delved into the dynamics between brands and brick-and-mortar stores, offering candid insights and strategies to strengthen these partnerships. It’s a topic I’m passionate about, and I’m eager to keep these dialogues going.

A Powerful Panel Discussion
Before the evening's celebrations, I attended an incredible panel discussion featuring some of the biggest names in the running industry:

• Joy Allen-Altimare, Global Chief Marketing Officer, Saucony
• Jen McLaren, President of Altra & GM of North America Key Accounts, VF Corp
• Dan Sheridan, CEO, Brooks
• Robin Green, President, HOKA

This was a powerhouse lineup, and the conversation centered on the critical role of local specialty running stores in the broader running industry. Each panelist emphasized how vital stores like 605 Running Company are—not just as places to sell shoes but as hubs for community, education, and connection.

Hearing this level of support and recognition from top industry leaders was truly inspiring. It reinforced how important our work is in Sioux Falls and beyond, and it left me feeling even more motivated to continue building on what we’ve achieved.

Wrapping Up with Industry Celebrations
The evening concluded with parties hosted by some of our favorite brands, including Hoka, Asics, and New Balance. It’s always an honor to be invited to these gatherings and to connect with the people behind the products we love. That said, I’ve opted to turn in early tonight—there’s so much to look forward to tomorrow when the trade show floor officially opens.

What’s Next?
Tomorrow is all about the trade show, and I’ll be meeting with your favorite brands to explore new gear and products for 2025. I’d love your input: What do you want to see on our shelves at 605 Running Company? Share your thoughts in the comments, and let’s make 2025 our best year yet.
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Stay tuned for more updates as TRE continues!

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