Taking a Big Swing: Lessons from Fargo and a Look at the Road Ahead

By: Greg Koch

​Last weekend, we took a big swing. We packed up, hitched a trailer, and traveled north to Fargo to participate in one of the region’s largest running events — over 10,000 runners strong. This move was about more than selling gear. It was about supporting our race team, connecting with runners, and trying something bold at a time when boldness feels necessary.

The experience itself was wonderful. There’s something deeply energizing about being around that many runners — hearing their stories, swapping experiences, and just being part of something bigger. I met runners from all across the country, including a gentleman running his 81st marathon. That connection — that community — is what makes this sport so special. In that sense, the expo was a huge win.

But if I’m being completely honest — and you know that’s how I like to be — not everything went according to plan.

Stepping Back Into the Race
On a personal note, Fargo marked something else for me — something I hadn’t done in 19 months: toe the starting line.

Running has always been a huge part of my life, but lately, I’ve been grinding on the business, battling injuries, and just struggling. Racing used to be part of my identity, a part of the joy I found in this community long before I was putting on events and timing races.

For a small slice of the weekend, I got to be “just a runner” again. For those six miles of the 10K, I wasn’t worried about rent, payroll, invoices, or the pressures of small business ownership. I simply put one foot in front of the other — just like everyone else out there. And it was heaven.

It reminded me why I fell in love with this sport in the first place. And for that, I’m incredibly grateful.

The Reality Behind the Booth
Expos are tricky. Anyone in the business will tell you they’re not easy money. Still, we were hopeful. With such a massive crowd, we thought maybe — just maybe — we could break through.

We created custom Zenith Endurance Race kits for our team and to sell, brought a selection of shoes from our brand partner, stocked up on popular socks, bought extra nutrition essentials, and set up shop. But we missed a few key things.

Expo shopping is about instant gratification — bright socks, fun apparel, quick-grab gadgets. We were heavy on shoes and performance gear — great products, but not what runners typically come to an expo for. We had show specials, raffles, music, and we were ready to fit folks, but by race weekend, most runners have their gear dialed in.

And then, there’s another reality: the traveling vendors — sometimes called “expo gypsies” in the industry — who crisscross the country selling deeply discounted goods. These vendors show up with low-price, high-volume products and it changes the atmosphere fast. Fargo had several of them, which made things tough for small independents like us trying to carve out space.

Another consideration: Fargo has a great local running store. As we curated our booth, I wanted to be intentional about what we offered. I didn’t want to compete with the local guys. Some vendors don’t think about that, but I’m a local-first guy through and through. We made a point not to overlap with products that they sell. When I didn’t have something at my booth, I made a point to direct people to the Fargo store. I believe in supporting local brick-and-mortar shops because I know what it takes to gut it out every day.

That might sound harsh, but I’ll always be in the corner of the small shop owners over the traveling circus. At the end of the day when you add up that investment in additional inventory, booth space, trailering, hotel costs, staffing, closing a store to make this happen; the expo experience was a big swing and a miss. 

Honesty, Not Guilt
If you’ve been with us a while, you might remember last July when I wrote candidly about the challenges facing our retail operations. The community responded in a big way, and I’m still humbled by that support.

But I also learned an important lesson: guilt isn’t a sustainable business model.

Since then, we’ve seen more local businesses in Sioux Falls shutter their doors — businesses I’ve shared space and ideas with, friends and colleagues who fought hard and still couldn’t make it. Retail remains a challenge.

But we’re still here. Still fighting. And while the business has shifted and grown over the past year, I won’t sugarcoat it: June feels pivotal.

We’re currently dependent on retail sales to carry us through the summer. We don’t have a big race on the horizon. Coaching clients are in post-spring race recovery. It’s retail, plain and simple.

And yes — I’m nervous. Last June was brutal. It ultimately led to major changes in our ownership group, eventually leaving me as a solo owner. I’ve been doing my best to make ends meet month-to-month ever since.

A Simple Ask
I’m not asking for donations. I’m not selling off parts of the business. I’m not launching a GoFundMe or seeking out additional financing.

The thing that will make us successful this month is simple. Sales.

If you need a new pair of shoes for your summer travels, if you’re in the market for some running gear, or if you’re just due for a little upgrade — think of us. Stop in. Shop local. Most of you reading this, do this, and we value you more than you know. Please tell a friend, share a google review, and support us on social media. Every little bit helps. 

We’ve got a packed June full of events and excitement. We’re ready, we’re prepared — but we need it to show up at the bottom line. 

Taking big swings is part of the deal when you run a small business. Sometimes you connect, sometimes you don’t. But you learn either way.

And you keep swinging. I've run Fargo several times and I will most certainly go back. It is a great community that shows up for runners. I learned a ton about the race and expo experience and plan to bring that knowledge back to Sioux Falls as we produce events and work to grow our running community. 
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Thanks for reading. Thanks for being part of this journey. We can’t wait to see you in the store this month.