The Power of Your Running Specialty Shop: Why Supporting Small Business is More Important Than Ever

By: Greg Koch

Are you familiar with “The Man in the Arena”?

If you are a sports fan, you’ve probably been familiarized by this from the docuseries about Tom Brady with the same title. Or if you are a TED Talk fan/follower of Brené Brown you are most likely familiar with, “The Power of Vulnerability” and putting yourself in “The Arena” so to speak.

“The Man in the Arena” is a quote from a speech given by former US President Theodore Roosevelt in 1910. I understand the speech to be about the importance of taking action and to not allow yourself to be consumed with fear of failure or criticism. In 2023 there is no shortage of folks on the sidelines ready and willing to share criticisms and let you know when you fail.

In my opinion, this perfectly describes our last few years in business.

“It is not the critic who counts; not the man who points out how the strong man stumbles, or where the doer of deeds could have done them better. The credit belongs to the man who is actually in the arena, whose face is marred by dust and sweat and blood; who strives valiantly; who errs, who comes short again and again, because there is no effort without error and shortcoming; but who does actually strive to do the deeds; who knows great enthusiasm, the great devotions; who spends himself in a worthy cause; who at the best knows in the end the triumph of high achievement, and who at the worst, if he fails, at least fails while daring greatly, so that his place shall never be with those cold and timid souls who neither know victory nor defeat.”

Let’s break this down.

“The man who is actually in the arena, whose face is marred by dust and sweat and blood”

For us this is surviving the pandemic. As our daily way of doing business quickly unraveled, we had to pivot and change how we operated. Once we figured that out, we were hit with unprecedented supply chain issues. Soaring inflation and an over correction in both production and buying has led to a flood of inventory; and in some cases, a race to the bottom to offload product. Being in this arena has left us with a face marred by dust and sweat and blood for sure.

“Who strives valiantly, who errs, who comes short again and again, because there is no effort without error and shortcoming”

Over the past few years I’ve been pretty transparent about the mistakes I’ve made at the helm of our business. I alluded to this above, but we over bought inventory. This was done based off of the information that was give to us by our brand partners and reports of shortages across the globe. Because of this we over leveraged our ability to distribute and got sacked with too much inventory. We are not alone here and others are worse off than we are, but this was an error on our part. We also over played our hand in how quickly live running events would return to form in our region and over invested on race enhancements that our events couldn’t afford. All of my shortcomings were in an effort to best serve the local community.

“but who does actually strive to do the deeds; who knows great enthusiasm, the great devotions; who spends himself in a worthy cause”

We are a community first business. I have nine years of operations that showcases exactly what we are all about. Whether it is a race wheelchair (that was recently stolen from us) to provide an opportunity for all to participate in running, to pioneering a run across South Dakota for suicide prevention, to providing shoes for kids at Children’s Home Society; my team and I have strived to do the deeds. We do this with great enthusiasm and will continue to do so. From large events to weekly group runs we want to build the best version of a running community that we can.

“Who at best knows in the end the triumph of high achievement, and who at the worst, if he fails, at least fails while daring greatly, so that his place shall never be with those cold and timid souls who neither know victory nor defeat”
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In July of 2022 we boldly picked up our shoe boxes and pioneered a brand-new location in Downtown Sioux Falls. Make no mistake about it, this was a swan dive into the arena. We have a history of boldly pursuing challenges. From adding services like coaching and race timing, to investing in new and emerging brands (like Hoka, Altra and On Running) before you saw them at every box store and internet ad. We know the triumph of high achievement and dare greatly and we do it all to provide a valued experience and service for our community. 

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My colleague and independent running store pioneer, Mark Jimenez, Owner of Red Rock Running Company out of Las Vegas Nevada, reached out to me via email a year and a half ago with an idea to bring store owners together. We had sat in on a few industry meetings together, but for the most part did not know each other. Mark had done amazing things to grow his business, and rather than sit back and count is endless supply of run specialty money (kidding here, but he has grown his business successfully and continues to reinvest in Nevada running). He wanted share how he earned success and he wanted to learn how to be even better from his peers within the industry. He was directly reaching out to folks that he thought valued the community running store experience as much as he does.
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I was impressed with his email, but because I barely knew Mark, I was hesitant to be vulnerable in this setting. It took some time before I officially joined the group, but I’m so glad I did. This network has been indispensable as we navigate business ownership in the run specialty industry. The point here is that we are extremely passionate about what we do and want to make running great in every way possible. These networks and the commitment to the sport simply do not happen in box stores or on direct-to-consumer websites. This is the power of your local running specialty shop and why supporting small business is more important than ever. 

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You know what they say when you assume things? You may have heard these next few lines, but for the sake of neither one of us being an … I think you get the picture so I’m going to offer up the following. Shopping local offers a range of benefits over box stores and direct-to-consumer websites (this includes brand websites and third party sites).
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1. Support the local economy: Small businesses are a major source of job creation. By supporting local businesses, you are helping to create and sustain jobs in your community. This not only benefits the individuals who are employed, but also the economy as a whole. Local businesses pay taxes that help to support local infrastructure, schools, and public services. Small businesses are often drivers of economic growth in local communities. When they are successful, they can reinvest in their businesses, hire more employees, and expand their operations. This leads to increased economic activity and prosperity in the community as a whole.
2. Personalized service: Local businesses pride themselves on providing personalized service, and are willing to go the extra mile to ensure that you are satisfied with your purchase. This is especially important when buying specialty items or products that require expert knowledge or advice like running shoes or athletic apparel.
3. Better quality control: When you buy gear locally, you can try it on before making a purchase. This is especially important for items like shoes and apparel where sizing and quality can vary widely from brand-to-brand.
4. Building relationships: When you shop at local businesses, you have the opportunity to build relationships with the owners and employees. This can lead to a more enjoyable shopping experience and can help to build a sense of community. 

1. Environmental benefits: Buying from a local shop has unseen environmental benefits, as it reduces the carbon footprint associated with shipping and transportation. In contrast, box stores often rely on additional long-distance shipping to stock their shelves. 

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​Simply put, the value of a single shoe sale has a significantly higher impact on your local specialty shop than it does on a box store or direct to consumer website. What does this all mean. If you have one take away from this post today my hope it is that you’ll take a long look at how and when you make your running related purchases. The truth is our products can be found in a lot of places including box stores and on direct to consumer websites. We cannot stock every brand, color or product. There are many destination races and online coaching platforms too. My team and I are not running from those facts. We are in the arena, taking action, being brave, and working to better our community. 

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​Our team travels to industry events to see the latest and greatest products available. We work hard to curate the best possible assortment of products for South Dakota running. In our store there is a culture of learning; we regularly train on how to best provide our clients with the best possible running experience. Live events for us create opportunities to give back to programs that better our community. At 605 Running Company our mission is to enhance the running community as a locally owned and operated outfitter. No matter what your abilities, pace or running history we are inclusive to all runners. Join us in the arena, be brave, shop local.