What Young Athletes Taught Me About Ecosystems

By: Greg Koch
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If you knew me 20+ years ago, you know I was not a cross country runner in high school. So, what am I doing talking to high school teams in 2025?

Simple — I’m talking about ecosystems.

At 605 Running Company, our running ecosystem includes four pillars:

• Outfitting & Gear
• Race management & timing
• Coaching
• Giving back to causes we care about

I thought I knew ecosystems inside and out. But speaking to young athletes has shown me that my definition was only part of the picture.

Seeing It Through Their Eyes
When I ask teams What makes your program successful?, the answers come quickly:

• Coaches who guide them
• Teammates who push and support them
• Booster clubs, family, and friends who cheer them on
• The facilities they train in
• The places they travel to compete

It’s one thing to list these elements as an adult — it’s another to hear young athletes talk about them with real gratitude. They reminded me that an ecosystem isn’t just about structure or resources. It’s about the relationships, memories, and shared experiences that make those resources matter.

Why This Resonated
When I look at our own business through that lens, I realize we’re not just selling shoes or organizing races — we’re part of people’s life stories. A high school runner might remember their coach’s encouragement or a road trip to a meet. Our customers might remember the first pair of shoes that let them run pain-free, or the community they found at a race.

That’s an ecosystem. And the students I speak to have helped me see that more clearly.

Where Shoes Come In
Of course, my opportunity to share in their world comes from selling running shoes. And while product is available almost everywhere in 2025, what makes us stand out is our fit process, built on four pillars:
Individualized. Fit. Feel. Ride.

Individualized – We get to know each athlete: Why do you need shoes? What are they for? Any injuries? Open-ended questions are key to finding the right solution.

Fit – Proper measurement matters, especially for growing athletes. (When we opened the store, I wore size 11.5. Now I’m a 13. Feet change!)

Feel – Trying shoes matters. We provide clean socks, test insoles, and curate options for the individual.

Ride – You’ve got to move in them. We encourage walking or running in the shoes before you decide.

The Price Question
Every Q&A brings up two questions:

• Are your shoes more expensive?
• Do you charge for the fit process?

The answer to both is No.

We follow Minimum Advertised Pricing from our brands, so our prices are the same as other retailers. And our gold-standard fit process? It’s free.

I also share our Rewards Program: free to join, and every purchase earns 7% back in gift cards. The more you shop, the more you save.

Full Circle
These talks have reminded me that ecosystems thrive when people value and nurture all their parts — from the coaches and teammates to the shop that helps keep them moving.

The young athletes I’ve met have deepened my understanding of what an ecosystem really is. And in return, I hope I’ve shown them that running can be a lifelong pursuit, supported by a community that cares.

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