How To Increase Running Store Sales in 2026

Running specialty retailers faced a difficult first half of 2026. This post will look into how to increase running store sales.

Retailers are reporting lower traffic and fewer units sold, while higher average selling prices are helping support overall revenue. At the same time, footwear costs and prices have increased, consumers are becoming more selective with discretionary spending, and online competitors are finding new ways to build relationships with local runners.

Yet the challenges facing running specialty aren’t simply about a lack of demand for running.

The broader running category remains active. Race participation is growing, run clubs are expanding rapidly, and consumers continue to spend on performance footwear.

The bigger issue is where and how those consumers are buying.

That creates a critical question for local running stores:

How can retailers increase running, store sales, sell more units and retain customers when the market itself is under pressure?

Before looking at the tactics, it’s important to understand what is driving the current environment.

Group Run - Increase running store sales

Why Is the Run-Specialty Market Struggling in 2026?

Several factors appear to be working together.

Inflation and Higher Footwear Prices

Consumers are paying more for footwear.

Circana reported that total U.S. footwear dollar sales increased just 1% in Q1 2026 while units declined. Performance footwear performed better, increasing 5%, and running was among the stronger categories nationally. (Circana)

That distinction matters.

Consumers may still be willing to purchase running shoes, but higher prices can make them more selective about how often they buy and whether they purchase additional products.

The Running Industry Association’s 2026 retailer feedback reinforces the concern. Specialty retailers reported lower store traffic and fewer units sold, even as revenue remained relatively stable due to higher average selling prices. (Running Industry Association)

In other words, retailers may be maintaining revenue without maintaining unit volume.

That can create problems further down the line because fewer units can mean:

Lower inventory velocity
Fewer customer visits
Fewer replacement purchases
Fewer opportunities for cross-selling
More pressure on customer acquisition

Tariffs Are Adding More Pressure

Tariffs are another piece of the puzzle.

The Footwear Distributors and Retailers of America reported that footwear prices increased 5.2% year over year in May 2026, the fastest increase in nearly four years. FDRA specifically identified tariffs as an increasingly important contributor to footwear price increases. (FDRA)

Footwear already carries relatively high import duties, meaning additional tariffs can create pressure throughout the supply chain.

The effect isn’t necessarily that a runner suddenly decides not to run.

It’s more subtle.

A consumer who was comfortable spending $140 on a pair of shoes may hesitate at $170. A runner who bought two pairs per year may decide to buy one. Another customer may postpone the purchase until a sale.

For a specialty retailer trying to increase unit sales, that behavior matters.

Online Competition Is Becoming More Community-Oriented

Amazon, Zappos and brand-owned e-commerce sites have always competed with local retailers on convenience, selection and price.

Now they’re increasingly competing on something specialty retail historically had almost exclusively:

Community.

That’s important because runners don’t think in traditional retail channels.

A runner may discover a shoe through:

Instagram → run club → product demo → Google → local store → brand website → Zappos

The Running Industry Association has emphasized that consumers increasingly move across channels during the customer journey and that retailers need to remove friction between those touchpoints. (Running Industry Association)

Run Clubs Are Growing—and the Retail Relationship Is Changing

Run clubs may be the biggest structural change happening in the running business.

RIA research found that running-club participation on Strava grew 59% globally over two years, making group running the platform’s fastest-growing social activity. RIA also notes that the growth is changing how runners discover stores, buy gear and participate in the sport. (Running Industry Association)

This is an enormous opportunity for local retailers.

But it also creates a threat.

The local running store is no longer automatically the center of the running community. Why are new clubs popping up instead of participants joining existing runs at local running stores? Here are a few reasons:

Reasons For New Running Clubs

Most running clubs are popping up in specific geographic areas where there are no running stores. Even a store 10 miles away may be inconvenient due to traffic, since most store runs occur in the evening, requiring a commute through rush hour.

Some groups are specific to a demographic or ethnicity, and members may feel more comfortable and welcome. But most are seeking connection and social interaction in a less competitive atmosphere. Run stores are already perceived as intimidating places where real runners work and run (a common misconception that has been shared). Local run stores and run clubs also share some of the responsibility for a recent article in Runner’s World, “All Paces Are Welcome’ and 3 Other Lies that Made Me Quit Run Clubs.”

One has to question whether run clubs started popping up because the local running stores weren’t providing the environment or experience participants were looking for? Maybe, but as already mentioned, most are popping up in areas without a local running store.

So do these indepentent run clubs hurt local running stores?

Run clubs can partner directly with brands, coffee shops, breweries, fitness businesses, Amazon or Zappos.

Zappos’ current Zappos In Motion program is a good example. The platform features run-club partnerships and community activations in multiple U.S. markets while connecting those experiences with product discovery and online shopping. (Zappos)

That creates a new competitive model:

Community → Product discovery → E-commerce

The specialty store historically owned much of that journey.

Now it has to actively defend that relationship.

Consumers May Simply Have More Choices

There is another factor that shouldn’t be ignored: choice.

Runners today have more brands, more models and more ways to purchase than ever.

They can shop:

Local running stores
Brand websites
Amazon
Zappos
Sporting-goods retailers
Outdoor retailers
Department stores
Resale platforms

More choice is good for consumers, but it makes winning the sale more difficult for specialty retailers.

That means stores need to provide something that goes beyond product availability.

The Opportunity for Running Specialty Retailers

The market challenges point directly toward the solution.

Local retailers cannot compete with Amazon on price, selection or logistics.

They don’t need to.

They need to compete where they have an advantage:

Community + Expertise + Product Trial + Service

The stores that turn those advantages into a measurable sales strategy can increase units without relying solely on discounting.

Here are practical tactics to do it.

Tactics To Increase Running Store Sales

1. Turn Run Clubs Into a Sales Channel

Run clubs should be treated as customer acquisition channels, not simply as sponsorship opportunities. Keep in mind that these individuals don’t want to be treated as a sales metric. They’re savvy enough to know if and when they’re being used. They want to be respected and valued in a welcoming environment that provides a great experience.

One of the strongest examples comes from Charlotte Running Company. Its Thursday morning run attracts roughly 100 runners, and the store has aligned certain runs with product launches. According to RIA, these events have generated multiple shoe sales, with the store remaining open and staffed when runners return. (Running Industry Association)

The model is simple:

Run → Product experience → Store visit → Fitting → Purchase

Instead of sponsoring a run and hoping people eventually shop, build a reason to enter the store immediately.

Examples include:

New-shoe demo runs
Product launch nights
Race-training events
Trail shoe demos
Beginner-run nights
Recovery events
Nutrition education
Brand education events

Then measure what matters:

Attendance → Fittings → Shoes tried → Shoes sold → New customers

That turns community engagement into a measurable revenue channel. The key here is to put yourself in the runners’ shoes, determine what they need, and then create programs to support those needs, an authentic way.

2. Build More Product-Trial Opportunities

Running shoes are still an experience-driven product.

A runner can research cushioning, foam and geometry online, but they can’t truly determine what works until they put the shoe on and run.

Make product trial a core part of the store experience.

Create a recurring:

“Run Before You Buy” program.

A runner can:

Meet with a staff member.
Narrow down two or three appropriate shoes.
Run in each one.
Compare them with the salesperson.
Purchase the best option.

This is one of the clearest ways specialty retail can differentiate itself from e-commerce.

3. Make the Fitting Experience a Product

Don’t treat fitting as something that happens behind the scenes.

Make it part of the value proposition.

Instead of simply saying:

“We have experienced staff.”

Explain what the customer gets:

Foot and fit assessment

→ Personalized recommendations

→ Multiple shoes to compare

→ Real-world product trial

→ Expert guidance

The more concrete that process is, the harder it is for an online retailer to compete solely on price. Make sure this process is visible through your marketing channels – website, social media, reviews, and email. It’s surprising how many retailers miss this part of their storytelling.

4. Create a New-Runner Program

The rapid growth of run clubs means local stores have access to more potential new runners.

Some are experienced.

Many aren’t.

A retailer can create a dedicated:

“First Pair” or “Start Running” program

Include:

Footwear consultation
Beginner training advice
Sock recommendations
Hydration education
Recovery information
Local run-club introductions

The goal is not just to sell the first pair.

It’s to become the runner’s trusted resource.

Store Programs:

Couch to 5k
Improve your Running Form
Injury Prevention Clinics
Nutrition and Race Day Prep
Half/Marathon Training Program
Stretch and Strength for injury prevention and performance

That can produce years of repeat purchases.

5. Build a Second-Pair Strategy

One of the most effective ways to increase units sold is to sell solutions rather than individual products. Years ago I was part of a program with The Mann Group. If there’s one thing I remember, it’s to always ask probing questions that help provide solutions the customer might not even know they needed.

Another way to think about it, which I reference often, is from Donald Miller’s The StoryBrand Framework. It’s a marketing strategy, but it’s also a customer service strategy. In this framework, the customer is the hero in their story. The retail associate is the empathetic and authoritative guide, the one who will provide the knowledge to help the customer on their journey to reach whatever goal that may be.

Ask:

“What are you training for?”

First, ensure that they’re training for something specific. Not every person that walks into a running store is signing up for a race. Maybe they want to be more active and improve their health. Then identify whether the runner has different footwear needs.

For example:

Daily trainer + speed/race shoe

Road shoe + trail shoe

Primary shoe + rotation shoe

The key is to make the recommendation useful rather than simply trying to increase the transaction.

When there is a legitimate reason to own two different shoes, the retailer can increase units while providing greater value.

6. Merchandise Around Runner Needs

Most running-store walls are organized heavily around brands.

Consider adding need-based merchandising stories:

Best Shoes for Long Runs

Best Shoes for New Runners

Best Shoes for Speed Work

Best Shoes for Trail Running

Best Shoes for Wide Feet

Best Shoes for Race Day

This doesn’t replace brand merchandising.

It gives the salesperson another way to start the conversation.

Instead of:

“What brand do you want?”

The conversation becomes:

“What are you trying to accomplish with the shoe?”

That’s a more effective conversation in specialty retail.

7. Increase Units Per Transaction

When traffic is difficult, getting more value from each customer becomes increasingly important.

The fitting process creates natural opportunities to recommend complementary products.

Ask:

Where do you run?

How far are you running?

What are you training for?

What do you wear now?

How do you handle hydration?

Those conversations can identify genuine needs for:

Technical socks
Shorts
Shirts
Hats
Hydration
Nutrition
Running belts
Recovery products

The goal isn’t aggressive upselling.

It’s solution selling.

8. Build a Strong Post-Purchase CRM Program

Winning a customer once isn’t enough.

A simple automated customer journey might look like:

Day 0: Purchase thank-you

Day 30–45: Product check-in

Day 90: Training check-in

Day 120: Replacement education

Day 150+: Personalized recommendation

The key is personalization.

Don’t just send:

“Buy another pair.”

Instead:

“You purchased your daily trainer in March. How are they working? If your weekly mileage has increased, it may be time to start thinking about your next pair.”

That turns marketing into service.

9. Create a Local Running Calendar

Local knowledge is one of the biggest advantages independent running stores have over national e-commerce companies.

Own it.

Create a weekly or monthly calendar featuring:

Local races
Run clubs
Training groups
Trail runs
Product demos
Charity events
Store events

Then distribute it through:

Email
Social media
Website
Google Business Profile
In-store signage

The goal is to become the local source for running information.

That gives runners another reason to engage with the store even when they’re not currently shopping.

10. Use Local SEO to Drive Store Traffic

This is a major opportunity.

National retailers can dominate searches for product names.

Local stores can win searches based on place and intent.

Target searches such as:

Running store in [your city]
Running shoe fitting near me
Running shoes in [your city]
Best running store in [your city]
Run clubs in [your city]
Best running store in [your state]
Running shoes for beginners

Create useful local content around those searches. Create content that your community wants and needs. Once again, be the local source for running related information in your area.-

A post such as:

“The Best Run Clubs in Charlotte”

can generate organic traffic from local runners.

The page can then naturally introduce:

Your weekly run
Fitting services
Upcoming events
Product demos

That turns local SEO into a customer-acquisition engine.

11. Make Google Business Profile a Marketing Channel

Your Google Business Profile should function like another storefront. So many retailers miss this huge opportunity! Most don’t even respond to reviews, let alone update their store/holiday hours.

Keep it updated with:

Events
Photos
New products
Community runs
Store hours
Promotions

Ask satisfied customers to specifically mention:

shoe fitting

staff expertise

selection

customer service

community

Those reviews can influence the decision to visit before the customer ever sees the inside of the store.

12. Build an Ambassador and Referral Program

Local ambassadors can help a store reach runners it would otherwise never reach.

A program can include:

Store credit
Race support
Product
Referral codes
Exclusive events

In return, ambassadors can help with:

New-runner referrals
Community introductions
Run-club participation
Social content
Event promotion

The important part is measurement.

Track customers generated, not simply social-media impressions.

13. Give Customers a Reason to Come Back Every Month

A strong store should have a calendar of reasons to visit. Focus on value and experience, and ask yourself: why would a runner drive through rush-hour traffic to come to this event? With a great answer, you’ll not only get a great turnout and potential sales, but also see word of mouth spread to fuel the next event, creating a loyal following. Also, consider partnering with a local medical professional (Physical Therapist, Podiatrist, Registered Dietitian, etc.); not only will it add credibility to an info/educational session, but you’ll also help promote a local business. Runners love free food and drink. Invite a bakery, coffee shop, sandwich shop, or restaurant to help promote their business while improving the experience for your participants. What about partnering with a Yoga studio for an ongoing “Yoga for Runners” event to improve flexibility and reduce injury as part of any training program?

For example:

January: New Runner Night

February: Winter Shoe Demo

March: Spring Training Kickoff

April: Race Prep Night

May: Trail Demo

June: Global Running Day

July: Heat Training Workshop

August: Fall Race Prep

September: Marathon Training Night

October: Fall Trail Demo

November: Turkey Trot Prep

December: Holiday Running Event

The individual events matter.

But the consistency matters even more.

The goal is to create a habit of visiting the store.

14. Partner With Brands to Drive Retail Traffic

Brands need local consumers to experience their products.

Retailers need traffic.

Those needs can be combined.

When a brand wants to launch a shoe, propose:

Product demo + community run + fitting event + email campaign + social promotion

Instead of simply receiving samples, the retailer becomes an activation partner.

The result can be:

Brand awareness

→ Product trial

→ Store traffic

→ Fitting

→ Sale

That is much more valuable than a sponsorship that generates only impressions.

15. Measure Units as Carefully as Revenue

One of the most important lessons from 2026 is that revenue can obscure unit weakness.

Circana reported that total U.S. footwear dollar sales rose 1% in Q1 while units declined. Higher average selling prices helped support revenue. (Circana)

For specialty retailers, track:

Metric	Why It Matters
Units sold	Measures actual product movement
Revenue	Measures topline
Average selling price	Shows pricing and mix
Transactions	Measures traffic
Units per transaction	Measures basket productivity
Fittings	Measures engagement
Fitting-to-sale conversion	Measures sales effectiveness
New customers	Measures acquisition
Repeat customers	Measures retention
Event attendees	Measures community reach
Event-to-sale conversion	Measures event ROI

One metric deserves special attention:

Units sold per 100 store visitors

That tells you whether your store is becoming more productive even if overall traffic is down.

I would recommend that you focus on how you support and how you’re viewed in your community, rather than on the metrics above. The metrics should be used to evaluate how you’re supporting your community and where you may need to make some adjustments.

16. Don’t Try to Beat Amazon at Amazon’s Game

Higher prices and increased online competition can tempt retailers into discounting.

That’s dangerous.

Instead, make the local-store experience worth paying for.

Consumers should understand that they’re receiving more than a box at their doorstep.

They’re getting:

Personal fitting

Expert advice

Product trial

Community

Training guidance

Local knowledge

Customer service

That is your competitive advantage.

17. Treat Community as Customer-Acquisition Infrastructure

This may be the most important strategy of all.

Run clubs are growing rapidly, and brands and e-commerce companies are increasingly investing directly in them. RIA’s research shows just how significant the growth has been, while Zappos’ In Motion platform demonstrates how aggressively an online retailer is entering community-based running marketing. (Running Industry Association) (Zappos)

When it comes to community, I always refer back to “The Infinite Game” by Simon Sinek. Specifically, the part on a “Just Cause” – a specific vision of a future state that does not yet exist. Most retailers started their business with an idea of “Just Cause”, even if they didn’t know it or referred to it as such.

What is a “Just Cause”?

Something affirmative and optimistic.
Inclusive – open to all who would like to contribute.
Service-oriented for the primary benefit of others.
Resilient – able to endure and withstand political, technoligical and cultural change.
Idealistic – big, bold, and ultimately unachievable.

The business was founded to serve and improve the community. Maybe it was to build a heathlier and happier community through running. Or maybe it was to help reduce running-related injuries due to improper shoes. Retailers that understand this have no problem connecting and serving their community.

I have seen retailers view running groups as a burden, expecting them to make a purchase each week. One retailer even dissolved their store run group, which had a regular attendance of over 200 runners twice a week, because the manager didn’t want to pay the staff to lead it or support it, seeing it as a payroll expense. Several weeks later, that decision was reversed due to the very vocal feedback through social media. However, that group never returned to its previous size. They were looking strictly at ROI metrics, focused on the short game rather than the long game, or as Simon Sinek puts it, The Infinite Game.

The opportunity is to become the most important physical running resource in the market by connecting with your community. Retailers are seeing the partnership between brands and Amazon/Zappos, through run clubs, as a threat to their business. This is an opportunity; more importantly, it’s a wake-up call! If Amazon/Zappos, which have no physical locations or resources in your community, are doing a better job of connecting with run clubs in your neighborhood, then you need to reevaluate what you’re doing and how you’re impacting your community.

Local running stores shouldn’t look at that and conclude:

“We’re losing the community.”

They should conclude:

“Community is becoming even more valuable.”

That means connecting:

Run club

→ Store visit

→ Fit

→ Demo

→ Purchase

→ CRM

→ Replacement

→ Second pair

→ Next event

That’s a customer-acquisition system.

A 90-Day Plan to Increase Running Store Sales

Retailers don’t need to implement every idea immediately.

A focused 90-day plan can produce meaningful results.

Days 1–30: Establish the Foundation

Audit:

Units
Revenue
Transactions
Average Selling Price
Units per transaction
New vs. repeat customers

Identify your top local run clubs.

Build a three-month event calendar.

Improve your Google Business Profile.

Set up post-purchase CRM.

Days 31–60: Drive Traffic

Launch a weekly community run.

Add at least one product-demo event.

Create a beginner-runner program.

Publish a local running calendar.

Begin collecting reviews centered around fitting and expertise.

Days 61–90: Improve Conversion and Retention

Introduce a second-pair conversation into fittings.

Create need-based merchandising.

Track fitting-to-sale conversion.

Launch an ambassador/referral program.

Begin automated replacement outreach.

Then evaluate every event based on:

Customers acquired

Fittings

Units sold

Revenue

Repeat visits

—not attendance alone.

The New Formula for Specialty Running Retail

The first half of 2026 has demonstrated that running specialty retailers cannot rely on traditional traffic patterns.

Inflation and higher footwear prices are creating consumer pressure. Tariffs are contributing to higher costs. Online retailers are becoming more sophisticated. Run clubs are growing rapidly, and brands and e-commerce companies are increasingly establishing direct relationships with those communities. (FDRA) (Running Industry Association)

But none of those trends eliminates the specialty retailer’s greatest advantages.

A local running store can be:

The place runners meet.

The place runners learn.

The place runners test shoes.

The place runners get fitted.

The place runners find their next race.

The place runners return to.

The retailers that turn those advantages into a measurable sales strategy will be best positioned to increase revenue and unit sales—even when the broader specialty market is challenging.

The objective isn’t simply to sell a more expensive shoe.

The objective is to sell more pairs, to more customers, more often.

And the stores that make community, expertise, product trial, and customer retention part of the same strategy will have a significant advantage in the next phase of specialty running retail. The tactics in this article won’t guarantee success. It’s a starting point to help you and your team think of additional ideas and evaluate whether you’re doing enough to support your community. Hopefully, these ideas will help increase running store sales and keep Running Specialty, special.

How Tri 2B Fit Agency Supports Retailers

Tri 2B Fit Agency works with specialty running, outdoor, and active-lifestyle retailers throughout the Southeast, helping retailers discover and grow with premium footwear and accessory brands. We support our retailers by partnering with them for community events, races, and demo runs. The images throughout this post are all from activations; we’ve partnered with our accounts in the Southeast.

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