2025 has tested that mindset. It’s been a challenging year across the board — influenced by political tension, tariff volatility, economic uncertainty, and even the literal weather patterns that have impacted participation and customer traffic. But as you’ll see in this month’s By the Numbers feature, 2025 isn’t about decline. The run specialty channel is holding steady — flat compared to last year’s record sales — and if Q3 trends continue, we could still close out December with another year of record sales.
That’s encouraging. But it’s also a reminder that we can’t be satisfied just to hold steady. We have to keep looking at sharpening our businesses.
One area that demands our attention is the 20–30 age demographic. As highlighted in last month’s By the Numbers report, this group remains the smallest subset of the run specialty customer base. I heard a member just last week refer to this age group, sadly, as “the lonely generation. They’ve emerged from the isolation of Covid and want something more: connection. As we’ve witnessed, many are moving away from social media and finding that sense of belonging through the explosive growth of local run clubs.
So, the question becomes: how do we connect with them in meaningful ways? Are we creating store environments that make them feel welcome and understood? Do they respond to the same structured, process-driven sales models that have worked for other generations — or do they need a different, more experiential approach? These are the kinds of questions we should be asking ourselves if we want to ensure the long-term health of the channel.
Which brings me to our next announcement. In this issue, we’re opening early registration for the 2026 RIA Summit. Our goal is to build on last year’s success by doubling down on what makes the Summit unique — true connection. The event will center on peer-sharing sessions, top-to-top brand meetings, and intentional social gatherings designed to strengthen the bonds across our community so we can focus on meaningful conversations. As always,you’ll also have the opportunity to explore the latest products and meet with leading brands.
And we’re making it easy to plan ahead with some strong early registration incentives — including a limited-time BOGO offer. Be sure to read the Summit article in this issue for details.
As we head into the final stretch of the year, let’s keep challenging ourselves — as retailers, brands, and as an association — to keep moving forward. Staying static isn’t in our DNA.
— Terry Schalow
Executive Director, Running Industry Association
