Point of View - Takeaways from our Event Planning Huddles

A great example came from Armani and Dan at Charlotte Running Company, who shared how their Thursday morning run group has grown from a simple idea into a major community touchpoint. They’ve built a 6 a.m. run that regularly attracts around 100 people. By aligning some of those runs with new product launches, they’ve been able to generate excitement around footwear and even sell multiple pairs on the spot. The key ingredients were thoughtful logistics, music and energy at the start, clear routes, and making sure the store is staffed and open for runners who want to shop after the run.

Another takeaway was the value of thinking beyond the four walls of the store. Many retailers are hosting events with coffee shops, attending community run clubs, and bringing small merchandise (such as Goodr or other accessories) to cover staffing costs. Simple details such as tablecloths, signage, flyers with store information, and brand swag can turn an off-site appearance into a real opportunity to connect with new runners and introduce them to your store. 

We also talked about how events are evolving. Sean from Sole Sports says that basic demo runs still have value, but many stores are experimenting with “elevated events”—things like themed runs, charity activations, or race-day shoe showcases where multiple brands bring their fastest models for runners to test. The idea is to create experiences that feel special and memorable rather than routine. 

From a planning perspective, the message was clear: start early. If we want brand support for events, retailers should begin thinking about their 2027 calendars as early as this summer, with goal setting around August. Since brands often finalize budgets by October, having a clear plan ahead of time can make it much easier to secure support and collaboration. 

Finally, one of the most important reminders from the discussion: strong community relationships come first. Local run clubs and partners don’t exist to drive traffic to our stores, but they exist to serve their runners. When retailers approach those relationships as genuine community partnerships rather than marketing channels, the collaboration tends to be much more successful. 

Overall, the conversations reinforced something many of us already know: events are a lot of work, but when they’re thoughtfully planned and rooted in real community connections, they can become one of the most powerful tools we have.

Stay tuned for our Q2 Huddle dates.

- Melissa Vitale, RIA Board Member

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