Logo for Runchella
  • Tired of being at home on Zoom?
  • Desperately craving social interaction?
  • Ready to get out of town?

The RIA has got just the thing for you!

Introducing Runchella, an IN-PERSON event produced by RIA members, exclusively for RIA members. Runchella is all about putting lockdown in the rearview and reconnecting with the run specialty channel in a fun, relaxed setting.
No sales presentations here. Instead, Runchella will be a 'Social Symposium'; designed to offer a mix of social interaction and business education. Retailers will interact with each other and the industry's top brands during group runs, cocktail hours, brand dinners, and an industry party. The event will also offer a choice of deep dive learning tracks, peer discussions, and brand meetings... all designed to ensure you leave smarter than when you arrived!
Runchella is made for owners, buyers, key staff and brand personnel in the specialty run channel.


Sept 27 - 29
Arrive Monday afternoon, depart Wednesday midday


$50 per person
For retailer members. For brands, please contact This email address is being protected from spambots. You need JavaScript enabled to view it. for details.


Denver, Colorado
At the Curtis Hotel. Venue details below.

Program & Schedule

Runchella Schedule

Monday, September 27

Cocktail Hour and Opening Session (all)

Tuesday, September 28

  • Morning Group Run (all)
  • Networking Breakfast (all)
  • CEO Panel - ‘Building a Stronger Run Specialty Channel’ (all)
  • Brand Sessions - Sponsor Brands (all)
Morning Programming Tracks
  • Buyers Session: ‘What buyers need to know in today’s market / Creating an effective buy plan’
  • Owners/GM Sessions: 'Elevating Retailers - Building an Organization for Tomorrow’

  • Networking Lunch (all)
  • Brand Sessions - Sponsor Brands (all)

Afternoon Programming Tracks
  • Buyers Session: 'Tools of the trade / working more efficiently with vendors’
  • Owner/GM Sessions: 'Customer Acquisition - Marketing & E-com tools, strategies, and tactics’

  • Evening Event - RIA Runchella Party

Wednesday, September 29

  • Morning Group Run (all)
  • Networking Breakfast (all)
  • ‘The Future of Run Specialty - What’s coming?’ (all)
Morning Programming Tracks
  • Buyers Session - Buyers Workshop
  • Owner/GM Sessions: Peer-to-Peer Coffee Talk / Benchmarking: How is my store doing?
  • Departures

Runchella features two distinct programming tracks. One track will be curated for owner's/GM's, and another is designed for buyers. Owner's/GM's will be asked to sign up for individual session topics, while buyers need only sign up for the buyer's track, and the schedule will be provided.

For Buyers

Buyers will work with Justin Porter during three informational session blocks (two on Tuesday and one on Wednesday). He will focus on buying fundamentals, tools of the trade, and working more effectively with brand partners.

Tuesday, September 28

What buyers need to know in today’s market / Creating an effective buy plan

This session will explore the evolving role of the buyer in today’s marketplace. Attendees will discuss how to create winning buying processes, including goal setting, inventory modeling, data management, pricing, forecasting, and markdowns.
Tuesday, September 28

Tools of the trade / Partnering with vendors

In this session, buyers will gain exposure to the latest innovations the buyers should know, and how to work more effectively with brand account managers to plan future inventory and turn current inventory more profitable.
Wednesday, September 29

Buyers Workshop - Putting buying tools to work

This is a working session that will apply the prior day’s learnings, with take-home tools to ensure a successful future buy plans. The session will be run in collaboration with other retailers, and with input and discussion with brand sales managers.

For Owners/General Managers/Key Staff

Owners, GMs and key staff will choose their own adventure by selecting two sessions of choice from both the labor and marketing topics. Please register for the show and then you will be contacted to make selections.

Morning Session Theme: ‘Elevating Retailers - Building your organization for tomorrow’
Owners/GM's will be asked to sign up for two of the following session options
Tuesday, September 28

Recruiting For Your Organization

In this session, owners will learn from peers who have found success in finding talent to join their high-performing teams. Learn tips on attracting workers, new places to post your job openings, and how to position your business as a fun and attractive place to work.
Tuesday, September 28

Performance Compensation Models for Staff + Management

Compensation models are quickly transitioning to maximize employee desires and performance. Join a panel of retailers who have found success with different approaches to bonuses, commissions, and compensation packages to attract and retain staff and management.
Tuesday, September 28

How to Create a Legacy Organization (for when you exit)

Succession planning can be a scary topic, but one that we should all be thinking about as a channel and within our individual shops. Learn from retailers who are in different phases of succession planning, and get an overview of the different models that exist so you can transition your business when the time comes.

Afternoon Session Theme: ‘Customer Acquisition - Marketing & E-com tools, strategies, and tactics’
Owners/GM's will be asked to sign up for two of the following session options
Tuesday, September 28

More Customers. More Often.

How do you know if your investments in marketing are working? Learn now to optimize your marketing through ROI measurements and the new “must dos” in digital marketing to attract tomorrow’s runner.
Tuesday, September 28

The Future of Online sales

Online selling is here to stay. What are the things that you need to know to ensure that your online sales keep pace, whether you’re servicing your existing customer base, securing new local customers, or looking to expand your business beyond your community.
Tuesday, September 28

Using Storytelling to Create More Runners

How valuable is storytelling to your brand and how does it result in more customers? How do you take technical performance products and create engaging emotional connections to running? This panel of industry experts will offer tips on crafting your brand storytelling strategy, how to measure your ROI on brand investments, and how to navigate the natural tensions that exist between vendor marketing and retailer brand standards.

Wednesday September 29 - all owner/GMs will automatically be assigned to attend both sessions below.
Wednesday, September 29

‘Peer-to-Peer Coffee Talk’

Intentional, moderated peer discussions on relevant business topics.
Wednesday, September 29

How is my store doing? Principles of Benchmarking

In this discussion, owners and GM’s will learn about how retail analytics can drive smart business decisions.

Curtis Hotel

Runchella is headed back to Denver, Colorado!

RIA will follow up with specific programming specifics after receiving your registration based upon your attendance role.

With the help of our event planning team, the Curtis Hotel will be transformed into RIA headquarters – taking over the ballroom, several unique meeting spaces, a rooftop outdoor lounge, and creating the “hub” central area that brings attendees together for meals, breaks and roundtable sessions.

Image of elegant hotel room

The Rooms

Book one of 200 well-appointed, themed rooms for the group rate of $189 plus tax. Group rate is based upon availability so don't delay!

The Food

No bad buffets here. The Curtis Hotel offers a tasty selection of food options to accommodate all types of diets.
Registered for Runchella and need to book your room? Use the form below to log in.
Runchella is intended for members of the Running Industry Association. If you're a member, use the form below to log in and register. Not yet a member? Consider joining the RIA today!

Running Industry Association

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