Red Coyote Running and Fitness

What Red Coyote Running and Fitness does

Red Coyote Running and Fitness is a privately held specialty running retailer founded in 2010 by Burke and Jon Beck, operating three retail showrooms in the Oklahoma City metro (Classen Curve/OKC, Edmond, and Norman) alongside an e-commerce storefront at shop.redcoyoterunning.com. The core offering centers on a free 2-3 minute Fit Process that combines a 3D foot scanner, slow-motion video gait analysis, Brannock device measurement, and consultations with credentialed Fit Coaches to drive personalized footwear recommendations; this process is described as unique within the OKC metro.

The business model blends product retail with community-anchored services. Revenue streams include retail sales of footwear, apparel, accessories, and nutrition from brands such as Brooks, Hoka, Saucony, Nike, ASICS, New Balance, and Altra; physical and digital gift cards; paid and free structured training programs (Starter Pack 5K at $65, plus free 10K and half/full marathon programs with optional merchandise); race event registrations across 10+ annual events; group fitting services for XC teams and corporate accounts; and the recurring Coyote Crew membership offering 15% off and member-exclusive perks. The company also operates a mobile app with Apple Fitness and Strava integration for mileage syncing on the Frozen Feet Challenge.

Go-to-market is community-led: weekly run clubs at all three locations, an annual portfolio of owned race events, and a network of 50+ pace group coaches have reportedly trained over 3,500 participants to run their first 5K. Distribution is purely regional (OKC metro), and the company has ranked in Competitor Magazine's Top 50 running stores in the US every year in business, including being named Best Running Store in the US in 2015.

Name

Red Coyote Running and Fitness

Legal name

Red Coyote Running and Fitness

Website

https://redcoyoterunning.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Red Coyote Running and Fitness is a privately held specialty running retailer operating three stores in the Oklahoma City metro plus an e-commerce site, serving runners and walkers with personalized footwear fitting, training programs, race events, and the Coyote Crew membership.

Ownership category

akta.pro rank

Product category

Specialty Running Retail

NAICS

Shoe Retailers (458210), Shoe Retailers (45821), Sporting Goods Retailers (45911)

SIC

Retail-Shoe Stores (5661), Retail-Apparel & Accessory Stores (5600)

akta.pro industry

PRIMARYCRAMACAA

Performance Running Specialty Retail

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Athletic Footwear & Sport Apparel Retail

SECONDARYCRAAAEAD

Running & Endurance Wear

Consumer Products & Retail/Apparel, Footwear & Accessories/Athleisure & Performance Wear

SECONDARYCRAAAEAI

Performance Footwear (Running, Training, Court)

Consumer Products & Retail/Apparel, Footwear & Accessories/Athleisure & Performance Wear

Keywords

• Specialty running retail
• Running footwear
• Fitness apparel
• Running training programs
• Gait analysis

Headquarters

HQ city

Oklahoma City

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Retail Sales: Sale of running footwear, apparel, accessories, nutrition products, and gear through three brick-and-mortar stores and an e-commerce platform. Product categories include shoes, clothing, accessories, nutrition, and custom insoles.
2. Gift Cards: Physical and digital gift cards sold in denominations from $25 to $1000, redeemable online or in-store.
3. Training Programs: Structured training programs including Starter Pack 5K ($65 including tech shirt and race entry), free Half/Full Marathon and 10K programs with optional merchandise. Programs run 8-16 weeks with coached group runs.
4. Coyote Crew Membership: Annual membership program offering 15% off all in-store purchases, early access to product launches, exclusive member events, and $10 off Red Coyote races. No application, pace requirement, or qualification needed.
5. Race Event Registrations: Registration fees for owned and organized race events including Puppy Love 5K, Lucky Coyote 5K, Juneteenth 5K, Love Run 5K/10K, Summer Sunset 5K, Runtoberfest 5K, Prairie Line 5K/Half Marathon, Merry Mitchmas 5K/10K, and Frozen Feet Challenge.
6. Group Fitting Services: Group fitting requests for XC teams, corporate employees, or larger groups requiring footwear, insoles, socks, apparel, and accessories.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Red Coyote Running and Fitness operates a specialty running retail business across three Oklahoma City metro storefronts and an e-commerce site, selling curated running footwear, apparel, accessories, nutrition, and insoles from brands such as Brooks, Hoka, Saucony, Nike, ASICS, New Balance, Altra, and Newton. Every in-store purchase is supported by a proprietary free Fit Process that combines a 10-second 3D foot scan, Brannock measurement, and slow-motion video gait analysis to deliver personalized shoe recommendations.

Product overview

Red Coyote Running and Fitness is a specialty running retailer with three Oklahoma City metro locations (Classen Curve, Edmond, and Norman) offering a unified customer experience combining expert fitting services with curated running products. The core offering centers on a free 3-D foot scan analysis and gait analysis fitting process, supported by staff of Fit Coaches. The product portfolio includes running shoes, apparel, accessories, and nutrition from major brands (Brooks, Hoka, Saucony, Nike, ASICS, New Balance, Altra), complemented by training programs (Starter Pack 5K, 10K, Half/Full Marathon, Senior Marathon, Restart), the Coyote Crew membership (15% discount, early access, member events), race events (9 annual events including Frozen Feet Challenge, Love Run, Prairie Line, Merry Mitchmas), and a mobile app with Apple Fitness/Strava sync. The company generates revenue through retail sales, training program fees ($0-$65), event registrations, and the Coyote Crew membership program.

Differentiator

Problem solved

Functional benefit

Brands

• Coyote Crew: Membership program offering 15% off in-store purchases, early access to product launches, member events, $10 off Red Coyote Races, and exclusive perks for loyal customers.
• Frozen Feet Challenge
• Love Run 5K & 10K
• Runtoberfest 5K
• Prairie Line 5K and Half Marathon
• Merry Mitchmas 5K & 10K

Products and services

• Free Fit Process (3D Foot Scan + Gait Analysis) Proprietary 2-3 minute free in-store fitting process that combines a 10-second 3D foot and ankle scan, Brannock device measurement, and slow-motion video gait analysis to deliver personalized shoe, sock, insole, and apparel recommendations for runners, walkers, and customers on their feet all day.
• Running Footwear, Apparel, Accessories, and Nutrition Curated retail assortment of specialty running shoes, apparel, accessories, nutrition, and custom insoles from leading running brands, sold in-store at three OKC metro locations and online via shop.redcoyoterunning.com.
• Starter Pack 5K Training Program 9-week structured beginner training program for first-time runners or those returning after a break, priced at $65 and including a technical training shirt and entry into the Love Run 5K & 10K.
• 10K Training Program Free 8-week structured training program for runners who can already cover 3 miles, designed to progress them from 5K to 10K distance, with optional $20 training shirt and coached Tuesday evening and Saturday morning group runs.
• Half / Full Marathon Training Program Free training program supported by 50+ pace group coaches offering Sunday morning group long runs/walks and Tuesday evening tempo/hill workouts, designed to prepare runners for half and full marathons including the Prairie Line Half Marathon.
• Senior Marathon Program Training program designed for senior runners and walkers of all skill levels, providing a supportive environment with modified training approaches for distance running goals.
• Restart Training Program Training program for individuals who previously completed 5K, 10K, or half/full marathon races but took time off and want to return to running.
• Coyote Crew Membership Annual membership program offering 15% off all in-store purchases, early access to product launches, invitations to special member events, occasional surprises, and $10 off Red Coyote Races, with no application, pace requirement, or qualification needed.
• Race Event Series Annual portfolio of owned and operated race events including the Frozen Feet Challenge, Puppy Love 5K, Lucky Coyote 5K, Juneteenth on the East 5K, Love Run 5K & 10K, Summer Sunset 5K, Runtoberfest 5K, Prairie Line 5K & Half Marathon, and Merry Mitchmas 5K & 10K.
• Weekly Run Club Free weekly social runs at Edmond (Tuesdays), OKC (Thursdays), and Norman locations, open to all ages, abilities, and paces including walkers, joggers, runners, strollers, and leashed dogs, with points redeemable for digital gift cards.
• Gift Cards (Physical and Digital) Physical gift cards available in denominations from $25 to $1,000 plus digital gift cards delivered via email and redeemable online or in-store, never expiring.
• Custom Insoles Custom insole offering as part of the in-store Fit Process to address individual foot and leg anatomy and biomechanical needs.
• Group Fitting Services On-site group fitting services available by appointment for cross-country teams, corporate employees, and larger organizations, covering footwear, insoles, socks, apparel, and accessories.
• Trail Camps (Altra and Brooks) Trail running experiences and training offered as Red Coyote Altra Trail Camp and Brooks Trail Camp, registered through the RunSignUp platform.
• Red Coyote Mobile App Mobile application that lets users check in at runs, earn points redeemable for digital gift cards, and sync mileage with Apple Fitness or Strava to participate in the Frozen Feet Challenge.

Quantifiable outcome

• Over 3,500 participants trained to run their first 5K through the Starter Pack Program
• +2 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• COOP AleworkscoreGTM or Marketing PartnerPartnership born from mutual love for beer, running, and OKC community. COOP Aleworks and Red Coyote created collaborative beer 'Negative Split, a refreshing Belgian Table Ale'. COOP Aleworks sponsors Pack Pint Runs (weekly social runs ending at the taproom) and Runtoberfest 5K event with beer, giveaways, and post-race party.
• Girls on the RuncoreStrategic or Co-development PartnerLongtime partnership helping grow the Central Oklahoma Chapter from 25 girls to over 400 girls in just 5 years. Red Coyote fits each girl in the program with a quality running shoe from Saucony, supporting the organization's mission of empowering girls through running.
• Cleats for KidsminorStrategic or Co-development PartnerRed Coyote donates gently worn running shoes to C4K, which has helped expand their offering to cross-country and track programs in OKC and surrounding communities. Partnership supports young athletes who cannot afford sports equipment.
• 405 Animal RescueminorStrategic or Co-development PartnerPuppy Love 5K event supports the mission of 405 Animal Rescue. Participants may meet and adopt rescue animals at the event, combining running with animal rescue awareness.
• Social CapitalminorGTM or Marketing PartnerSocial Capital serves as the host and post-race landing spot for the Love Run 5K & 10K event, supporting the inclusivity-focused event created to bring people of all types and abilities together.
• Fassler HallminorGTM or Marketing PartnerFassler Hall partners with Red Coyote and COOP Aleworks for the annual Runtoberfest 5K. The event starts and finishes in front of Fassler Hall, and the post-race party continues at the venue.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Big Peach Running Co. Southeast US running specialty chain with similar expert-fit, community-event, and training-program model. Comparable scale and operating format to Red Coyote.
• Running Warehouse: Online running specialty retailer with broad shoe and apparel assortment and competitive pricing. Comparable product mix without the in-store community/fit services.
• Fleet Feet: National franchise of locally owned running specialty stores offering shoe fitting, apparel, training programs, and community events. Closest comparable operator to Red Coyote in both product mix and community-led GTM motion.
• Roadrunner Sports: Long-standing running specialty retailer with a strong e-commerce platform plus stores, focused on running footwear and apparel. Directly comparable category with a heavier online tilt.
• Charm City Run: Mid-Atlantic running specialty retailer combining shoe fitting, training, and owned race events. Closely mirrors Red Coyote's integrated retail-plus-events approach.
• JackRabbit: Multi-store running specialty retailer emphasizing expert shoe fitting, training programs, and in-store events. Directly comparable assortment, customer base, and service-led retail model.

Broad incumbents

• Dick's Sporting Goods: National sporting goods retailer carrying running footwear and apparel at scale, with growing House of Sport experiential formats. Competes on convenience and price rather than expert fitting.
• REI Co-op: National outdoor co-op retailer with broad running shoe and apparel assortment plus in-store fit expertise and community programming. Larger, multi-category incumbent overlapping on running specialty.

Regional players

• Heartland Sports: Midwest-based running and sporting goods retailer operating in a similar regional footprint to Red Coyote. Comparable assortment and customer base across a different geography.

Others

• Hoka One One (direct): Premium running shoe brand with rapidly expanding direct-to-consumer e-commerce. A key vendor of Red Coyote whose DTC push represents the principal channel-level competitive threat.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/redcoyoterunning
• Xx.com/red_coyote
• Facebookfacebook.com/RedCoyoteRunning
• LinkedInlinkedin.com/company/red-coyote-running-and-fitness

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Red Coyote Running and Fitness