Sportitude

What Sportitude does

Sportitude, doing business as RunDNA, is an Australian specialty running retailer operating a direct-to-consumer e-commerce platform at rundna.com.au alongside physical retail stores. The company sells running footwear, athletic apparel, accessories, and sports nutrition sourced from major international brands including Asics, Brooks, Hoka, Nike, New Balance, Saucony, Mizuno, On Running, Altra, and Puma, with category coverage spanning road running, road racing, trail running, track and field, walking, hiking, and cross training for men, women, and children. Product catalog browsing and purchase are supported by structured brand, model, and use-case taxonomy plus educational content (Running Shoes 101, product reviews, recovery run guidance) used as top- and mid-funnel marketing assets.

The company's core service differentiator is its fitting capability: a 15-minute Live Fit video consultation with shoe experts, supplemented by in-store and virtual fitting services, NDIS (National Disability Insurance Scheme) support for eligible customers, and gift cards. The underlying technology is a standard inventory-based e-commerce storefront with conventional payment integrations spanning Visa, Mastercard, American Express, PayPal, Apple Pay, Google Pay, and Afterpay buy-now-pay-later. No AI/ML tooling, proprietary recommendation models, or public APIs are disclosed.

The business model is inventory-based retail: product is purchased at wholesale and sold at retail markup to individual Australian consumers. Pricing is unit-based with a free-shipping threshold of A$100, BNPL installment support via Afterpay, and promotional cadence including EOFY sales of up to 50% off. Geographic scope is single-country domestic (Australia) with express delivery. The company is privately held with no disclosed investors, funding, headcount, management team, or financial metrics.

Name

Sportitude

Legal name

RunDNA

Website

https://sportitude.com.au

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Sportitude (RunDNA) is an Australian specialty running retailer operating DTC e-commerce (rundna.com.au) and physical stores, selling multi-brand running footwear, apparel, accessories, and nutrition alongside expert Live Fit video fitting consultations to Australian consumers.

Ownership category

akta.pro rank

Product category

Specialty Running Retail

NAICS

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

SIC

Retail-Shoe Stores (5661)

akta.pro primary industry

Performance Running Specialty Retail (CRAMACAA)

akta.pro secondary industries

Trail Running & Outdoor Performance Accessories Retail (CRAMAAAH), Running & Endurance Wear (CRAAAEAD)

Keywords

• Running footwear retail
• Athletic apparel e-commerce
• Running shoe store
• Sports nutrition online
• Specialty running gear

Headquarters

HQ city

Hindmarsh

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Direct retail of running shoes, athletic apparel, and accessories to individual consumers through e-commerce platform. Inventory-based model purchasing products at wholesale and selling at retail markup to end consumers.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Sportitude (operating as RunDNA) is an Australian specialty running retailer that sells running shoes, athletic apparel, accessories, shoe care items, and sports nutrition through its own e-commerce storefront (rundna.com.au) and physical stores. The offering combines inventory-based retail of premium running brands (Asics, Brooks, Hoka, Nike, New Balance, Saucony, Mizuno, On, Altra, Puma) with expert fitting services, including the Live Fit fifteen-minute video consultation and in-person fitting appointments, to help runners select footwear and gear suited to their foot type, gait, and activity.

Product overview

RunDNA is an Australian online and retail running specialty store offering a comprehensive e-commerce platform for running footwear, athletic clothing, and sports accessories. The core platform combines an online shopping experience with in-person and virtual fitting services (Live Fit). The product portfolio centers on running shoes from major brands (Asics, Brooks, Hoka, Mizuno, New Balance, Nike, On, Puma, Saucony) organized by use case (road running, trail running, road racing, track & field, walking, hiking, cross training), complemented by athletic clothing for men, women, and children, running accessories (sunglasses, hydration, heart rate monitors), and sports nutrition. Additional services include fitting consultations, NDIS support, and gift cards. The company operates as a specialty running retailer with free delivery for orders over $100 across Australia.

Differentiator

Problem solved

Functional benefit

Products and services

• Running Shoes Specialized running footwear organized by use case including road running, road racing, trail running, track and field, walking, hiking, cross training, and training/gym shoes, sourced from premium brands (Asics, Brooks, Hoka, Nike, New Balance, Saucony, Mizuno, On, Altra, Puma). Targeted at Australian runners across experience levels and foot types (neutral, overpronator, underpronator).
• Athletic Clothing Sports apparel including tops, sports bras, singlets, compression wear, shorts, pants, tracksuits, tri suits, socks, hoodies, jackets, and vests for men, women, and children. Targeted at runners and active lifestyle consumers.
• Running Accessories Accessories including sunglasses, caps and headwear, headbands, phone arm bands, face masks, gloves, headphones, hair and skin care, injury management products, watches and heart rate monitors. Targeted at runners and active lifestyle consumers.
• Running Nutrition Sports nutrition products including energy gels, hydration solutions, and recovery supplements from brands such as Maurten, Huma, Clif, Tailwind, and Precision Hydration. Targeted at runners seeking fueling and recovery support.
• Shoe Accessories Running shoe care products including insoles, shoe laces, shoe care solutions, and performance socks. Targeted at runners seeking to extend shoe life or customize fit.
• Kids' Shoes and Clothing Running shoes and athletic clothing designed for children, including girls' and boys' specific product lines covering running, trail running, track and field, and cross training. Targeted at Australian parents purchasing athletic gear for active children.
• Live Fit Service Fifteen-minute video consultation with shoe experts to help customers identify the running shoe model, size, and feel that best suits their foot type and running needs. Available to Australian customers purchasing through RunDNA.
• Fitting Services In-store and virtual fitting services to help customers find the right running shoe size and model for their foot type, gait pattern, and running style. Available at RunDNA's Australian retail locations and online.
• NDIS Support National Disability Insurance Scheme support enabling eligible Australian customers to access running and sports equipment through RunDNA.
• Gift Cards Digital gift cards available for purchase, allowing recipients to shop for running gear on the RunDNA platform.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature1 record

Partnerships

Nine partnerships are on record, tiered primary and supporting.

• AsicsprimaryOthersMajor running shoe brand partner. RunDNA offers extensive Asics product range including GEL-Kayano, Gel Cumulus, Metaspeed, Novablast, and other Asics running shoe lines.
• BrooksprimaryOthersKey running shoe brand partner offering Brooks Adrenaline GTS, Ghost, and other Brooks running footwear through the RunDNA platform.
• Hoka One OneprimaryOthersFeatured running shoe brand partner with products including Hoka Bondi, Speedgoat trail shoes, and other Hoka running footwear.
• NikeprimaryOthersMajor athletic brand partner offering Nike running shoes including Pegasus, Alphafly, Vaporfly, and Nike ACG outdoor line.
• New BalanceprimaryOthersRunning shoe brand partner with products including New Balance Fresh Foam X 1080v15, 860v15, 880v15, and other New Balance running lines.
• SauconyprimaryOthersRunning shoe brand partner featuring Saucony Endorphin, Triumph, and Kinvra running footwear lines.
• MizunoprimaryOthersRunning shoe brand partner offering Mizuno Wave Rider, Wave Inspire, Wave Sky, and Neo Vista product lines.
• On RunningprimaryOthersPremium running shoe brand partner with CloudSurfer Max and other On running footwear available on the platform.
• AfterpaysupportingChannel Partner/ Reseller/ DistributorBuy-now-pay-later payment partner enabling customers to split purchases into installment payments.

Scale indicators1 record

Recent moves1 record

Expansion highlights5 records

Direct peers

• Running Domain: Independent Australian specialty running store chain with strong fitting-service heritage; competes head-to-head with RunDNA on premium running brand assortment and gait-analysis/expert fitting.
• The Running Company: Australian specialty running shoe and apparel retailer with multiple physical stores and an e-commerce site; closest direct competitor given overlapping brand portfolio, fitting services, and Australian-only footprint.
• Roadrunner Sports: US-based running-specialty retailer offering multi-brand running shoes, apparel, and a VIP fit-expert program; comparable multi-brand specialty model with personalized fitting services.
• Tracksmith: Premium running-specialty brand and retailer focused on the dedicated runner with curated apparel and footwear; comparable in target persona (committed runner) and specialist positioning, though US-based.
• Holabird Sports: Long-running US specialty running retailer with deep brand assortment and expert fitting; comparable multi-brand specialty selection and fitting-led value proposition for committed runners.
• The Running Hub: Australian running-focused multi-brand retailer offering shoes, apparel, and accessories with in-store fitting; directly comparable product mix, target customer, and digital-plus-storefront model.

Emerging players

• Up There Athletic: Australian specialist running store with curated premium-brand selection and community-led positioning; comparable specialist niche, smaller scale, and content-led customer engagement.

Broad incumbents

• Rebel Sport: Largest Australian multi-category sporting goods retailer with broad running shoe offering; competes for the same Australian consumer with greater scale and marketing reach, but lacks RunDNA's running-specialist depth.
• JD Sports Australia: Global athletic fashion and sneaker retailer with Australian stores; comparable on multi-brand running/athletic footwear but with a broader lifestyle-led assortment and stronger brand-buying power.
• Foot Locker: Global multi-brand athletic footwear and apparel retailer operating in Australia; overlaps on running shoes (Nike, Asics, Brooks) and brand marketing scale, but is a generalist athletic player.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/sportitude_au
• Facebookfacebook.com/sportitude.com.au

Revenue estimate

Valuation estimate

Number of profiles

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 Sportitude