Hansons Running Shop

What Hansons Running Shop does

Hansons Running Shop is a privately held, founder-owned running specialty retailer founded in 1991 and headquartered in Metro Detroit, Michigan. The company operates four brick-and-mortar retail locations—Royal Oak (opened Fall 1994), Utica (opened November 1991, relocated October 1998), Grosse Pointe (opened Spring 1993), and Lake Orion (opened February 1, 2006)—alongside an e-commerce storefront at hansons-running.com. Its assortment spans running footwear, apparel, accessories, competition spikes, and injury-prevention products across more than thirty brands including Brooks, Hoka, Asics, Nike, New Balance, Saucony, On, Mizuno, Altra, and Garmin. The retailer primarily serves recreational runners, competitive high school and middle school runners, and athletic teams and clubs across the Metro Detroit area, with phone, email, and online ordering supplementing in-store traffic.

Beyond retail, Hansons operates the Hansons-Brooks Distance Project (ODP), a post-collegiate elite distance running training program founded in 1999 and co-sponsored by Brooks Running since 2003, which houses athletes in three homes in Rochester Hills, MI. The company offers free downloadable training plans (Beginner Marathon, Advanced Marathon, Beginner Half Marathon, Advanced Half Marathon, and Couch Potato to 10k), free weekly group runs at all four store locations, youth running camps (Middle School Day Camp and High School Cross Country Camp), and organized races including the Bill Roney 5k, the Hansons Cross Country Invitational, and the Brooks Hyperion Max 4 Prediction Mile. Its primary proprietary technology is the Hansons Running Mobile App on iOS and Android, which supports rewards points, real-time notifications, group-run check-ins, and mileage tracking with achievements. The company also offers next-day free home delivery for online orders within 15 miles of any store location.

Revenue is generated principally through one-time retail product sales via the four stores, e-commerce, phone ordering (with a $50 minimum for home delivery), and email ordering, supplemented by team discount programs that issue credits for repeat shoe purchases, training camp fees of $70-$100, and digital and physical gift cards that never expire. The go-to-market motion is community-led: free group runs, training camps, organized races, and local event sponsorships drive foot traffic, brand engagement, and recurring visits. The company is led by founders Keith and Kevin Hanson (owners and ODP coaches), with Don Jackson as General Manager and ODP Assistant Coach and Bob Busquaert as Promotional Director. No external investors, parent company, or funding rounds are evidenced in the source material.

Name

Hansons Running Shop

Legal name

Hanson's Running Shop

Website

https://hansons-running.com

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

11–50 employees

Short description

Hansons Running Shop is a founder-owned running specialty retailer operating four stores in Metro Detroit and an e-commerce platform, selling multi-brand footwear, apparel, and accessories while running the Hansons-Brooks Distance Project and community training programs.

Ownership category

akta.pro rank

Product category

Running Specialty Retail

NAICS

Shoe Retailers (4582), Clothing and Clothing Accessories Retailers (45811)

SIC

Retail-Shoe Stores (5661)

akta.pro primary industry

Performance Running Specialty Retail (CRAMACAA)

akta.pro secondary industry

Athletic & Performance Footwear Retail (CRAAADAA)

Keywords

• Running footwear retail
• Running apparel sales
• Fitness accessories
• Running training camps
• Specialty running store

Headquarters

HQ city

Royal Oak

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Retail Product Sales: Sale of running footwear, apparel, and accessories through 4 retail locations and e-commerce store. Includes closeout/deep discount items.
2. Team Discount Programs: Special discounts to athletic teams and clubs. Frequent purchase program: purchase 3 pairs of shoes get $25 credit, purchase 4 pairs get $40 credit toward next purchase.
3. Gift Cards: Digital and physical gift cards sold online and in-store. Digital gift cards delivered via email, redeemable online or in-store.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Hansons Running Shop operates a running specialty retail chain with four physical stores in the Metro Detroit area (Royal Oak, Utica, Grosse Pointe, Lake Orion) and an e-commerce online store. The company sells running footwear, apparel, accessories, track spikes, and Hanson's-branded gear from major brands including Brooks, Hoka, Asics, Nike, New Balance, and Saucony. Beyond retail, it offers free training plans, group runs, youth running camps, and runs the Hansons-Brooks Distance Project elite post-collegiate training program.

Product overview

Hansons Running Shop is a running specialty retail chain operating four stores in the Metro Detroit area (Royal Oak, Utica, Grosse Pointe, and Lake Orion). The company offers an integrated e-commerce platform alongside its physical retail locations, selling running footwear, apparel, and accessories from multiple brands including Brooks, Hoka, Asics, Nike, New Balance, Saucony, and others. The product portfolio includes Hanson's-branded merchandise, competition/track spike shoes, closeout deals, and digital/physical gift cards. Beyond retail, Hansons operates the Hansons-Brooks Distance Project (ODP), a post-collegiate running development program, and provides community-oriented services including free training plans, group runs, youth camps (Middle School Day Camp and High School Cross Country Camp), and a mobile app for rewards and mileage tracking. The company positions itself as a comprehensive running resource combining retail, coaching, training programs, and community events.

Differentiator

Problem solved

Functional benefit

Brands

• Hansons-Brooks: The Hansons-Brooks Distance Project is an elite post-collegiate distance running training program co-sponsored by Brooks Running.

Products and services

• Women's Footwear Running shoes designed for women, available through the online store and all four retail locations in Metro Detroit.
• Men's Footwear Running shoes designed for men, available through the online store and all four retail locations.
• Women's Apparel Running clothing and apparel for women, including tops, shorts, and other athletic wear, sold online and in retail locations.
• Men's Apparel Running clothing and apparel for men, including tops, shorts, and other athletic wear, sold online and in retail locations.
• Women's Competition Shoes Track spikes and competition footwear designed for women, sold online and in retail locations.
• Men's Competition Shoes Track spikes and competition footwear designed for men, sold online and in retail locations.
• Running Accessories Running accessories including nutrition, hydration gear, watches, and other equipment, available online and in retail stores.
• Injury Prevention Products Products designed for injury prevention and recovery, including compression wear and therapeutic items.
• Hanson's Branded Gear Hanson-branded running apparel and merchandise sold online and in retail locations.
• Closeout Deals Discounted and discontinued running shoes and apparel available at 20-30% off, sold online and in retail stores.
• Digital Gift Cards Electronic gift certificates delivered via email, redeemable online or in-store, with no expiration.
• Physical Gift Cards Physical gift cards available for purchase and redemption in-store.
• Middle School Day Camp A four-day low-intensity instructional camp at Stoney Creek Metropark teaching training principles, running mindset, and race strategies to middle school students. Registration fee $70 (until July 26th), $80 at camp, includes instruction, t-shirt, camp awards, daily refreshments, and a 20% off coupon.
• High School Cross Country Camp A four-day instructional camp taught by Kevin and Keith Hanson and Hansons-Brooks Distance Project members, designed to teach high school runners training principles, mindset, and race strategies. Registration $85 (until July 13th), $100 from July 14 - August 8th, $100 at camp, including free entry into the Friday evening race.
• Hansons-Brooks Distance Project (ODP) An Olympic development program housing post-collegiate distance runners in Rochester Hills, MI, focused on training elite athletes for national and international competition. Co-sponsored by Brooks Running since 2003.
• Free Training Plans Free downloadable training plans including Beginner Marathon, Advanced Marathon, Beginner Half Marathon, Advanced Half Marathon, and Couch Potato to 10k programs, developed by Hansons coaching expertise.
• Hansons Mobile App A mobile application available on iOS and Android allowing customers to earn rewards points on purchases, receive real-time notifications about sales and special events, check into group runs, and track mileage with achievements.

Named customers1 record

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Brooks RunningcoreStrategic or Co-development Partner · 1 January 2003Brooks Running signed as co-sponsor of Hansons Distance Project in 2003. The team has been known as Hansons-Brooks Distance Project ever since. Brooks provides sponsorship that enabled purchase of third house for women's team.

Scale indicators2 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Big Peach Running Co. Multi-store Southeast running specialty chain with stores in Georgia, Tennessee, and surrounding states. Offers multi-brand footwear, expert fitting, group runs, and community races — directly comparable specialty/community model.
• Marathon Sports: New England running specialty chain with multiple Massachusetts locations selling multi-brand performance running footwear, apparel, and accessories with community-led programming — comparable specialty format to Hansons.
• Fleet Feet: Largest US running specialty retail chain with hundreds of locations through franchise and corporate-owned stores. Operates the same multi-brand running shoe/apparel model with strong community events, group runs, and gait analysis — directly comparable to Hansons' positioning and GTM motion.
• Playmakers: Michigan-based running and team sports specialty retailer with stores in the Lansing and Kalamazoo areas. Closest geographic peer to Hansons, offering multi-brand running footwear, apparel, and team discount programs in the same state and customer demographic.
• JackRabbit: Multi-store running specialty chain operating in the Northeast and Midwest US. Sells multi-brand running footwear, apparel, and accessories with expert fitting and community-led GTM closely mirroring Hansons' specialty retail model.
• Boulder Running Company: Multi-store independent running specialty retailer in Colorado with strong community/event programming and gait analysis services. Closely comparable as a regional specialty chain with similar store-with-events GTM motion.
• Running Room: Canadian-based running specialty retailer with ~130 stores in Canada and the US. Known for its free learn-to-run clinics and running clubs — structurally similar to Hansons' group runs and training camps, and operates the same multi-brand running specialty format.
• Charm City Run: Mid-Atlantic running specialty chain (Baltimore-area) selling multi-brand running footwear and apparel with community events, group runs, and race management — a regional analog of Hansons' specialty/community model.

Others

• Brooks Running: Hansons' longest-standing strategic partner and a key brand carried in-store. Brooks is also the most direct competitive substitute via its own DTC e-commerce, making it both a critical supplier and a structural channel threat to Hansons' retail economics.

Broad incumbents

• Roadrunner Sports: Established direct-to-consumer and former brick-and-mortar running specialty retailer offering broad multi-brand running footwear/apparel online. Comparable merchandise mix and customer base, though its distribution model skews national e-commerce rather than community-led local retail.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/hansonsrun
• Facebookfacebook.com/hansonsrunshop
• LinkedInlinkedin.com/company/hansons-running-shop

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Hansons Running Shop