Heart & Sole Sports

What Heart & Sole Sports does

Heart & Sole Sports is an independent, founder-owned running specialty retailer founded on February 14, 2000 by Stan, operating from Albuquerque, New Mexico. The company runs two physical storefronts in the Albuquerque metro (flagship at 2817 San Mateo Blvd NE and a second location at 3601 Eubank NE), open 360 days per year, alongside a proprietary e-commerce platform at shop.heartandsolesports.net. Its core proposition is expert gait analysis performed by a deeply credentialed staff that includes a two-time Olympic Marathon Trials qualifier, a World Junior Cross Country Champion, and former TeamUSA athletes, which the company uses to recommend appropriate road, trail, work, and casual footwear.

The product portfolio spans multi-brand running, walking, hiking, and work footwear for men, women, and children, plus insoles and custom orthotics (including the founder-family-owned Bonz insoles), an extensive sock assortment, recovery devices such as foam rollers and massage guns, sports nutrition products, and custom apparel. The business also issues digital gift cards and operates a small events business, anchored by the annual Heart & Sole 5K and the Mother's Day-themed Bagel & A Schmear 5K, both of which benefit the Road Runner Food Bank and are supported by a sponsor stack led by Brooks.

The revenue model is primarily transactional retail (one-time purchase) of footwear and accessories through both physical stores and e-commerce, supplemented by gift card sales and 5K race registration fees in the $35-$45 range with a 500-runner cap. Marketing is community-led: organic social (Instagram, Facebook), KUNM radio, KOAT 7 TV coverage, and partnerships with Run Fit and the NewMexico.run content platform. The company holds no institutional funding, operates no subsidiaries, and has made no acquisitions, with growth funded entirely through operating cash flow over its 25-year history.

Name

Heart & Sole Sports

Legal name

Heart & Sole Sports

Website

https://heartandsolesports.net

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

1–10 employees

Short description

Heart & Sole Sports is an independent, founder-owned running specialty retailer operating two Albuquerque storefronts and an e-commerce shop, selling multi-brand footwear, insoles, recovery devices, and nutrition. It differentiates via expert gait analysis and a staff of former elite runners, and it hosts annual 5K events benefiting local nonprofits.

Ownership category

akta.pro rank

Product category

Running Specialty Retail

NAICS

Sporting Goods Retailers (45911), Shoe Retailers (4582)

SIC

Retail-Shoe Stores (5661), Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Performance Running Specialty Retail (CRAMACAA)

akta.pro secondary industries

Running & Endurance Wear (CRAAAEAD), Outdoor Clothing & Footwear Retail (Camping/Hiking/Climbing) (CRAMAMAK), Sporting Goods & Outdoor Inventory-led Online Retailers (CRAFADAJ)

Keywords

• Running specialty retail
• Athletic footwear
• Gait analysis service
• Running accessories
• Orthotics and insoles

Headquarters

HQ city

Albuquerque

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Footwear Sales: In-store and online sales of running shoes, walking shoes, casual shoes, work shoes, insoles, socks, nutrition products, recovery devices, and custom apparel
2. Gift Cards: Digital and physical gift cards sold for use online or in-store
3. Race Event Registration: 5K run/walk event registration fees ranging from $35-$45

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Heart & Sole Sports operates two running specialty retail stores in Albuquerque, New Mexico, selling running shoes, walking shoes, work shoes, insoles, socks, nutrition, recovery devices, and apparel. The store complements its product sales with in-store gait analysis, community 5K race hosting, and an online shop for local pickup or shipping.

Product overview

Heart & Sole Sports operates a dual-channel retail offering centered on a physical footprint of two Albuquerque store locations and a proprietary e-commerce platform. The core product portfolio consists of running footwear, insoles/inserts, socks, recovery devices (foam rollers, massage guns), and nutrition products—all tied together by an expert gait analysis service that differentiates the brand from commodity retailers. The company also maintains a gift card program and organizes community running events including the annual Heart & Sole 5K and the Bagel & A Schmear 5K, which serve both as brand-building initiatives and charitable fundraisers for local food banks.

Differentiator

Problem solved

Functional benefit

Products and services

• Running Shoes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Nine partnerships are on record, tiered core, flagship and minor.

• Road Runner Food BankcoreStrategic or Co-development Partner · 11 May 2025Official beneficiary of Heart & Sole Sports 5K events. The race directly supports the food bank's mission to provide nourishing food to New Mexicans. Event proceeds support their community food programs.
• BrooksflagshipGTM or Marketing Partner · 11 May 2025Event sponsor providing Brooks Performance shirts for race participants. Brooks is a leading running shoe brand with mission of welcoming all runners.
• Kaufman's Coffee & BagelsminorGTM or Marketing Partner · 11 May 2025Race venue partner for the Bagel & A Schmear 5K event. Located at historic El Vado Motel, provides post-race bagels and schmear for participants.
• Run FitcoreGTM or Marketing PartnerCommunity partner that puts on many races and run/walk events around the Albuquerque Metro area. Heart & Sole Sports supports and collaborates with Run Fit for local running events.
• RunFitcoreStrategic or Co-development PartnerOfficial race timer for Heart & Sole Sports 5K events, providing timing and results services for community running events.
• Main BankminorGTM or Marketing PartnerRace sponsor. An independently owned and operated local bank serving the Albuquerque community.
• Albuquerque Associated PodiatristsminorGTM or Marketing PartnerRace sponsor and foot health partner. Podiatry practice serving the Albuquerque community.
• PowerStepminorGTM or Marketing PartnerRace sponsor providing PowerStep insoles. Their insoles combine stabilizing arch and heel support with cushioning for foot pain relief.
• Sprouts Farmers MarketminorGTM or Marketing PartnerRace sponsor. Regional grocery chain with commitment to friendly service and healthy living.

Scale indicators4 records

Recent moves1 record

Expansion highlights5 records

Direct peers

• Fleet Feet: Largest US running specialty chain with ~250+ stores via franchising and corporate ownership; offers gait analysis, curated shoe assortment, and community events identical to Heart & Sole's model, but at national scale. Most direct comparable.
• Road Runner Sports: Running specialty retailer combining physical stores with strong e-commerce, offering curated running shoe assortment and VIP membership program. Comparable to Heart & Sole in category and audience, with much larger online scale.
• Running Room: Running specialty chain with in-store training programs, gait analysis, and curated shoe selection; directly comparable specialty retail concept with broader geographic footprint.
• Big Peach Running Co. Regional running specialty chain in the Southeast with multiple locations, expert fitting services, and community run clubs. Strong operational and brand-model comparable to Heart & Sole at slightly larger scale.
• JackRabbit: Multi-state running specialty retailer with in-store gait analysis and curated brand assortment. Directly comparable in product mix, service model, and target customer to Heart & Sole.

Broad incumbents

• REI Co-op: Large outdoor and sporting goods co-op with strong running assortment and in-store expertise; competes for the same active-lifestyle consumer as Heart & Sole but across many categories beyond running.
• Dick's Sporting Goods: National big-box sporting goods retailer carrying running shoes, apparel, and accessories; competes on assortment breadth and price rather than expertise, but overlaps heavily with Heart & Sole's casual/entry-level running customer.

Emerging players

• HOKA: Fast-growing running brand owned by Deckers with aggressive DTC strategy; key wholesale supplier for specialty running stores but increasingly competing for the same end-customer relationship.
• On Holding: Premium running brand aggressively expanding DTC retail stores and wholesale; emerging threat to specialty running retailers like Heart & Sole through both DTC and selective wholesale partnerships.
• Brooks Running: Running-focused brand and Heart & Sole event sponsor; operates its own DTC site and brand stores that compete for the same Albuquerque runner's wallet while also being a key wholesale supplier.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/HeartnSoleABQ
• Instagraminstagram.com/heartandsolesports
• LinkedInlinkedin.com/company/heart-&-sole-sports

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Heart & Sole Sports