Running Etc

What Running Etc does

Running Etc is a locally-owned running specialty retailer established in 1986 in Norfolk, Virginia, operating two physical storefronts in the Hampton Roads region (Norfolk's Historic Ghent at 1707 Colley Ave. and Virginia Beach's Regency Hilltop at 1940 Laskin Rd., with the latter currently undergoing renovation) plus an e-commerce website at runningetc.com. The company retails running shoes, apparel, and accessories from major brands including Hoka, Brooks, Asics, Nike, Saucony, Altra, New Balance, Mizuno, OluKai, and Oofos, with price points spanning approximately $1.75 for accessories to $275 for premium footwear. The business operates a direct-to-consumer model combining traditional point-of-sale retail with value-added services, including free treadmill gait analysis, expert shoe fitting across multiple sizes and widths, weekly group runs at both locations, an active ambassador program, race packet pickup hosting, and educational in-store clinics. The company claims the largest selection of running gear in the Mid-Atlantic region and employs 1-10 staff.

Beyond product retail, Running Etc generates customer engagement and retention through structured community programs: an Ambassador Program launched in 2014 with annual reapplication, weekly group runs including the Thursday Colley Run Crew in Norfolk, the Wednesday Brew Crew in Virginia Beach, and the HER Running Etc Run Club for women, plus partnerships with over 20 local running clubs and multiple regional race organizations including Tidewater Striders, J&A Racing, Peninsula Track Club, and Colonial Road Runners. Revenue is generated primarily through unit pricing on footwear, running gear, and accessories at MSRP, with sale pricing applied to select items and gift certificates available in any denomination. Distribution channels are two physical retail locations plus a proprietary e-commerce storefront, with no wholesale, marketplace, or B2B sales activity disclosed. Marketing is community-led through Instagram, Facebook, X (Twitter), an email newsletter, weekly group runs, ambassador outreach, in-store clinics, and local race sponsorships, with no paid acquisition signals reported.

Name

Running Etc

Legal name

Running Etc.

Website

https://runningetc.com

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

11–50 employees

Short description

Running Etc is a locally-owned running specialty retailer founded in 1986, operating two stores in Norfolk and Virginia Beach, Virginia, selling running shoes, apparel, and accessories from brands such as Hoka, Brooks, Asics, and Nike, supplemented by free gait analysis, weekly group runs, and an active ambassador program serving Hampton Roads runners.

Ownership category

akta.pro rank

Product category

Running Specialty Retail

NAICS

Shoe Retailers (45821), Sporting Goods, Hobby, and Musical Instrument Retailers (4591)

SIC

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

akta.pro industry

PRIMARYCRAMACAA

Performance Running Specialty Retail

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

SECONDARYCRAMACAI

Outdoor Performance Footwear & Apparel Retail (Trail/Hike)

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

SECONDARYCRAAABAL

Outdoor & Active Lifestyle Apparel Retail

Consumer Products & Retail/Apparel, Footwear & Accessories/Apparel Retail (Specialty & Mass)

Keywords

• Running footwear retail
• Running apparel
• Running accessories
• Gait analysis fitting
• Group run events

Headquarters

HQ city

Norfolk

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Sales: Traditional brick-and-mortar retail sales of running shoes, apparel, and accessories at two physical store locations plus online e-commerce store. Revenue generated through point-of-sale transactions with customers purchasing footwear, running gear, nutrition products, and accessories.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Running Etc. is a specialty running retailer that sells running footwear, apparel, and accessories at two physical store locations in Norfolk and Virginia Beach, Virginia, and through an e-commerce website. The stores carry major athletic brands including Hoka, Brooks, Asics, Nike, Saucony, Altra, New Balance, Mizuno, OluKai, and Oofos. Complementary services include treadmill-based gait analysis, shoe fitting, weekly group runs, in-store clinics, and a volunteer ambassador program launched in 2014.

Product overview

Running Etc is a locally-owned running specialty retailer established in 1986, operating two locations in Norfolk and Virginia Beach, Virginia. The store offers a comprehensive selection of running shoes, apparel, and accessories from major athletic brands including Hoka, Brooks, Asics, Nike, Saucony, Altra, New Balance, Mizuno, OluKai, and Oofos. Beyond product retail, Running Etc provides gait analysis services to ensure proper shoe fit, hosts weekly group runs, maintains an ambassador program launched in 2014, and operates a calendar of local racing events. The store's running gear category encompasses hydration products (Nathan, Amphipod), nutrition (Maurten, Honey Stinger, Skratch Labs, Clif Bar, Salt Stick), injury prevention devices (Pro Stretch, Tiger Tail, R3 Orthopedic Foot Roller), GPS/heart rate monitors (Garmin), sunglasses (Tifosi, goodr), and socks (Darn Tough, Feetures, Balega).

Differentiator

Problem solved

Functional benefit

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and minor.

• Tidewater StriderscoreOthersPrimary local race management company partner. Running Etc. serves as race packet pickup location and community sponsor for Tidewater Striders events including the Summer Series, Scholarship 5K, and major races in the Hampton Roads area.
• Peninsula Track ClubminorOthersRegional race management company partnership for race information distribution and community support.
• J and A RacingminorOthersLocal race management company partnership for regional race calendar coverage.
• Colonial Road RunnersminorOthersRegional running club partnership for race information and community events.
• Local Running Clubs (20+ clubs)coreOthersPartnership with over 20 local running clubs in Hampton Roads area including Norfolk Run Club, November Project VB, Her Running Etc, Brew Crew, and others. Clubs are featured on Running Links page and participate in store events.
• HokacoreGTM or Marketing PartnerPremium running shoe brand partnership. Running Etc. stocks extensive Hoka inventory including latest models like Bondi 9, Mach X 3, Cielo X1 3.0, and Rocket X 3. Product launches and exclusive releases drive customer traffic.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• REI Co-op: REI is a large outdoor and athletic co-op retailer carrying running shoes, apparel, and gear alongside a much broader outdoor portfolio. While not a running specialty pure-play, it competes for running-related discretionary spending in the broader market.
• Dick's Sporting Goods: Dick's Sporting Goods is a major general sporting goods retailer offering running footwear and apparel as part of a broad assortment. It competes with Running Etc. on convenience and price for entry-level runners and casual fitness customers.

Direct peers

• Charm City Run: Charm City Run is a multi-store Mid-Atlantic running specialty retailer headquartered in Baltimore. It is a directly comparable regional peer in the same geography-adjacent market with similar focus on expert fitting, gait analysis, and community running events.
• JackRabbit: JackRabbit is a multi-store running specialty chain offering running footwear, apparel, and accessories with expert fitting services. It directly competes in the same niche specialty retail category as Running Etc., with similar emphasis on expert staff and curated brand selection.
• Road Runner Sports: Road Runner Sports is a running specialty retailer combining physical stores with strong e-commerce. It competes directly with Running Etc. on running footwear and gear selection, often at promotional pricing, targeting the same avid and casual runner customer base.
• Heartbreak Hill Running Company: Heartbreak Hill Running Company is a multi-location specialty running retailer on the East Coast offering expert fitting and community-based programming. It directly parallels Running Etc.'s positioning as a service-driven running specialty store.
• Fleet Feet: Fleet Feet is the largest U.S. running specialty retailer with a franchised store model. It is directly comparable to Running Etc. in core product mix (running shoes, apparel, accessories), service offering (gait analysis, fittings), and community engagement (group runs, ambassador programs).

Emerging players

• Hoka: Hoka is a premium running shoe brand that is both a key Running Etc. partner and a competitive threat via its rapidly expanding direct-to-consumer e-commerce channel. Its DTC push challenges the specialty retailer's role as the primary purchase channel for the brand.

Others

• Brooks Running: Brooks Running is a major running shoe and apparel brand and a key Running Etc. wholesale supplier. It is comparable as a brand-side ecosystem participant whose product strategy, DTC investments, and specialty retailer partnerships shape the economics of stores like Running Etc.

Regional players

• Big Peach Running Co. Big Peach Running Co. is a multi-store running specialty chain based in the Southeast U.S. It mirrors Running Etc.'s specialty retail model with gait analysis, group runs, and community partnerships, but operates in a different geographic territory.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/running_etc
• Facebookfacebook.com/Running-etc-228047111272
• Instagraminstagram.com/runningetc
• LinkedInlinkedin.com/company/running-etc

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 Running Etc