Charm City Run

What Charm City Run does

Charm City Run, LLC is a privately held specialty running and walking retailer founded in 2002 by Josh Levinson, headquartered in Cockeysville, Maryland. The company operates seven brick-and-mortar retail stores across Maryland and Delaware (Annapolis, Bel Air, Columbia, Fells Point/Baltimore, Frederick, Rehoboth Beach, and Timonium), an online storefront at shop.charmcityrun.com, and a mobile store for race expos. Its core offering is expert in-person shoe fitting combined with the sale of running footwear, apparel, and accessories, supported by a staff methodology called "shrink the wall" that matches customers to shoes that meet fit and support criteria through gait-informed selection.

The business model blends transactional retail with recurring community programming. Revenue is generated through retail product sales (one-time), training program registration fees covering 5K to marathon distances plus the Mighty Milers youth program (one-time), and race registration fees for signature events such as the Altra B3 Distance Series and the Altra Charles Street 12 (one-time). A loyalty program provides $25 credit for every $250 spent and is auto-enrolled. Distribution combines 7 physical stores, e-commerce, a mobile store, and structured training programs delivered via the RunSignUp platform. Community engagement is reinforced through weekly group runs (Rise and Run, Pub Runs, Walking Wednesdays), brand sponsor partnerships (Altra, ASICS, Hoka, Kelly Benefits), and the Charm City Run Foundation charitable arm. Customer segments span adult runners of all levels, walkers, youth runners, and corporate/organizational teams across Maryland and Delaware.

Name

Charm City Run

Legal name

Charm City Run, LLC

Website

https://charmcityrun.com

Company type

Private

Founded year

2002

Operating status

Operating

Short description

Charm City Run is a Maryland- and Delaware-based specialty running retailer operating seven stores, an e-commerce site, structured training programs, and signature races, serving runners and walkers of all levels with expert in-person shoe fitting and community-driven events.

Ownership category

akta.pro rank

Product category

Specialty Running Retail

NAICS

Shoe Retailers (45821), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)

SIC

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

akta.pro primary industry

Performance Running Specialty Retail (CRAMACAA)

akta.pro secondary industries

Outdoor Performance Footwear & Apparel Retail (Trail/Hike) (CRAMACAI), Adventure Equipment Rental, Retail & Service Centers (Gear Hire, Repairs) (THAAAKAN), Adventure Sports & Activity Centers (Paragliding, Surf Schools, Guided Activities) (THAAAAAL), Trail Running & Outdoor Performance Accessories Retail (CRAMAAAH)

Keywords

• Specialty running retail
• Running footwear sales
• Race event management
• Running training programs
• Athletic apparel stores

Headquarters

HQ city

Lutherville Timonium

HQ country

United States

HQ region

North America

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Sale of running shoes, apparel, and gear across 7 physical store locations and online e-commerce platform. Products include high-performance race gear, training essentials, and everyday comfortable footwear.
2. Training Program Fees: Registration fees for structured training programs including half marathon training, marathon training, 10K training, 5K training, Mighty Milers (youth), and various specialty programs. Programs include in-person coached sessions with weekly training plans.
3. Race Registration Fees: Registration fees for signature races and managed races including the Altra B3 Distance Series, Charles Street 12, Bay Bridge Run events, and various community 5K and half marathon events.
4. Loyalty Program: Automatic enrollment in loyalty program with every $250 spent earning a $25 credit. Drives repeat customer engagement and customer lifetime value.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Charm City Run operates seven brick-and-mortar specialty running and walking retail stores across Maryland and Delaware, plus an e-commerce storefront, selling running shoes, apparel, and gear with expert shoe-fitting and gait analysis services. The company complements retail with signature and managed race events (e.g., Altra B3 Distance Series, Charles Street 12) and structured training programs ranging from youth (Mighty Milers) to marathon-level coaching, anchored by weekly community run clubs.

Product overview

Charm City Run is a specialty running and walking retail company operating seven brick-and-mortar stores across Maryland and Delaware (Annapolis, Bel Air, Columbia, Fells Point, Frederick, Rehoboth Beach, Timonium), plus an online e-commerce store at shop.charmcityrun.com. The core offering centers on expert shoe fitting and sale of running footwear, apparel, and gear. Complementary products include organized race events (Altra B3 Distance Series, Altra Charles Street 12), structured training programs (5K through marathon, plus Mighty Milers youth program), a loyalty program, digital gift cards, and community store events (Pub Runs, Rise and Run, Walking Wednesdays). The Charm City Run Foundation provides charitable outreach. The business model integrates physical retail with digital commerce, race management, and training services.

Differentiator

Problem solved

Functional benefit

Products and services

• Brick-and-Mortar Retail Stores Seven physical retail locations offering running shoes, apparel, accessories, and gear with expert in-store shoe fitting and gait analysis services for runners and walkers across Maryland and Delaware.
• Online E-commerce Store Digital storefront at shop.charmcityrun.com for purchasing running footwear, apparel, accessories, and gift cards with shipping, returns, and in-store pickup options for direct-to-consumer customers.
• Race Events and Signature Races Organized running races including signature events such as the Altra B3 Distance Series presented by Kelly Benefits and the Altra Charles Street 12 presented by Kelly Benefits, plus managed regional races throughout Maryland and Delaware.
• Training Programs Structured coached running training groups including 5K, 10K, half marathon, marathon, Summer Track Series, Charles St 12 Training, Mighty Milers (youth grades 2-8), and virtual training options with weekly training plans.
• Expert Shoe Fitting Service Specialized gait analysis and personalized footwear fitting service that matches customers with optimal running shoes based on their biomechanics and running style using the 'shrink the wall' team-based fitting methodology.
• Loyalty Program Customer loyalty program with automatic enrollment, where members earn a $25 store credit for every $250 spent, driving repeat purchases across retail, training, and race channels.
• Digital Gift Cards Electronic gift certificates delivered via email, redeemable online at shop.charmcityrun.com or in any brick-and-mortar store, with no expiration date.
• Weekly Community Run Clubs and Store Events Recurring in-store community events including Pub Runs, Rise and Run morning runs, Walking Wednesdays, Moms on the Move, and group runs hosted at each Charm City Run store location.

Named customers1 record

Segments4 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

Feature1 record

Partnerships

Ten partnerships are on record, tiered core and minor.

• AltracoreGTM or Marketing PartnerAltra is a sponsor for training programs and races including the Altra B3 Distance Series and Altra Charles Street 12. Provides training premiums to participants and supports the Bay Bridge 10K Training program.
• ASICScoreGTM or Marketing PartnerASICS is the sponsor for the Susquehanna River Half Marathon Training program, providing support and training premiums for participants.
• Kelly BenefitscoreGTM or Marketing PartnerKelly Benefits is the presenting sponsor for the Altra B3 Distance Series and the Altra Charles Street 12 and 2-Person Relay events.
• HokaminorGTM or Marketing PartnerHoka is the presenting sponsor for the Charm City Run 5K at Boordy Vineyards event.
• Rehab2PerformminorStrategic or Co-development PartnerRehab2Perform is on-site every Monday at Chessie's Wharf group runs to answer any running/walking related questions from participants.
• Peake SocialminorStrategic or Co-development PartnerPeake Social partners with Charm City Run Annapolis to host the weekly Group Fun Run at Chessie's Wharf event.
• Black Flag Brewing CompanyminorStrategic or Co-development PartnerBlack Flag Brewing Company partners with Charm City Run Columbia for weekly Thursday evening fun runs/walks. All participants receive a discount coupon for Black Flag Brewery.
• Dogfish HeadminorStrategic or Co-development PartnerDogfish Head Run Club is an in-person and virtual running community sponsored by Dogfish Head brewery, hosted at Charm City Run Rehoboth Beach.
• MedStar HealthminorStrategic or Co-development PartnerMedStar Health offers free 15-minute one-on-one sessions at Charm City Run Timonium on Tuesdays, providing health and wellness support to the running community.
• The Y in Central MarylandminorStrategic or Co-development PartnerCharm City Run is the Official Training Group for The Y in Central Maryland Turkey Trot Charity Race.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Playmakers: Midwest specialty running store chain (Michigan/Iowa) combining expert fitting, training programs, and community events — parallel structure to Charm City Run.
• Roadrunner Sports: Long-running online specialty running footwear retailer with outlet stores and fitting services — directly comparable on the running-specialty product mix, though primarily e-commerce-led.
• Fleet Feet: The largest U.S. specialty running retailer, operating ~270 franchised stores with a parallel model of expert fitting, coached training programs, and owned/sponsored races — directly comparable to Charm City Run's integrated retail + community + events approach.
• Big Peach Running Co. Regional specialty running retailer (Atlanta metro) combining multi-store retail with community runs and training groups — mirrors Charm City Run's regional-cluster retail + community model.
• JackRabbit (DICK'S Sporting Goods): Specialty running chain acquired by DICK'S Sporting Goods with curated running footwear assortment and community-event focus — competes head-to-head with Charm City Run in expert fitting and training/race programming.
• Running Room: Specialty running retailer (Canada + U.S. stores) with deep training-program integration and learning-to-run curricula — a directly comparable retail + coached-training model.
• Marathon Sports: Multi-store Boston-area specialty running retailer focused on expert fitting, brand assortment, and community engagement — a directly comparable regional specialty running model.
• Boulder Running Company: Colorado-based specialty running retailer emphasizing expert fitting, gait analysis, and community training — comparable mid-size regional specialty runner with similar service-driven positioning.

Broad incumbents

• DICK'S Sporting Goods: National sporting goods chain with growing running-specialty presence (via JackRabbit) and broad footwear/apparel assortment — primary mass-market competitor pressuring specialty running retailers.
• REI Co-op: Large outdoor co-operative retailer carrying running footwear and apparel alongside broader outdoor assortment — competes for the same runner-customer wallet share but at greater scale and broader category focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtiktok.com/@charmcityrunofficial
• YouTubeyoutube.com/channel/UC6KiKeo84xGKTLjgEGOF_8g
• Facebookfacebook.com/charmcityrun
• Instagraminstagram.com/charmcityrun
• TikToktiktok.com/@charmcityrunofficial
• LinkedInlinkedin.com/company/charm-city-run

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Charm City Run