Startup cost
$155k–$325k
TRUiC Business Ideas
How to Start a Running Store
Decision Snapshot
Running Store
Idea Score
42
Profit margin
6%
Break-even
18 mo–36 mo
Time to launch
2 wk–12 wk
Demand trend
Stable
5-yr failure rate
—
Capital intensity
Very high
Time commitment
Full time
Part 1 - How to start a Running Store business - Background
These specialty stores, typically small mom and pop establishments, offer customers an assortment of gear specifically targeting the sport of running. Athletes can interact with other runners as they seek advice regarding the best fitting shoe or shop for the latest gadgets. Some larger running stores also sell equipment for sports that include running, such as basketball or soccer.
Our guide is in 3 parts:
- Part 1 - How to start a Running Store business - Background
- Part 2 - Our planner tool to see if this idea is the right fit for you
- Part 3 - Action plan to get started
What are the costs involved in opening a running store?
Running shop owners are advised to lease a space less than 2000 square feet. Even if your vision is to occupy more space, working up to that will help keep your overhead expenses down until the business can support a larger store.
Once you’ve determined your location, you can start designing the space. There’s a few items you’ll need:
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Fixtures/displays
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Footwear
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Apparel
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Accessories
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Computer and software management system
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Website
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Marketing strategy and materials
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Foot and gait analysis system – while not required, this will help you better educate and serve your customers
Depending upon how large your store is and how much inventory you plan to order, total investment could range from $155,000 – $325,000. Fleet Feet Sports requires investors to have $180,000 – $338,000 to open a new franchise store.
What are the ongoing expenses for a running store?
Much like startup expenses, this will vary depending upon the specifics of how your organization is structured, how much inventory you carry, and how large of a space you occupy. Shop owners advise budgeting for between $5,000 and $19,000 per month.
Who is the target market?
The bulk of your business will come from experienced runners who regularly invest in their passion. You’ll meet sponsored runners, ultra marathoners, and those training for the next local race. They’ll all have one thing in common – they’re passionate about their sport and are always looking for that new product that will help them achieve a new personal best.
The second demographic your business should cater to is the novice runner and individuals involved in other sports. This is your opportunity to gain a new, regular client. When treated right and educated properly, many of these customers will realize a newfound passion, and have you to thank for it.
How does a running store make money?
As a retail store, your business will generate a profit through the sale of each item.
How much can you charge customers?
Pricing varies depending upon the product. Items are purchased at cost and marked up to ensure a reasonable return on your investment. If you’re inexperienced in pricing merchandise, ask your manufacturer for assistance.
How much profit can a running store make?
It’s important to remember that businesses spanning every industry report earning little to no profit the first year (up to three years). Successful running store owners, however, have reported a profit, earning up to $75,000 after the third year. The key is to keep up with the latest trends and offer those, particularly the items with a higher profit margin. Insole products average 55% profit, while compression socks and sleeves average 51% profit, so these are great items to stock your shelves with.
How can you make your business more profitable?
Running stores have found success implementing these strategies:
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Partner with local races. Participate as a vendor and sponsor races. This will increase the store’s visibility and assist in establishing a name for yourself within the community.
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Host fitness classes. There are a number of strength and yoga exercises that help build a runner’s stamina, strength, and speed. Plus, it’s a great way to support the social facet of running.
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Offer educational workshops that will help runners with training and injuries. Design them so there’s something for every skill level.
Day-to-Day and Growth
What happens during a typical day at a running store?
The specifics of your day will vary, depending upon how you decide to structure your business and the specific services you decide to offer.
Most days will include the following activities:
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Track inventory and place orders
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Check displays to ensure everything is featured properly. Change out window displays.
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Consult customer to determine what product they’re shopping for. You’ll need to draw enough information out of them to adequately recommend the items best fitting their needs.
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Converse with customers regarding race training, upcoming races, and running injuries.
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Educate yourself so you’re able to converse with customers on the latest trends. This will also ensure your shop offers the trends that you stand behind and feel comfortable recommending.
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If local runners meet up for group runs at your shop, join in.
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Marketing.
Initially, your role will also require you to perform the standard administrative duties. When you’re ready, the store manager can take over a majority of those duties.
What are some skills and experiences that will help you build a successful running store?
Success in the retail industry requires a commitment to customer satisfaction and strong interpersonal skills. From staff, to customers and vendors, your day will be spent interacting with others.
While running is a sport often achieved alone, it’s a tight knit community. Everyone inspires each other and cheers each other on as they work to achieve their goals. It takes a special person to believe in him/herself unwaveringly. However, this trait makes for the perfect running store owner, as that energy will be infectious, inspiring everyone around you. This drive will not only help others achieve their fitness goals, it will position you as a fitness leader in the community. This leadership will help your shop achieve long-term success.
What is the growth potential for a running store?
Runners enjoy the individualized attention they get when visiting a small, locally owned running store. Employees are able to provide quality service, spending as much time as necessary on each customer. For this reason, many store owners choose decide to keep their shop small.
That’s not to say, however, that there’s no growth potential. In larger cities, many entrepreneurs have found such success they were able to open multiple stores throughout their town and surrounding areas. Enterprises such as Fleet Feet Sports offer franchising opportunities to the right candidates. Investors receive the backing of an experienced, well-known organization, providing a leg up on the competition.
What are some insider tips for jump starting a running store?
The following are some tips from successful running store owners:
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While your store should start out fairly small, think big in terms of the inventory you carry. Invest in quality products, with price points that fit every budget.
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Keep up with the latest running shoe trends and reviews. Be sure to carry those items.
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Offer a flexible return policy. If a runner knows they can bring a pair of shoes back after a week’s worth of “test runs,” they’re more apt to invest in the shoe they really want. Just make sure the rules are clearly defined to avoid any damaged returns.
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Develop strong relationships with your vendors. Several shoe companies have made it their policy to accept returned shoes, regardless of their condition, if the customer wasn’t satisfied. They absorb the cost, at no penalty to the store owner.
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Talk to your manufacturers about making one of their catalogues readily available. Given the opportunity to peruse the catalogue home, many customers return with a sizable order.
How and when to build a team
Upon opening your doors, you could probably operate the store yourself. As the business starts to grow, however, you’ll need to start building your team. It is critical that staff members be passionate and knowledgeable about running and everything that it encompasses. Many entrepreneurs have found that hiring the high school students they sponsored is an affordable option.
Part 2 - Is a Running Store business the right fit for you?
Business Evaluation & Strategy Tool
We'll walk you through the four pillars every business needs: Points of Leverage, Marketing Strategy, Financial Model, and Personal Compatibility. At the end you'll see a personalized report and your action plan below will be tailored to your answers.
Step 1 of 4 — Points of Leverage
Every viable business has natural advantages. Below are common leverage points across four categories. Pick the ones that apply to your Running Store business. We've pre-suggested a few based on your idea — review and adjust.
Step 2 of 4 — Marketing Strategy
Without a way to connect with customers, even great businesses fail. Pick the channels you plan to use to reach your customers.
Step 3 of 4 — Financial Model
Enter your monthly baseline costs — the minimum overhead to keep the business running. Then we'll calculate how many sales per month you need to break even.
Step 4 of 4 — Personal Compatibility
A business that doesn't fit your life will fail no matter how good the numbers look. Tell us how this business fits you.
Your Running Store Evaluation Report
Complete the four pillars and your personalized summary will appear here.
Points of Leverage
Marketing Strategy
Financial Model
Personal Compatibility
Part 3 - Action plan to launch your Running Store business in 90 days
Nine concrete steps to take you from idea to open business, grouped into 30-day phases. Complete the planner above and we'll highlight what's most important for your situation.
First 30 days — Foundation
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Form your legal entity
An LLC keeps your personal assets separate from business debts and lawsuits — the most common reason small business owners choose this structure. Sole proprietorships and partnerships do not provide this protection.
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Get an EIN and register for taxes
Apply for your free Employer Identification Number through the IRS, then register for any state or local taxes that apply to your business (sales tax, franchise tax).
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Open a business bank account and credit card
A dedicated business account is required to maintain personal asset protection. Mixing personal and business finances ('piercing the corporate veil') can void your LLC's liability shield.
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Set up business accounting
Recording expenses and income from day one makes tax filing easier and lets you see when the business is actually profitable. Use software (QuickBooks, Wave) or a part-time bookkeeper.
Days 30–60 — Compliance & Risk
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Get permits and licenses
State and local requirements vary widely. Brick-and-mortar businesses typically need a Certificate of Occupancy; service businesses may need specific professional licensing; food businesses need health permits.
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Get business insurance
General Liability Insurance is the most common starting point. If you'll have employees, most states require Workers' Compensation. Specific industries need additional coverage (product liability, professional liability, etc.).
Days 60–90 — Launch
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Define your brand
Your brand is how customers perceive and remember you. A clear name, logo, and visual identity make every later marketing decision easier and protect you legally as you grow.
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Create your business website
Every legitimate business needs a website. Social media pages are not a substitute — you don't own the platform. Modern website builders mean you can launch a clean site in a weekend without a developer.
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Set up your business phone system
A dedicated business number keeps your personal life private, makes the business look legitimate, and lets you route calls professionally. Cloud phone services start under $20/month.