Fleet Feet

Fleet Feet is an American franchisor[3] of locally owned and operated running stores founded in 1976 in Sacramento, California. The company provides running shoes, apparel, and accessories for both men and women. The company is headquartered in Carrboro, North Carolina.

Fleet Feet
TypePrivately held company
IndustryClothing
Founded
FoundersSally Edwards and Elizabeth Jansen
Headquarters
Carrboro, North Carolina
,
U.S.
Number of locations
275 stores
Area served
United States
Key people
  • Joey Pointer
    (CEO)
ProductsRunning/Walking Footwear and Athletic Apparel
Brands
Number of employees
2,365 (2022)
Websitefleetfeet.com
Footnotes / references
[2]

In addition to its retail locations, Fleet Feet offers training programs, events, and other resources for runners and fitness enthusiasts.[2] Fleet Feet operates over 275 stores in the United States and has an online presence.

History

The company was founded in 1976 by Sally Edwards and Elizabeth Jansen,[2] both collegiate athletes, educators, and under 30. Their first store was located on the second floor of a fixer-upper Victorian house in Sacramento, California.[3][4]

In 1978, Fleet Feet's second location opened in the town of Chico, 90 miles north of Sacramento.[4]

Rather than becoming a multi-store business, Edwards and Jansen decided to build Fleet Feet as a franchise operation with local ownership.[4]

Purchase by Tom Raynor

Fleet Feet underwent a significant change in ownership in 1993 when Tom Raynor[5] purchased the Fleet Feet franchise and two locations from founder Edwards. Raynor began his career in sporting goods as a sales associate with The Athlete’s House in Nashville, Tennessee. He was soon hired by a local sales agency representing multiple vendors, including Nike. His regular reports to Nike, which reflected the changing market and opportunities for the expansion of running, played a significant role in creating a national "tech rep" program called EKIN. The program was the first among footwear manufacturers and attracted young runners, many of whom remain active in the sporting goods industry.[6]

3D scanning technology called "fit id" uses specialized cameras to capture 12 data points to construct a 3D image of a customer's foot. Measurements like foot length, width, volume, and arch height help the retailer fit customers in the best shoes.

After leaving Nike in 1983, Raynor joined Brooks Shoe Company, where he held various positions before being named Director of Marketing and Product Development. In 1989, Raynor moved to Wilson Sporting Goods, where he was appointed General Manager of Footwear. Raynor returned to running in 1992 when he joined Fleet Feet, where he worked on store operations and new store development.[6]

The following year, Raynor purchased the franchise company and two stores from Edwards, including the original Fleet Feet Sports location in Sacramento. With only two staff in 1993, Fleet Feet expanded to 90 stores in 34 states and the District of Columbia. In 2010, the company's retail sales surpassed $100 million for the first time.[7]

In May 2012, Investors Management Corporation (IMC),[7] a company founded by James Maynard, acquired Fleet Feet from Raynor.[8]

In November 2016, Fleet Feet entered into a partnership with Karhu, becoming the sole retailer of the brand in the United States. Through the collaboration, Fleet Feet and Karhu developed a new running shoe called the Ikoni, created from the data points of over 100,000 customers 3D foot scans.[3]

In June 2018, Fleet Feet unveiled a new logo, which removed the word "Sports" from the name. The most notable addition to the logo was the "torch" image placed between "Fleet" and "Feet."[9]

In June 2022, Fleet Feet purchased the 11-store Marathon Sports chain, the New Hampshire-based Runner's Alley locations, and the Connecticut soundRunner store locations.[10]

Initiatives

Recent initiatives by Fleet Feet include introducing a 3D foot scanning system fit id,[11] an e-commerce platform at fleetfeet.com,[12] the national training initiative Fleet Feet Running Club,[13] and the nationwide 5K The Big Run events.[14]

Awards and recognition
  • Fleet Feet was named Fast Company's 2022 "Brands That Matter" in the retail category.[1]

References
  1. Lynch, Sarah (October 22, 2022). "These 4 retailers have built more than a transactional relationship with their shoppers". Fast Company. Retrieved February 24, 2023.
  2. Homayun, Omaid (October 31, 2022). "Fleet Feet CEO, Joey Pointer, On Taking Risks, Embracing Feedback, And Brand Building Around Community". Forbes. Retrieved February 24, 2023.
  3. Solomon, Micah (August 31, 2018). "The Moneyball Of Feet: A Science And Tech-Based Retail Customer Experience Drives Fleet Feet Growth". Forbes. Retrieved February 24, 2023.
  4. Edwards, Sally; Foster, Carl; Wallack, Roy (2011). Be a Better Runner. Fair Winds Press. pp. 158–160. ISBN 978-1592334247. Retrieved February 24, 2023.
  5. Sorich, Sonya (July 17, 2018). "Fleet Feet running store planned in Elk Grove". Sacramento Business Journal. American City Business Journals. Retrieved February 24, 2023.
  6. Larkin, Duncan (March 22, 2011). "In The Business: Interview With Fleet Feet's Tom Raynor". PodiumRunner. Outside Interactive, Inc. Retrieved February 24, 2023.
  7. Ranii, David (May 9, 2015). "Carrboro's Fleet Feet Sports aims to find the runner in all of us". The News & Observer. Archived from the original on May 29, 2018. Retrieved February 24, 2023.
  8. Ryan, Thomas J. (June 1, 2012). "Fleet Feet, Inc. Closes Sale". SGB Media. Retrieved February 24, 2023.
  9. Smith, Eric (June 26, 2018). "Running Rebrand: Fleet Feet Refreshes Logo, Drops 'Sports' From Name". SGB Media. Retrieved February 24, 2023.
  10. Staff Writer (June 17, 2022). "Retiring owners plan to sell Massachusetts-based Marathon Sports". WCVB-TV. Retrieved February 24, 2023.
  11. Urie, Daniel (February 12, 2023). "Fleet Feet opens new store in Dauphin". The Patriot-News. Advance Local Media LLC. Retrieved February 24, 2023.
  12. "Building and Scaling an Engaging eCommerce Experience for Runners". New Media Campaigns. Retrieved February 24, 2023.
  13. "Our Partners". Retrieved February 24, 2023.
  14. Works, Fastco (November 1, 2022). "Running together". Fast Company. Retrieved February 24, 2023.
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