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5 WAYS TO SECURE How to Get Access to Capital in 2014 A LOAN

A recent survey of better since the credit crisis, independent business owners including the U.S. government conducted by the Institute encouraging banks to make for Local Self-Reliance (ILSR) more SBA loans. found that 42 percent of small “Today’s lending climate is businesses that applied for definitely improving and we’re a bank loan in the last two on much firmer footing,” says years either failed to obtain a Kevin Ellis, vice president loan or received one for less of government guaranteed than the amount they needed. lending at Ameris Bank in That’s souring news for many Jacksonville, FL. “There is running storeowners seeking also more lending competition a bank loan to open a new on the streets, which is a outlet, expand an existing real positive for borrowers, store, purchase a mobile unit particularly those who have or gain the financial cushion to their ducks in a row.” compensate for lean times. “[Credit is] necessary if you 2. Be prepared. want to grow or explore some The Boy Scout motto – “Be projects that require additional Prepared” – easily applies to cash flow up front,” says Matt today’s lending landscape. DeLeon of the four-store, Retailers should understand Ohio-based Columbus Running what goes into a loan package, Company. including the primary source By Daniel P. Smith Of course, independent of loan repayment, cash retailers need not fall into that flow for the operation and osh Levinson knows dreaded 42 percent crowd. collateral. Most importantly, just how important Armed with an understanding retailers should be prepared access to capital is. of their enterprise and to address those issues with J Since opening his first a sound business plan, a lender. Charm City Run store in 2002 including financials and “Many small businesses with the help of a bank loan, projections, running retailers go into the lending process Armed with a Levinson has since captured are more likely to land the looking for direction when bank support to open four capital they need. the lender wants to see the sound business additional Charm City Run Here are five ways shop borrower ready to go and plan, retailers are stores in the Baltimore area. owners can best position with a firm grasp of his or her more likely to Without those funds, Levinson themselves to secure a bank business,” says David Nayor, understands his company loan in today’s marketplace: co-president and COO of land the capital might not be where it is today. BoeFly, an online matchmaking they need. “Having access to capital 1. Understand the lending service for borrowers and has certainly helped us grow environment. more than 4,000 lenders. the business,” Levinson says. On the plus side, small Retailers must also Unfortunately, securing business credit has been understand that banks – above capital can often be an inching back and the lending all else – are interested in the uphill battle. climate has changed for the business and a borrower’s

RUNNING INSIGHT® is a registered trademark of Formula4Media, LLC. © 2014 all rights reserved. Jeff Nott ...... [email protected] Editor-in-Chief .. Mark Sullivan: [email protected] Running Insight is published twice each month, is edited for owners and top executives at running Jeff Gruenhut ...... [email protected] Publisher ...... Troy Leonard: [email protected] specialty stores and available only via email.The opinions by authors and contributors to Running Advertise Beth Gordon ...... [email protected] Insight are not necessarily those of the editors or publishers. Articles appearing in Running Insight may BACK ISSUES SUBSCRIBE David Muirhead [email protected] runninginsight.com store.formula4media.com not be reproduced in whole or in part without the express permission of the publisher. Formula4Media, Andy Tompkins [email protected] LLC, P.O. Box 23-1318, Great Neck, NY 11023. Tel: 516-305-4710.

How to Get Access to Capital (continued) ability to repay the loan. important given the deeper “Passion is great and analysis today’s underwriters necessary, but passion doesn’t are devoting to loans. run the business and the store needs to be run soundly,” 5. Create strategic Ellis says, calling it a deﬁnite relationships with banks. plus when retailers can ILSR senior researcher demonstrate sound operations. Stacy Mitchell encourages It also helps when small retailers to build relationships businesses understand how with local banks, which will “fundable” they are, something enhance one’s ability to obtain Nayor says few know. That’s a loan when needed. why BoeFly teamed with FICO “It’s important banks to create a small business know who you are and how credit score product called concept’s past and future 4. Pay the bills and you operate, even if that’s bQual, which provides a prospects to the competitive minimize debt. not in a lending capacity,” statistically valid rating environment, market size, With a strong track Mitchell says. Owners might alongside insights into why marketing plans and add-on record of paying bills and even maintain relationships the business scored as it did services, such as coaching minimizing debt, retailers with various banks – big and and thoughts on how lenders or race timing services, can show lenders that they small – to create a stream of typically view the score. store owners show their are responsible, professional options when they need cash. “This helps small businesses grasp of the business and owners. Yet more, that track “Different banks have understand how lenders see the marketplace through record inspires conﬁdence agreed to do business with them,” Nayor says. the business plan, a reality in banks, which are looking us at different times,” says that will assuage many of a to limit their exposure. the Columbus Running 3. Have the business plan lender’s concerns. “You never want to go back Company’s DeLeon. in hand. “The point is that the bank to the bank and say, ‘Hey, Ellis, meanwhile, urges The business plan is is looking at you and asking if you can trust me this time,’” owners to be mindful of the too often overlooked, you have thought through this Levinson says. relationships they are forming particularly by established business,” Levinson says, well A strong payment track with bankers and to seek a retail operations that aware that some banks won’t record can also reduce the comfort level rooted in trust. dismiss the business plan even talk to a prospective amount of time and work it “Interview the banker as as a senseless chore. From small business borrower takes for the business to obtain much as he interviews you,” relaying information on the without a business plan. loan approval, especially Ellis says. Q

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Nutrition & Hydration Sales Need a Jumpstart What Is Driving Sales Declines and How Can the Categories Rebound?

utrition and There are bright spots. Hydration products GROWTH IN UNIT SALES Manufacturers have responded accounted for to consumer demands by N$21.6M of the dollar 2012 2013 2014 / YTD bringing innovative new revenue and 33% of units sold designs to the market. at run specialty stores in 2013. Hydration Packs, including These are extremely important race vests, were up 56% in categories for retailers looking dollars YTD. The Hydration to bolster items per receipt to -9.23%-15.92% -1.89% -13% category overall was down offset flat footwear sales and 8% in 2014 with Fanny (-23%) 4.76% lackluster apparel numbers. and Holder/Belts (-30%) Looking at total year 2011 driving the declines. Hand held vs 2013, Hydration products -2.66%66% bottles, likely due to increased declined 18% in units and participation in longer distance Nutrition fell 5%. The first events increased 14%. quarter of 2014 has produced According to Ben Pickel of similar results with Nutrition Leisure Trends, there are likely (-2%) and Hydration (-13%) several factors contributing products both declining. to the sales figures for both What is driving these the Nutrition and Hydration declines and how can retailers NUTRITION categories. “Increasingly, new rebound these categories HYDRATION and seasoned runners alike to drive profitable growth? are gravitating towards less Given the increased number competitive themed events of participants in a variety of such as: Color Runs, Zombie running and fitness events Dashes, and even the Krispy over the past few years there declines in these categories so sales to rebound. Retailers Kreme Challenge where the is ample opportunity to re- retailers may not need to hit and manufacturers can take concept of using nutrition engage consumers about the the proverbial panic button several proactive steps to products does not resonate performance benefits and need just yet. Q1 has historically drive sales that reflect the with participants. On the for such products. been the quietest period for increased participation we other end of the spectrum The weather undoubtedly Nutrition and Hydration sales have witnessed in endurance marathoners, triathletes, and contributed to early season and there is plenty of time for pursuits. other long distance athletes

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8 runninginsight.com © 2014 Formula4media LLC. Are you the circle or the square? Technology is evolving faster than at any time in history and rapidly changing the way consumers shop. Is your business keeping up with this challenge and capitalizing on the exciting opportunities it presents? Aetrex’s 2014 iStep hardware and software platforms are by far the most advanced in-store technology programs available for footwear retailers. By integrating wireless digital foot scanning, cloud computing and interactive “app” based software, iStep delivers increased sales and an authentic hi-tech shopping experience for your customers. Visit aetrex.com or call 800-526-2739 for more information. Ask about our new 4-Free Rental Programs. Nutrition & Hydration (continued) using 10-20 gels per week could develop creative purchasing a special program that or discounted products in easily spend $900 per year on programs that are attractive conveniently meets their high an effort to support in-store gels alone, are likely looking to the customer while still usage demands. initiatives like training groups. to online retailers or direct- protecting the bottom line. Another theory, proposed With all that stores are doing to to-consumer efforts to get the Consider offering discounts by Pickel, is that “run specialty get more people participating quantity they desire at a price on Nutrition products retailers may be cutting into in events, the Nutrition they are willing to pay.” with a footwear purchase. their own sales.” Training category should be booming. Some retailers have lowered This will give floor staff groups became an extremely “The hang and hope prices and adopted a service the opportunity to have a successful element to run method doesn’t work for oriented philosophy, rather conversations with customers specialty stores as a way to apparel sales and neither than focusing on maintaining about the benefits and your cultivate new runners as well does just putting gels and margins, to retain customers customer, having just been as build and maintain loyalty sports drinks out at aid that shop out of channel. expertly fit for shoes, will be with existing customers stations during training Run specialty stores are thinking more about his or The best shops offer fully runs. Getting return for viewed as destinations and her upcoming training cycle supported long runs complete this investment requires most retailers take pride in and the lofty goals they set with gels and sports drinks at planning. Educating the that label. But making a special for themselves. Another aid stations throughout the consumer is critical. trip to purchase a few gels option is to identify those training run, nullifying the Retailers need to mirror the each week is an inconvenience customers that are high need for participants to carry efforts put forth to inform to even the most loyal of volume users of Nutrition their own gels, drinks, chews, customers about footwear customers. Retailers must products and offer them etc. Many vendors offer free with nutrition” says Pickel. Q

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By Lou Dzierzak about the importance of appear that benefit from Keeping nutrition in their pursuit advancing nutrition science, Up with the thletes are of sporting excellence and and help to grow the overall looking for enjoyment,” says Jonathan arsenal used by athletes at Competition nutrition that all levels.” A will improve Lisa Hunt, marketing in the their performance. New brands are director, Osmo Nutrition Sports nutrition can help attracting buzz says, ”Every athlete is Nutrition runners improve their race unique. There are a lot of experiences by holding off and attention by athletes that aren’t happy Category the “bonk” that comes from addressing the with the products they are pushing too hard, too long needs of runners currently using that are without refueling the body. looking for willing to experiment.” Sales at run specialty can Established brands hit peaks and valleys (see alternatives. are refining packaging page 8), but the variety of options and flavors to keep nutrition offerings from customers engaged. New brands continues to grow. Toker, founder of Toker brands are attracting buzz “The market continues Engineering, developer and attention by addressing to expand, as athletes of SaltStick products. the needs of runners become more knowledgeable “Products continue to and athletes looking for

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there’s an ‘a-ha’ moment,” more athletes of all ability founder, Huma Gel. “Right says Hunt. levels become increasingly now existing brands can Offerings are PowerICE frozen hydration aware of sports nutrition continue to grow sales just expanding as is a cross between a sports and the impacts on their by focusing on the niches more athletes drink and a functional performance. High quality, they currently fill, while new beverage. natural ingredients are brands have the opportunity become aware of “We can fit in either attractive to savvy athletes to establish themselves by sports nutrition category. We have created a at all levels of training and servicing a previously unmet and its impact on new channel in the market,” competition.” need. If/when the Endurance says Blair McNamera, VP Runners are experimenting Boom ends, there will likely performance. sales and marketing for with new brands and be a shakeup of the market PowerICE. “When a potential formulas. The openness to that will devolve into a fight customer experiences the new approaches is fueling for market share, but for now alternatives. benefits of frozen hydration, market growth rather than the boom is providing room Two year-old Osmo which cools their core market share fights between for everyone.” Nutrition has introduced quickly before or after a brands. “One great part Kevin Rutherford, CEO a product line called workout, we’ve developed about an expansion in any and president, Nuun functional hydration. Osmo a fan. Then it’s a matter of industry is that merchants says, “We are finding that also offers a women’s- letting them know where can focus on competing for consumers are shifting to specific line. “Women they can purchase a pack to the new customers instead alternatives that have a understand they have highs take home and freeze.” of poaching from their greater purpose, mission and lows in terms of their Jennifer Shea, national competitors, and I think and overall health approach. performance. When we sales manager, Honey that’s what we’re witnessing This shift is coming from explain why that happens Stinger says, “We are seeing with the Endurance Boom,” the traditional ‘engineered the market expand as says Ian McCollum, co- science’ products which

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are now experiencing nutrition products is limited to hold onto or expand the 1. Skratch Labs Hyper Hydra- contraction,” he says. “The in run specialty. Brand presentation,” says Christian tion Mix 2. Bonk Breaker Peanut Butter reality is the awareness of extensions, new ﬂavors, Johnson, VP of sales, GU & Chocolate Chip taking proactive measures new packaging and a steady Energy. “GU has lots of news 3. Probar Core Protein Bar for optimal health is growing. stream of new competitors in that respect. In June, we 4. Osmo Nutrition Active Hydration for Women & Acute The direct result is our challenge retailers to present roll out Salted Watermelon Recovery for Women world of sports nutrition is a collection of nutrition GU and Peanut Butter & experiencing growth.” products that meet the needs Chocolate GU. In July: Root of their customer base. Beer GU, Lemonade Roctane Protecting Shelf Space “Certainly space is at a and a $19.95 promotional The amount of shelf premium, so brands need value pack of GU and space available for sports to deliver their best punch Roctane.”

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training, promotional to “real food” options. processed, chemical laden 1. Probar Bolt Organic opportunities and Brands promoting natural foods, seeking organic, Energy Chews 2. Honey Stinger incremental displays to or organic ingredients are non GMO alternatives is Gingersnap Wafﬂe enhance current nutrition attracting attention. naturally crossing over to 3. SaltStick Electrolyte Caps sets and front of store “I see this as entirely sports nutrition products,” 4. GU Energy Gel Salted Caramel 5. Pocket Fuel Whole Food Fuel displays.” positive and simply an says Frank. “Athletes are offshoot of people becoming ﬁnally starting to read Real Food Options increasingly aware of the labels on sports nutrition A segment of athletes quality of calories they products and being vocal appears to be moving put in their bodies all day, about not wanting to eat away from current sports every day. The growth ‘junk food’ when they are nutrition product offerings in whole foods based exercising. This has a lot and advocating a return diets, avoiding highly of the traditional players

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Achieve perfect training with heart rate. Focus your training on your goals Media: Heart rate (HR) is the number of times per minute the heart The Wahoo )itness approach works because it focuses your beats, and it is the best feedback on how your body responds body on one of two key tasks: “The Wahoo )itness TICKR is unique to exercise. As your activity level increases, your body demands among heart-rate monitors because it more oxygen and your heart beats faster. However, as you get The Burn syncs over either ANT (for ȴ tness gadgets ȴ tter, your body also becomes more eɝ cient in delivering the Aerobic workouts that focus your body on shedding pounds and watches) or Bluetooth Smart” oxygen your body needs. Heart Rate training allows you to: and getting ȴ t. During low-intensity, sustained cardio aerobic —OutsideOnline.com workouts, your body burns fat as the primary fuel source during • Know Your Body—Heart rate is the most reliable method exercise. Burn workouts not only help lose weight, but also are of tracking your body’s response to workout intensity. ideal recovery pace workouts. “Gone, for instance, is the clumsy ‘220 minus • Maximize Your Workout—Heart rate provides real-time your age’ approach to calculating maximum feedback on how hard your body is working during exercise. The Burst heart rate instead,the outȴ t >Wahoo@ has Anaerobic workouts that focus your body on getting faster. • Measure Your Results—As you train over time, your developed a series of physical tests that better During high intensity interval workouts, your body burns readily pinpoint max HR.” heart becomes stronger. Tracking your heart rate allows available fuel sources such as sugars or carbohydrates. Burst —CultofMac.com you to see your progression, stay motivated, and set workouts teach your body to su΍ er, allowing you to hold faster achievable goals. speeds more e΍ ectively.

Simplify your heart rate training with the Train Smarter with Burn and Burst Wahoo Fitness Burn and Burst™ Program Traditional training and coaching methods generally use ȴ ve scan the QR symbol Your heart rate is as uniTue as your ȴ ngerprint. Wahoo )itness’ heart rate zones or quintiles, from 50-100% of your maximum with your smartphone simple approach to HR training is based on an individual’s to experience the Wahoo app heart rate. If the maximum HR is established via the “220-age” personalized Burn and Burst numbers. Wahoo )itness and formula, it can be inaccurate, as there is variability in ȴ tness the Wahoo app makes it simple for you—you only need to across individuals of the same age. Even if maximum HR is remember two numbers, and we store them in the app on established via a ȴ eld or lab test, there are still a lot of numbers your phone. to keep track of. Wahoo Burn Rate Wahoo )itness has simpliȴ ed heart rate training. While you will The recommended heart rate that should be always be able to see your exact heart rate number in the app To learn more about Burn and Burst, maintained (within a range of minus 10 BPM and record it, we’ve combined some the zones and identiȴ ed visit wahootȴ tness.com/tickr to plus 5 BPM) during exercise/training to an area to avoid, otherwise known as “No Man’s (Woman’s) ensure maximum fat burn Land.” This zone lies between the Burn and the Burst rates, and it is where ineɝ cient training occurs. It is a HR that is too Wahoo Burst Rate fast for fat burning or recovery runs, yet too slow to teach your The recommended heart rate that should be body to su΍ er and get fast. It is easy and deceiving to train in achieved and maintained (up to 5 BPM over), this zone—it feels like a good, hard workout, but in reality, it for short durations to improve speed and doesn’t help achieve either the goal of getting ȴ t or fast. performance Get Results with Burn and Burst The Wahoo app will walk (or run!) you through one of two tests to get your personalized numbers. The home test, a formula based Wahoo )itness o΍ ers beginner, intermediate, and advanced on your age and actual resting heart rate, is Tuick and easy. )or plans for those who want to follow the eight-week Burn or more accurate results, we recommend the ȴ eld test, which is a Burst program. Or, incorporate your burn and burst numbers twelve-minute workout with a gradual increase in intensity. into your own training programs to ensure you are training slow enough on recovery days (burn) or fast enough for intense interval workouts (burst). Train Smart. Train Perfect. TRAIN SMART. TRAIN STRONG. TRAIN FREE.

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www.wahooﬁ tness.com/tickr Skechers Inks American Runner Kara Goucher Shoe Brand Adds to its Elite Athlete Roster; Eyes Growth in Performance Division.

agreement with Kara her as it has with Keflezighi. Goucher. Goucher is a long “We believe elite distance runner who won athletes like Kara and Meb the bronze medal in the competing in Skechers 2007 World Championships Performance footwear in the 10,000 meters. She further drives growth in also competed on the this key division of our U.S. Olympic team in 2012 company,” says Michael and 2008, and won the Greenberg, president of 2012 USA Half Marathon Skechers. Championship and was A competitive runner third in the 2012 Olympic for more than 20 years, Marathon trials. Goucher grew up in Duluth, The multi-year MN, and attended the agreement names Skechers University of Colorado in Boulder. After taking a brief break from training to have Skechers will a child, Goucher returned use Goucher in to competition in January, 2011, and is currently its advertising training in Boulder. and marketing Earlier this year, Goucher, campaigns. a former Nike athlete, signed with Oiselle, a women’s apparel brand. In the past few weeks, Kara ollowing its Performance Division as She also recently signed a Goucher has signed success with Goucher’s official footwear partnership deal with Nuun. partnership deals with American sponsor. Skechers plans to Skechers, Oiselle and Nuun. Goucher will reportedly F marathon star use Goucher in the brand’s appear in Skechers Meb Keflezighi, Skechers advertising and marketing marketing wearing Oiselle Performance Division campaigns and may well apparel with both a has signed a multi-year develop a signature shoe for Skechers and Oiselle logo. Q

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Speedo and OrthoLite any activity in and around the from upper sole down to the extremely Partner on Footwear water. outsole; a cushioned low- passionate, Speedo has partnered with The FST has non-marking proﬁle midsole for maximum detail OrthoLite to have OrthoLite Vibram outsoles for traction proprioception of trail; and oriented insoles as a featured and slip resistance; seamless hydrophobic, quick-drying person who technology in Speedo’s FST, a construction for comfort with monoﬁlament mesh for has loved new all-terrain shoe designed or without socks; FluidFlow maximum breathability. Balega for triathlon, trail running, and technology to provide drainage Retailing for $115, the FST socks forever,” says Tanya is now available online and Pictor, Balega’s VP of sales at select retailers, including and marketing. “You cannot Dick’s Sporting Goods and create that intimate love and RoadRunner.com. knowledge of the brand – you The Speedo FST just live it. Beth has been a Balega Hires Michels as loyal ambassador before she Brand Manager joined our team.” Performance sock brand In addition to working Balega has hired Beth Michels directly with retailers, Michels as its new brand manager. will also play a part in sharing She will primarily focus on Balega’s philosophy and its managing the brand’s presence charity actions in giving back and partnership with retailers. to respective communities. “We are very excited to have “I am most excited about Beth on board as she is an spreading the Balega love! I

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26 runninginsight.com © 2014 Formula4media LLC. am looking forward to visiting pocket to hold wet or dry Moji Introduces New New triathlon stores, meeting staff, and pack wins design wetsuit or swim gear; a top Director of Sales finding ways to make their job award. pocket with fleece lining to Moji announced the addition a little easier when it comes to protect sunglasses or swim of Jonathan Harris as its sock sales,” says Michels. goggles and 360° reflective new director of sales for the Prior to joining Balega, piping to provide visibility in company’s massage and Michels worked for eight years low light/night environments. recovery brand. in a specialty running store, The pack also features built- Harris comes to Moji managing sales and brand in room for hydration and with over 20 years of sales representation. a dedicated ambidextrous management and customer hydration port; a Speedo Dirt relationship experience, having Speedo Tri Clops Packs Bag to keep dirty or wet gear worked as a rep and National Wins Award the bike and the run easily and separated from clean, dry Sales Manager across a variety A new triathlon pack from efficiently accessible. garments; soft hip belts made of industries. Harris will focus Speedo called the Tri Clops The Tri Clops is equipped to conform to the wearer for on continued growth of the has been selected as a winner with a three headed zip an individual fit to keep pack Moji brand within the recovery in the prestigious Red Dot system, which allows the pack in place; and ergonomic 3D and pain relief space, as well as Award: Product Design 2014 to be opened into an organized molded shoulder straps and establishing Moji’s presence competition. relay station without the need Turbo Vent system, allowing in new channels. The pack is built with to remove the helmet. It also for air flow and back support. “Jonathan is an avid features to manage all the tools has dedicated pockets for The Tri Clops, MSRP $139.95, fitness enthusiast in both a triathlete needs to perform running and cycling footwear; is one of 13 new packs from endurance cardio and weight and to keep gear for the swim, an expandable zip-out drainage Speedo in 2014. training with a wealth of

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personal experience in Wahoo’s new heart rate The TICKR Run heart rate monitor from muscle recovery and the monitor pairs with iOS Wahoo Fitness, MSRP $79.99. benefits of post workout and Android smartphones massage” said Victor and devices and is for sale Viner, founder of Moji. “His at wahoofitness.com and passion for fitness and in specialty run retailers focus on business results for $79.99. will enhance Moji’s sales efforts within existing and Ultimate Direction new accounts. We’re thrilled Partners with Another to have Jonathan join our Mother Runner talented team. Ultimate Direction has launched a partnership Jenny Collection, a complete the first thing to be Wahoo Introduces with women’s running group assortment of women’s sacrificed is time spent New Heart Rate Monitor Another Mother Runner to hydration products. being active,” said Buzz Wahoo Fitness, which makes help supply a core group The team at Another Burrell, brand manager for fitness apps and products of female runners with Mother Runner hosts Ultimate Direction. “The that take advantage of the advanced, women’s specific parties and events from team at Another Mother power of smartphones, has hydration solutions. Part of coast to coast, helping Runner is working to prove introduced what it says a broader initiative to better women learn how to stay that parenthood can be is the world’s only heart address the hydration active and healthy while balanced with a healthy rate monitor with activity needs of female runners, raising a family. lifestyle and we want to help tracking that provides real- this partnership will be “Parenthood is by giving these runners the time analysis of a runner’s supported with Ultimate challenging and time best available hydration form. Called the TICKR Run, Direction’s new for 2014 consuming, and often products.”

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Leisure Trends reports Swiftwick as one of the best performers in turns and margins for retailers

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Swiftwick Brings Focus to Quality Compression

Swiftwick, a small but dedicated U.S. producer of athletic specialty stores and an exploding fan base, including compression socks, claims to make the best sock you’ll Olympians and some of the greatest athletes in the world, ever wear—guaranteed. After trying them out, we believe Swiftwick is clearly a market leader. it. Headquartered in Brentwood, Tennessee, just outside Cleveland discusses the company’s mission, cultural of Nashville, the company was co-founded by CEO Mark ideals and explainis how Swiftwick socks in a few short A. Cleveland in January 2008. With more than 1,500 years have been kicking the competition to the curb.

farms in Montana. It is the only 200-needle Merino wool compression sock on the market.

Why is made in the U.S. very important to you? Swiftwick manufactures a higher quality product with sustainable manufacturing techniques, creating American Swiftwick CEO & Founder jobs. We’re competing at the Mark Cleveland same price point as Balega, Feetures, Nike and Under Inside out comparison between competitor’s bulky accent yarns Tell us about Swiftwick. Armour. The Swiftwick brand that disrupt circulation, left, and the smoothness of a Swiftwick has traction because our At Swiftwick, we only sell high- ASPIRE™ TWELVE compression sock, right. quality compression socks product is not shipped halfway that are made in the USA. around the world, made from One of the things that makes who-knows-what raw material with Swiftwick’s mission. We small retailers into carrying us different is that “Made and produced with almost no continue to gain market share our socks as a condition in the USA” for Swiftwick labor cost. Specialty retailers and according to Leisure of getting access to some means sourcing all of our are featuring Swiftwick, and Trends Group, Swiftwick is other product, like shoes. We raw materials from American we’ve become a top three one of the best performers don’t want to be a colossal production facilities. brand because consumers in inventory turns and gross giant like Under Armour or We offer several sock lines care about and connect margin percent for retailers. Nike, and we’re not owned that cater to athletes who with our “Made in the USA” You can trace our success by Berkshire Hathaway. We demand different performance commitment. back to our beginning when want to be a “small giant,” attributes from their socks. Retailers are deciding to Swiftwick rejected the meaning we are the best in Runners who love a minimal feel make room for Swiftwick, conventional approach. We our category. to their sock love our Swiftwick moving an older brand like are American entrepreneurs, ASPIRE and PULSE product Balega, made in South determined to support small, You have impressive lines because they’re super Africa, and Feetures, made in specialty retailers in the United athletes excited about thin, while still offering highly Vietnam, while often completely States. We think domestic your brand. Has that sought after compression. Our dropping lower tier brands. This manufacturing is important driven business? PURSUIT line is made of Merino happens when employees and for quality control. With The world’s best athletes are wool harvested from sheep customers more easily connect our approach, we can take wearing and loving Swiftwick responsibility for the technical socks including: IndyCar Swiftwick Aspire collection. and environmental integrity of drivers, Justin Wilson and Josef the raw materials we’re using; Newgarden, National Hockey we make a better product. League players, Olympians, PGA Tour Pros, professional cycling Speaking of “the other teams like United Healthcare guys,” how does Swiftwick Cycling and 5-Hour Energy differentiate itself in the Cycling teams, marathoners, crowded performance triathletes and running champ, sock arena? Max King — the support is We are not trying to bully humbling, exciting and impactful. Running Shorts (Continued)

New UA Brand House two million LED lights serves Opens in NYC as a centerpiece along with Last month Under Armour an athlete wall of fame. The opened a 10,000 square foot “Brand House” theme is a retail store on Broadway in the specialty retail concept that SoHo neighborhood of New Under Armour also has in York City. The SoHo Brand Baltimore, MD and Tysons House is Under Armour's Corner in McLean, VA. largest retail store to date. Susie McCabe, SVP of global The store will carry a retail, Under Armour, told the full-line of men's, women's Baltimore Sun that the brand and youth apparel, footwear has plans for more Brand and equipment. A significant House stores but said the portion (more than 15 percent) company will focus on quality of floor space consists of over quantity and has no footwear. The brand’s growing plans to roll them out by the collection of women’s offerings hundreds. "This is a business are highlighted strongly. for us, not a marketing The store will also be the exclusively at the SoHo Brand athletes, celebrities and VIP activity," she said. "We will first retail location to carry House. clientele in an intimate setting. open stores that make money Under Armour's new men's The location also has a VIP- Digital displays throughout and complement our existing elevated lifestyle collection, style “Rowhouse Basement” the store serve as points of points of distribution. In telling 35th & O. Localized New shop, where staff will provide information and a marquee our story ourselves, we can York products will be offered private consultations to video wall made up of over help the brand overall." Q

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inish Line executives Finish Line stores is more which they are known. Many told Running Insight than 70 percent Nike, so independent running store that now that they the expansion into running owners are skeptical that RSG F have operational specialty should allow TFL to can execute on the outreach control over the 57 stores target an older, more diverse and service aspects of the that are part of The Running customer base and expand business. “That’s something Specialty Group, they will its vendor base with running- store owners focus on every focus on improving in- centric brands such as day and it will be difficult for store service, inventory Brooks, ASICS, Saucony, New any corporate entity to pull management and community Balance and Mizuno. that off,” one store owner told outreach. Those are three Lyon said TFL should be Running Insight. key areas where the acquired able to help the RSG stores Also in the past 18 months, stores have fallen short. Glenn Lyon, Finish Line, Chairman with better systems and flow growth in the run specialty “We have to deliver and of inventory and “run their business has slowed down. we recognize that we have businesses more efficiently.” This could prove a double not,” said Glenn Lyon, Finish The goal is for RSG In his view, running stores edge sword for TFL. The Line chairman in an exclusive stores to improve operate at about “50 percent slowdown could make more interview with Running Insight. operations and capacity.” He said the goal store owners receptive to Lyon vowed that TFL is is for RSG stores to improve selling their stores, but it committed to fixing and maintain the cus- operations and maintain could also make it more growing this aspect of its tomer service they the customer service and difficult for RSG to grow its portfolio. The vast majority are known for. community outreach for same store sales.” Q of sales from TFL’s $1.4 billion portfolio come from its mall- based Finish Line stores, but the best known stores in the Lyon says the plan is to grow country, such as Run On! in RSG to $300 million to $400 Dallas and Boulder Running million annually and build its Company in Colorado. in-store boutique business The Gart’s acquisition profile with Macy’s to account for an focused on store owners who additional $300 million to $400 were 60-years old who were million annually. In 2013, RSG’s looking for an exit strategy. sales were $50.2 million. Once they bought the stores, RSG was founded in however, and the owners September 2011 when publicly exited the business or stepped traded Finish Line purchased back, store operations typically 18 stores from New Jersey- struggled. Lyon admitted that based entrepreneur Gene inventory management, which Mitchell. In May 2012, Gart was handled by TFL, was also Capital Partners, run by a problem but added that they Tom and Ken Gart, formerly have figured out how to fix it of Gart Brothers Sports, and that it is already on the bought a minority stake in way to being improved. the venture for $10 million “It’s not a matter of if we and assumed control of daily can fix this, but how we fix it,” operations including the roll Lyon said. up of additional stores. In less Finish Line’s mall-based than two years, Gart Capital stores serve a younger rolled up nearly 40 additional clientele, primarily males stores, including some of 18-to-24. The product mix in

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