Ted NewcombTed Newcomb runs 5½ miles to work each day and then back home – a 55-mile weekly "commute."
Good thing he manages a running store.
Not only does he never run out of stuff to wear, but his workday runs also serve as free advertising – his store's logo is plastered on his shirts and shorts.
For neighborhood retailers like a
Runners High, which Newcomb manages and partly owns, guerrilla marketing is the key to survival.
Other neighborhood running stores like
The Run Shop in Laguna Niguel find that forging strong ties in the community can mean the difference between thriving and barely surviving.
Scott White (right) Located in the
Walnut Village Shopping Center, at Culver and Walnut, Runners High doesn't have close to the marketing budget of a huge competitor like
Dick's Sporting Goods (which recently acquired the Chick's chain).
So, Newcomb has to be creative.
"We have to reach out to people in every way we can," says the 62-year-old veteran runner.
The Irvine location of Runners High – formerly the site of a Polly's Pies – has been open since February 2008. The retailer dates back 30 years, with two stores in Long Beach.
The primary owner is Jeff Tribole, a competitive runner and teacher who has coached and trained runners since 1971.
To generate foot traffic in the Irvine store, Newcomb has reached out to local high-school cross-country and track coaches.
He also has made friends with the
Irvine Police Department, which has several officers who participate in the well-known Baker-to-Vegas relay footrace.
Newcomb is an expert on feet and proper foot care.
"Did you know that there are 60,000 sweat glands in each foot?" he says.
Stressing he is not a doctor himself, Newcomb says many area podiatrists refer patients to Runners High because of his knowledge of running and foot mechanics.
Runners High also features regular sales to attract customers. One ongoing sale is shoes for $69.99 that regularly sell for $99.99.
Newcomb says he also regularly slashes $5 to $10 off the posted price of shoes, clothing and running accessories.
Like other smaller running shops, such as
A Snail's Pace (Laguna Hills, Fountain Valley, Brea),
The Run Shop (formerly Fleet Feet, in Laguna Niguel) and
The Running Lab (Orange),
Runners High specializes in "fittings" – making sure customers buy the right shoes based on how they run.
Newcomb has visitors lace up and watches them run outside the store.
Based on how their feet strike the ground and other factors, he will recommend the right shoe.
"Most people don't get fitted correctly, especially when they go to
Kohl's or
Target to buy shoes," Newcomb says.
"Fittings are the key to preventing injuries and making sure you get the most out of your shoes. You need to buy the right shoe for the right reasons."
Scott White owns The Run Shop in Laguna Niguel – formerly a franchise of Fleet Feet that switched over in January.
Like Newcomb, White says the key to thriving is establishing deep ties with locals. His store has hosted book signings by running stars like
Dean Karnazes, but mostly, White says it boils down to knowing your customer.
"Running specialty stores are all about making sure the customer is fitted in the right shoe," White says. "They walk into a store where everyone is knowledgeable about the products.
"We're looking to create a store that is ingrained in the community, and not just a store that is pushing product out the front door."
This story originally appeared on www.ocregister.com. Runners High is located at 14417 Culver Drive, Irvine, near Trader Joe's, on the northeast corner of Walnut and Culver in Walnut Village Center. For more information, visit http://www.runnershighirvine.com/ or call 949-551-9900.
Ted Newcomb runs 5½ miles to work each day and then back home – a 55-mile weekly "commute."
Good thing he manages a running store.
Not only does he never run out of stuff to wear, but his workday runs also serve as free advertising – his store's logo is plastered on his shirts and shorts.
For neighborhood retailers like a Runners High, which Newcomb manages and partly owns, guerrilla marketing is the key to survival.
Other neighborhood running stores like The Run Shop in Laguna Niguel find that forging strong ties in the community can mean the difference between thriving and barely surviving.
Located in the Walnut Village Shopping Center, at Culver and Walnut, Runners High doesn't have close to the marketing budget of a huge competitor like Dick's Sporting Goods (which recently acquired the Chick's chain).
So, Newcomb has to be creative.
"We have to reach out to people in every way we can," says the 62-year-old veteran runner.
The Irvine location of Runners High – formerly the site of a Polly's Pies – has been open since February 2008. The retailer dates back 30 years, with two stores in Long Beach.
The primary owner is Jeff Tribole, a competitive runner and teacher who has coached and trained runners since 1971.
To generate foot traffic in the Irvine store, Newcomb has reached out to local high-school cross-country and track coaches.
He also has made friends with the Irvine Police Department, which has several officers who participate in the well-known Baker-to-Vegas relay footrace.
Newcomb is an expert on feet and proper foot care.
"Did you know that there are 60,000 sweat glands in each foot?" he says.
Stressing he is not a doctor himself, Newcomb says many area podiatrists refer patients to Runners High because of his knowledge of running and foot mechanics.
Runners High also features regular sales to attract customers. One ongoing sale is shoes for $69.99 that regularly sell for $99.99.
Newcomb says he also regularly slashes $5 to $10 off the posted price of shoes, clothing and running accessories.
Like other smaller running shops, such as A Snail's Pace (Laguna Hills, Fountain Valley, Brea), The Run Shop (formerly Fleet Feet, in Laguna Niguel) and The Running Lab (Orange), Runners High specializes in "fittings" – making sure customers buy the right shoes based on how they run.
Newcomb has visitors lace up and watches them run outside the store.
Based on how their feet strike the ground and other factors, he will recommend the right shoe.
"Most people don't get fitted correctly, especially when they go to Kohl's or Target to buy shoes," Newcomb says.
"Fittings are the key to preventing injuries and making sure you get the most out of your shoes. You need to buy the right shoe for the right reasons."
Scott White owns The Run Shop in Laguna Niguel – formerly a franchise of Fleet Feet that switched over in January.
Like Newcomb, White says the key to thriving is establishing deep ties with locals. His store has hosted book signings by running stars like Dean Karnazes, but mostly, White says it boils down to knowing your customer.
"Running specialty stores are all about making sure the customer is fitted in the right shoe," White says. "They walk into a store where everyone is knowledgeable about the products.
"We're looking to create a store that is ingrained in the community, and not just a store that is pushing product out the front door."
This story originally appeared on www.ocregister.com. Runners High is located at 14417 Culver Drive, Irvine, near Trader Joe's, on the northeast corner of Walnut and Culver in Walnut Village Center. For more information, visit http://www.runnershighirvine.com/ or call 949-551-9900.