Helping Runners Take Advantage of the Earth under Their Feet

Hinsdale, IL---When you're hooked on running and have an entrepreneurial spirit, opening a running specialty store may be the next logical step. That's what west suburban residents Jonathan Booth and Rachel Evjen envisioned when they found just the right location in Hinsdale for a new, independent store, Runner's Way, located at 110 Chestnut St.

Both Booth, a former Marine captain and All-Marine rugby player, and Hockey Player at Lake Forest College, and Evjan (his fiance), outstanding female athlete for 2002 at Northwestern University (NU), 2002 Big Ten Medal Award Winner and now the assistant cross-country coach at NU in Evanston, view the store with the broader needs of active patrons clearly in mind.

"Both of us wanted to team very practical, high-tech merchandise along with our collective knowledge about running, and focus on the running enthusiast or competitive runner, among others. That's what differentiates us from a traditional sporting goods store, where real day-to-day running expertise is more likely to be the exception than the rule," says Booth. "Whether someone is an experienced long-distance runner or brand new to the sport, or into walking versus running, they need properly fitting clothes and shoes and the latest accessories. We decided to use what we have learned and take the time to steer athletes in the right direction based on their unique needs.

Says Evjen, "Unique is the key here - we don't intend to be elitist in any way, because we view running as an equal-opportunity sport. We expect to attract customers from around the six-county area once we're established and word of mouth about our particular brand of service gets out."

"Running is challenging enough without the impediment of uncomfortable clothing, " says Booth. "So, customers won't find any cotton in the store. Instead, we'll be stocking a lot of relaxed-fit, reflective, wicking apparel that active athletes will want to wear." Familiar brands include HIND, Moving Comfort, Sugoi and Sport Hill.

Evjen, a four-year letter winner in cross-country at Northwestern knows shoes. "If there is one thing that defines superior performance and comfort, it's a properly fitting shoe," notes Evjen. "And, contrary to popular opinion, it's not just a simple matter of picking your normal shoe size. There is a whole list of factors to consider. One brand may be right for one foot, but wrong for another."

Evjen and Booth say they both have been trained to fit runners for shoes to ensure there's satisfaction after the customer leaves the store and hits the road. Shoe brands include Saucony, Mizuno and Brooks, among other high-performance brands.

Additionally, Runner's Way features a short, in-store running track so runners and walkers can get the feel of the "earth under their feet" before they make final choices.

They also offer a 10% discount to CARA members.

For more information, contact Runner's Way at 630-455-4332.