Innovation

Fleet Feet Sport takes the concept of being there for their customer to a higher level. Their first, but not the only, concern in their shops is to take the time to make sure that each customer gets the right shoe and right gear they need to prevent injures and create the best running experience they could have. Not only being there for their customers in the shop, they are there outside the shop within the community. They have done such a great reach out into the community to help encourage everyone to get involved in various activities like fundraiser runs, running groups, and other activities not only just for running but other sports. At each store one of the activities is to get involved in a running program set up to help encourage everyone to run. They have different levels based on how many runs each person has done. Once a runner has done so many runs they move up to the next level and they get rewards in the store.

The best aspect of this business model of Fleet Feet is their "FITlanthropy" projects that they have thoughout communities they are in. One project is the partnerships they have with New Balance to give students in low socio-economic areas free after school running programs in northern California. The company, with the help of New Balance, is able to provide an opportunity for children to get active and have an activity after school. Throughout the United States, communities have many projects run by Fleet Feet to help increase the well-being of anyone that is in its surrounding community.

Within the Longmeadow, Massachusetts shop they take the time to get involved in helping the community. Tim Murphy, one of the owners of the Longmeadow shop, was able to explain that they help sponsor local runs, or help with facilitating runs. The business is able to also help raise awareness for the events around the area with posting information in their shop and on their website. They also create fundraising runs that go towards organizations in the community they are in need of help. In the shop in Longmeadow they have a copy of a large check showing that they were able to raise money for Bay State Children’s Hospital Davis Neonatal Intensive Care Unit. They are not only a shop that makes money for the organization but helps unite runners and give them a place to look to get active, and gives back to the communities they live in.

Inspiration

When Fleet Feet was first starting up in 1976 it was just one shop in Sacramento, California focusing only on experienced runners. It was run by Sally Edwards and Elizabeth Jansen, people who knew a lot about running. In 1993 the business was then purchased and changed into having a franchise business model. The way that Fleet Feet became a well-known business in the running community was that they strive to be well-educated and provide an all-inclusive experience. They look out for the runners or customers that come in looking for help. Tim Murphy was able to explain that, “in the communities they are in, [they want] to grow the running community, and be active and participate in the community.” And each store is able to achieve this business model and not only take the existing running community that is in each location but reach new runners.

Overall impact

They have a large impact because they have the ability to have outreach at each of their stores. The have grown from 1 shop to 170, and they are still growing. They give communities the ability to have a meeting place to learn about running and to get motivation to run. They want to make sure that people are healthy and have the ability to stay active.

Business benefit

The innovation has benefited this business because it sets them apart from the rest of the running and athletic shops. They are able to get the top named shoes and athletic apparel and create a solid and committed customer base. They interact with customers and help with anything they need. They are able to retain them due to the level of service they provide. They take pride in providing a great experience to all and get their name out though the events they get involved in. Everything they do to help people is built to follow their business model, so no matter what the event or customer they are helping they are improving their business in the right image they want to follow.

Social and environmental benefit

One story that Tim told me about is that people in the community would make the shop a meeting place. Groups would come in and leave their belongings to go for a run and see that it is a safe place to stop. They get involved with members of the community to start or continue to run. I found a Youtube video on the Fleet Feet Sport channel that had men and women of all ages and athletic abilities explain why they run and how they run. It really shows that they don’t limit themselves to who they reach. They have a running program set up to help encourage everyone to run. They have different levels based on how many runs that each person has done. Once a runner has done so many runs they move up to the next level and they get rewards in the store.

One great societal benefits is that Fleet feet sports get out into the community to help run activities. Tim Murphy says that "they want to be out in the community and not wait for someone to come to them." He want to be out there and helping run events specifically a Fleet Feet run or other community run by others. They lend a helping hand due to their experience. They want to better the running and walking community by encouraging people to get involved.

Another social benefit is that Fleet Feet has received many grants to help provide shoes or running programs to those in need. some grants they have received are:

1. From Brooks Sports to Fleet Feet Sports Mt. Pleasant for "Meeting Street Academy", "this grant will help support the school's running program which provides under-resourced children the opportunity to learn goal-setting skills and discipline, while teaching the importance of living healthy."
2. From Saucony to Fleet Feet Sports Brentwood for "Amputee Blade Runners", which will help Brentwood to "continue to provide footwear, socks and race entry fees to amputees who have extremely high medical costs and may not otherwise be able to afford their favorite sport of running."
3. From Balega International to Fleet Feet Sports Winston-Sale for Mission: Feet First, which helps to "distribute properly fitted footwear to homeless and under-privileged children and families."
4. Fleet Feet Longmeadow raising money from a 5K run for Bay State Children’s Hospital Davis Neonatal Intensive Care Unit.

There are many more examples, like the ones in the above list, on the Fleet Feet website under their FITlanthophy section at https://www.fleetfeetsports.com/mission/community/fitlanthropy.

Interview

Tim Murphy, Longmeadow, MA Store Owner