Running for the Right Shoe

As the treadmill hummed beneath her, Becca Friedland tried out a pair of shoes that she hoped could alleviate the pain she feels every time she jogs. With her hair bouncing up and down, she watched the movements of her own feet on the television screen above her.

“Your gait was unstable,” said Joe Pignone, pointing to the screen. Pignone, the manager of the in Rockville, which caters specifically to runners and walkers, evaluated the way Friedland took her steps on the treadmill.

Running for recreation and in competition is popular in the Washington metropolitan area. The Montgomery County Road Runners Club's website lists five races in the region in April alone, including the annual , which will start at 8 a.m. on April 29 at the Shady Grove Metro station and finish at White Flint Mall.

For active runners, it is necessary to find a properly fitting shoe in order to stride efficiently and safely.

Although serving a niche customer base in a struggling economy, business is “going well” at Potomac River Running, Pignone said. Business actually has grown since last year.

Specialty running stores target a small, specific group of customers, Pignone explained. His store could be benefiting from the poor economy as running and walking provides an inexpensive way to exercise, he said.

Pignone also attributes the store's success to creating the right customer experience.

“Service—that’s all that really differentiates these types of stores,” he said.

Most specialty running stores, including in Gaithersburg, Metro Run and Walk in Springfield, VA and in Rockville also provide gait analysis. But, Potomac River Running is unique in using a treadmill for indoor gait evaluations. 

Even in a negative economy, customer service is a high priority for consumers. According to Harris Interactive’s 2010 Customer Experience Impact Report, 60 percent of customers said they "often or always" pay more for a better experience, the Customer1.com blog reported.

Potomac River Running customers seem to share that willingness to pay more for personal service—especially for the gait evaluation, Pignone said.

“A lot of people don’t wear correct footwear or don’t know what’s appropriate or the proper size,” said Chris Sloane, assistant manager of Potomac River Running. "It’s different from a dress shoe."

Friedland said that she had been to shoe stores that “seemed more interested in what color I wanted or the design." 

Potomac River Running gave Friedland three options for shoes after their evaluation of her running stride—an evaluation that she couldn’t get at the mall.

“I can feel the difference,” Friedland said as she tried another shoe on the treadmill.

Pignone admits that the products his store sells could be found for less online. But, the Internet cannot offer the service the store offers.

Local gyms, such as , recommend the store to runners. Regulars continue to visit for the running tips and the gait evaluation, Pignone said. He maintains a database with customer profiles and their shoe specifications.

“The fact that they had a treadmill was pretty impressive," Friedland said. "They clearly wanted me to try out the shoe before I buy.” 

She did not purchase any of the three options she was presented, but “might go back” for a pair, she said.