SALT LAKE CITY — A pair of running shoes will typically last between 300 and 500 miles — and that's for an average jogger. Marathoners can wear out the treads in a couple of months.
Customer's can learn about that, and everything else about the sport of running, at Salt Lake Running Company.
The specialty store, which first opened in 1995, was recently recognized as one of the "50 Best Running Stores of America."
Two trade and consumer publications, including Competitor Magazine sponsor the annual award.
Whether a person is a marathoner or just runs on a treadmill on their basement, the Salt Lake Running Company is hoping to help them maximize their performance.
The Running Company is more than just a shoe store, though there are hundreds of styles, colors and brands to choose from.
"We sell not only a lot of shoes, but we sell apparel related to the sport of being active," owner Guy Perry said, "for running, a triathlon or just moving out the front door at 4 a.m., which a lot of people in our community do."
Unlike a traditional sporting goods store where all sports gear is available, Salt Lake Running Company is all about running: shoes, clothing, nutritional items and other equipment. Perry calls the store, "The Fantasy Island for Runners."
Running has always been fashionable and that popularity seems to be growing.
"The difference now is people are staying active longer in their life, and as they start to stay active, they have issues that they haven't dealt with before," Perry said. "Or people are getting active. 40-somethings, living in the corporate world, gained a little weight and they're not OK with their situation."
The employees, all runners themselves, want to make sure that everyone is using the right equipment.
One way they can do that is putting a customer on a treadmill, for a bio-mechanical analysis.
To make an analysis, an employee makes a 30-second video recording of the customer's feet while running. Footwear should match the mechanics of the runner, and the recording will help determine that.
"And then based on what we see, we'll analyze your feet, play it back in slow motion to see what your feet are doing," said Travis Hildebrand, general manager of Salt Lake Running Company.
The proper shoe, with the proper fit, can really help avoid injuries.
All this attention to detail and customer service is what earned the company national honors for a fifth-straight year.
Stores like Salt Lake Running Company get nominated after customers make unannounced visits, Perry said. "For five years now they secret shop all the running stores in the United States. And, then they award the top 50. We're very internally proud of that."
Perry adds, "the question is, what do we do for the customers when they come through the door. So we have the award, we're thrilled to have it, but can we deliver to every person, every day, every time. That's what we focus on doing."
Utah, of course, is a state rich in outdoor recreation, and Perry says there's a vibrant running culture here.
"Marathon participation is up; half marathon participation is through the roof; 5K's are every weekend all year long. It's a good place to be."
e-mail: kmccord@desnews.com