In It for the Long Run: How Fleet Feet Found Something For Every Runner

Wednesday, December 1, 2021

In It for the Long Run: How Fleet Feet Found Something For Every Runner

by Shreyoshi Ghosh

Fleet Feet Facebook

Newbies in a city often hit two dead ends - their daily regime and social life. After three months in the US, as I was going through social networks to make new friends in Lincoln, some of the most welcoming people I came across were the running groups in the city. People in these groups had one piece of advice for me - 'why don't you visit one of the running and fitness companies?' And no, that was not just to buy running gear and hit the streets for a lone run, but to join one of the largest in-person human networks in Nebraska. Among the few companies within those networks is Lori Borer's Fleet Feet.

Lori has been in the specialty running/walking industry since 2014. Her venture, Red Dirt Running Company, had become a popular destination for health-conscious and sports-loving Lincolnites. By acquiring an Omaha franchise, Lori decided to create a stronger presence for her multi-city venture and in 2017, she joined Fleet Feet, a forty-year-old franchising company of independently owned and operated running stores. As Fleet Feet continues to grow each year with new franchisees that are passionate about the running and walking community, Lori's venture thrives with equal resilience.

But it is not about the products that led me to a running company; Lorie's brand offers an innovative and unique community experience for fitness aficionados. A quick look at the social media pages of Fleet Feet demonstrates how it engages with its community members beyond its usual business of selling sports shoes, gear, clothing, fitness, and training programs. Lori Borer reaches out to cross country runners in Omaha, Lincoln, Kearney, and several other places in the state through custom events.

She has something for all; even people like me who could not even reach the second-mile post of Good Life Halfsy, she gives us a 1-mile Fun Run.

Lori believes her continued social engagement with the customers has encouraged them to keep supporting her brick-and-mortar business.

She says, "I have done everything I can to support my community in all capacities since I opened my doors and will for many years to come."

While the sports and fitness industry is waking up from a year-long slumber with a promise of revival from the economic setbacks of 2020, Lori's Fleet Feet flourished in a familiar environment with a loyal customer base. Throughout 2020-21, Fleet Feet's customers stayed with the company and found a new way to find time to work out.

"Whether they are at home working or back at work, staying active has become a part of many of my customers' lifestyles in some way."

Lori attributes her success story to two elements - the place and the people.

"Working in Nebraska and the midwest has been so rewarding. The midwest state of mind is so friendly, helpful, and loyal. It makes owning your own business so much easier."

She has created a family-oriented atmosphere in her stores with her female relatives being part of the business in some capacity.

"Our customers can immediately feel it when they walk into the store."

Another pillar of Lori's business has been the inclusive nature of her business operations. In recent times, her customer base has been dominated by women. She shares her observation about women getting more comfortable with being active, joining the training groups and the events held by Fleet Feet, and lauds the overall commitment towards activity-based initiatives.

Lori believes this shift is amplifying the voices of women business owners in Nebraska. With this change in the customer base, she asserts the voices of women entrepreneurs are getting heard more often in business decision-making and marketing. She believes this trend will continue with women now having a voice in all capacities of the workforce, especially since they can now work from home and be even more efficient with work.

"While at present there are not many women business owners in my industry, it has been so exciting to continue to see women owners thrive over the last decade in all sizes of businesses. This trend will help us thrive as our industry grows."

Additional Images

  • Fleet Feet Facebook
  • Fleet Feet Facebook
  • Fleet Feet Facebook
  • Fleet Feet Facebook
  • Fleet Feet Facebook
  • Fleet Feet Facebook

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