The new store moves into the building west of Cherry Creek Mall in the space previously occupied by Cost Plus World Market and directly across the street from the Cherry Creek Trail, one of Denver’s busiest urban multi-use trails.
Continuing the BRC tradition of being more than just a retail store, this newest addition has plans for an Expo-like concept with different zones set up to cater to a variety of runner’s needs.
Topping the list is a Saucony StrideLab offering runners a level of biomechanical analysis never before available in a retail setting using multiple high-speed video cameras and a state-of-the-art force measuring treadmill to help runners understand their personal running form and to make more informed footwear selections. In Motion Rehabilitation, the physical therapy center operated by physical therapist Mark Plaatjes in the Boulder BRC, is also expanding to the new store with its own dedicated space for seeing patients beginning opening day.
A Hydration Bar will feature sports drinks “on tap” and samples of the latest nutrition products. Footwear innovations will be showcased on “the wall” where every model of Hoka, a leader in the footwear technology evolution with their “big shoe” design, will be available to help serious runners enhance their performance. The Asics Community Room offers 1,000 sq. ft. of “open” indoor space that will be dedicated to classes, training groups, free yoga classes and special event needs ranging from team meetings to pre-event packet pickup.
“Boulder Running Company has this practically mythic status among Colorado runners for being ‘the place’ not only for running shoes and gear but for its support of all things running in the local community,” explains Ken Gart, managing partner of Running Specialty Group. “We want to honor and extend that culture to Denver runners and with this really huge space, we have the opportunity to add some bold and innovative elements to the traditional running store experience that will help us deliver even more support and resources to Denver-area runners,” he added.
A Kiddie Corner is also slated to be part of the mix with an outdoor playground onsite and in-store activities for the kids of parents who are shopping, training or attending a class.
This opening also marks the beginning of Boulder Running Company becoming the presenting sponsor and official training partner for the Cherry Creek Sneak, a running event tradition for more than 30 years on the last Sunday of April with several races of varying lengths to attract participants of all ability levels. Training programs for runners and walkers created by 1993 World Championship marathon gold medal winner Plaatjes, will also be available. Camaraderie and fun will be the fringe benefits for runners participating in free lunchtime social runs every Tuesday at noon beginning Jan. 14 that take off from the store’s entrance. Runs will be led by staff members or an executive from the nearby offices of the RSG corporate team.
“Opening a new store always involves managing lots of logistics but when you start to re-imagine all the possibilities for a specialty running store with this much physical space, the planning and preparation is especially high energy,” continued Gart. “The team at the Boulder Running Company is recognized regionally and even nationally for their high caliber staff that is among the most knowledgeable and experienced in the industry. That expertise combined with the store’s connection to so many Colorado runners makes the new store the next step in our ongoing commitment to Colorado runners and walkers,” he added.
Doors open mid-February while a grand opening celebration with special activities is slated for early April.
Running Specialty Group (RSG) is a leading specialty running retail business with 46 stores located primarily in the Northeast, Virginia, Florida, Indiana, Ohio, Kentucky, Texas and Colorado. The company also operates an e-commerce business, Run.com.
By press release
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