Need a COJ Crash Course in Cross Country AND Track

Wait a minute.  Your local HS track season is starting soon?  That doesn't sound right.  You sure it isn't the Cross Country Season?  Because that would make more sense.

Ok, NOW that makes more sense.

Let's approach this from two parts because in reality, they are two different animals.

I don't know a ton about Cross Country but this is from Wikipedia.

Cross-country running involves very little specialised equipment. Unless it is particularly cold, most races are run in shorts and vests or singlets, usually in club or school colours. Footwear is typically a pair of spikes, sometimes called cleats, which are light running shoes with a fairly rigid rubber sole that include metal spikes to maintain grip. Regulation spikes for cross country courses range from .25-.5 inches. Alternatively studded shoes may be worn, and in some leagues, spikes are not allowed, and all runners must wear spikeless "flats"^[1]. On very cold days, many runners will choose to wear long sleeved and long legged garments under their vests and even hats and gloves

Track, on the other hand, is a completely different animal.  And I mean completely.  Almost for each event, there is specialized equipment.  It has been a while since I was on a team (HS and College) but some things have not changed.  I guess, the question I have for you and your store is, what specifically do you want to market to them?

Actually, there isn't much difference between the needs of the distance runners and the XC runners (most will probably be the same, anyway).

You will need to stock spikes, and racing flats.  The Nike waffle racers were what I wore back then, I think they still make them.

I think your biggest struggle is going to be proving to the coaches that you guys know your stuff about their sport, since you're a tri store. 

Local running shops around here are good, because they give team discounts, and the staff will learn each team member's name, shoe preference, school, mileage, etc.  That takes time to build, but that's what keeps kids (and parents) coming back.

Think beyond the coach.  Think about the parents of the runners, since they are buying the shoes. 

Don't know if I can compete with Crowny/wiki but I'll give my .02.  From 7th grade to 12th I ran cross country, indoor track, and outdoor track every season.

Cross country.  Not much to offer as fas as equiptment goes.  Seems like most teams aren't going to need anything but shoes.  In my high school (and most others) all training clothes were brought from home.  You may be able to provide uniforms, but that would probably be a one time purchase every 5 to 10 years.  So, shoes.  My high school provided us with racing spikes.  We had to provide our own trainers.  So cheap racing flats and spikes might be the only way to go.  The Nike waffles are coming to mind.

Track.  This is where you can probably make the most green.  But it also depends how big your tri shop is, and whether they can support all the mechandise.  Different footwear for long distances, sprints, steeple, throwing, jumping, ect.  Then theres bars, mats, hammers, shots, javs, batons, hurdles.  But most schools probably have most of these already.

Seems like shoes are your best bet.  Might be good to give away some water bottles or something too.  So....um....how about that employee discount for BT friends?

Yeah, most are going to already have those.  The shoes (oh the shoes) are number one.  Second, would be uniforms.  Third, warm up gear (sweats, under armour, etc).  Last would be practice/workout gear. 

Seriously, though, Scout is right.  You are going to need to do some serious research.  Mainly because since most of those shoes are specialized, they usually get them through catalogs or online.  THAT is going to be hard to battle.  So maybe you can help them out with the ancilliary stuff that I mentioned.

As a triathlon shop, I don't think you're gonna get hurdlers and throwers in your store for their equipment.  Your best bet is to try to bring in the distance runners, and to focus on the shoes, especially since you might be able to get other runners in as well.

To be perfectly blunt, I think you're gonna have an uphill battle.  Most of those coaches probably already have established connections with the local running shops, and it's going to be difficult to convince both the coaches and the runners themselves that you can provide the specialized service they want/need.  Really, about the only thing I ever went to shop for was the shoes, and I bought trainers maybe 3 times a year, racers once every other.  Spikes were given to me.

You might get some to buy other training stuff, like clothes, but even that will be a hard sell, since you can go to Dick's and get that stuff pretty cheap. 

While all good suggestions - I suggest that in addition to the above suggestions - you also play to your strong suit - BEING A TRI STORE.

When I ran cross country, I remember some of the best practices being non-running practices.  During pre-season, we would occasionally jump in the pool and swim instead of run - great cardio development.

You should consider selling the local teams on the benefits of the other sports you cater to.  Maybe not so much on biking - but try and be creative.  But at the very least, swimming as a means to improve cardio and provide a good workout on a "recovery" day. 

I agree with the previous comment - you have to remember that when you approach them - they'll see you as a "tri" store - so play to that connection instead of trying to sell yourself off as a tri-store that is just as smart as a running shop.

I have no idea if this is feasable, but I'll throw it out there....

As scout said, you've gotta show the coaches that you know your stuff, and you care about the kids.  Ditto for the parents.

To do this, here's an idea.  Ask the various coaches if you can get a team roster and if you can observe a couple of practices.  See if you can't match up the kids on the roster with what shoes they're currently wearing at the practice.  Also, if you know enough to watch stride note a couple of points about how the kid runs.  Also, see if you can get a rough idea of how many miles/week each kid runs.

Then, back at the store, you write a letter to each parent saying you are xxxx and blah blah blah.  Tell them you observed CC practice and noted that their son is running well in his Saucony XXX shoes.  Let them know that based on your best guess at current mileage, these shoes are rated for YYY miles.  That should take him to XYZ date.  Maybe a little blah blah about how injury prevention and proficient running form are based on quality footwear that is not worn out.  Running shoes may look fine but cushion and support wear out faster than appearance, blah blah.  As XYZ date approaches perhaps a coupon or something back to the parents a second time.  Maybe also a note on how their kid is a "long strider" or something, and that a shoe with X is important, and when they come in you'll be looking in that area.  

And then there's always the notes to the coaches congratulating on different meet results, noting a great time by a particular kid, just the normal relationship building stuff that shows you care.  All of the above has to have the blessing and meet recommendations by the coach of course. 

We used to play Enduro, a game of tag, but you had to stay on the trail/course (but we used to go into the wooded area that had trails, too), and you had to keep jogging or running.  Once someone was tagged, then that person would assist and help tag others.  The game would go until all were caught.  The first person tagged was "it" for the next game.

I agree with most of the comments above.  I ran from 7-12th grades and all I ever did was go to the local sports store and buy a pair of shoes.  However, I would argue that times have changed and that (good) coaches are probably more in tune with finding the right shoes, injury prevention, etc for their runners. 

The equipment needs are minimal in XC & T&F.  But one place you *might* be able to make a splash is developing gym bags for the students.  As a sponsorship, maybe the shop could subsize part of a purchase.  Your goal would be to allow the runners to purchase a small gym back, in their school colors, name embordiered, etc.  Of course, you reserve the right to put the company logo on it.  We always had small bags to hold our warmups and shoes.  Doing this might get them in your store or at the least get your name out there.  Don't expect this to make you any money.  I would probably shoot for a wash or small loss hoping to make it up on the backside from new business.  

The other thing you could do is hire competent staff that understands running mechanics and provide some type of stride analysis via video.  This could benefit both the local high school runners and your main clientele.  (that being said, I personally have never visited a tri shop that had much in the line of running shoes).

If you know who some of the running/tri coaches are in the area then strike a partnership there.  Maybe the tri-shop can offer small clinics from time to time on running.  Or in the summer, they sponsor bigger clinics targetting high school runners. 

Add my two cents and I am $1.81. 

I went to a large HS and we got most of our team gear from a large regional sporting goods supplier that supplied gear for both high schools and universities.  It was a wearhouse-type operation, that always had a seemingly endless inventory of stuff.  Our varsity track team normally got new shoes every year, with the previous year's stuff passed down to the JV team. 

I'd think a small mostly-retail shop would have a tough time competing against something like that.  Have you contacted your wholesalers to see what kind of support they could give you?  I think most of them, like Nike and Addidas, have team sport divisions that might be able to help on your level.

Good luck,

Mark

Good suggestions so far, but remember why the store is there and why you got this assignment.  Capitalism 101, profit.profit.profit.  Increasing sales without increasing profit won't satisfy the boss-man. 

Knowing what you're selling, and what the customer needs will increase your sales once you've got people coming to your store.  If you don't have that, luring people into the store to be abused by inexperienced or condescending staff won't get you the desired results. 

Has your boss shared which items generate the most profit for the store?  (No, you don't have to share it with your "friends" here on BT. )  Are these items you can push in good conscious to potentially cash-strapped budding athletes and their families?  What do they really need versus what do you want them to buy? 

I'm going to guess that the OP's marketing plan either worked or didn't by now.