Are light weight shoes a business opportunity ?

As our first year anniversary approaches we have been fortunate to meet and fit so many new runners into their new pair of running shoes and now we can proudly say "we have survived the tendency towards light weight shoes". How did we do it? By defining one philosophy: Running should be enjoyable and achieved by working on each individuals abilities to run. A skillful runner can run in virtually any shoe due to his ability, but for the rest of us, functional running shoes help us get the run done and in most cases being able to run pain free. These days everyone is trying to move into a much lighter shoes because a new theory proposes that "less shoe=more natural" . After successfully fitting hundreds of people and being able to have a close contact with skillful runners who run more than 80 miles a week at paces sometimes under 7 minutes per mile, we can clearly say: The industry is  trying to reinvent running  when in reality people are coming back to us for a more functional shoe. We believe that by training hard, commitment  and a good pair of running shoes, anyone can improve running.
Light weight shoes have been around for a long time, the only problem is that people these days seem to not know how to use them properly. A light weight shoe should be worn for shorter runs, speed training or races, not for every day training.
Yes, light weight shoes make you run faster, but do we really want to run fast every single day of the week? Most likely the answer is NO.  
We are not the only ones defining one philosophy, Matt Fitzgerald is a regular contributor to competitor.com, Triathlete, Inside Triathlon and Competitor magazine who wrote and article called Good Running Form Is A Matter Of Not Being Lazy  The statistics say that South Florida is one of the slowest running communities in the nation. All it takes is to drive North a few hours to find faster runners who don't seem to be concerned about training with light weight shoes.


We take running seriously!

Cobi Morales