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Lisa Bartimus, 30, tries on different running shoes at The Running Center of Tampa Bay, 14308 N. Dale Mabry Hwy..

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By SEAN C. LEDIG, The Tampa Tribune

Published: September 26, 2007

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CARROLLWOOD - To provide the best service and products for runners, it helps to be a runner yourself.

That is the philosophy behind The Running Center of Tampa Bay, manager Lee Stephens said.

'We feel our salespeople are the most knowledgeable,' he said. 'After all, you wouldn't buy a car from somebody who didn't have a driver's license.'

When new customers come in, the staff will watch the customer walk in bare feet and jog on a treadmill. They even check out the wear patterns on the person's shoes to determine what kind of runner they are dealing with.

Owner and founder Bill Davison said he has seen the problems runners contend with - shin splints, foot pain, mashed toes.

'People tend to buy shoes that are too short,' he said.

Their needs in a running shoe also tend to change as runners age, Davison said. He and his staff try to work with runners as they go through their changes.

'I tell people 'Don't get married to a shoe,'' he said. 'Many people, if they find a shoe they like, they'll stay with it. But when you get older, your foot tends to get longer and flatter, so you might need a different shoe.'

The store is in its 10th year of business, Davison said. In July, it moved to 14308-E N. Dale Mabry Highway to better serve its customers.

The move is working out, he said.

'It's been very good,' Davison said. 'The other location was half the size. We had shoes all over the place.'

Stephens seconded that. The original location 'was too small,' he said. 'We were doing too much business.'

Although the store has everything for the runner, including apparel, water bottles and reflective gear, the bread-and-butter of the business is running shoes.

'We carry 100 different types of athletic shoes,' Stephens said. 'Shoes are most of our sales.'

Because it deals exclusively with runners, the store gets deals with manufacturers for high-quality footwear.

'We carry shoes you won't find in the mall,' Stephens said. 'Many companies have items they will only sell to running-shoe stores like ours.'

Davison got his start as a runner about 30 years ago. He was a regular tennis player, and he wanted to improve his stamina.

'I'd just read the book, 'Aerobics,' by Ken Cooper,' Davison said. 'I took the test in the book, and I scored very poorly.'

He runs about 15 to 20 miles a week and has done marathons and triathlons.

Davison's love of running led him to work as a sales representative for a running-shoe company. From there, it was a short jump to opening his own store, he said.

There's no formal training for the sales staff. Instead, they draw from their experiences as runners. For example, Stephens was a cross-country runner at the University of South Florida and Florida Southern College.

Saleswoman Kate Preston was a customer. She started running as a result of her involvement in Air Force ROTC at USF.

'So far, I've been running for three years,' Preston said. 'I do love running, and I believe in physical fitness.'

Lisa Bartimus of Lutz came to the store after being referred by some of her hairstyling clients. She said she was impressed by her saleswoman, Melanie Wong.

'They are comfortable,' Bartimus said of her new Brooks Adrenaline shoes. 'And Wong said they would work for me.'

Longtime customer Anna Hamby said she has never been disappointed with her purchases from The Running Center.

'This is the only place I get my shoes,' Hamby said. 'I came here for my first marathon in 1999, and I'm here for my fifth marathon.'

Hamby said she also gets advice on training and running from Davison and his staff.

'They tell me how to run and what I need,' Hamby said. 'And if I have a problem, I can come back and get some help.'

AT A GLANCE

WHAT: The Running Center of Tampa Bay

WHERE: 14308-E N. Dale Mabry Highway

HOURS: 10 a.m. to 7 p.m Monday through Thursday; 10 a.m. to 6 p.m. Friday and Saturday; noon to 4 p.m. Sunday

INFORMATION: Call (813) 908-1960 or www.runcenter .com

Reporter Sean C. Ledig can be reached at (813) 865-1507 or sledig@tampatrib.com.

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