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| Forget about making New Year's resolutions or buying fitness equipment sold by perky athletes on late night infomercials. Most resolutions don't survive February and ten-to-one that the Abdominator will either end up on eBay or gathering dust under your bed. What you need instead is some good old fashioned encouragement and yes—the right gear. If you're serious about wanting to be more active, head to Fleet Feet Chicago to get motivated, get fit and have fun. |
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| Fleet Feet is more than just a place to buy running shoes. Its Lincoln Square and Piper's Alley stores are centers for Chicago's running culture. Every conceivable product you could imagine a runner, walker or multisport athlete would need is neatly displayed throughout the spacious, streamlined store. From books and journals, to performance apparel, to the energy bars and gels that keep runners in the race, Fleet Feet has the gear that gives athletes an advantage. Don't think that you have to be an expert marathon runner to shop there, either. Fleet Feet's proficient staff helps people of all experience levels and ages determine the best shoes and equipment for their specific needs, whether they are training for an Ironman or just beginning to get fit. |
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 Here's where the motivation part comes in. Fleet Feet sponsors an unbelievable number of running and walking events designed to give you reason and encouragement to get fit while socializing with others doing the same thing. The majority of these events are free, and some even provide incentives for reaching specific mileage goals. Each Wednesday night, the Lincoln Square store has a women's-only Fun Run. (It takes place Tuesday at the Piper's Alley store.) Women who participate log in their miles each week to earn rewards such as free Luna bars or a free Nike Dri-FIT shirt. The store also sponsors Historic Neighborhood Fun Runs at noon on several Sundays during the summer and fall at the Lincoln Square and the Piper's Alley locations. Historic runs are four to six mile long, non-competitive runs led by Chuck Betzold, a lifelong resident of the Lincoln Square area who gives tours of Chicago's neighborhoods and landmarks. Runners can participate at a leisurely pace, with plenty of stops along the way to hear about Chicago's colorful history. |
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| For those into competitive running, Fleet Feet sponsors its own racing team that runs races throughout the Chicago area. This year's team members include Olympic hopeful, Chris Wherman and Masters Runner Dave Ahner. "We have a healthy group of girls and guys this year who like to have fun and like to run," says Lisa Zimmer, Fleet Feet's co-owner. All members of the Fleet Feet Racing team also support the store's mission to give back to the community by volunteering for a variety of organizations. |
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| If you're looking for a new challenge, Fleet Feet is the place to gather the practical information you'll need. The shop hosts free monthly clinics on health and fitness topics ranging from the proper way to use a heart rate monitor, to running your first marathon or learning the proper stretching techniques. Visit www.fleetfeetchicago.com for a complete schedule. Many clinics cover topics that cater specifically to women, such as the proper fit for a sports bra or planning a pre-natal fitness program. |
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 There's a reason why Fleet Feet understands its customers' needs so well. It's because owners Dave and Lisa Zimmer are long-time runners too, who still find time in their schedules to train for races and have their own personal runs three times a week with a group of friends. Dave, who began running in high school, later ran triathlons and qualified for the Boston Marathon. Lisa started with aerobics when she was in high school, then graduated to doing triathlons and duathlons with Dave. To date, she has run five marathons. She ran her first in New York City in 1996. "It was miserable. It was pouring rain and I took forever to reach the finish line," recalls Lisa. "But as I was running, I thought to myself, 'I can't wait to do this again and do it right next time.'"
In 1996, Lisa and Dave opened their first Fleet Feet store in a small storefront on North Avenue. Dave quit his job at Citibank to run the business full time, while Lisa kept her position at a marketing firm and spent every spare moment at the store. Business soared beyond their expectations. Lisa remembers occasions when customers were literally lined up out the door. Within two years, Lisa left her job so that they could keep up with the brisk business and they tripled the size of the store by moving into a space in Piper's Alley. Five years later, they opened the second location in Lincoln Square. "We moved to Lincoln Square because Dave and I lived in the neighborhood," says Lisa. "We saw how vibrant it was and how it was growing, and we wanted to be a part of it." |
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| Lisa and Dave's enthusiasm for their business has played a huge role in its success, on top of the business acumen that each brought from their past experience. Virtually every summer job Lisa had as she was growing up was related to marketing, which was also her dad's profession. In college she was a radio/television/film major—she and Dave met at Loyola, where they both worked at the college radio station. But once she graduated from college, the call of her destiny drew her to the marketing department at Hyatt International Hotels, where she spent nine years. |
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| It's clear from the moment you see Fleet Feet that Lisa and Dave know their business inside and out, from the runners testing different shoes in front of the store to the extremely knowledgeable staff. Since the store specializes in running and walking stride analysis, there is always an employee on staff that has the skills to match runners and walkers with the shoe that will best fit their typical range of motion and habits. "They start out by giving the customer a diagnostic shoe," describes Lisa, "then they watch the customer run or walk to see what happens to their body when they hit the ground." Based on what they see, the Fleet Feet employee brings out several different shoes that will work best with the customer's anatomy. Then the process starts all over again, until a perfect match is made. All Fleet Feet employees undergo interactive and classroom training sessions for weeks before they even begin to work with customers. And they all are walkers and runners, too. "That's the only way they can understand what our customers go through," says Lisa. "They have to have a passion for the sport." In fact, many Fleet Feet employees started out as customers, including Melissa Flynn, Fleet Feet's race director. |
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| Fleet Feet's main business may be shoes, but the store also features a wide selection of quality products that runners and walkers of all kinds use to stay fit. The store has always made extra efforts to welcome women. "Our goal since the beginning is to make sure that women of all ages and abilities are comfortable coming into the store," says Lisa. Fleet Feet has already reached this goal, since its women's business outweighs the men's. Next to shoes, apparel makes up the largest portion of Fleet Feet's selection. All items are made of technical moisture wicking fabric that dries quickly, which is great for sports such as hiking, biking, or even for life on ultra-hot days. Styles range from basic blue to wild Hawaiian and hot pepper prints, and include maternity wear. Stay-dry socks are available in standard colors, as well as patterns with miniature carrots, cherries and bikes. Runners and walkers can find all the essential products they need, including watches, sport sunglasses, water carriers and Bodyglide (an anti-blister cream). Some of the brands that Fleet Feet carries include New Balance, Asics, Adidas, Mizuno, Nike, Saucony, Brooks, Hind, Moving Comfort, Sugoi, Polar heart rate monitors, Timex watches, Baby Jogger and Clif energy bars. Fleet Feet has also begun to carry a selection of yoga items. "The very first item we sold when we opened the Lincoln Square store was a Baby Jogger," recalls Lisa. |
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| In addition to sponsoring nearly 40 races each year, Fleet Feet owns and operates four races including the local Ravenswood 5k, held on the last Sunday of April. This year's race attracted about 1200 runners and raised $17,000 for the All Saints' Episcopal Church food pantry and for the health care centers at Amundsen and Lake View high schools. "Through our involvement with the Lincoln Square Chamber of Commerce," says Lisa, "we were able to reach large numbers of people to get them involved. It was a huge benefit to us." After witnessing the success of this year's race, many local business owners have expressed interest in participating as race sponsors next year. The next race will be the Fleet Feet Women's 5k, 10k & Festival, held at Montrose Harbor on Sunday, July 27, 2003 to benefit the La Rabida Children's Hospital. The first 2000 participants to register will receive free Nike Dri-FIT shirts. |
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 Voted among the nation's top wacky races, the Elvis Is Alive 5k is another Fleet Feet operated run that will take place on Saturday, August 9, 2003 at 6pm. Be there to run or watch people from all over the world—many dressed as Elvis—run through Lincoln Park to convene for a special hour-long concert hosted, of course, by an Elvis impersonator. All this to have fun, remember Elvis (who passed on in August) and support pediatric research for Children's Memorial Hospital. Fleet Feet wraps up the year with the family-oriented Pumpkins in the Park 5k on Saturday, October 18, 2003. This evening event features a post-race party with a costume contest, pumpkin painting and dancing, and is run with the help of the Chicago Park District.
Fleet Feet's mission may be to help people be fit and have fun, but it's also to do good for the community in the process. That's why Fleet Feet donates the proceeds from its races to a variety of charitable causes. Through the years, the store has accumulated a database of 500 people who have offered to volunteer as they're needed. (Lisa's mom is the volunteer coordinator and database manager.) Lisa and Dave also raise funds for a variety of causes on their personal time. This June, The Leukemia & Lymphoma Society named Lisa Zimmer Woman of the Year because of her work to raise $13,000 for the nonprofit. As a business, Fleet Feet Chicago has received the Better Business Bureau's Torch on Ethics, an American Lung Association Community Award and the Leukemia Research Foundation Stars Award for the community work it has done. "It's amazing how being involved with the community, through the Chamber of Commerce and other organizations," says Lisa, "you can really see the impact of your actions." |
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| So get off the couch and head to Fleet Feet to grab some shoes, gear and inspiration. Talk to a Fleet Feet staff member about your ideal style of fitness, and they'll get you started on the road to a healthier, happier you. |
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Fleet Feet Sports Chicago
4555 North Lincoln Avenue
Chicago, IL 60625
773.271.3338
www.fleetfeetchicago.com
Hours:
Monday through Friday 10am to 8pm
Saturday 10am to 6pm
Sunday Noon to 5pm
Weekly Fun Runs and Walks:
Monday 6:30pm
Wednesday (Ladies Only) 6:30pm |
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| Read more profiles in the Member of the Month Archives |
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