Case Study: Road Runner Sports Keeping Pace

“I literally got on a plane and flew to [each of the cities]. I rented a car, ripped out the sporting goods section of the phone book, and for one day I went to as many sporting goods stores as I could. I found the same thing: high price, little selection and unknowledgeable staff. I said, ‘I will become the great discounter of running shoes,’” says Gotfredson.