Road Runner Sports drills deep into its customer files to provide rewarding direct marketing

By Melissa Sepos

Gotfredson’s goal was $10,000 a month in sales and $1,000 in take-home after expenses. He started with a 1˝x3˝ space ad in Runner’s World, an average of 10 calls a day and four people running the business out of his garage. Road Runner Sports (RRS) turned profitable in four months. It now employs 297 people and mails to 2.4 million runners.