We believe that a significant barrier to entry in the running market is a lack of available education and a lack of inclusion for newcomers. Prospective runners are often too intimidated to start, beginning runners have no single resource to compile and transmit knowledge, and seasoned runners become too embarrassed to request additional information, leading to an industry filled with conjecture, half-truths and misplaced efforts.
Without exception, elite trainers identify certain characteristics as keys to a successful and injury free running career, yet too few people among the masses are exposed to these key fundamentals. The Ultra Running Company is dedicated to helping all levels of runners gain a fundamentally sound knowledge of the sport of running, apply it to their daily and weekly regimen, and to supplying the equipment and accessories to meet their individual needs in the most effective manner possible. We are an inclusive sub-community within the Charlotte running scene, and we are dedicated to creating a sustainable lifestyle for our members.
The Ultra Running Company's target market consists of four general communities:
- Wellness. We work with those hoping to initiate a running lifestyle to build a strong knowledge base, supply the correct equipment for their efforts, and establish reasonable and proper training plan. We support their efforts through recommended products, targeted activities, and informed feedback to assist their growth.
- Casual runners with aspirational race participation. We work with novice runners to increase their technique and form, assist them in becoming stronger, more efficient runners, and target specific races for participation. We facilitate these runners in their efforts to find the proper equipment for their goals, and encourage them to increase their participation in the running community.
- Driven runners with competitive race participation. We work with runners participating in all race distances from 5k to marathon, establish training plans and race strategies, and ensuring their efforts are optimized for their individual goals. These runners are exposed to the latest technology, targeted race planning, and schedule optimization to bring out the best performances possible – whether in their age group, the region, or the country.
- Ultramarathon runners. We are the dedicated location in Charlotte for runners targeting races over 26.2 miles. We showcase ultrarunning equipment and methodology, as well as immerse our customers in the lifestyle and events surrounding this sport. We provide experiential advice, training, and race day planning unavailable at traditional retail locations. We know of no other specialty running store in Charlotte currently focusing on this market.
By combining these four markets and allowing our clients to self-identify with the direction best fitting their own lifestyle and opportunities, the Ultra Running Company is dedicated to expanding the overall market for nature’s original sport.