About Us

Who We Are

The Ultra Running Company is a running lifestyle resource for runners and walkers of all levels. Our mission is to make running more accessible to all – from first time participant to seasoned ultramarathoner – by changing the manner in which people interact with their athletic trainers and equipment suppliers. The Ultra Running Company provides customers with an inviting atmosphere to learn about, become engaged in, and expand their running participation.

We honestly believe we have the best staff in the industry. We care about who you are, and we care about how you run. Come meet us here.

Our Mission

The Ultra Running Company is the most trusted provider of holistic running knowledge, products and experiences in the market. We encourage our community to engage in an active and healthy lifestyle through exceptional service, quality products and the best retail experience in the industry.


Our Objective

The Ultra Running Company serves as an alternative vision for the next generation of specialty running store. Our goal will be to create a community of runners based on education, training and achievement, and we supply the equipment necessary to support this lifestyle. We strive to combine our educational and lifestyle approach with new and immersive purchase models, create customer loyalty and reward repeat business. When Charlotteans think of running, we want them to think of us first.


Our Philosophy

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:

  1. 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.
  2. 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.
  3. 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.
  4. 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.

Affiliations

We are proud to be members of the following industry associations:



The Natural Running Center (NRC): A group of 20 (and growing) like-minded stores throughout the United States focused on proper running form, healthy footwear, and peripheral scientific endeavors to ensure a happy and healthy running community. Generally regarded as one of the most comprehensive resources for scientifically based running research, this community leverages an advisory board of health, science, medical, and coaching experts in an effort  to exchange knowledge and ideas with one another and to easily communicate findings and writings with all runners.


Independent Running Retailers Association (IRRA) was formed to promote the interests of independent specialty running retailers. Its mission is to provide a forum to achieve excellence through education, communication, research, advocacy and member discount programs as well as to provide a support network to help independent specialty running businesses grow.