Running Accelerates In Sheffield
The opening of the Accelerate store last year brought a new dimension to specialist running retailing in South Yorkshire. NORTHERN RUNNING GUIDE spoke to owner Stuart Hale to find out what it's all about ...
Runners in South Yorkshire have a great store that caters for the spectrum of running requirements and is already making a considerable impact despite being in business for just over a year. Accelerate is located on Attercliffe Road not far from the Don Valley Stadium in Sheffield and the converted bank provides spacious airy premises with over 2,000 feet of floorspace. There's big 1.5m high running graphics and lots of colourful gear well displayed so it's a big bright store with a superb range of footwear, clothing and equipment. There is a strong 'great outdoors' flavour to Accelerate which reflects two things; one, owners Stuart Hale and Debbie Smith's background in adventure racing; and secondly, and more significantly, the location of the store.
Terrific Trails
Stuart explains: "The geography of the city is dominated by its hills and rivers and its proximity to the Peak District, so local runners have a great diversity of natural environment at their disposal. That means that even fairly casual runners are likely to have a pair of trail shoes and to use them on the many parkland and riverside routes as well as at the urban fringe and in the adjacent countryside.
"Accordingly we have an unrivaled range of trail and fell footwear, clothing and running packs. Among the shoes you'll find Vasque, La Sportiva, and Montrail as well as New Balance, Brooks and Saucony. In addition we have an Inov 8 Offroad Running Centre opening soon in-store where you can select from their Mudclaw, Roclite and X-Talon shoe range as well as their fast and light running packs. Other backpack brands stocked are Terra Nova, Raidlight and OMM and Mountain Hardware are well represented on the clothing racks.
"The recent economic downturn has meant that customers are being careful how they spend their money and focusing on the essentials, but they still want quality products and, of course, great service."
Great Shoe Fitting Service
New runners and 'twice a week' recreational runners are well catered for at Accelerate with popular brands like New Balance, Brooks and Saucony well to the fore and Stuart emphasised the need for a wide selection of models and sizes to complement the store's complete shoe fitting service and the 'Total Foot Fit' & Gait Analysis.
He told NORTHERN RUNNING GUIDE: "This analysis takes into account the length, width and shape of the foot. Trained staff assess alignment and then carry out a video review of how the foot lands, moves and supports at mid-stance and then toe off. After the assessment you need to offer a range of options so that the customer can get the shoe that's just right for them.
"New Balance is strong here - they believe in the importance of fit and offer the majority of their models in multiple widths. Brooks too is a great company to work with; I like their shoes, the Cascadia, the Glycerin and the Defyance and the clever technologies that underscore their performance. A personal favourite is the new lightweight Green Silence - I love their quirky look but more importantly the responsiveness of the run they provide. Brooks has also been very clever with its 'Eddie Lizard' marketing campaign and Eddie has become a popular character in the Accelerate store."
Looking After The Customer
It's clear from speaking to Stuart that he is keen to offer his customers the technical advice that many are looking for but in an accessible form: "Runners want to know how compression clothing can improve their performance; what are the options in terms of GPS systems and heart rate monitors; and how can I incorporate energy products into my training regime. They've heard the claims and they see Skins, Suunto, Polar and High 5 products on the shelves. Now they want to know in simple terms how can these technical products can make their running more comfortable and enjoyable and improve their motivation and performance. We aim to provide concise advice whether that involves a quick chat over a cup of tea or a more structured presentation."
That idea of interaction with individual customers is something that the Accelerate team has extended to the broader running community in the Sheffield area: "We're active on Facebook - please sign up on our page to keep in touch with local running news. We also actively welcome runners into the store to find out about events, running groups and services. We have a clinic specialising in physiotherapy, podiatry and sports massage operating at Attercliffe Road and it's open house on big race days. The recent Sheffield Half Marathon saw us open the store early on Sunday to let customers leave their kit and pick it up post-race, and hang about afterwards for a party that included massage, bananas and buns, energy drinks and swapping stories of PBs and the 'one that got away'. That kind of initiative has meant that local runners are seeing us than more a hard-nosed commercial operation."
The Adventurous Side Of Accelerate
Accelerate also backs the Gridstone series (www.gritstonerseries.co.uk) which brings together a number of fell races in the Peak District and supports these established events through publicity and help on the day. They're all quite tough races but one or two of the easier ones offers an opportunity for the recreational road runner to try something a bit well ... 'grittier'.
Which brings us to something a whole lot grittier - the Team Accelerate the top UK adventure racing team (www.teamaccelerate.co.uk). Stuart takes up the story: "Adventure racing is a fast growing sport that combines mountain biking and mountain and fell running. Longer events can include kayaking, rope skills, coasteering, canyoning and gorge scrambling. Endurance and navigational skills are key. Short events are usually score based with teams and individuals visiting as many check points as possible within the time limit. Events range from 3, 5 and 6 hours to 24 hour non stop events and then onto multi day affairs that require teams to plan their sleep stops.
"Team Accelerate is a fully managed team that is partnered by leading sports brands. Formed in November 2005 the squad encompasses 15 dedicated athletes and has come to dominate the UK adventure racing scene. Successes in recent years include the Open 5 Series (mixed, male and female pairs), Open Endurance Series and the Powerbar Three Peaks Yacht Race. We now have our sights on international competition and the World Championships in Tasmania in late 2011."
NORTHERN RUNNING GUIDE asked how developing the Accelerate brand through high level extreme sports competition worked in the less rarified world of day to day retailing. Stuart Hale was clear about the benefits: "The support and back-up that an elite athlete expects should be on offer to the weekend warrior. If you want to take sports participation to a higher level, Accelerate offers the opportunity to do that from introductory through to advanced levels. We welcome newcomers to running and show them a number of paths forward. For some the occasional event is the target they settle on and we are here to make that experience as comfortable and enjoyable as possible; for others the opportunity to test themselves is irresistible and Accelerate can help runners extend themselves and find out how far they can go."
Where To Find Accelerate
To find out more about Accelerate visit the store at 629 Attercliffe Road between 10am and 6pm weekdays (Thursday open till 8pm) and Saturday between 9am and 6pm, call 0845 862 0276 or visit www.accelerateuk.com. Stuart and Debbie Smith are usually in-store and both will be happy to talk about your running requirements. Ask Debbie about her mountain marathon experiences - she was never off the podium in adventure racing in 2007 and placed 10th in her age group at the North Face Tour Du Mont Blanc and has been a winner at the OMM, A class!
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