Shelby & Fred Joslyn
Economic forecasts predicted that half of all running stores would close amid the pandemic.
Good thing the owners of Fleet Feet Mechanicsburg and Appalachian Running Company didn’t believe the hype. Both stores not only weathered the pandemic, but are now expanding by opening brand new locations.
Locally owned and operated Fleet Feet Mechanicsburg is launching a Fleet Feet Harrisburg location in February. And Pittsburgh-based Appalachian Running Company, with an established location in Carlisle, opened a Camp Hill store in November.
How did they defy those dire retail predictions?
“Being closed for 10 weeks was scary, completely unprecedented, but, interestingly, a couple of things happened,” said Fred Joslyn, Fleet Feet Mechanicsburg co-owner, with his wife Shelby. “One, we reopened, and business came back. But two, even when people were on tighter budgets, this industry—taking care of your own personal needs—was still a high priority [for consumers]. People realize they need to exercise for mental health, physical health and enjoyment.”
Although the running community is a key customer base for both shoe stores, perhaps surprisingly, it’s not the sole reason for either store’s expansion.
“One thing that definitely surprises people is less than half of our customers define themselves as runners,” Fred said. “The running community will always be important to us, but a lot of people also recognize us for our fittings and ability to help people find comfortable shoes.”
And comfort is especially important to people on their feet, on the job.
“I feel like the running community has been growing in the Harrisburg community, but we also see warehouse workers coming in every day, along with nurses and doctors—people who are on their feet for extended periods of time,” said Rosie Mascoli, manager of Appalachian Running Company’s new Camp Hill location.
Best Foot Forward
More and more people are seeking custom-fit, comfortable sneakers—available in a wide variety of styles, fits and brands—as a form of self-care.
“Having the right fit is extremely important, not just for your feet, but for the rest of your body,” Mascoli said. “If you don’t have the right supportive shoe, you could have aches and pains up and down your body as a result—your knees, hips or back might hurt.”
Some employers will even foot part of the bill for new, work-related footwear.
“Max cushion shoes” by brands such as Hoka, New Balance and Altra is one of the trends Mascoli sees at Appalachian Running Company.
“A lot of brands are going to a higher-cushioned shoe for people on their feet all day, and people with arthritis, to take pressure off their joints,” Mascoli said.
Appalachian Running Company’s walking, running and hiking shoes fill half the store, while the other half carries parent company Shoe Fly’s brands, from Birkenstocks to dress shoes.
“We’re a one-stop shop for comfortable shoes, whether you need running shoes and sandals or something else,” Mascoli said.
Head to Toe
During the pandemic, supply chain issues affected athletic shoemakers, but production is now humming. Most brands are actually diversifying and expanding their options.
That all sounds like positive news—and it is—but it was causing headaches at Fleet Feet Mechanicsburg, where the Joslyns were running out of space for all those sneakers and sizes.
“Our physical size was starting to be a restraint,” Fred said.
That’s because, at any given time, Fleet Feet Mechanicsburg carries nearly 100 types of shoes in a storeroom with a 1,500-box capacity. A shared inventory between Mechanicsburg and the new Harrisburg location—at High Pointe Commons—will allow the shops to ramp up to 2,500 boxes, providing more options to customers.
“That’s what we try to champion—let’s find the correct shoe for you,” Fred said.
Although the word “feet” is in their name, Fleet Feet stands for much more.
“We’re so much more than a shoe store,” said Shelby, who oversees inventory and buying.
“We have an extensive apparel and accessory assortment for runners, walkers and fitness enthusiasts.”
Fred, meantime, leads Fleet Feet Training programs and group runs for beginners as well as seasoned runners.
They are roles the husband-and-wife team knows well. Before opening Fleet Feet Mechanicsburg in 2015, the Joslyns worked for two Fleet Feet Syracuse stores, where Shelby was the buying manager and Fred led training programs.
Foot in Both Camps
With an eight-year track record in the established west shore location, and a new east shore shop, the Joslyns look forward to a retail footprint across both shores of the Susquehanna. Fleet Feet Harrisburg is set for a soft opening on Feb. 9 and a grand opening on Feb. 25.
“We’re excited not only to be more accessible to some of our current customers, but also to be able to serve more of the Harrisburg community,” Shelby said. “Our team is our biggest asset. We take staff training very seriously, and we recognize that a strong team and a healthy staff culture is the key to our success.”
Businesses that run smoothly often create community-building magic.
“With our training programs, you get to watch people’s success and watch them flourish—people who don’t know what they can do through running,” Fred said.
And, sometimes, success is as simple as discovering and tying up the right pair of shoes.
“Your feet are important—they take you through your entire life,” Mascoli said. “I’ve had people put on a new pair of shoes and give me a hug.”
Appalachian Running Company Camp Hill is located in the Camp Hill Shopping Center. For more information, visit apprunco.com.
Fleet Feet Harrisburg is opening in High Pointe Commons. For more information, visit fleetfeet.com/s/mechanicsburg.
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