Fleet Feet gets a new owner and a new outlook

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Lee Troop Fleet Feet Sports

Australian Olympian Lee Troop takes a new step in life as the new owner of Fleet Feet Sports in Boulder.

It’s only been a little over a week since Lee Troop, an Australian Olympian and founder of the Boulder Track Club, took the keys to Fleet Feet Sports in Boulder and he already has big plans. Troop says he wasn’t looking to get into retail per-se, but he sees it as an opportunity to build a tight community through the store.

While his full plan may take a while to unfold, in the immediate future you can expect to see a remodel of the store which will start with a fresh new look to the interior to the refining selection of its product selection.

They plan on carrying the seven main lines of shoes which will augmented by Hoka One One, Altra, Under Armour, and Pearl Izumi.

He hopes one immediate change you will see is his team’s commitment to delivering a quality customer experience. They aim to educate each customer and give them the tools they need to feel good about themselves, their purchases and empower them to go out there and do what they love, regardless of ability. You will notice the treadmill for gait analysis is gone but Troop is quick to point to the team’s thorough fit process and promise to take all the time they need so you are 100% confident in your purchase.

We want this to feel like a comfortable place for people to come, even if it’s just for a coffee and a talk.

Current employees will remain on staff like long time employee Laurie Mizner who will take over the role of store manager. Laurie and team will be joined by elite athletes Johnathan Gray who just moved from Minnesota, and BTC stand out Laura Thweatt.

With stiff competition for specialty retail stores in town, Troop states he is not looking to compete with the other stores but to augment the selection that local runners and walkers have and to work with other stores to build a strong all-around community. Their current schedule of runs from the store include the Monday night Fun Run and Walk, and on Wednesday nights No Boundaries, a program for beginner runner and walkers, will meet at the store. Later he will add a Tuesday and Thursday training group, where runners of many abilities can come out and train together. Lee comments it’s akin to a “Hansons of Boulder” where there is support for the elite athlete as well as an opportunity for runners of all abilities to connect with one another. Sunday will be a joint Fleet Feet and Boulder Track Club run, often times on trails or in the high country around the area.

While Fleet Feet doesn’t plan on putting on any races in the near future, Troop is utilizing his event planning background to help organize the Jamestown Juggernaut on Oct 3, 2015. The Juggernaut is a half marathon trail race in an effort to help support rebuilding the town after the floods. 100% of all race proceeds will benefit those continuing to repair lives and infrastructure torn apart by historic rains, flooding and mudslides.

Jamestown Juggernaut

Troop is the third owner since Fleet Feet has opened its doors in Boulder in 2000. Lily Johnson, the previous owner for 7 years will stay on to help with sales and head up their Inaugural Level One FF Training Club.


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