Fleet Feet: Revolutionizing the Running Retail Experience

Fleet Feet is a specialized franchise deeply rooted in the running community, offering a unique combination of expertise, personalized service, and high-quality products tailored to runners. Founded in 1976 by Sally Edwards and Elizabeth Jansen in Sacramento, California, Fleet Feet began as a local store dedicated to providing runners with the right gear and knowledge. 

The headquarters of Fleet Feet remains in Carrboro, North Carolina, reflecting its commitment to maintaining strong ties with local communities while expanding its reach nationwide. 

The brand started franchising in 1978, just two years after its inception, allowing passionate entrepreneurs to bring the Fleet Feet experience to their own communities. 

Today, Fleet Feet is recognized not just for its extensive range of running shoes, apparel, and accessories, but also for its innovative fit id® process—a 3D foot scanning technology that ensures customers receive the best possible fit for their running shoes.

Training 

Fleet Feet provides comprehensive training for its franchisees, focusing on various key aspects of running a successful retail business. This training is designed to empower franchise owners and their teams with the knowledge and skills necessary to operate their stores efficiently and effectively.

1. Leadership and Management Training: Fleet Feet offers guidance on how to lead and manage a retail business, focusing on both customer-facing interactions and back-office operations. This includes training on managing staff, handling day-to-day operations, and implementing best practices to ensure smooth business operations.
2. Product Knowledge and Merchandising: Franchisees receive in-depth training on the footwear, apparel, and accessories that Fleet Feet offers, including the unique fit id® foot scanning technology. This ensures that all team members can provide expert advice to customers and maintain the store's merchandising standards.
3. Marketing and Sales Training: Fleet Feet provides support in marketing, including both digital and print campaigns. Franchisees learn how to effectively promote their stores within their local communities and engage with customers to drive sales. This includes access to a library of marketing materials and training on how to use them to maximize impact.
4. Ongoing Education: Fleet Feet emphasizes continuous learning through year-round workshops, an online education library, and specific programs like the Operating Partner Program. These resources help franchisees stay up-to-date with the latest industry trends, customer service techniques, and operational strategies.

Territory Protection

Fleet Feet franchise offers its franchisees territorial protection, which is designed to ensure that each franchisee has exclusive rights to operate within a defined geographic area.

This protection helps prevent market saturation by ensuring that no other Fleet Feet franchise can open within the designated territory, thereby protecting the franchisee's investment and local market presence. 

The specific terms and conditions of territory protection are detailed in the Franchise Disclosure Document (FDD), which outlines the boundaries and criteria for maintaining this exclusivity​.