Dear Run Specialty Store Owner,

It’s the ultimate irony…

The once mighty run specialty business stood tall and proud.

Millions of loyal followers… sales in the multi-millions… billions in profits… for years no one dared to confront this tiny superpower.

Now big money is here.

And once again, they’re ready to line their pockets with cash by exposing a new target where huge gaps are growing larger each day. You’ve read the newspaper and seen the evidence on the internet.

The sharks smell blood and they’re now popping up at industry gatherings… standing on industry stages… at industry podiums… basically demanding a long, overdue makeover. They promise to send in people who only share your beliefs. Assurances are made that no one plans on disrupting the run specialty store way of life…

Problem is this plot isn’t as transparent as you might think. Underneath lies a more brazen and sinister plan. The very foundation of independent run specialty retailers everywhere is at grave risk.

And you’ll discover just how dangerous this plot has become to an American institution.

Learn why it’s a symptom of a much greater disease. One that threatens everything many have worked so hard for. It’s no accident these tactics are literally feeding off the very core that’s eroding your store from the inside.

You will be absolutely shocked to learn the reason for this foundation being so vulnerable links back to this very problem.

It’s why you were able to help make endurance competition, fitness, and recreation so amazing over the last several decades while building a special following at the same time.

But now the foundation is being divided. Predators, calling themselves “shopkeepers just like you,” are lurking in the shadows. And I wouldn’t wait for a big, fat stimulus package or government bailout to save you. Specialty stores nationwide are certainly small enough to fail.

Which means, this is a curse on you… your customers… the community…and above all, your family. If that comes off harsh, please don’t be mad at me. The warning signs are there. Time is running out (no pun intended). Even industry experts confirm this.

For some, it’s already begun.

And while I may be speaking a bit harshly to make a point, make no mistake. I’ve done my homework. What I’ve found is the running specialty store is unknowingly making this massive takeover easier for those who pride themselves on eyeing and infiltrating unsuspecting markets.

The consequences will be damning for the unprepared.

Now, maybe you doubt my predictions so far and that’s fine.

But please know this scenario is not new to me. I began exposing truths in law school working for one of the brightest legal minds (who later became a Superior Court judge) I’ve ever known. Later, I had the good fortune of working at Brayton ♦ Purcell™ arguably the most successful toxic torts law corporation in the West, defending the underdog against the corporate goliaths of the world.

See, law school trains you to dig…poke… prod… and weed out issues, then deliver powerful counter strikes. Here I was sharpening those very skills against some of the nations’ giants… Johns Manville… Kaiser Corp… J.T. Thorpe… Honeywell… Union Carbide, to name a few.

But I wasn’t happy and began to feel lost. I seriously questioned my life’s mission.

Many, many dark days followed.

Until finally…a sudden change.

Someone introduced me to a guy who’s helped dozens of businesses grow into multi-million dollar enterprises. This growth strategist & copywriter’s approach was eye-opening. Not only because I learned quite a few million – dollar principles. That’s only part of it.

I remember thinking I’ve finally found my right place after walking through so many tunnels and too many wrong turns. The business degree…law school… the up close, in the trenches business battles.

Add in the health, fitness and the athletic industry, everything suddenly seemed to fall in place.

Most importantly, I’m now collaborating with business owners everywhere to transform their company and ultimately their lives.

Hi, my name is Tony Murray.

I’m a critical thought junkie. Yet I’ve discovered a cure for my addiction. I’ve been working in the running and fitness industry for some time now. An expert solution-ist… strategist, coordinator, and collaborator.

Helping others while forging & nurturing client relationships. Building business processes from scratch. Creating compelling advertisements… and persuasive persuasive promotions which routinely pull at customer heartstrings.

So, you want more sales and more profits — with loyal customers added to your house list?

Well, look no further!

I’m a former collegiate athlete, a runner and fitness enthusiast. But mostly, I have enormous respect, regard, compassion and appreciation for the human condition.

Experience taught me business owners have genuine affection for their customers and prospects yet want to connect in a way which informs… engages minds…touches emotions… and jars them out of complacency.

Businesses today must strive to nurture and establish trust that forms a bond and leaves no doubt how much they really understand their market … often times, better than the market understands themselves.

Runners everywhere ache for this type of connection (now, more than ever). Do this, and you will stand out from your competitors because most don’t truly value the relationship…

…Which is why I wrote this special report.

I will fight for you. Give you an extra set of keen eyes and ears because I understand how you may feel walking away from the comfort of a 9-5 paycheck or a more lucrative career to pursue your dream. I can speak firsthand about risk and sacrifice.

Crumbing marriages, rocky partnerships, and vanishing savings, all because of your devotion, loyalty and dedication to the run specialty industry. I want to be clear on something…

I’m not a guy who likes to preach doom and gloom. In fact, I spend most of my time showing businesses how to prosper. So although the future may seem bleak, or uncertain at best, as I am about to show you, there’ s no need to hang your head.

If you are on the right side moving forward, you can seize amazing opportunities to preserve your stores’ independence and take back your freedom from the forces threatening run specialty stores everywhere.

There are monthly sales records to demolish, and I will show you how you can do it.

Again, I am not the type of person who likes to go around preaching doom.

But when evidence for an all out grab is so glaringly clear and when nobody else is signaling the warning… I take it upon myself to join in the fight. True, I know there are store owners who are bold moving forward. They’re hiring more full-time employees, offering more running & fitness programs, because team sponsorship’s are up, and twice as many prospects are walking through the door.

But the fact still remains far too few running stores flourish today. Which is why you must watch out for the new players who think they can run this industry much better than you.

One more thing before we start this presentation…

While I’ve shared a bit of my background with you, I want to briefly speak about the most rewarding part, which is being a single father raising a teenage son.

Talk about a never-ending challenge…try raising kids spending 5-6 days a week earning a living, right? It’s tough enough without children, I know. But I often daydream about having the freedom to create and enjoy more amazing experiences with him. You only hope some of those experiences translate into teachable moments.

Sadly, independence, character, honesty and values seem to be slowly evaporating in today’s society. So, hanging on to the freedom to create positive experiences, for your son or daughter, is truly a blessing and certainly worth fighting for.

I know you agree.

That’s why I want to send everyone reading today my “Free” SIT-N-FIT Community Guide™ for the run specialty store. This guide will give you a rare glimpse into the numerous profit centers each and every owner – operator simply can’t afford to overlook.

“I had some really bad habits that lost my business lots
of money. After studying your manual, I KNOW I can reach my
new sales goals within the next 6 months. What really attracts
me to your information is some of the exact techniques you teach
are the same techniques that gets me to buy stuff. I also have to
mention your customer service & communication was wonderful.
That’s VERY hard to find these days.”

                             Jose Olivaras

The SIT-N-FIT Community Guide™ will also explain why you continue to lose valuable ground each day hidden business assets go unused. You’ll love this guide. Not only can your store thrive at a much higher level, but you can also preserve the quality of life you and your family deserve.

So, let’s get started.

Now, as I mentioned, the opportunists continue to exploit huge gaps in the run specialty business. Today, we’re going to discuss a few which concern me the most.

They are:

1. The Inevitable Customer Relationship Crash

2. The Vendor – Retailer Pitfall

3. And, The Looming Inventory Crisis

Then we will discuss how these holes link back to the core of the industry being so vulnerable and why it opens the door for these store raiders to unleash their grand scheme.

Then I will prepare you for what lies ahead.

So first…

Specialty Hole One is The Inevitable
Customer Relationship Crash

Sure, community relationships drive the run specialty business.But that relationship, as you know it, is gone…kaput! The writing is on the wall. Let me give you a few reasons why this is true…

Indicator number 1 is your prospects and customers core feelings.

This is something no one talks about. They have deep unsettled beliefs and desires. This is a powerful point you can’t ignore. Yes, true runners will keep coming back to your store, no matter what. Running empowers them on a deep personal level.

But here’s my point —

You are missing out on frequent opportunities to bond with them. And you can’t recover those lost experiences. Your customers will buy more merchandise and sign up for more services than you think. And this is only the beginning.There’s a wide neglected market begging to be part of the life-changing runner experience.

A market which wants badly to feel good about themselves and the decisions they make.

All you have to do is lead them.

After losing tons of money, quite a few weight loss & fitness product companies figured this out.

Now, they use strategies & systems that rake in millions. So have the smart apparel companies who now realize there is an easier, less time consuming, and much cheaper way.I’ll tell you exactly what it is in a moment.

But first, savvy companies also now know the majority of its market will take less action because, among other things, they are afraid of making bad choices, looking dumb, or screwing things up. You have to realize the reality of human nature and compensate around it. Reassure and direct your prospects.

How?

Dive in deeper… go beyond normal… go farther than – for example – helping runners increase PR’s, or preventing injury, or dropping pounds … getting leaner or “looking good in compression gear.”

How are you different? I’m not just talking about you store size, the hundreds of styles of kicks you offer, the local business partnerships, employee’s athletic credentials, even the decades of service or your personal running fame.

Can you take your customers and clients into the future to show them what their lives will look like, be like, and perform like once your products and services are working non-stop for them?

Challenge your store and programs to take the traditional business model and do a lot more. This is your life’s investment — enrich, protect, and enhance others lives.

Ask yourself this…

In your life, business or otherwise, in your ‘needs’ or ‘wants’ buying, don’t you gravitate to the people who lead you? The people who command authority? It’s a big difference.

Your clients want to feel like you worry about them and you care about them, even more now than ever. Today’s smart companies strengthen relationships before any transaction takes place.

You can’t afford to wait until a fitting, or meet up before the next fun run. By then, it may be too late. Customers and prospects want to grab hold and pull you in their lives and boot out any distractions because what you give them is far more fulfilling.

All you need is leverage.

Strike back against these pompous, ivory tower, big corporate SOB’s by switching your attack plan to autopilot and going about your everyday business. Once you train clients and customers to seek you out, they will gladly spend more time and money with you. Use YOU to draw them in.

How’s that for ‘leverage? Great huh?

See, I believe the fat cats with their war chests will keep banking on you missing opportunities, more than their cash bundles and financial wizardry.

Which brings me to Indicator Number 2…

Far too many stores capitalize off the run specialty market. At the time of this presentation, their quarterly sales numbers continue to explode off the charts. I fear if this goes on much longer, time-honored run specialty store values won’t survive.

And here’s what is most unsettling…

These businesses don’t have a specialty infrastructure roughly near that of  the independent running store. I’m talking about your coaching …programs … classes … local events … close relationships. Nothing comes close. In fact, these non-run specialty stores haven’t taken time to even create one.

Why you ask?

Because why bother when you’re having so much fun stealing money right from under specialty retailers nationwide. And let’s be clear about one thing…

Missed opportunities do raise eyebrows.

I should move on, but know these are just a few indicators signaling why rampant arrogance is invading this industry. To be frank, I believe this is only the beginning. There are more holes I will discuss in a moment. But just think, this customer relationship dilemma alone can cause major damage.

Countless Chapter 11’s, private equity invasions, non-stop vendor “traps” (yes traps which I’ll explain in a moment), and more. I will show you why I believe time is critical and why stores that prepare now will flourish.

No more sleepless nights, stressing over discount chains or any athletic factory outlet selling your trail runners for $30 less. There will be more important things to worry about, like selling more merchandise and community experiences to your eager customers.

And I will show you exactly how to make it happen.

But first, let’s examine some other holes which reveal why the big shots with the corner offices seem so full of themselves.

Specialty Hole Two is the Vendor – Retailer
Pitfall

The numbers speak for themselves. You have stores going belly up, others cashing out while they still can or just walking away because it isn’t worth the hassle anymore.

I am afraid there may be even more casualties in the future months and years to follow. Others share my concerns, including store owners who’ve switched from the vendor side.

They understand vendor power.

At the blink of an eye, changing rules, and cutting off sales momentum. Might as well snatch the cash directly out of your register. I have clients who wholeheartedly believe some vendors suffer from amnesia. Why?

Because with all their wheeling, dealing and hedging bets, they’ve forgotten whose been by their side since day 1.

You don’t need a rocket scientist to figure out who loses in the end. As if this isn’t enough…

Nike®, Adidas®, Brooks®, Saucony® and Newtown®  (and others) are all hoping right over retailers, directly to consumers, while you’ve got sales reps looking you in the eye — with a straight face — telling you don’t worry because they aren’t moving much volume without you.

After all, you’re a valued member of their “dealer elite program, so those big discounts and wonderful dating terms will keep coming.

So will stock balancing services and zero shipping charges. You have nothing to worry about. They’ll take care of you… like always. Look, know that they are exceptional data keepers. They know their numbers. You must ask yourself just how harmless is this straight to consumer thing
and is it in your best interests.

I did some investigating and guess what I found?

According to the National Sporting Goods Association, running shoe sales have about doubled to 3.1 billion in last 13 years or so. The big box Sporting Goods stores still dominate a big chunk of numerous categories with over 21 percent while the goliath specialty athletic chains are down some 11 percentage points or so.

Meanwhile, internet sales alone have skyrocketed from 1.6 to over 20 percent.

Retail stores have pretty much remained the same at 4.2 percent (down from 4.4 during same period). This includes the Fleet Feet type franchises… the Running Specialty Group style consolidators and the independents. The major difference is how much cash 4.2 represents and how many are scrambling for that tiny piece of the pie. Source: Runners’ World Magazine

Not much to go around is it? The data clearly shows there will be losses. Bet on it.

But no one says you have to be the loser.

Now let’s briefly explore specialty hole three…

A weakness the takeover artists will certainly exploit to the fullest.

This Hole is Called the Looming Inventory Crisis

Thing is, it’s already a grim reality for many.

The dream scenario sees you flipping inventory 4-5 times yearly, having shoes and apparel in all the sizes and colors your customers demand without any need for a special order from the manufacturer because you’ve got things under control.

But jeopardizing your entire credit line to pay off invoices, sitting on shoes with 30-60 day payment terms for 4-6 months and holding on to 10-15 different models during a sales slump, seems more common these days.

Good luck convincing vendors to take extra risks for you.

The fact you don’t overbuy as much or no longer ignore forecasting is good. Now you understand inventory is like a ‘teeter-totter’ balancing between having enough and coming up short.The Gross Margin Return on Investment ratio is nice to know, but no miracle math will solve this supply mess. Count on the fat cats cashing in on this misstep in a big way.

Unless you use excess inventory to your full advantage. And there are companies doing just that. They are carting in millions like clockwork.

So can you.

When you get your FREE copy of the SIT-FIT Community Guide™ you’ll know how to protect yourself by building cash momentum with your product line.

I will show you exactly what to do.

So, to recap, these are three huge holes in the running specialty foundation.

1. The Inevitable Customer Relationship Crash — which is leading to a full scale theft of the running specialty market.

2. The Vendor — Retailer Pitfall … that’s breeding vendor dependency at alarming levels.

3. The Looming Inventory Crisis which is setting up specialty stores for a major downfall.

There are more “holes,” but there is no time to go into them all right now.

Yet no one is talking about it … at all. Meanwhile, the specialty store dilemma has only gotten worse. I’ll explain what this unnerving situation is in a moment. First, I want to say there are answers, starting with you claiming a “free” copy of my SIT-N-FIT Community Guide.™

But that’s not all — I am also going to give you a limited time only opportunity to have me create your very own specialty store plan of attack.

And at the end of this presentation, I will show you how you can get your blueprint and start cashing in on lost profits, despite all the behind the scenes plotting and planning aimed at destroying the lifestyle you and your family rightfully deserve.

Because someone needs to answer the tough questions.

Why does a once rock solid foundation look like this? What’s this “curse” creating a gigantic gap in an industry rich with tradition? If these gaps aren’t the untold story, what could this problem possibly be?

Well, I’ll tell you.

This massive grab has become easier than even big money ever imagined.

Sadly, the very foundation you and the run specialty pioneers worked so hard to build is now the same weapon bringing independent stores to its knees.

That’s right! It’s Core principles — customer service & community relationships — or should I say, the lack of them, is the industry’s greatest nightmare as we speak.

The run specialty stores biggest weapons, frankly, are sitting around collecting dust. While the smug takeover elite seem certain stores owners will continue down this destructive path. They sit in their ivory towers, gazing down on you, watching every store erode from within, while persuading you they’re one of the team.

The clock keeps ticking… odds are you’ve heard the argument the specialty store model is not scalable. But today I am going to shed some new light on why that is not the case. But first, please understand this classic maneuver keeps reaping huge returns for big money and enormous losses it’s victims.

History repeatedly issues stark warnings about it.

Charles Mitchell caught an industry totally off guard in 1919. The post WWI National City Bank president smelled a financial opening to cash in on. So, he declared “Let’s give them something new.”

And his answer for the skeptics was simply “Oh, just convince them it’s respectable.”

Now, you can debate whether this plan was for the greater good of the entire country at the time. Normal citizens did benefit. But few Americans asked questions… far less did any digging whatsoever.

Euphoria ran high. And the cleverest keep silent.

Corporations and Wall Street won big time!

Talk about a flawless execution of a masterful strategy.

Ten years later, the scheme proved disastrous for our country when everything came ‘crashing’ down on the heads of our ill prepared citizens.

Which ultimately ignited the total transformation of our country… the birth of a New Deal. Til this day, Uncle Sam feels obligated to right a limitless list of supposed wrongs. Government responsibility has since increased and still drastically affect hard working Americans as we speak.

Decades later, a new breed of ‘savior’ set their eyes on some of the republic’s most iconic businesses and brands. The Eighties saw the birth of the take-and –trash-it for cash period.

They called themselves ‘liberators’ by ridding businesses of useless waste and poor leadership.

First clipping…then slicing…eventually ripping out and gutting the heart of any organization they could get their hands on. Then, tossing the carcass aside for the next self- proclaimed “do – gooder” in line, who sucked out the leftovers, converting them to cold hard cash and charging forward to the next victim in line, waiting to be ‘liberated.’

Just think… your classic slash and run.

Yet today’s do-gooders claim to understand why store owners are so uneasy about their boardroom tactics and money-grabbing reputations with their deep sighs, the eye-rolling and condescending sarcasm.

Jeffery Skilling, chief architect of the Enron scheme, once smirked behind closed doors commenting “There are two kinds of people in the world—those who get it and those who don’t.”

Well, unfortunately, the seasoned gamblers here appear to be revealing their true selves. By now you realize your well being isn’t part of the agenda.

After all, you grind and pound it out every day… 5-6 days a week … maybe more.

For what?

Free shipping offers swarm the internet, with tons of invitations to wear shoes 30 days, and send them back with no questions asked. How do you compete with that? Most store owners can’t, but don’t have no choice.

Oh, and did I mention discounts? Twenty… even $30 off suggested retail.

Meanwhile, you still rely on the same ole’ dry sales pitch. I’m talking about the “But once they’re shipped to your house, you don’t have an expert to fit you” line. Believe it or not, my clients will write open letters to the industry, speaking out against showrooming or any other online practice threatening their living.

Temporary stress-reliever? Maybe, but not much else.

But I do understand. This is just one example of the doubt and desperation spreading across the industry like wildfires.

Debt piling up… the kid’s college tuition is due…while your financial safety net is steadily shrinking.

Which is why I’m here to tell you the turnaround starts with having the skill to see around corners, think through this takeover plot and meeting it head on.

Suddenly, you’ll have insight based on foresight…the ability to predict what is likely to happen and prepare for the future, without forfeiting industry values.

And know what? The plan to drive you out of business won’t be so easy anymore.

Let me ask you this…

Have you ever wondered how the run specialty pioneers feel about the state of the industry? They slaved endlessly, risking their family’s well-being, creating an industry that sustains specialty “independence” for generations to come.

And here comes unwelcome “outsiders.”

This is why I created The SIT-N-FIT Community Guide.™ I’ve clearly laid out the critical steps you need to bring success, joy, and peace of mind in your life, instead of anger, despair, stress and frustration. Of course I know you would never ‘knowingly’ help the enemy suck out the industry equity you and others work day and night to build.But the holes are getting bigger.

And the run specialty business is being hunted.

So, the question is not “Will this grab succeed? No, the question is “Will you be a knowing participant, from this day forward?”

Or will you take a stand and defend your livelihood. Will you show big money and all their cronies it was a grave mistake to underestimate you? I think you know what’s needed here.

There is a lot at stake.

Never before in this industry’s history has the independent running store’s existence been this vulnerable. This is a direct threat to millions of Americans who cherish the special connection with the running community.

Store owners, employees, coaches, trainers, family members … everyone will feel the pain, unless you take a stand and end this right here — today!

Now is the perfect time to rise up and take back what rightfully belongs to you.

Spend more time to competing in those 10Ks … 26.2s … ultras … whatever, this year. That’s right! Hit those trails, hills, beaches, the oval, roads and even the treadmill (if you want). Or how about the surprise vacation you keep promising yourself and the family.

It’s not easy when some are doing 70 hr weeks, huh?

But now you can actually set a date and follow through… keeping your word.

This new era will open new doors for you and running store operators everywhere. Imagine no longer depending on a vendor rep for every new set of feet walking through your doors.

You need a game plan.

Don’t fight this battle alone. There’s no reason to. Sure, you know the run specialty market like the back of your hand. But the blue suits have an army of experts plotting and planning, while you’re running around 12-14 hours a day.

Researchers, analysts, predictors and yes strategists. All combing through mounds of data, searching for the slightest angle and tiniest weakness to pounce on.

And take advantage of your misery.

Listen, the last thing they want is a fair fight, even with their fat corporate – street cash machines. What they want is a swift end to this whole thing, not a bunch of stores running around claiming their independence.

So, if the idea of increasing your sales staff without spending a single penny on a new employee, excites you …or if you’d like me to show you how to boost the total value of your most overlooked customers. The best thing to do now is click the button at the bottom of the page.

You will find out how to claim your FREE copy of my manual, The SIT-N-FIT Community Guide™, and take advantage of the limited time opportunity for me to ‘personally’ setup a specialty plan of attack for you.

Second generation store owners learning the business from the ground up is no big deal. Imagine getting customers to not only seek you out, but repeatedly AND consistently buy from you?

That’s right! Your customers want to hear from you … see you… spend more money with YOU. There are ways without asking them for a single dime!

No, there isn’t one gimmick or dishonest trick in The SIT-N-FIT Community Guide.™ In fact, you owe this to your running community. And you are going to learn how to help them feel even better about themselves. What perfect way to show their heartfelt gratitude by keep coming back, spreading the word and investing in you.

Can you picture that? Of course you can.

Now, throughout this presentation, I’ve presented clear and compelling evidence that shows just how sinister this takeover operation has become.

Time to take this fight to them!

To get all the details on how to claim your free copy of The SIT-N-FIT Community Guide™ and the limited time Preemptive Attack Plan, simply click the button below.

Thanks so much for investing your time in this special presentation. I’m confident you’ll soon look back on this day with extreme pride and relief.

You and your loved ones living out the American Dream…

And your specialty store’s foundation secure… armed with strategic independence.

The The SIT-N-FIT Community Guide™ is no longer available.

 

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