{"id":52367,"date":"2019-05-23T07:16:21","date_gmt":"2019-05-23T11:16:21","guid":{"rendered":"https:\/\/old.cieleathletics.com\/journal\/?p=52367"},"modified":"2019-05-27T18:15:37","modified_gmt":"2019-05-27T22:15:37","slug":"portrait-blacktoe-running","status":"publish","type":"post","link":"https:\/\/journal.cieleathletics.com\/blog\/2019\/05\/23\/portrait-blacktoe-running\/","title":{"rendered":"Portrait | Blacktoe Running"},"content":{"rendered":"

 <\/p>\n

Words by: Tim Huebsch<\/a><\/h6>\n
Images by: Joel Clifton<\/a><\/h6>\n

A black megaphone rests on a sill in a condo used as an office, a few floors above the bustling street of Toronto\u2019s King Street West neighbourhood. It rarely collects dust, and hasn\u2019t sat in the same spot for long, showing wear from its countless appearances at local road races.<\/span><\/p>\n

If you\u2019re a runner in Toronto, you\u2019ve likely heard of BlackToe Running, the run specialty store which has served tens of thousands of customers since late-2013. You\u2019re equally as likely to have heard the voices from behind that same megaphone, although you may not know it came from Maya or Mike Anderson, BlackToe Running\u2019s founders and owners.<\/span>\u00a0<\/span><\/p>\n

Today, what serves as a hub for runners within Toronto\u2019s busiest corridor, may have never been had fate run its course. Fortunately, the Anderson\u2019s were dealing with a runner when bidding on the space, which moved the needle in their favour. Otherwise, a burger chain was in line to vacate those very walls at 95 Bathurst St.<\/span><\/p>\n

—–<\/span><\/p>\n

In January 2013, Maya and Mike first conceived of the idea to open a running store, and began researching. Focus groups, formulating a business plan, talking with runners, finding a home for the store, and determining whether an independent store could survive filled their time. Two months later, In March, the two, with zero retail – but years of corporate – experience concluded it was viable; in fact, it was much needed in a city where runners crave new experiences. By November of the same year, BlackToe Running was open. A lot can change in eight months.<\/span><\/p>\n

What never changed was their name despite split opinion. It\u2019s a name that resonates with runners and strikes curiosity among everyone else.<\/span><\/p>\n

In the early days, Mike worked all day – every day – in the store while Maya continued her career at IMAX, helping support the business and family financially. She worked at the store on evenings and weekends to bring the business to life. \u201cOur 5.5-year journey is a series of moments,\u201d Maya says. \u201cLow, low, lows and high, high, highs.\u201d<\/span><\/p>\n

\"\"<\/span><\/p>\n

BlackToe Running is more than just a store. Community events that enhance local road races, like an evening with Kiwi marathoner Jake Robertson during the Scotiabank Toronto Waterfront Marathon or a speaker series for the Divas Running Series, \u201cdesigned to create a space for women to have uncomfortable yet critical discussions about women in sport,\u201d intrigue and inspire.<\/span><\/p>\n

Mike is the self-acclaimed event organizer. \u201cI love to organize events that people enjoy,\u201d he says. \u201cI like to see people get excited about running, and help them interact with each other. And we\u2019ve done a lot of that over the years. That\u2019s probably why we\u2019ve seen such a community build around the store.\u201d<\/span><\/p>\n

\u201cFrom my perspective, I don\u2019t actively try or have a mission to [necessarily] build community,\u201d Mike says. Rather, he adds, it\u2019s a result of a greater mission. \u201cIt\u2019s about supporting as many individual runners as we can and to find opportunities to enhance their experience.\u201d<\/span><\/p>\n

It\u2019s not just hosting events. Take any day of the week and visit BlackToe Running and you\u2019ll too be inspired.<\/span><\/p>\n

The moment you walk into the store you <\/span>feel<\/span><\/i> like a runner. From the bleacher and dashes of chain link fence to the row of the latest shoes that cover the store\u2019s centrepiece, a concrete island topped with indented footprints. The decor is that of a runner\u2019s dream. You feel welcome. You feel like you\u2019re a part of something. And that\u2019s what makes BlackToe Running special. It\u2019s more than just selling shoes, apparel or accessories.<\/span><\/p>\n

\u201cBuilding relationships [with the people who come through the door] one at a time, you naturally become known in the community. You become the place to go and the place to chat. As much as we sell running gear, it\u2019s about the conversations.\u201d<\/span><\/p>\n

That\u2019s not to mention the staff themselves, all of who care deeply about the sport and who are runners themselves, ranging in ability from beginners to elites, and everything in between. From their detailed shoe fitting process, and a wide selection of footwear, staff ensure you have the best experience finding a product that works for you.<\/span><\/p>\n

BlackToe Running\u2019s presence continues to grow well outside their store\u2019s walls. They have their own club, whose signature singlets can be seen in packs around the city and they back key grassroots races in Toronto during a time when road running is ruthlessly competitive. \u201cWe try to support the kinds of races that mean something [to runners] and which have a tie to the community,\u201d Mike says.<\/span><\/p>\n

This year alone, BlackToe Running is sponsoring the Bum Run, Divas Half-Marathon and 5K, Pride and Remembrance 5K, Shakespeare Runs the Night, and Tannenbaum 10K. Ask anyone in Toronto and they\u2019ll echo the fact that these are integral events to the local running scene.<\/span><\/p>\n

One trend you\u2019ll notice with BlackToe Running in-store is that they\u2019re always adding new product; experimenting, and not being complacent. The curious runner is attracted to the store (and online) to their niche products. BlackToe Running sells products like Maurten, Goodr, Stance, Endurance Tap, Roll Recovery, and the elusive Nike 4%, which resulted in lineups on shoe day. They were also one of the first retailers to sell Ciele outside of the Montreal region.<\/span><\/p>\n

\"\"<\/span><\/p>\n

As an independent running store, the Andersons say the trick is to differentiate. By having specialty products, the Andersons are able to carry brands in which they believe, as well as offer value to runners. \u201cWe\u2019re trying to give them stuff they can\u2019t just go buy anywhere,\u201d Mike says.<\/span><\/p>\n

Back to the megaphone. It bears great meaning to the story of BlackToe Running. The Andersons\u2019 impact on the community truly comes full circle and is felt by anyone who has stopped by their store, whether it\u2019s to buy a product, learn about nutrition, or attend a drop-in run. More than anything, it shows they care. \u201cThe whole \u2018knowing us\u2019 has come from countless one-at-a-time relationships; you don\u2019t get that at a larger retail store,\u201d Maya says. \u201cYou don\u2019t get that personalized experienced.\u201d<\/span><\/p>\n

That aspect of the business – customer interaction – never gets old. \u201cMaybe it\u2019s their 10th time in the store, and they\u2019re hugging you because they saw us cheer them on in a race. You\u2019ve been part of that journey; where they started as a beginner and now they feel that they\u2019re in <\/span>control<\/span><\/i> of their running. And you know you were part of that.\u201d<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

  Words by: Tim Huebsch Images by: Joel Clifton A black megaphone rests on a sill in a condo used…<\/p>\n","protected":false},"author":2960,"featured_media":52378,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[937],"tags":[],"acf":[],"yoast_head":"\nPortrait | Blacktoe Running - Ciele Journal<\/title>\n<meta name=\"description\" content=\"Meet Mike and Maya, owners of Blacktoe Running one of Ciele's first ever retailers. 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