1976
250
$350,000
$35,000
$600,000
No
Fleet Feet Sports is a leading specialty running retail franchise that has been transforming the way America runs since its inception. With a strong focus on community, performance, and personalized customer experiences, Fleet Feet has become the go-to destination for runners, walkers, and fitness enthusiasts. The brand stands out not only for its premium footwear, apparel, and gear but also for its commitment to customer service through innovative fit technology and local store events that build loyal relationships.
Operating in the booming health, fitness, and athletic wear industry, Fleet Feet Sports bridges the gap between retail and lifestyle. Each location is more than a store—it’s a community hub where people come together to pursue healthier, more active lives. With over 250 locations nationwide, Fleet Feet continues to expand its footprint across the USA, driven by its mission to inspire everyone to run their best race, both on the track and in life.
Why Invest in This Franchise?
Investing in a Fleet Feet Sports franchise means joining a purpose-driven brand with decades of experience, a powerful national reputation, and a proven retail business model. The health and wellness sector continues to thrive, and Fleet Feet’s focus on personalized retail experiences and strong community engagement provides franchisees with a resilient and scalable opportunity.
Fleet Feet’s unique competitive advantage lies in its “fit id®” 3D scanning technology, which delivers custom fit solutions for every customer, creating exceptional satisfaction and repeat business. Moreover, the brand’s emphasis on local events, training programs, and partnerships with running clubs ensures strong community visibility and recurring customer engagement.
Fleet Feet Sports has been consistently recognized among the top retail franchises and is known for helping franchise owners create meaningful businesses that enrich their communities while achieving financial success.
Established Year: 1976
Founders: Sally Edwards and Elizabeth Jansen
Headquarters: Carrboro, North Carolina, USA
Industry Category: Specialty Retail – Athletic Footwear, Apparel & Accessories
Current Franchise Units: 250+ (across 40+ states in the USA)
Ownership: Privately owned under Fleet Feet, Inc.
Company History & Journey
Fleet Feet Sports was founded in 1976 in Sacramento, California, by two pioneering women athletes, Sally Edwards and Elizabeth Jansen, who envisioned a place where runners could find not only quality footwear and gear but also expert advice, community, and inspiration. Their goal was simple: to create a retail experience built around personalized service and community engagement.
he concept quickly gained traction. By focusing on custom shoe fittings, education, and event-based marketing, Fleet Feet became a trusted brand among runners, walkers, and fitness enthusiasts nationwide. In the 1990s, the company expanded its presence through franchising, empowering local entrepreneurs to bring the same passion and personalized experience to their own communities.
Today, Fleet Feet operates more than 250 stores nationwide, with franchise owners leading local events, training programs, and community races that unite people through movement. The brand’s use of cutting-edge technology, such as the fit id® 3D foot scanning system, has set new standards for customer service in the retail sports industry.
Market Position & Brand Reputation
Fleet Feet is a dominant player in the specialty running retail market, a growing segment of the broader health and wellness industry. The brand stands out through its high-touch, experiential retail model, combining advanced fitting technology, expert staff training, and a deep commitment to local community building.
The company has earned widespread recognition, including being featured on Entrepreneur’s Franchise 500 list, and is often cited as one of the most respected running specialty retail franchises in America. Fleet Feet’s strong omni-channel presence, robust franchise support system, and loyal customer base have cemented its reputation as the #1 running store franchise in the USA.
Vision & Mission
Fleet Feet’s mission is to inspire the runner in everyone—whether they’re athletes, beginners, or everyday individuals pursuing a healthier lifestyle. Its vision focuses on community, authenticity, and empowerment through running. Every franchise location is built to foster local engagement, promote fitness awareness, and help customers find the right products that enhance their performance and well-being.
Fleet Feet provides world-class support to franchise owners from the moment they sign on and throughout their business journey. The company’s franchise program is built on empowering owners with the tools, knowledge, and systems needed to thrive in their local markets.
Pre-Launch Support
Assistance with site selection, lease negotiations, and store design.
Guidance on inventory planning, equipment sourcing, and technology integration.
Comprehensive initial training program at headquarters covering retail operations, product knowledge, and customer engagement strategies.
Operational Support
Access to proprietary POS systems, performance tracking tools, and retail management software.
Dedicated franchise field consultants who provide continuous operational guidance.
Supply chain management support ensuring consistent product availability and vendor relationships.
Marketing & Brand Support
National and regional marketing campaigns to drive brand awareness.
Access to professional marketing templates, social media assets, and seasonal promotions.
Assistance in executing community events, local races, and digital campaigns to boost foot traffic.
Ongoing Development
Regular franchisee conferences and workshops to share best practices.
Access to continuing education in retail trends, leadership, and financial management.
Exclusive training on new products, technologies, and brand innovations.
Fleet Feet Sports seeks passionate entrepreneurs who value community, health, and service. The ideal franchisee is not just an investor but also a leader who thrives on engaging with people and inspiring others to achieve their fitness goals.
Preferred Qualities:
Strong interest in fitness, running, or sports retail.
Background in management, retail, or customer service.
Ability to lead and motivate a local team while building a strong community presence.
Financial capability to manage an investment in a mid-sized retail operation.
Desire to build a long-term business with purpose and community impact.
Location Preference:
Fleet Feet Sports franchises perform best in communities with strong running and fitness cultures—urban, suburban, and college-town markets with high pedestrian activity and active demographics.
| Expense Category | Estimated Cost (USD) | Details / Notes |
|---|---|---|
| Total Investment Required | $350,000 – $600,000 | Includes store build-out, fixtures, inventory, and startup costs |
| Minimum Liquid Capital | $150,000 – $200,000 | Recommended available funds to qualify for franchise ownership |
| Franchise Fee | $35,000 | One-time fee for brand rights, training, and startup support |
| Royalty Fee | 5% of Gross Sales | Paid monthly for ongoing brand and operational support |
| Marketing & Brand Fund Fee | 2% of Gross Sales | Contributes to national and regional marketing campaigns |
| Store Build-Out & Equipment | $150,000 – $300,000 | Includes leasehold improvements, signage, fixtures, and POS systems |
| Initial Inventory Cost | $75,000 – $150,000 | Footwear, apparel, and accessories inventory for opening |
| Technology Setup | $10,000 – $15,000 | POS, Fit ID® scanning system, and back-office tools |
| Working Capital (First 3 Months) | $25,000 – $50,000 | Covers early operational expenses before profitability |
| Training & Pre-Opening Expenses | $10,000 – $20,000 | Travel, accommodations, and onboarding costs for franchisee and staff |
| Expected ROI | 15% – 25% Annually | Based on store performance, community engagement, and management |
| Break-Even Period | 18 – 30 Months | Average time to recover initial investment |
| Potential Revenue Streams | — | Retail footwear & apparel sales, e-commerce, community race sponsorships, and training programs |
| Franchise Units (Approx.) | 250+ Across USA | Rapidly expanding presence nationwide |
