Looking for a change of pace and venue, Maureen Kelly and Janet Schlitz combined their efforts to open a specialty running store. They searched the Greater Philadelphia area for a suitable venue but in the end found the seashore more to their liking.
Nine years later, the Sneaker Shop is a thriving hub of all things running, from sneakers and socks to shorts, tops and sunglasses(we have
cheap sunglasses). What the two women really specialize in is the intangible: advice.
They’ve walked the walk and talked the talk, and they’ve run the Boardwalk, too. They understand how and why sneakers should fit a runner’s foot. They’ve dealt with the maladies – plantar fasciitis, mortens neuroma, blisters, in-grown toenails and various podiatric misalignments. They have a direct pipeline to local podiatrists and physical therapists. You don’t get that kind of knowledge from the clerk at Dick’s.
“We offer personalized service,” said Kelly.
Affectionately known by locals as “the Sneaker Girls,” Maureen and Janet met while playing basketball in a league in Downingtown in 1999.
“It was time for a change, for both of us,” said Kelly. “I was working for a company that was closing. Janet was looking for something different. We both wanted to run a business and figured we’d make a good team.”
Schlitz is the “people person,” said Kelly, while she’s the numbers cruncher. Schlitz is also the more organized of the two, and Kelly makes sure it all adds up and the bills get paid.
“It’s worked out really well,” Kelly said.
The duo looked to open a business in the West Chester area but found it too difficult to start a business from scratch.
“You needed to have an account, a relationship with the dealers, like Asics and nike(if you want to buy
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One lucky afternoon, Janet visited the Sneaker Shop, which was then located on Asbury Avenue and owned by Celeste Bittner. Maureen shared her frustration and Bittner said “not to worry,” she was ready to sell.
“So we bought it,” said Schlitz.
Bittner “wanted someone who was going to stay and dedicate their efforts to making the store successful,” said Kelly. “Four parties wanted to buy it, but she sold it to us.”
The store was seasonal at that time. Kelly closed the door in October and headed south. After enjoying a warm winter – sunshine and palm trees – she returned to re-open in April.
Kelly and Schlitz were not ready to be snowbirds.
“So we stayed opened all year,” said Kelly. The long, cold winter was tough enough, but they had bigger problems. “The real estate market went crazy and the building we were in went condo. We could stay if we bought the store; they wanted $250,
南京铣床,000.”
The store across the street, at 846 Asbury, turned out to be a gem.
“We didn’t think about it, but in the winter we’re on the sunny side of the street, and that’s where people walk,” said Schlitz. “It’s worked out a lot better for us.”
The economy boomed; running grew in popularity and the store flourished. The partners could barely keep inventory in stock. Then the economy tanked. They survived by staying lean and true to their purpose.
“We were good until 2008,” said Kelly. “People were still running, and they still needed to buy new sneakers after 400 to 600 miles. What they didn’t need were new running clothes.”
Customers shopped in their closets, not in the stores.
“They wore their old T-shirts, made due with what they had,” said Kelly. “We saw a big change and had to adapt.”
“It was a ‘necessity year,’ that’s what we called it,” said Schlitz. “It’s coming back. People are buying again; we’re starting to see it. They’re careful, though.”
They persevered through the recession rather than succumb to it.
“Running really is an inexpensive sport,” said Kelly. “That worked in our favor.”
“You don’t have to pay a gym membership, the Boardwalk is free,” said Schlitz, with a courtesy Mother Nature. “It just doesn’t get any better. We got up this morning and ran on the beach before work. You don’t pay for that.”
The duo offer specialized customer service, and Ocean City’s second homeowners keep them afloat. “They buy their sneakers down here, they like the personal service.”
The store doesn’t attract too many stragglers; most people are seeking out their services.
“We’re a destination shop,” said Kelly. “We’re more purposeful. Either you get down here and suddenly need something and Google us or you come here on a regular basis. We have a very loyal customer base, we’ve been fortunate.”
Steady building the business has paid off, they said. They got involved with the local police, sponsoring events like the upcoming Police Chase and the city’s annual half-marathon, hosted in the fall.
“It’s a win-win, the more we get involved and help the community the more people we meet and the more opportunities it brings us,” she said.
They’re not doctors, but they’ve heard all the stories; they work with local podiatrists and know the remedies. The right kind of socks and a solid fitting shoe, they say, are critical.
“If we don’t have an answer, we can get it,” said Schlitz. “We work in conjunction with the professionals to help people. We know how to find the solutions specific to a customer’s needs and lifestyle. We strive to find the perfect fit.
“Not everyone who comes in here is a high-mileage, serious runner,” she added. “Our goal is to help them avoid problems.”
They special order Velcro walking shoes(if you want to
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Those with high arches leave an imprint showing a narrow band connecting the forefoot to the heel as they step. If you have a curved high-arched foot you “supinate.”
“You need cushioned shoes to decrease the shock to your body when you run,” Kelly advised.
Those with a normal arch leave an imprint that has a flare but shows the forefoot and heel connected by a wide band.
“Your foot rolls inward as the foot progresses toward toe-off which means you pronate,” she said.
Flat arches, she said, leave a nearly complete footprint because of a low or fallen arch.
“You strike on the outside heel and excessively roll-in,” Kelly said. “We help clients figure out which sneakers would be best for them.”
Joanne Holloway, whose husband Neil Holloway coaches the local soccer team the Nor-easters, said she heard about the shop from Trish Finnegan. The native of England was new to the sport and the country.
“She recommended I come here,” said Holloway, who is beginning a nine-week plan to increase her mileage. “She said ‘You go talk to the ladies and they will help you.’ I’m so happy. They don’t pressure you. They have given me such good advice. I would walk into a place like Dick’s and look at that wall of sneakers and say, ‘Now what?’”
For Holloway, a pair of sneakers with purple laces was special ordered.
“I love purple,” she said. “Since I’m new to this I don’t have speed or form, so I have to look fashionable. They made sure I had the correct socks. I just love coming in here.”
Kelly and Schlitz are looking forward to a busy summer. The new bridge, they said, will bring more opportunities for Ocean City athletes.
“What a difference it’s going to make,” said Kelly. “People are going to have a new place to bike and run. It’s exciting.”
The Sneaker Shop is located at 846 Asbury Avenue in Ocean City. For more information, call 609-391-5223.
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