Startup optimizes its branding strategy

Natural running store employee Austin Archer, left, and founder Patton Gleason

An online startup is betting that a name change will give it a leg up in the Richmond fitness market.

The Natural Running Store, which sells a range of running shoes, last week changed its name to Optimal Run. Founder Patton Gleason said the move better represents the retailer’s mission: to help every customer have an optimal running experience.

“We felt like this was the best reflection of our commitment to our customers,” Gleason said.

The company sells a mix of shoes for road running, trail running and crossfit style training.

Gleason launched the business just over two years ago in Dallas and moved the company headquarters to Richmond last summer. It leases a small warehouse and office space on East Fourth Street in Manchester.

Gleason said the business has been growing quickly since the move.

To keep up with demand, he’s hired two new employees: a marketing director and a product management coordinator. The site has also started selling several new brands, including Merrell and Mizuno.

Natural running store employee Austin Archer, left, and founder Patton Gleason

An online startup is betting that a name change will give it a leg up in the Richmond fitness market.

The Natural Running Store, which sells a range of running shoes, last week changed its name to Optimal Run. Founder Patton Gleason said the move better represents the retailer’s mission: to help every customer have an optimal running experience.

“We felt like this was the best reflection of our commitment to our customers,” Gleason said.

The company sells a mix of shoes for road running, trail running and crossfit style training.

Gleason launched the business just over two years ago in Dallas and moved the company headquarters to Richmond last summer. It leases a small warehouse and office space on East Fourth Street in Manchester.

Gleason said the business has been growing quickly since the move.

To keep up with demand, he’s hired two new employees: a marketing director and a product management coordinator. The site has also started selling several new brands, including Merrell and Mizuno.

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Kevin T.
Kevin T.
9 years ago

Despite the name change I’m confident your incredible customer service will continue!