Giving chain stores run for money

SUCCESSFUL RUN: Bob Bischoff, owner of Rhode Runner in Providence, speaks with Tanya Gorriaran-Goodwin, a customer who participates in running groups that meet at the shop. The store recently moved to North Main Street in Providence. / PBN PHOTO/DAVID LEVESQUE
SUCCESSFUL RUN: Bob Bischoff, owner of Rhode Runner in Providence, speaks with Tanya Gorriaran-Goodwin, a customer who participates in running groups that meet at the shop. The store recently moved to North Main Street in Providence. / PBN PHOTO/DAVID LEVESQUE

For former professional runner Bob Bischoff, it’s all about the shoes. Specifically running shoes – and the co-owner of Rhode Runner in Providence, along with his wife, Colleen, has been focused since 2001 on helping Ocean State runners and walkers find their correct footing.
“I enjoy giving the knowledge that I have and running with people who want to improve,” Bischoff said. “I enjoy keeping them healthy and injury-free.”
The Bischoffs designed and opened Rhode Runner in 2001 as a full-service center for run and walk specialty shoes, apparel and accessories. They offer expert advice on fit and form, and classes on nutrition, lectures from foot specialists and other activities aimed at arming customers with all the necessary information to lead a healthy running lifestyle.
“Everybody has product,” Bischoff said. “We’re not just selling product but knowledge of the sport. I think that’s what separates us.”
Being able to offer that kind of knowledge was hard-earned.
Bob Bischoff grew up in Attleboro, and while at Attleboro High School excelled in running cross country, indoor track and outdoor track.
He earned a scholarship to Kent State in Ohio and then went on to earn a bachelor’s degree in technology education at Keene State College in New Hampshire.
He became an All American in cross country and the half-mile while in college.
After graduation, he became an Adidas-sponsored runner, competing in cross country at a national level and specializing in 1,500-meter and 800-meter races.
He simultaneously worked at a couple of specialty running stores.
Then he started in the development department at New Balance and was recruited by Brooks Sports, moving to Seattle, and eventually becoming head of development there.
By 2001 Bischoff, now married, felt it was time for another move and another professional change.
“I had saved enough money and gotten to a point in my career where it was worth the risk,” Bischoff said. “I thought, if you’re going to do it [do it now] and if doesn’t work, you can always go back. I was still young enough.”
The couple headed back to the East Coast – where they both had family ties – and opened Rhode Runner after scouting a location on South Main Street in Providence. They selected Providence based on market need.
“I had seen my share of specialty-run stores in the country. I had an idea of where the more successful ones were and where they were performing,” Bischoff said. “I knew [Providence] was an area that was underserved.”
At first it was just the Bischoffs.
Bob handled product and Colleen concentrated on accounting while the store grew into a second location in Smithfield in 2005.
“It was a lot of work between two doors and inventory. We decided after doing that for a few years it was better to look for one big store,” Bischoff said.
Rhode Runner opened at its new location on North Main Street last March.
Now with 18 employees, including two managers, the store still is offering the same range of products and services, though shoes count for roughly 78 percent of total sales.
A running group, with more than 55 members, meets twice weekly. Fitness classes including yoga and boot camp also are offered from various area businesses within Rhode Runner’s space.
The Bischoffs and their staff also are sponsors of several area road races throughout the year, including The Jingle Bell Run and The Halloween Monster Dash.
Colleen works from a home office, still handling the business side of things while Bob, who works full time as a footwear developer at Reebok in Canton, spends about three nights and one weekend day in the store.
He also coaches cross country at St. John’s the Evangelist School, a private K-8 school in Attleboro, and at times coaches competitive runners.
He never ran a marathon, he said, until he opened the store and customers started asking him about them.
“I’m not as religious or a fanatic about my own performances anymore,” Bischoff admitted.
There’s more work to be done at the North Main Street building, including renovating 3,000 square feet of extra space into a small gym.
Of course, another expansion to a new second location isn’t out of the question.
“I’ll never say never,” Bischoff said. “[But] my wife would kill me if I said there was another one coming.” •

COMPANY PROFILE
Rhode Runner
OWNERS: Bob and Colleen Bischoff
TYPE OF BUSINESS: Running specialty store
LOCATION: 657 North Main St.,
Providence
EMPLOYEES: 18
YEAR ESTABLISHED: 2001
ANNUAL SALES: About $1.6 million

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