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Health and wellness have become foundational to the modern lifestyle, with consumers redefining what fitness looks like shifting from traditional gym routines to more holistic and mobile-friendly approaches. Walking, hiking, cycling, and fitness-tracking apps are now integral parts of personal health journeys. This evolution has created new opportunities for customer-centric innovation, and few brands are leaning into this shift as effectively as Fleet Feet.
Founded in 1976 by two women in Sacramento, California, Fleet Feet has grown from a single boutique running store into the country’s largest franchisor of locally owned and operated specialty running retailers. Today, it operates more than 280 stores across 40 states, offering expert outfitting, training programs, and a strong sense of community. At the heart of Fleet Feet’s loyalty strategy is its recently relaunched Fleet Feet Milestones program—an initiative that reflects both its legacy and its forward-thinking ethos.
Joining us for this edition of Leaders in Customer Loyalty: Brand Stories is Abbey Gurley, Senior Manager of Customer Loyalty at Fleet Feet, who shares how the brand is building emotional loyalty, supporting franchisees, and using customer data with care.
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