Shawn & Erin Pinder have been co-owners of Runner’s Soul since 2007. They took over the shop from Ron Bain who had started it all in 1994. I always marvel at how many people you see jogging in the city all year round not to mention the numerous running events that take place as fundraisers, competitive events or just fun-runs. The married couple took time out of “running around” to answer a few questions about their love of sport and how they maintain a successful business.
Talk about where you both grew up and what kind of childhood did you have?
Erin – I was born and raised here in Lethbridge, the oldest of 3 children. My family was fairly active, we spent a lot of time at the city pools (my mom was a lifeguard when I was young) and my parents were volunteer ski patrols so many winter weekends were spent at Westcastle. Summers involved camping and playing with neighborhood friends.
Shawn – I grew up in Fort Macleod and am also the oldest of 3 siblings. My dad was a teacher so we spent most of the summer camping in Alberta and BC. My parents were scout leaders and coached various sports so we were always busy with one activity or another.
Were you both active or did that come later in life?
Shawn – My parents valued sports and exposed me to a wide variety as a child. I tried baseball, basketball, volleyball, soccer, badminton, track and field, swimming, skating and skiing.
Erin – I was always active but not competitive. As a child I did lessons rather than sports – swimming lessons, skating lessons, ski lessons. My first experience with competitive sport was with swim club.
Shawn, you were a competitive swimmer. How did that come about?
I started swimming with a club at the outdoor pool in Fort Macleod when I was 11 years old and competed in the Southern Alberta Summer Games that summer. The following summer, my siblings and I joined the Lethbridge Summer Swim Club. I swam for 3 seasons with LSSC and saw a lot of improvement and success leading me to join the year- round Lethbridge Amateur Swim Club.
Erin, what got you started running and into triathlons?
I went to junior high school at Gilbert Paterson where they require everyone to participate in Cross Country running. It was hard and I hated it at first but over time started to enjoy the challenge and went on to join the Lethbridge Track and Field team. I met some amazing friends and had the most encouraging and supportive volunteer coach (Cal Stewart). I was also swimming with the Lethbridge Summer Swim Club which made for an easy transition into triathlon.
Where did you two meet? Was it at the finish line of race, one falling into the other’s arms after a tough last leg?
Ha-ha, not quite. We met when Shawn broke his foot playing ultimate frisbee, putting his regular swim training on hold. Instead, he came to a swim practice that I (Erin) was participating in and managed to swim circles around me without using his legs.
Ron Bain started Runner’s Soul in 1994. You took over in 2007. I confess to thinking, “Hmm…a running shoe store in Lethbridge. I’ll give it a year, maybe two.” Boy, was I wrong. Talk about the culture of running in this city and why you’ve been able to sustain the business.
Lethbridge has a large and diverse running community that is inclusive and feels like a family to many. It tends to become an important social group for runners in the city and they often find themselves making connections with people they may not have otherwise crossed paths with. You might find an 18-year old running alongside a 70-year old or a farmer running with a surgeon.
While running is the focus of Runner’s Soul, many other people have come to value our service and product knowledge so the majority of our customers are people looking for solutions to foot issues or looking for comfortable footwear for work or everyday living.
A married couple running a business together. Discuss.
It definitely has its challenges and benefits! We have different strengths and weaknesses so we have planned our work responsibilities accordingly with Shawn doing the majority of the event planning, clinics and accounting while Erin focuses more on product selection, staffing and customer service. With both of us involved in the business, it is certainly a challenge to leave work at work – it is not unusual to be discussing the store late into the evening.
You’ve just had the 37th running of the Moonlight Run. It sells out every year. What makes the run so special?
Moonlight Run is one of the first races on the calendar for competitive runners but what makes it unique is that there is always a large contingent of casual runners who love the atmosphere of the evening event and have made it a tradition to participate in with family and friends.
I have been a casual runner most of my life until having two hip replacements plus a knee replacement. My longest run was the 10-mile road race which was always a challenge for a guy like me with stubby legs. I thought about a marathon but it never happened. I admire those who can do the distance. Then there’s triathlons and these ultra marathons. Take us through any advice you give to people who want to challenge themselves with longer runs but maintaining realistic and healthy goals.
Running long distances requires both physical and mental preparation. The distance can seem overwhelming at first but if you break it down into smaller goals and try not to look too far ahead, you will get there. It’s amazing how your perspective changes as you move up in distance. The first run of a marathon build up seems daunting at 7 miles but as you run further each week, you will eventually look back at that 7 miler and think it is short. As for realistic goal setting, the first time running a distance should be about getting it done and then you may find yourself looking for ways to cover the distance faster. That’s the great thing about running, there is always another challenge to be found!
Has the psychology of running changed over the years since you took over Runner’s Soul?
Years ago (pre 1970s running boom), running was really just for the speedy. That shifted years before Runner’s Soul opened its doors, running was already a very inclusive sport by 1994 as it continues to be today.
Who has been the most inspirational person you’ve met in the world of running?
There have been so many over the years that it is hard to choose but Tarrant Crosschild would have to be top of the list. Tarrant is a former Lethbridge Track and Field runner who struggled with addiction as an adult. He took up running again while in treatment and credits running with being an important part of his healing process. He has since gone on to create the Prairie Run Crew Outreach program which helps to inspire youth and break down barriers that inhibit them from starting their running journey.
How has the manufacturing of running shoes changed over the years?
Running shoe manufacturing has been moving to more sustainable practices over the years, from using recycled materials to reducing waste by 3D printing midsoles. Brooks recently released their first carbon neutral shoe this spring.
One thing I’ve always appreciated about going to your store is that the people who work there are actually very knowledgeable about the kind of shoe you need. That, I’m sure is very important to you.
Absolutely! We spend a significant amount of time training our staff so that they are familiar with all the shoes and the fitting process.
How old would you recommend someone should be when they’ve decided they want to get into competitive running?
There is no time like the present! We have had people of all ages graduate from our Learn to Run clinic so it is never too late to get started.
What are some of the big challenges of the business today?
Being in competition with our vendors. All of the major shoe companies now sell direct to customers online. Unfortunately it is not unusual for us to have people come in for advice and fitting and then purchase their shoes online while they are sitting in our store.
What keeps you going?
Definitely the people! We have been so lucky to be included in the running journeys of so many local runners over the years. Running really can be life changing and it is rewarding and inspirational to be a part of.
What’s your go-to music for getting inspired for and during a run?
Erin – I have been running since before it was practical to listen to music while running (the walk man/disc man days) and have never started. Running is my social time if I am with others or my time to think if I am alone.
Shawn – I also prefer to run music free and enjoy the sounds around me.
What big marathons have you done? Ie: Boston/New York? LA?
Erin – I started picking away at the six World Marathon Majors starting with Boston in 2007 followed by New York in 2011, Chicago in 2013, Berlin in 2018 and London in 2023. Last one on my bucket list is Tokyo.
Shawn – The only Major I have done to date is Berlin in 2018. My race focus has always been more on Ironman.
Any chance of a unique yearly Lethbridge Marathon?
Lethbridge actually hosted a marathon (Music from the Soul) from 2006-2008. The children’s “marathon” that ran in conjunction with it continues to this day (Little Souls) but the marathon was discontinued when the Calgary Marathon moved their race date from July to the same weekend as the Lethbridge event in 2009.
Final thoughts?
Thanks for getting us thinking and reminiscing!