New running specialty store to open doors at Village Shops today

UltraMax Sports, the running specialty store taking over the space previously occupied by Stoney Broke, Ltd., at the Village Shops, is set to open its doors sometime today, said Assistant General Manager Eric Hunt.

Hunt said the store will focus on providing high-service consultation for runners, from beginners to veterans. The store has a gait analysis system where customers run barefoot on a treadmill, providing information that helps workers identify shoes that will provide the best running support.

The store will also offer triathlon gear, including swim apparel and eventually wetsuits.

Managers had indicated when the store opening was announced in January that the basement area of the facility would be used for group training classes. That plan, Hunt said, is presently on hold while the company focuses on establishing its retail operations.

Hunt said the store will also serve as a hub for the local running community, with staffers organizing a variety of group runs and training programs. Some will be casual meetups offered free of charge, while others will incorporate more intense coaching and training schedules that runners can pay to participate in.

UltraMax also offers run event management services, and intends to partner with other organizations to help put on a number of local running events.