Find Workout Bliss at Endurance House
It's a runner's, biker's and swimmer's paradise
If you’re antsy for the winter weather to pass and spring weather to arrive, then Endurance House might be a good destination for you. Upon walking in I instantly got the urge to slip on a pair of running shoes from their one hundred–plus styles to choose from and dash outside. This athletic outfitter specializes in running, swimming and biking, so it’s probably a good thing customers might feel this way about leaving the store.
Owners Jamie Osborn and wife Tara are enthusiastic triathletes: “We wanted to be a broad business that would appeal to endurance athletics,” says Jamie. Both Osborns have competed in “countless” marathons, triathlons and, yes, even Ironman (they’ve each done four). This real-world
experience is required for all Endurance House employees because they can dispense advice and training tips.
The store’s Footstrike Analysis has become a signature service for the retailer. You simply step on a treadmill and a computer program analyzes your running style. Then an employee recommends appropriate shoes for you. Step over into the adjacent space and check out their bike outfitter.
Like most shops, the couple opened it to fill a missing niche: “When we were race novices, we didn’t have a resource like this. So we wanted to be one.”
And if you do have an urge to run out of the store, the employees probably won’t blame you.
Jamie loves the Moji 360 handheld acupressure device because it soothes tension in muscles all over the body. $69.99
From A to Z (practically), Endurance House has 130 different shoe styles, including Asics, Brooks, New Balance, Mizuno and more. Shown are stylish (and practical!) kicks by Asics and K-Swiss. $90–$150
INVITING & INSPIRING
The store has warm red walls, exposed brick (shown here) and a cozy fireplace to lend a decidedly non-big-box athletic store feel. Which we like.
“Compression gear is really effective at promoting blood flow, which relieves soreness,” says Jamie. “You also help push back blood flow to the heart, which helps circulation.” Cep and Zoot compression gear. $39.99–$59.99
This Soleus GPS watch tracks your distance, pace and calories burned and stores data from past workouts. Oh, and it has GPS, too. $100
MOVE ON UP
Endurance House has big plans for expansion. They recently opened an east-side location, and plan to franchise all across the nation. Shown are some bikes in the bike outfitter area, which the shop expanded into a year ago.
Shayna Miller is multimedia and style editor of Madison Magazine.
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