SWIFTWICK SOCKS Running Store Training Transcript

 

Automatically transcribed from Confluence Running Employee Monthly Professional Development Meeting: 3/21/2024, 2:21:26 PM

Total recording length: 01:24:50

 

{ 2:08 }

Hey there.

 

Speaker 2:  { 2:09 }

Hey, how's it going?

 

Speaker 1:  { 2:11 }

All right. How are you?

 

Speaker 2:  { 2:12 }

Good. Is this going to work? Probably not, right?

 

Speaker 1:  { 2:20 }

Hold on just a second. I'm going to close the door.

 

Speaker 2:  { 2:26 }

I'll put it on this, I guess.

There we.

 

Speaker 1:  { 2:33 }

Go. Yeah. Laughing kids. I I suppose that's good. At least they're happy. So.

 

Speaker 2:  { 2:39 }

Oh no, I wasn't even worried about that. I'm just like staring up at my other monitor, which is like above my laptop and I'm like, no, I'll look into the camera.

 

Speaker 3:  { 2:52 }

Yeah, laughing, laughing kids is a lot better than screaming and very upset, you know?

 

Speaker 2:  { 3:01 }

We have four, We have 4.

 

Speaker 1:  { 3:03 }

Well then you don't expect to change at any time, so?

 

Speaker 3:  { 3:07 }

Yeah.

 

Speaker 1:  { 3:08 }

I've I've. I've got two, but yeah, 4.

 

Speaker 2:  { 3:11 }

4.

 

Speaker 1:  { 3:12 }

What's that? They're eight and three.

 

Speaker 2:  { 3:16 }

OK, we have a 2 year old, almost 2.

 

Speaker 1:  { 3:19 }

We have.

 

Speaker 2:  { 3:20 }

A kid that's turning 14 tomorrow and we have a 16 year old and an 18 year old.

 

Speaker 1:  { 3:26 }

Oh, wow.

 

Speaker 2:  { 3:27 }

So we're a little past those noises except for the toddler who, you know, you know, then my 16 year old has his punching bag set up. So like he has like a what's it called? Whatever the ball thing, punching that and that makes a.

 

Speaker 3:  { 3:47 }

Racket A speed bag.

 

Speaker 2:  { 3:49 }

Yeah, a speed bag.   So I don't.

 

Speaker 1:  { 3:53 }

I don't box or anything but.

 

Speaker 2:  { 3:57 }

I should have known it.

 

{ 3:59 }

There's literally one in my home. But you know.

 

Speaker 3:  { 4:08 }

Hey Jim, Hey Gabby, Brian and Ethan is a computer of some sort. I don't know what that icon is. Who?

 

Speaker 4:  { 4:22 }

Are you talking?

 

Speaker 2:  { 4:24 }

To Ethan. There he is. Hi, Ethan.

 

Speaker 5:  { 4:26 }

Hi, how you doing?

 

Speaker 1:  { 4:28 }

I was just.

 

Speaker 3:  { 4:28 }

Kind of curious on what that icon was.

 

Speaker 5:  { 4:31 }

I I have my my slide on so it blocked the camera so that's why you couldn't see me.  Got it.

 

Speaker 3:  { 4:37 }

All right, that makes sense.

 

Speaker 2:  { 4:41 }

There's one.

 

Speaker 3:  { 4:44 }

You see Mommy?  Yeah.

 

Speaker 4:  { 4:48 }

Hello. Oh.

 

Speaker 3:  { 4:49 }

You're right now.

 

Speaker 2:  { 4:49 }

There's a lot of you there.   Look at Grandpa.

 

Speaker 3:  { 4:53 }

Brian.

 

Speaker 1:  { 4:54 }

Yeah, here.

 

Speaker 4:  { 4:55 }

She is good to see you.

 

Speaker 1:  { 5:01 }

Pardon.

 

Speaker 2:  { 5:22 }

Did she just open the door mat?

 

Speaker 3:  { 5:25 }

No, she's trying to. She's she's being pathetic right now.

 

Speaker 2:  { 5:29 }

Got very loud and heard the door go and I was like, oh man, OK.

 

Speaker 4:  { 5:35 }

We're back. He knows.

 

Speaker 6:  { 5:35 }

Exactly.

 

Speaker 7:  { 5:36 }

Where you are.

 

Speaker 4:  { 5:37 }

We're back to Blizzard mode up here, yeah?

 

Speaker 2:  { 5:39 }

We had a could try to make the computer.

 

Speaker 4:  { 5:43 }

Though yeah, we got the full lake effect going on right now.

 

Speaker 2:  { 5:46 }

We had some solid squalls this afternoon.

 

Speaker 4:  { 5:49 }

Yeah, yeah, I was. I was happy to have some folks in the store today actually.

 

Speaker 2:  { 5:56 }

Jason, where are you in Tennessee?

 

Speaker 1:  { 5:58 }

Yeah, I'm in, I'm in Nashville and actually when I woke up yesterday, I think it was 28, which during the winter's not. That's not crazy by any means for down here. I know you guys are laughing at that, but but for this time of year that's that's pretty chilly. But today, but today it's like 70° so.

 

Speaker 2:  { 6:20 }

I was gonna say you must be in full blown spring down there now.

 

Speaker 1:  { 6:24 }

It's, yeah, it's getting there for sure. So.

 

Speaker 2:  { 6:27 }

I think our Magnolias all died because of the weather. Today we get, we get we're like on the edge of Magnolia territory. So if you get a good year, the buds still butt out and you don't get a frost and then they go and the other year is you get a frost and they don't.

 

Speaker 1:  { 6:44 }

Go Yeah, that I was.

 

{ 6:47 }

I saw an article last night where they were talking about how at least down here, you know there's there's a lot of like Berry farms and and stuff like that, 'cause we're just you know on the cusp of you know thing it doesn't yet. You don't have to go too far South to get you know into the tropical stuff or semi tropical stuff. And so they're talking about how the they're worried about the frost you know killing a a bunch of the the Berry crop and agriculture and stuff like that cause it's it's a little late for us to be getting stuff like that so.

 

Speaker 2:  { 7:27 }

Yeah, well, and you.

 

Speaker 1:  { 7:28 }

Wanna spread out all over like Southern and Western New York, right? Yeah.

 

Speaker 4:  { 7:35 }

How about Northern Northern too?

 

Speaker 2:  { 7:37 }

Northern too.

 

Speaker 1:  { 7:38 }

Yeah, OK. Yeah, that's right, 'cause there there's one at at least one store around the Finger Lakes region, right?

 

Speaker 2:  { 7:45 }

So we have One South of the Finger Lakes, we have one just a little bit east of the Finger Lakes, but South and then we have one right just east of Lake Ontario.

 

{ 7:58 }

So it's like on the upper part and then one in the the part that goes down towards New York City as well.

 

Speaker 3:  { 8:06 }

Yeah, Canadian border.

 

Speaker 4:  { 8:09 }

Yeah, we're southern Canada. Really.

 

Speaker 2:  { 8:12 }

Yeah, they get people coming over the border to buy shoes.

 

Speaker 4:  { 8:17 }

So I'm looking for some shoes, eh? Yeah.

 

Speaker 1:  { 8:21 }

Well, yeah, it's got to be cheaper than Canada, so.

 

Speaker 4:  { 8:25 }

We're about and then we just actually have shoes, so.

 

Speaker 1:  { 8:29 }

Fair enough.

 

Speaker 2:  { 8:29 }

I don't know why they struggle up there, but we had people come from Ottawa, which is like a hour and a half, two hour drive and they said yeah, our local running store doesn't have Hoka. So I looked this place up and it looked like you had a bunch.

 

Speaker 4:  { 8:45 }

Even were after today.

 

Speaker 2:  { 8:49 }

Yeah. Did you get a bunch today?

 

Speaker 4:  { 8:50 }

Yeah, yeah. The the Cliptons and Bondis, yeah.

 

Speaker 2:  { 8:56 }

All right. So I want to get started so we're not wasting too much time.

 

{ 9:01 }

Those of you who've been on the call for a few minutes now noticed that Jason is here, He is our Swiftwick guy or as I like to call him, Mr. Swiftwick.       So he is here to tell us a little bit about Swiftwick SOCKS and then also how they've handled the SOCKS program that we're all trying to implement.  So I'm gonna turn it over to Jason and then we'll go from there.

 

Speaker 1:  { 9:31 }

Thank you very much. Real quick, I'll ask right up front. How how much time would you like me to spend on this?

 

Speaker 2:  { 9:40 }

So we also want to talk a little bit. I want everybody to chime in with like what their experience has been and like kind of do some troubleshooting.

 

{ 9:49 }

I really want this to be like a group conversation, but we do need probably some tech information on on the socks that arrived, just so that people have a better understanding of them as well.

 

Speaker 1:  { 10:01 }

OK, awesome. Yeah, I just wanted to make sure that 'cause we can make this as as long or short as as you want it to be. And I want to be respectful of everybody's time. So I I tell you what, let's let's do this. Let me tell you guys a little bit about the company, a little bit about the products and and stuff like that. And then maybe we can dive into, you know, some of the programs and talking about just socks in general. Does that sound like an OK plan?

 

Speaker 2:  { 10:31 }

Sounds great.

 

Speaker 1:  { 10:32 }

All right, cool. So, yeah, again, I'm based in, in Nashville, TN. Swiftwick is based in Nashville, TN.

 

{ 10:42 }

We were started about 15 years ago by a mountain biker who like most companies that do things like this, thought he thought he could do it better and and we've kind of since branched out from there and for the past probably about 10 to 11 years run, specialty has actually been the biggest component of our business. So all of our products are made in the USAI always like to quantify that because it doesn't take a whole bunch to put the Made in the USA label on something. So we most all of our products are manufactured about two hours South of us in Chattanooga, TN if you're familiar with where that is. We do a little bit in North Carolina as well. But pretty much all of our fibers are sourced from the US There's some things like merino that is you know, native to New Zealand, you just can't get it in the US So obviously, you know we source it from elsewhere. But for the most part, like pretty much everything that you guys have in your in your stores right now was sourced, produced and shipped from the US. So when it says made in USA, it really means made in USA.

 

{ 11:57 }

And not only is that a, you know, a hot button topic on the the fit stool for a lot of people, but it also has kind of an environmental component too. You know, as a company would try and be as environmentally conscious and friendly as as possible. And when things are coming from hours away, obviously they're using a lot less carbon footprint than something that's coming from half a world away.  You know, plus, you know through throughout the pandemic especially, you know, we didn't have near the availability problems because everything was already here. And so you know, you guys won't be running out of product or you know, having you know, availability issues nearly as much as as some companies can be prone to.    You won't find us in big box stores. So your customer can't go to Dick's, they can't go to Academy, anything like that and find our products.

 

{ 12:54 }

We do have ADBC site and sell on Amazon, but it is exactly the same price and we follow the exact same map policy as you guys do. So there is absolutely no advantage to your customer going to swiftwood.com or going to Amazon and trying to find our products. They're exactly the same price, so they might as well support the local running company, which I spent eleven years in running retail, so that's a big thing for me. I'd like to send it back to the stores as as much as possible.  All of our socks have an element of compression to them so even the zeros the no shows have mid foot compression. And as you start getting some of the taller cuff heights you start getting ankle and calf compression and we can dive into the I I'm sure most of you are probably familiar with the benefits of compression but that's something we can dive into if we need to a little later and to explain how the cuff heights work because for some reason we don't call this out anywhere.

 

{ 14:00 }

You'll see something like Aspire 0 or flat XT 5, something like that. That number corresponds to inches above the ankle. Again it's super simple once you know what it means but you you can't find that information any anywhere for some reason or another.  The main moisture wicking fabric that we use is called Olefin. Olfen has been around for a long time, actually I I it's about 50 years old as a fiber, but it is incredibly efficient at not absorbing water. It's incredibly hydrophobic.  It retains .03% of its weight in moisture. Sounds like a random statistic, but basically in the textile industry that's very low and by not absorbing that moisture, it, you know, basically pulls it away from your foot and gets it, you know, gets it away. So you have you know, a drier experience.

 

{ 14:57 }

The other notable thing from a fiber standpoint is the nylon content. In our socks we actually use a very low nylon content versus most other companies. Nylon is great at feeling soft and fluffy. It's not the greatest performance material. So it doesn't, you know, whip moisture or regulate temperature quite as well as you know, something like olefin or merino wool or something like that. So we tend to actually leave more of that out of our products and pack in more of the fibers that are actually doing the work. I'm not a big believer in unverifiable numbers. Those are all things that you can I I was trying to see if I I don't have any packaging right here in front of me, but you can actually find the percentages of fiber content, not only our products but any clothing product in your store.

 

{ 15:49 }

So you can actually compare these side to side to other things and it's pretty interesting you start to get to know the feel of of stuff that has more or less nylon content when you start playing around with it.  We also use Merino in in a number of our socks.     I'm going to go out on a limb and assume you guys are pretty familiar with Merino and if not we can dive into the the benefits of of that a little bit later. But those those are kind of the the main fibers that we use in our products so.

 

Speaker 4:  { 16:22 }

So can I throw out a dumb question?  Fire away. So if the if the base layer is hydrophobic, then where's the water going?

 

Speaker 1:  { 16:32 }

Good, good question. So it essentially pulls it away from your foot into the liner of the shoe or the the fabric of the shoe. And the idea, you know of course this doesn't you know work as well when it's when it's cold. But the idea is it gets it into the the fabric of the shoe and uses your body heat to kind of evaporate it out and get it out from there.     That that's actually a good question.

 

{ 16:58 }

I don't know that anybody's ever asked me that one. So what else do you guys have for me so far?         Cool.

 

Speaker 2:  { 17:13 }

Just for the people who've arrived since you started a little reintroduction, Jason is with us from Swiftwick. He he's describing like their brand. He's going to give us some information on the new stuff we have in and then we're going to all talk about our experiences with doing the Off the wall program and and what we can share and learn from each other.

 

Speaker 1:  { 17:41 }

Right on. And so, yeah, so we're going to dive into some, some product stuff now.   So we'll start with Aspire. Aspire is actually our most popular sock. It's a very thin mesh like sock.

 

{ 18:00 }

It's incredibly popular as a summertime running sock because it's so lightweight. It's also great as like a racing shoe sock, like track, you know, it's smack in the middle of track season. You know, anytime somebody's in like a racing shoe or somebody who you know likes a performance Y, you know more performance Y type of feel. This is going to get them a little bit of a firmer feel and closer to the ground type type of feel. And it's also very breathable. It has the firmest level of compression of all of our socks. It's pretty snug through the mid foot. Now. It's not tight like like a CEP sock or like a true, you know, medical grade medium grade compression sock. It's not far off, but it's not quite as snug as something like that.

 

{ 18:47 }

So you don't have to worry about, you know, your customers like struggling to get it on their foot or anything like that, but it you can definitely feel it hugging around your foot and it will, you know it does have the benefit of increasing some blood flow. Plus inevitably socks get wet and having that snugness does a really good job of kind of keeping it in place on on your foot when it you know, when it gets wet and sweaty and all that fun stuff.  This comes in the broadest range of colors and cuff heights. You can find it all the way from the zero the no show, all the way up to a knee high sock which you you guys don't have, but most most of the time you'll find it in like A0A1 and kind of a mid calf of four sort of cuff height.   Any questions about this one so far?        All right.

 

Speaker 4:  { 19:40 }

If we stack them up with the others there, are they like light cushion or ultra light?

 

Speaker 1:  { 19:46 }

This, so probably the best direct comparison to this is going to be a features ultralight and it's going to be a little lighter than that still and fit wise it's going to be similar in the heel and the mid foot, but it's going to be a little bit more open in the toe box. So it's kind of we. The the fit of most of our socks kind of falls right in between what a balega sort of sock would fit like and what a feature sock would fit like. It's not going to be as generous or baggy of a fit as as a balega, but it's not going to be as snug, especially in the forefoot, as some of the feature stuff.

 

Speaker 2:  { 20:28 }

I think it's really nice actually to have that because features can be a little compressive in the toe area. And so to have something that's kind of in that same range that somewhat we sell a lot of ultra and topo shoes and like then you put a feature sock with it, it's kind of weird, you know, it doesn't make sense.

 

Speaker 4:  { 20:46 }

So that's good to know. Actually, I didn't know that. It's cool.

 

Speaker 1:  { 20:53 }

What other what other questions do you have about Aspire?

All right, let's let's bounce to Maxis real quick.  So Maxis is basically the other end of the spectrum from Aspire. This is our heaviest cushion sock and it's got the most relaxed compression around the mid foot.  So this is going to be like directly comparable to your features. Ultra cushion, Bolega, hidden comfort that's kind of right in the same wheelhouse as as those guys Where I I feel like this one differs among that heavier sock category is the upper of it is actually a very similar weight and weave as the Aspire. So it's still very mesh like and it's very thin.

 

{ 21:53 }

You know most heavy cushioned socks, they're tough to run in like in the summer and stuff like that 'cause they don't breathe quite as well. This one breathes very well during during the summer and I also used to use it a lot with medical patients. And this is not going to be an everyday thing, but it's always good to have something like this in your in your toolbox. So you have somebody who comes in who's got like neuroma, diabetes, neuropathy, you know, something where you need to protect the foot, but volume of the of the shoe is, is really an issue. You can get that protection around the foot, but having a thinner top doesn't change the fit of the shoes dramatically as a sock that has a more uniform thickness. So again, not, you know, something you're gonna use maybe every day, but it's always good when somebody comes in with something like that you go, oh hey, I've got a really good place to start and we can kind of move on from there. So a couple other interesting things about this.

 

{ 22:53 }

The moisture wicking fabric in this is actually made 100% out of recycled plastic bottles and it does have some nylon content to it and the nylon content in this is reused nylon basically recycled which we're hoping to be integrating into the rest of our line, you know at some point in the next few years. But this is the the first sock that kind of got all that. So it's got a pretty cool environmental component to it as well.     Any questions about this one has?

 

Speaker 2:  { 23:33 }

Anyone tried this sock?

 

Speaker 4:  { 23:38 }

Don't think so. We've had it. We we've put put it on people. But I haven't tried to know.

 

Speaker 2:  { 23:42 }

I have a few pairs.  It's something that I I mean, I like it for like more casual days, honestly versus run days, but it it's a nice sock.

 

Speaker 4:  { 23:55 }

So here's the catch phrase. If they're If they're spewing Latin, put them in the rainforest.

 

Speaker 1:  { 24:00 }

What's that?

 

Speaker 4:  { 24:02 }

So if they're spewing Latin medical grade terms that put them in the rainforest, that's the that's the that's the Maxis, right?

 

Speaker 1:  { 24:09 }

Yeah, exactly. So cool. Well, let's move on to to Flight XT.  And Flight XT is it's a medium weight, medium cushion or excuse me, medium weight medium compression sock. This.

 

Speaker 2:  { 24:33 }

Is what you seeded people with, yes.

 

Speaker 1:  { 24:36 }

Yeah, you should. You guys hopefully got a pair of Flight XT and a pair of aspires and we can look into, you know if we need some experience with the Maxis 2, we can look at that here down the road too. But this one, it's got a couple of very interesting technological call outs that are good to know.

 

{ 24:56 }

You know the first of which you know there's a a wide band that wraps around the the heel bone and basically what that does well to understand this sock a little bit more. Originally this was designed for like CrossFit functional fitness, that sort of thing. It just happens to have caught on really well in the running category as well. Makes a great running sock. But this, this wide band is a firmer level of elasticity called ankle lock. And what it does is kind of like a compression sock in a way. It puts a gentle squeeze right in that area that activates A proprioceptive nerves when you're doing lateral movements. And it kind of naturally helps stabilize your body. So you know you've got somebody running on uneven surfaces or 16 miles into a long run. Your mechanics are starting to get fatigued. Is it going to stop you from rolling your ankle if you hit a rock or something? No.

 

{ 25:57 }

But it will clean up some mechanical inefficiencies, which is pretty cool. Plus, if you have somebody who's doing different things, like, you know they're doing CrossFit one day or bar class the next day, cycling, stuff like that, it's a really good crossover sock. And actually the most kind of oddball thing for it lately is do you guys have many people coming in doing pickleball?

 

Speaker 4:  { 26:22 }

Yeah, a few.

 

Speaker 1:  { 26:23 }

All right, so this is a great racket sport sock. So because it does stabilize for lateral movements.  And the other I should get to the other interesting part of this sock, which you know on the bottom if you feel this material versus the rest of the sock, you'll feel that this material in the heel and forefoot is a little bit rubbery, a little bit tacky and it's called grip yarn. And as it gets wet, it actually gets tackier inside the shoe.

 

{ 26:57 }

So it's woven the the grip yarn is woven like a Helix with a strand of olefin. And essentially the the grip yarn absorbs just a little bit of water and the surface area of it expands. When you have more surface area, you get more friction and that's what causes it to kind of get stickier inside the shoe. Obviously you don't want a whole bunch of excess moisture hanging around and so that's why it's woven with the olefin. So anything that's not absorbed by the grip yarn is whipped away and you still stay dry in that area.  So the cool thing about this sock is it's very experiential. So when you're talking to your customer about this sock, you can hand it to them and they can feel the difference, you know in the in the fibers when you put it on somebody's foot, you can feel the ankle lock, kind of wrap it around the heel bone.

 

{ 27:51 }

And anytime you've got technologies that your customer can experience while they're in the store and on the fit stool, that's always going to be so much easier to talk about then hey, trust me, this is going to work when you when you get out the door.   So any any questions about this guy?

 

Speaker 3:  { 28:16 }

So I don't have a question, but I'm kind of like listening to you, I'm just kind of excited to like put these in categories and be like, oh, this is cool, this is cool over here, this will be used over here. And you know, just being able to talk about, talk about all those things like the environmental aspects of it and like I just want to compliment you because you're definitely putting a lot of these things as tangible for me. I don't know if anybody else. I hope it, I hope it's really useful for everyone else. But definitely the the visibility in my mind of like, OK, I know what. I know what the benefits are of what's going on right now.

 

Speaker 1:  { 28:54 }

Well, that that's good to hear. I'm glad it's. I'm glad it's making sense.

 

{ 28:57 }

I'm not always sure, but it is. But but no, that that's that's awesome. You know and a lot a lot of the time that I spend running retail was it was in education and you know and fitter training and things like that. So I love the nerdy aspect of things. I've loved diving into biomechanical stuff and and you know and all that fun stuff. But at the end of the day, there's also you know the, there's a a lot of that stuff that you know never relates to the customer. And so you got to find out what you know, what part of these products you actually can talk about. And most of the time when you do have that opportunity, you only have like two or three little bullet points to to talk about until you know your customer's just done with it. And so you want to, you want to definitely make them worthwhile. So, so I'm I'm glad to glad to hear that.

 

{ 29:54 }

So I think that pretty much covers the the gist of what you guys have in the store from a product standpoint right now.   So I would say you know kind of before we, we move on to the the next part of things, does anybody have any product questions or comments or or anything at this point?

 

Speaker 8:  { 30:21 }

I have a question.

 

Speaker 1:  { 30:23 }

Yeah.

 

Speaker 8:  { 30:25 }

We have trail socks in store as well. I wasn't sure if it's like one of the three that you just shown that just has Marino like integrated into it, or if it's a separate sock entirely.

 

Speaker 1:  { 30:38 }

Good question. I I totally forgot about that one. So that is actually this sock on a Marino base. So all the technologies that we just talked about with this guy is just instead of olefin based, it's Merino based.

 

{ 30:56 }

And yeah, it's called Flight XT Trail and that one's been out for two years now and it continues to win awards all over the place. It got Runner's World Gear of the Year last year. I actually just found out today that the synthetic version just got Men's Health running sock of the years as well. So this one you know aside from me geeking out about it. You know the it's other other people apparently think it's cool too. So but to to answer your question directly, same exact sock just on a merino base.

 

Speaker 4:  { 31:39 }

You were going to describe the Merino base earlier. Go ahead.

 

Speaker 1:  { 31:43 }

Gotcha. So merino, if you're not familiar with it, is a really cool natural fiber.   It's it's a derivative of wool.

 

{ 31:54 }

And you know when, and this is where educating your customer is really important because when you first start talking about wool, people think of like a sweater that you wear in the winter, that's itchy and warm, you know, hot, you know something like that. And merino literally comes from a different animal than than that stuff. And it it comes from basically these animals are in New Zealand and grew up or you know, spend all their time in a place where the temperature ranges from, you know, 0° during the winter to 100° during the summer. And these animals is essentially have adapted to being able to live in those temperature ranges with, you know wool on their body.

 

{ 32:45 }

So it it's actually a hollow fiber that that traps air kind of sort of similar to like how a double insulated mug works and it ends up, you know, actually staying cool during the summer, warm during the winter. It's a great summertime fabric which you know you're not always going to win this battle in store with your customers, but it's always good to try and educate them with that. But it's it's yeah, equally as good in summer as it is in winter. It Wicks moisture as well as as anything and it's naturally antimicrobial as well. So, you know, if you have somebody who's traveling a lot or they're hiking or something like that, Merino's really popular with that because you can wear it for days on end and it performs the same as it did day one and it doesn't smell.  There's a company called Icebreaker that makes shirts and and shorts and stuff like that.

 

{ 33:47 }

They, I don't know that they still do this, but they used to have a challenge where you were supposed to to run in a piece of their clothing 30 times in 60 days without washing it to to see how it did. And it sounds disgusting, but it actually works. And I I travel quite quite a bit. I have, you know, most most of my life and there's times where you know you I can be gone for five or six weeks at a time and you take two or three pairs of socks and that's all you need. Because, you know, occasionally you kind of wash them out in the sink or something like that. But they they really, it really does work that well, so.

 

Speaker 3:  { 34:31 }

I can test that out now because just I I don't even like putting AI put it on. I'll put a sock on for five seconds, take it off and be like no, I'm not going to put this back on, so I'd rather go and test that out.

 

Speaker 1:  { 34:47 }

Well and actually olefin is is antimicrobial as well.

 

{ 34:52 }

I I would say that the synthetic stuff it's still, it doesn't quite have the same tolerance as as merino for for that stuff but you can still get a you know a few wears out of out of the synthetic stuff before before you start noticing it as well. But Merino just works exceptionally well for for that. So good question, what what other do do you have any other questions about Marino?

All right.   Well, I guess let's let's dive into the the off the wall program a little bit. Or Jenna, what what were you calling? What were you calling it?

 

Speaker 2:  { 35:41 }

I've just been calling it our socks program. I've worked it out with a few different brands that we're going to pull from multiple brands.

 

Speaker 1:  { 35:47 }

OK, right on. So how, how has it been, how's it been working for you guys?

 

{ 35:57 }

Well, I I should ask when when did you start, when have you started doing that sort of program?

 

Speaker 2:  { 36:02 }

We started just before the 1st of the month.

 

Speaker 1:  { 36:06 }

  1. So it's it's relatively new for for everybody. Good. That's perfect. So who who feels like it's and let me, I'll break the ice on this to say there's a lot of stores that actually have it. It takes them three or four months to kind of get into the swing of this because you have to change how you're having conversations about you know products on the fit stool. You have to, you know, make it conversational, You know, make it so you're not forcing it there. There's a lot of things that go into this and you just have to feel comfortable pulling a sock off the wall, a brand new product knowing that likely it's going to sell but it might not and that's just a reality of things.

 

{ 36:56 }

And so it, you know, the honest part of the matter is it does take a while to get comfortable and to get good at this program. So you know, if you if you feel like you've been doing this for a few weeks and you're struggling a little bit, that is perfectly fine. Yeah, that's that's totally normal. So it in the spirit of that like who who feels like you know they're comfortable with it or or things are going well so far.

 

Speaker 9:  { 37:26 }

Hi. So I'll go. So I've been the one in the Corning store who's been, like training all the employees on the program. I've gotten to everyone except Taylor because she's been a little bit too busy winning States and nationals. So I'm getting to her on Sunday, but I feel like it's been going really well. It is helpful that outdoor track just started and all the parents are coming in with their kids.

 

{ 37:53 }

And the second you say like, oh, you can get these socks and another pair for 50% off, the parents are like, yes, I'm sold and the kids are like.

 

Speaker 5:  { 38:03 }

I don't care.

 

Speaker 9:  { 38:04 }

But like, the parents are like really taking in that second pair of socks. So I think it's been going really well and I think everyone has been doing pretty well with it in the Corning store.

 

Speaker 1:  { 38:18 }

Awesome.      Anybody else want to share their experience with it? Yeah, go for it.

 

Speaker 6:  { 38:26 }

Yeah, I've I've had pretty good success with this.  I found that if I let the customer come up and look at the socks, when they want to pick the sock that that helps 'cause, then they they feel like they're they're doing it themselves instead of just going. And I go, excuse me, and grab a pair for them.

 

{ 38:49 }

So they, I just asked them whether they prefer a thick sock or a thin sock and then kind of lead them over there so they can look at what sock they're picking out, what Brim was saying there with with the high school kids and the spikes. Like, I I see the kids come in and they try on spikes and they have the Nike cotton socks, you know, the crew socks. And I'll ask them like, is that what you're going to wear with your spikes for the meat? And they're like, yeah, I said, well, let's try this on. And I grab a thinner pair of socks like a raise sock and they try that on with a spike and and they really like the way that that feels. And again, the parents like the deal that you can get 50% off of the second pair of spikes or a second pair of socks. So that that is really good.

 

Speaker 1:  { 39:39 }

Yeah, that's awesome. That and that's a great way of kind of making it your own a little bit and and you 'cause the the, you know, there's there's a lot of times where you know I'll go, you know and talk to stories like this about how to integrate this program.

 

{ 39:58 }

And I, I know that I've got a, you know a bit of a process that you know I would do and what I think is a good starting point. But I definitely always encourage people to, you know, take that for exactly what it is, a starting point, and figure out your own language. Figure out your own process and you don't find out how to be, you know, comfortable with it. And the nice thing about the way Swiftwick works it, you know, I can't, I can't speak for other sock brands is you. You're not limited to you know what what sock you're getting on somebody's foot. So you know you kind of like what you were saying, Jim. You know if you go through the interview process with a customer and they like something soft and plush and cushy, you probably don't want to steer them towards and aspire. You know it. It's not, it's not going to be successful.

 

{ 40:51 }

And so that's where you have the flexibility to point them towards whatever product you feel or they feel is going to you know, fit them the best or they'll be the most comfortable with it. And the way that I used to introduce this into the, the fitting process is you know most of the time you never want to ask yes or no questions. You always want to ask open-ended questions to keep getting more information, more information, more information and that helps guide your suggestions and and you're fit. The one exception that I've found on the fit stool is have you ever, have you ever tried a synthetic sock? It's kind of like what you were saying, you know, Have you ever used a thinner sock for race day? Have you ever used nutrition for your long runs? Have you ever been fitted for a sports bra? You know, you can, you can actually use this on pretty much any product in the store.

 

{ 41:52 }

But the nice thing about it is it's it's kind of a not salesy way of introducing something into a conversation because you're basically just information getting. And however your customer responds to that, you have a chance to educate them accordingly. So have you ever tried a synthetic sock? Yes. Awesome. We just got this brand called Swiftwick. They're made in USA product. Here's one other fact about, you know, a sock you might like, blah, blah, blah. You know, let me get one for you or let me show them to you. Or no, I've never used a synthetic sock. Great. Let me educate you on why you should be doing that and let me grab you one to to use as a try on during the fit. So if you if you guys are kind of struggling on how to get that into your conversation, I would suggest that that's a good good place to start at least and see see how that works for you and where you can take it from there.

 

Speaker 2:  { 42:58 }

Yeah, I like.

 

Speaker 1:  { 42:59 }

That go for it, sorry.

 

Speaker 2:  { 43:00 }

That's a great way to go. I love that.

 

Speaker 1:  { 43:05 }

So who else is either having a really good time with it or or having some challenges with it for questions? Yeah, and any questions and this it can be even sought questions in in general too. So.

 

Speaker 6:  { 43:26 }

Well is is the rumor true that Taylor Swift is part of this with the Swift socks?

 

Speaker 1:  { 43:33 }

You know, you know, about nine months ago I had a store go. They contacted me and said, hey, we want to do a Taylor Swift Wick run. Like, holy crap, how did I never think about?

 

Speaker 2:  { 43:48 }

That AH, pair up with shocks and play Taylor Swift on the shocks group run. I love it.

 

Speaker 6:  { 43:55 }

So my my mind is blown right now.

 

{ 43:57 }

That's just on there. We got Taylor Swiftwick run on there.

 

Speaker 1:  { 44:04 }

Yeah, I I I've worked for Swiftwick for coming up on 8 years now and I never thought about that until somebody, somebody else came up with us. Like, Dang it, that's that's a really good idea.     But no, the the answer to your question is she's unfortunately not related to the company whatsoever.

 

Speaker 2:  { 44:23 }

So, But have you sent her any free pairs yet?

 

Speaker 1:  { 44:27 }

Well, I I have a couple friends who play in her band and I know one of them who is a fitness enthusiast does use them regularly, so or whatever that's worth.

 

Speaker 4:  { 44:44 }

They're pretty busy. They probably don't want the stinky ones.

 

Speaker 1:  { 44:47 }

Exactly so.

 

Speaker 4:  { 44:49 }

I know this is just a pricing question, but you know you you try this one on, you get the next one half off, what happens if they buy 8?  How do we price?

 

Speaker 2:  { 44:58 }

That's, that's that's on us. We have to figure that out.

 

Speaker 4:  { 45:02 }

'Cause that happens.

 

Speaker 2:  { 45:05 }

I would give them every second sock I guess for so it's like 25%.

 

Speaker 4:  { 45:09 }

OK, so that's if.

 

Speaker 2:  { 45:10 }

They're buying 8. That's great.

 

Speaker 4:  { 45:11 }

That's actually what we did. So we just we just went every other.

 

Speaker 1:  { 45:18 }

Man, if you.

 

Speaker 4:  { 45:18 }

Have to wait for that.

 

Speaker 1:  { 45:19 }

Day. That's awesome.

 

Speaker 4:  { 45:21 }

Yeah, we made-up for the whole day because we weren't very good otherwise, but.

 

Speaker 1:  { 45:27 }

Well and and somehow that that reminded me of something you know since kind of related kind of not related, but you know just just so you guys know when you're when you're going into this this process like the conversion rates usually 80 to 85%. So you know your chances are you're you're going to be successful with this, it's going to work out well. Now it's not going to happen every time nobody bats 1000.

 

{ 45:57 }

So if the customer doesn't you know decide to take that sock with them that day. Two things to keep in mind, #1 Swiftwick credits your store completely for any sock that's not sold. So you've got a gigantic safety net. You know you guys aren't out anything you don't need to feel, you know necessarily a pressure to get that out the door, educate your customer. Do the best you can. If it doesn't happen, you know, it is what it is. And you guys are OK on that end, you know, and the other thing too, is while you're educating your customer, even if they don't take it that day, you're planning a seed for down the road. And it could be something where it's two or three weeks later, could be months down the road or whatever. You know, they're on a run and something happens. They get a blister, Their foot's soggy. You know, something like that. They're going to go back and go, oh, yeah, I remember trying this product on and they come back into the store and get something.

 

{ 46:57 }

So just because you may not immediately make that, you know, transaction successful, that doesn't mean that you didn't, you know, plant a seed for the future as well?

 

Speaker 2:  { 47:10 }

Zach, was that you that had somebody come in today and she's like, yes, last time I was in like 4 months ago, I bought some really stupid, expensive socks and I loved them. I.

 

Speaker 7:  { 47:22 }

Don't think that was me Who?

 

Speaker 2:  { 47:24 }

Was that somebody?

 

Speaker 7:  { 47:25 }

Had I was in this morning, but I don't remember that.

 

Speaker 2:  { 47:28 }

Somebody said I don't remember who had.  Was it Reed? I don't know.

 

Speaker 6:  { 47:33 }

And she ended up she ended up buying features, right? She bought 2 bears of yeah.

 

Speaker 2:  { 47:38 }

Was that you, Jim?

 

Speaker 6:  { 47:39 }

Well, I I started with her, but then Zach ended up checking her out.

 

Speaker 2:  { 47:43 }

Oh, maybe. Maybe she was talking to you during that, though.

 

Speaker 7:  { 47:46 }

Oh yeah, I remember that now. Yeah, I didn't.

 

Speaker 2:  { 47:48 }

Talk to her about.

 

Speaker 7:  { 47:49 }

Him at all, though. I just checked her out.

 

Speaker 6:  { 47:51 }

Yeah, it's 'cause she, she said.

 

{ 47:53 }

She was there at Christmas time and we didn't have many features and she thought that we were phasing them out and then she was like really excited to see that we were.

 

Speaker 2:  { 48:02 }

Pretty no, We just burned through them as.

 

Speaker 6:  { 48:04 }

But I I did. I did point her out the Taylor Swift socks, but she wondered one of the features.

 

Speaker 1:  { 48:12 }

Well, the the upside of doing this program, you know, obviously you know I work for Swiftwick. I would love to see Swiftwick do exceptionally well in your store. But at the end of the day this, this program, you know, it helps out Swiftwood a lot, but it, it overall raises your sock game for the entire store and there's no one product or one brand that's going to, you know, pigeonhole everybody. And so you know, getting comfortable and being able to do it with multiple brands is great. And again, it goes back to, you know, your job as a fitters to educate your customer and when you do that correctly, they have a great experience and they come back looking for stuff.

 

Speaker 2:  { 48:55 }

All right, who's had an epic fail that they want to tell us about and be a little vulnerable here so we can kind of try and figure out how to troubleshoot that kind of situation?

 

Speaker 8:  { 49:05 }

I had a really bad one go for it. It was, it was actually so terrible.   Gabby had told me about it. I I only get to go to work about like once a week because I'm at school. And it was like, one day I was there and Gabby told me about the program you're doing. And I was like, all right, cool. I'm going to give it a try.  And then I kind of just asked the lady, I was like, do you, do you like socks? She's like, yeah. And I just dropped it there. I got so anxious about it. So I didn't know, like, how to switch that conversation around to, like, guide it over to the idea of, like, let's try it on or even just throw in the idea of, like, it's a bogo 50% off. So just, I don't know, there's, there's not too much harm. And I just just fumble the bag.

 

Speaker 1:  { 49:56 }

You know what, That's good though, because you don't get better at this stuff until you. Yeah, we we learn by mistakes and and failing and and doing things wrong. So you know that's and honestly, like it sounds like you feel like it can't get much worse. So hey, next time it's going to get, it's going to be better but but you know, all kidding aside, like you know, you can, you can kind of go back through there and go, OK, well, you know what, what language can I use next time or you know what? How do I rephrase that question or you know, XXY and Z. So you know there's there's benefits to it not working out for sure. So do I I guess the the question I would ask you is do do you feel like you've learned something about it since then or do you feel like you would be comfortable approaching it again?

 

Speaker 8:  { 50:56 }

Yeah, definitely.

 

{ 50:57 }

I did end up approaching it again because I had, I had more of an opportunity to work when I was on spring break and it went very well for me. Like I was able to give it like a a real legitimate shot just because I had like a couple days of working. So I was like, I can, I can keep doing this. And I ended up one of the times, like the conversation just like came to it, like she, the person I was working with, she was just saying that she's really particular about her socks. And I was like, me too. I'm kind of picky about it, especially like when it comes to running, which she wasn't a runner, but that was the way I could kind of like relate.  And I was like, I mean to throw it out there, if you're not familiar with the socks we have, you can kind of feel around on what we do have right now. And like, you just pick, pick a pair and you can try it on. If you like it, then grab it again and you have the Pogo. And then another time I just kind of threw out there.

 

{ 51:53 }

I was like, hey, by the way we're doing this, it's really cool and you get one sock for half off and that worked out really well.

 

Speaker 1:  { 52:03 }

Yeah, that's awesome. So and one one thing that I think helps as well as trying to do that before you grab shoes for a customer, you know you, you introduce everything and you get the sock in their hands or on their foot or whatever you know. And then you go back into the back to go grab you know your, your shoes for them. And by the time you come back, they've had, you know, a few minutes to kind of, you know, play with, they get comfortable with it, you know, hopefully like it. And if not, you have a chance to, you know, adjust to something that you know that that better suits them. But no, that that's great, man. I'm I'm glad you were able to get a chance to kind of run through it a few times and and improve on things.

 

Speaker 2:  { 52:53 }

All right, who else has an epic fail for us?  Somebody else does. All right, Gabby, let's hear it.

 

Speaker 9:  { 53:00 }

OK, so I feel like every time I have done it, it's gone. Like, most of the time it's gone pretty well. But the other day this lady came in and she, she kind of, like, led me, helped me, like, lead into the conversation because she was like, oh, like, I want to get new shoes And like, and then I brought her back to do the fitting. And then she's like, oh, and I also want to like, look at some socks, 'cause I need new socks. And I was like, oh, like perfect. Like, I'll talk about that right now. So I was like, Oh yeah, like we can try some on during the fitting, like, that might help the shoes feel better, like, I'll the whole thing. And then she said that she normally asked her like, what type of socks she normally wears. She said she usually wears A thicker sock, but she wanted to start wearing a thinner sock. And that's what she wanted to end up like getting. So I was like, OK, I'll try her in a thinner sock. And then I, she tried it on. And then like, halfway through the fitting, I was like, oh, how did the socks feel?

 

{ 53:58 }

She was like, I don't like these at all. I need to take them off. And she, like, took them off in the middle of the fitting and put her old sock track on.     And she was like, then she didn't, like, want to get socks anymore.    So that's what happened.

 

Speaker 2:  { 54:21 }

I don't know. I mean, some of it might just be customers or customers.

 

Speaker 7:  { 54:25 }

Yeah. Customers or customers?

 

Speaker 3:  { 54:26 }

On that one, the customers don't know what they want really. That's.

 

Speaker 9:  { 54:31 }

Yeah, and I didn't know if like because she said she normally wore a thicker sock if I should have gotten that instead. But she said she wanted to try a thinner 1. So I was like, I feel like I should go with what she said. She only.

 

Speaker 2:  { 54:42 }

Depended on the thinner one that you got her because some of them have more of that stretch, which like it depends on if she was looking for the stretch to it or you know what I mean.

 

Speaker 9:  { 54:52 }

Yeah, I had. She didn't have a preference of like which brand and I had. I've done a lot of the like Balega.

 

{ 54:59 }

So I grabbed a features because I was trying to you know, like we were talking about if it was like they didn't have a preference to like go for one that you hadn't been pulling as much. So I grabbed that one and knew it was not the right position.   So.

 

Speaker 2:  { 55:15 }

Well, now she knows she doesn't like those.

 

Speaker 9:  { 55:17 }

Yeah.

 

Speaker 4:  { 55:19 }

She was then curious and it didn't work out.

 

Speaker 1:  { 55:25 }

You know the IT doesn't always work you know in in that situation, but you know that's that's where you know. Again you can remember at least with Swiftwick, you know you if if that I I would call that you know more or less you know a a failed sock you know which is which is fine 'cause that's going to happen. But the nice thing is, you know, you're not always going to have this opportunity.

 

{ 55:53 }

You may not have had it in this particular fit, but you know, in the future, in other fits, you can always feel empowered to go, oh, OK, we tried it, not your cup of tea. Perfectly fine. Let's pivot and go try something else. And you know, I it's probably best if you don't grab four or five socks for your customer every fit. But if you have to, you know, grab a different sock for them to to use because they tried it and didn't like it, so be it. That's you. That's fine.

 

Speaker 2:  { 56:23 }

Yeah, I think especially in that kind of situation where she knows she likes a thicker sock, but she was just like, well, I kind of want to try it thinner sock it. It makes sense to me to to give that a different shot. Yeah, for sure. If she's willing, like, because it's possible that at that point she was like, no, forget it.

 

Speaker 1:  { 56:41 }

Yeah, exactly what?

 

Speaker 4:  { 56:42 }

Happens a lot with regular shoe fittings.  I mean, people, people come in and steer in the ship and they don't give you a chance to do your process and you just get all thrown off.    Yep.

 

Speaker 1:  { 56:54 }

Yeah, absolutely. This is all good stuff.

 

{ 56:59 }

I I appreciate you guys sharing that stuff. So what, Does anybody else have any, anything that's working well for them or anything that they're they're kind of struggling with a little bit?

 

Speaker 2:  { 57:14 }

Or if you've you know you've struggled in the past and you've kind of found like this is the angle that I take and it seems to work.

 

Speaker 1:  { 57:22 }

Yeah.

 

Speaker 5:  { 57:26 }

I think for me, like when it's when I just have a couple people in the store, it works really well. But when, like, the store's really busy and I have a lot of people who need track spikes and sneakers and a lot of different things, I don't always know how to incorporate it because I feel like I'm just trying to get people out of the store instead of focusing on getting everybody in a pair of socks. So I don't know if there's a way to handle all of that as well, but I don't know.

 

Speaker 2:  { 57:55 }

That's hard for me.

 

Speaker 1:  { 58:00 }

That yeah, that's a a tough scenario because you know you're you're trying to educate the customers but it's it's tough when you're working with two or three people at a time. And I think what what I would try and do is kind of figure out your elevator pitch for socks. Like I've got 20 seconds to do this or 30 seconds or whatever. And then I need to move on. Like what? What can I tell them in that amount of time that's that's going to, you know be able to move, move this ball forward. And you, you know you you're not always going to be able to dive into the specifics of the product. Or you know, you may not even tell them exactly what sock you know they're they're getting into. But you know you you can at least ask them, you know, have you ever used a synthetic sock?

 

{ 58:57 }

Great, Let me, let me grab something here for you to use for your fitting. And then you know you get it on their foot, you know get get the spikes for them and during the process of the fit while you're lacing up shoes or something like that, you can kind of get into the conversation or educate them a little bit more. But I you know, I would try and work on your you know 30 seconds of this this is the time I have so but that's tough all.

 

Speaker 2:  { 59:32 }

Right. Those of you who have yet to speak, I need to hear from you, especially those of you that don't have your video on.

 

Speaker 5:  { 59:39 }

I can, I can, I can say something real quick.   I've only I've only done the process a little bit because since we started it I've only been in the store a few times. But I feel like, well, two things. I feel like socks are pretty easy to sell from the from the get go because most people in there are buying a shoe for 140 hundred fifty $160.00.

 

{ 59:59 }

So what's an extra $20 to begin with? And now you can say, well, now you can even try it on before you even purchase it.  So I feel like that's great. And then also when we had to start selling the inserts more you approaching it as like a tool. So like talking about the sock as like a tool as part of like the whole thing. So you've got the shoe and then you've got the sock and you've got all this. I feel like really clicks with certain people and they're more willing to try it on and then after trying it on, they're more willing to to buy it and get that second pair. And then obviously if you make the customer feel special too, I mean that's also helps. And then also a lot of them aren't used to getting fitted, so they're mind blown when you're fitting them. So they'll believe anything you tell them, which I don't mean to sound sleazy, but makes it five times easier because they already think you're like a genius. So then you can just say, well, and also these socks are going to help you a lot too. And they're like, Oh my God, yes, please give me everything in the store. And I'm like, oh, this is so easy.

 

{ 60:57 }

But yeah, so I've I've only done the process a few times since we started it, but every time I've used it they've ended up getting a second pair of socks and everything. So only only good things over here in Goshen.

 

Speaker 4:  { 61:12 }

So there you go, Steve. Tyler has spoken.

 

Speaker 2:  { 61:17 }

I can talk a little bit. I'm, I'm like Eric, I only work like once a week so I really haven't had a lot of chance and sometimes my shift is like very dead. So, but this last Friday I had a chance to try it a few times.  I think the first couple was like an older couple and the the man would not try on socks, but the lady was like very excited to try socks on but then at the end.

 

Speaker 9:  { 61:41 }

Like she, I was like, oh, did you like the socks? And she, like liked them. He was like, no, you have too many socks.  So that one didn't work out well. And then?

 

Speaker 2:  { 61:50 }

I think I had one that.

 

Speaker 9:  { 61:52 }

Yeah, I.

 

Speaker 2:  { 61:53 }

Think I had.

 

Speaker 9:  { 61:54 }

One that went well.

 

{ 61:55 }

I'm trying to remember which socks it might have been the Jogology socks that actually got.

 

Speaker 2:  { 62:01 }

Went on and then then it got really, really slammed busy in there. So then it kind of, I kind of fell off of it like kind of like out of the thing like it's hard to keep up with that.

 

Speaker 9:  { 62:11 }

I think once it becomes.

 

Speaker 5:  { 62:12 }

More of like a part of the.

 

Speaker 2:  { 62:13 }

Routine of doing the fitting like once I do it more times then it'll be easier, yeah.

 

Speaker 3:  { 62:21 }

And especially.

 

Speaker 1:  { 62:23 }

Like.

 

Speaker 3:  { 62:25 }

The, you know, once we get more comfortable too, I mean Jason did a great job with you know, breaking down some of the technologies in in the sock and you know some of the other things like the environmental aspects and whatnot. Raylan and Kristen, I'll probably talk to you about how we can put this up as like a poster for everyone.    But the fact that we're being more comfortable with like the specific Swift with socks, you guys hopefully will be more comfortable in talking about it too. So that'll be a good thing.

 

Speaker 2:  { 62:55 }

Well, I think just the confidence with the program once you've like been successful selling socks this way a few times and people are like pumped to get them and they're like Oh my God, this is the best sock I've ever had. You know I think that's going to that's going to change how like any barriers to doing it is are going to dissolve a little bit. I mean, the same way QX has. When you guys start getting people who are like, these are amazing. I love this. This feels so good. You know, it's a lot easier to be like, try these, You're going to love them. Just give them a shot, you know? And not everybody does and that's OK. But like you have a little more confidence taking that step.

 

Speaker 5:  { 63:40 }

I did have a question as Brad mentioned, I haven't had a chance to train on this yet. So I don't know if this is common knowledge. But if like I know you said like most of the times they'll go with the sock. But if the off chance they're like I don't like the sock but they've already tried it on what are we supposed to do with that sock?

 

{ 63:57 }

Do we like How do we handle that without a bunch of piles of socks ending up in the corner of the store?

 

Speaker 2:  { 64:04 }

So Raylan and every manager should have a basket like in the back so that you that you put the socks into so that we can take them out of inventory and everything.

 

Speaker 1:  { 64:16 }

And probably them.

 

Speaker 9:  { 64:18 }

There's a basket right behind the register desk, that Gray one that's down there.

 

Speaker 2:  { 64:26 }

Yeah, so we can get the track.

 

Speaker 4:  { 64:30 }

And then we take them up, back and have a Viking burial or flaming arrow. No, no.

 

Speaker 2:  { 64:38 }

Yeah. So we'll it's.

 

Speaker 1:  { 64:40 }

Flammable or not so?

 

Speaker 2:  { 64:42 }

Yeah. At the end of the week, we can have Reed take them out of inventory and and put them into a spreadsheet so that we can submit them to the companies that are involved.

 

Speaker 4:  { 64:53 }

So the physical stock goes where?

 

Speaker 2:  { 64:56 }

In a basket that you.

 

Speaker 4:  { 64:58 }

Where's the basket?

 

Speaker 2:  { 65:00 }

Wherever you put it, you're the manager, man.

 

Speaker 4:  { 65:03 }

Where does it go after I've managed it?  Is it coming back to you?

 

Speaker 2:  { 65:07 }

We talked about this in the manager meeting and we'll do that later.

 

Speaker 4:  { 65:10 }

OK, told it I missed that.

 

Speaker 9:  { 65:21 }

Yeah, like, like Brent said, I think it's been going good in the Corning store, at least.  I usually start off by saying like, let's get you in a fresh pair of socks so you can get the full experience.     Choose the way I do. I found that the older customers are a little more difficult with it. Like one lady today. She's like, no, I like my socks like OK, but I feel like it's been going good so far.

 

Speaker 1:  { 65:54 }

Good.

 

Speaker 7:  { 65:55 }

Yeah, funny enough, I to kind of like piggyback on the opposite of what Ethan was saying. Like, I've actually struggled a pretty decent amount, especially with like the older demographic because I was helping out a woman the other day who was on the older side and I, like, had her into a sock with the shoe fitting. And it was great. And she was like, Oh yeah, this is the best sock I've ever had. And like, I was, you know, giving her like all the info on it. And then I'm like, yeah, so if you want that, you know, then another one and then, you know, buy one, get 150% off. And she was like, Oh yeah, how much is it? And I was like, oh, it's like, you know, 16/17/18, whatever it was. And she just laughed at me and then proceeded to say I'm not, I'm not doing that. And I was like, but I've already like educated her on like why the the sock is good and everything. And I'm like, yeah, but then you get to buy one, buy one, get 1. So it's actually like this. And she was like, she's like son, I can get a A10 pack online for like 6 bucks. And I was like, OK, like I'm not going to like, I'm like, I'm already like, I don't know what else I'm going to do here.

 

{ 66:58 }

And then she's like, I'm already getting $165 shoe. She's like, I'm not doing this for the sock and I'm just like, OK, so sorry and so.

 

Speaker 2:  { 67:08 }

The podiatric customers? That's way more likely than with the runners for.

 

Speaker 7:  { 67:12 }

Sure. Yeah, exactly, Exactly. With the runners, I've had much more success because they already have a pair typically. So they're more excited 'cause it's buy one, get 1. So it's a lot easier. It's typically the the older clients that I I haven't elbowed it.

 

Speaker 2:  { 67:27 }

And your mornings, so you get a lot of those.

 

Speaker 7:  { 67:29 }

Exactly, yeah.

 

Speaker 1:  { 67:32 }

Well, and one thing that I, I would think about doing that and this sounds kind of counterintuitive at at first, but I would actually lean into the price of it. And same thing with the apparel that you have in the store and you know everything else. Is it expensive? Yes, it is. But here's why is it, It's expensive.

 

{ 67:56 }

You know, this $17.00 sock, you know, is going to far outlast the 12 pack that you get at Walmart. You are going to pay the same amount in socks over time as you do for for this one, just replacing your other one. So is it an upfront investment? Absolutely. It's it's not cheap, but is it worth it? Yeah, it actually works out at the end. And again, you're not going to win that battle every time, especially, you know with with certain customers.  But you know, don't don't shy away from it. You know, you you guys in your store, you have curated a bunch of products that are really nice and really good at elevating somebody's experience for running and you should celebrate that.

 

Speaker 3:  { 68:45 }

Well, I want to, I want to thank all of you too to you know it's obviously uncomfortable at first be like OK we're doing something new, but it is exciting too, you know.

 

{ 68:55 }

So and thank you all for bearing with us and trying to figure out how to how to make the experience better for everyone you know and kind of like what Jason was saying earlier I think he was kind of getting at you know it's it's less about you know replacing you know someone's socks or anything of that sort. But kind of trying to increase the pie where you're trying to provide someone with a a new experience that they don't have and planting that feed so that they understand that you know higher quality things do come with with a benefit obviously you know there's there's higher quality or higher priced things that don't come with benefits, we all know that but like Jason was saying we you know Jenna and the buying team Reed and Dan they they really have curated the the products to where we're only carrying things that they that we believe in so.

 

Speaker 2:  { 69:56 }

All right. Who else wants to share?

 

{ 69:58 }

I know there's a few of you still that haven't.

 

Speaker 7:  { 70:01 }

Yeah, I guess I I really like the program.  It took me a little while to implement into like the fitting routine, just like the Curex is. It takes like a little bit of time.  But I find if I get them on, people like they're almost always going to take them home. Like, the track athletes love them. The trail runners, yeah, it's just like, I think it's a great program. Obviously there's like the 15% of people who just like don't really want to change up their socks, but if they're getting them on their feet, they're almost always buying them. So I think it's a great program. I'm I'm digging it so far.

 

Speaker 1:  { 70:36 }

I don't.       I'm excited to have. So if we can now.

 

Speaker 7:  { 70:43 }

We didn't have the men.

 

Speaker 1:  { 70:44 }

When we first started the program.

 

Speaker 2:  { 70:47 }

So that's a positive.

 

Speaker 7:  { 70:49 }

I have to agree with Zach. I'm having difficulty with like the elderly people and valuing the cost of it.

 

{ 70:58 }

And I've got to watch Jim do really well with it. And the one thing that I've taken away from him is, if it's later in the day, he likes to say to people, you've been in what you're.

 

Speaker 1:  { 71:10 }

Wearing all day, let's get you in a fresh pair. So it enhances the whole fit process and I feel like that's a really good way to kind of.

 

Speaker 7:  { 71:18 }

Make them excited about it and value it again. That wouldn't work if it was 10:00 AM, but if you're in there in the afternoon of the evening, it's an easy way to bridge the conversation topic.

 

Speaker 1:  { 71:34 }

Yeah, that that's great. I actually, I don't know that I've heard that before. That's that's a great idea.

 

Speaker 7:  { 71:43 }

I'll go real quick with my one experience so far on a shift with it.

 

Speaker 1:  { 71:47 }

When?

 

Speaker 2:  { 71:48 }

You turn on your camera.

 

Speaker 7:  { 71:50 }

What's that?

 

Speaker 2:  { 71:51 }

When you turn on your Who is this?

 

Speaker 1:  { 71:53 }

Oh, it's Aiden.

 

Speaker 2:  { 71:55 }

Did you turn on your camera?

 

Speaker 7:  { 71:57 }

This is my old laptop and it's actually not hooked up with my current one. Sorry the the one experience I had so far with it. I was actually an elderly couple that came in and I was trying to to start that whole process of getting him into a new pair of socks and I was finding they were just very not open to the idea of getting into a new sock even before fitting.  So I found that that elderly population too is a little bit more tricky to get into that with than like just a normal runner. So I definitely back that up.

 

Speaker 2:  { 72:43 }

Yeah, for sure. I mean, and if they're fighting you on it, it's not worth fighting over socks, you know?

 

Speaker 4:  { 72:51 }

Yep, cut bait on the wobblers.

 

Speaker 2:  { 72:54 }

Yeah, yeah, if they.

 

Speaker 4:  { 72:56 }

Want to if they don't want to.

 

Speaker 2:  { 73:05 }

For me, the struggle has kind of been like some people mentioned, working it into our routine, like with the Curex, like that took a while to kind of get into the fitting process. But I think what Jason said earlier, just describing the benefits of each type of sock and each brand too, I didn't know a lot of that like the fit around each brand. So that's going to be a lot easier to work into the whole fitting process where this is part of how the shoe's going to feel on your foot is going to be the sock, the shoe and the Curex all kind of working together I.

 

Speaker 9:  { 73:41 }

Don't know, Brian checked it.

 

Speaker 2:  { 73:45 }

Yeah, definitely.

 

{ 73:47 }

And like using it as a part of the fitting, but also fitting them to a sock and having that there to like kind of know how to do that as well, having the stock kind of enhance their experience, yeah.

 

Speaker 4:  { 74:03 }

Yeah, you I I do appreciate the technicals there.

 

Speaker 1:  { 74:08 }

Sorry, go ahead.

 

Speaker 4:  { 74:09 }

I'm just saying I appreciate the technicals that you brought.   Well, it like she was saying that, So it's very helpful.

 

Speaker 1:  { 74:15 }

It it gives you an opportunity to, you know, kind of like what you were saying, enhance the experience by going This is why and and 'cause you do this with the shoes and you do this with other things. This is why I chose this for you. Or This is why I steered you in this direction. XY and Z, it fits like this. It feels like this blah blah, blah, you know? So you know, I shouldn't say blah blah, blah. It's more more important than that. But you you know what I mean?  So yeah, that makes sense.

 

Speaker 4:  { 74:45 }

If you want to use Latin, go ahead and say ad nauseum.       No, it's helpful if you if we have a way to shape that conversation and then let them try it out. OK, Now I feel what you're saying.

 

{ 75:00 }

I mean that box it in, if they can feel it and you were saying it now. Now it's a little bit of truth. But as you said, elevator pitch. How long would we have to do that when the store gets busy? Good luck with that.  Yeah, difficult.

 

Speaker 1:  { 75:16 }

It is. And about the only the only way of getting better about that is just working on it and and you know, figuring out the language that works for you. And then you know most of the time the thing that takes the longest, the longest in terms of time you know during these fits while you're getting used to this is talk, you know, figuring out how to talk about it.

 

{ 75:42 }

And once you are able to stream, you know, once you've been doing this for 468 months, whatever, you know you're able to streamline your verbiage, you're going to realize that this goes a lot easier and a lot faster than it's going right now.

 

Speaker 2:  { 76:03 }

Just like shoe fittings, you start doing shoe fittings for the first time takes you a while to figure out how to even explain things, the customer or what they might need explained to them and and how to do it in a way that something to them. And after you've been doing it for a year or whatever, you you're like, oh, OK, let me explain this to you because I feel like you just haven't quite gotten that part. So you know, and it's just a little easier. It's more at your fingertips.

 

Speaker 1:  { 76:30 }

Yeah, absolutely.

 

Speaker 2:  { 76:39 }

Riley, did you talk?

 

Speaker 1:  { 76:43 }

All right, my turn, man. Nobody. Nobody gets to hide so.

 

Speaker 2:  { 76:47 }

No.

 

Speaker 7:  { 76:47 }

I found, I found that, at least for me, I've been wearing like my seed pairs of jog ologies and Swiss Wicks into the store and it helps a lot for customers to like, trust you if you're wearing your own.

 

Speaker 3:  { 77:01 }

So you can like recommend like hey, I'm wearing them too, you should try them on, they're really cool and that's worked for me pretty well so far.

 

Speaker 2:  { 77:12 }

All right, awesome. Yeah. Same with the shoes, right? Like, if you're wearing, they'll be like, what do you wear? And you tell them and they're like, OK, they just want to, they just are like, oh, that must be the best one, you know?

 

Speaker 7:  { 77:25 }

Yeah, yeah. They kind of like look up to you in a way, yeah.

 

Speaker 2:  { 77:34 }

Jacob. Who else is that just? Is it just Jacob?

 

Speaker 1:  { 77:39 }

Hello.

 

Speaker 2:  { 77:41 }

Yeah, Lucas. Oh Lucas, you can't.

 

Speaker 7:  { 77:44 }

Hide. I can go now.    I just always find it tough cause like people never put like a like, like people don't think socks are important, like the like, 'cause we get like we don't get like a huge, like, running demographic.

 

{ 77:58 }

Typically it's gonna be like your average adult with aches and pains, and they're more focused on the shoe rather than the socks. So like, even if I bring up a sock, they're typically, they typically like, turn me down because they're like, what is a sock going to do for my bad knees or bad back?  Because like, they don't really think about it for comfort a lot of the time. Because, like, the person coming in already has like, a problem that I'm trying to fix, like with the shoe. So like with bringing up a sock, like, they just typically don't. Unless it's like for a bunion, I can get, I can get OK with that. Yeah, we have the plantar fasciitis socks, but with anything other than that, like knee pain, hip pain, shin splints, I mean compression, like tall socks can do shin splints, but anything other than that, I always just find trouble putting like a a stamp of importance on it because people are like, what is a sock going to do for my knees, dude? And I'm like, they look cool.

 

Speaker 1:  { 79:01 }

That that makes sense and that's that's a valid point because direct you know the the direct answer is you know it's it's probably not going to do a whole bunch. But at the end of the day you know if somebody's foot is more comfortable they're going to be they're they're not going to be changing the way they step because you know they're sock is soggy in some place or you know it's not you know sliding. They're not sliding around which you know sometimes if you're sliding around the shoe your foots working harder you're trying to stabilize yourself which actually does end up directly relating to some of the stability issues you know in in your knees and hips and and things like that.

 

{ 79:56 }

You know it's it's it's tougher to find value propositions for for customers like that than it is runners. But you know you can you know find some and then you know again you you educate them and you you leave the ball in their court a little bit and you know that's that's going to be a a tougher demographic to kind of convert that that successfully with.  But you know, if you know of going in, you can still at least try and educate them and and go from there.

 

Speaker 7:  { 80:32 }

No, I agree.  Yeah, that's just most of the trouble I've had since bringing you into the store, just putting an importance on it. But like, again, someone brought up, they have big trust in you because you teach them about the technology of shoes and then they think you're like some sorcerer. So I could probably get with stocks as well.

 

Speaker 1:  { 80:54 }

Well, and and I would consider this like are are you a runner?

 

Speaker 7:  { 80:59 }

Yeah.

 

Speaker 1:  { 81:00 }

OK and I I only asked because so the first store that I worked in, it was all die hard. It was a weird store because everybody was die Hard like crazy people training for the Olympic trials type of type of staff. But the two other stores that I've worked at had people doing all sorts of other activities as well. So, but at the end of the day, like I I know why you grab a synthetic sock to go out running. That makes sense. But maybe think about it for yourself. Like, why are you wearing a synthetic sock to work?    You know what? What's what's the benefit? Why? Why are you grabbing that versus, you know, a dress sock or, you know any other sock in your drawer? And you know, that might not be the the best answer for the customer in front of you, but at least it gets the the process going in your brain of you know what can I use this for other than just getting out and running.

 

Speaker 2:  { 82:01 }

Yeah, I mean, I used to have stupid amounts of success with just pointing out that there's a left and a right sock and people will be like, oh, and you're like, yeah, so because the arch, there's arch compression in each side and it forms to your foot and they're like, like, it blows their mind because all they've ever worn is like a Walmart sock. And suddenly they're interested in hearing what you have to say about this sock.   And usually when I'm doing that, I'm showing them like you can see where the left and right lettering is, you know, and it it it was, it's kind of ridiculous actually, how how much it interests people because they've never even heard of that before. And as a runner, you're like everybody all socks have that like. But yeah, it's one of those Inns that I I used to use a lot.     All right, Lucas. And then we're wrapping up.

 

Speaker 7:  { 83:02 }

So yeah, I only work one day a week, so I haven't had like too much.

 

Speaker 5:  { 83:05 }

Experience with the program.

 

Speaker 7:  { 83:07 }

But overall, it's gone pretty well. There haven't been any people that are like not willing at all to try on a sock. So I've pretty much gotten almost everybody in a stock.   And yeah, I mean, it's gone pretty well. Nothing. I don't have really have any complaints.  Typically when I work, it's not that busy. So I haven't really had an issue like trying to introduce it to people when there's a ton of people in the store.  So yeah, it's gone pretty well for me, yeah.

 

Speaker 2:  { 83:37 }

Awesome.   All right. Well, I'd like to thank Jason for joining us today. If you guys have questions for him later, we can e-mail him because he and I have been emailing back and forth. He's also in the video that's on the Facebook page, which you should all check out. There's that video and then there's one from another running store that's been doing this program for a while.

 

{ 83:58 }

So check those out to get ideas for wording and like what to do, especially if you haven't done a lot.  If you're not on the Facebook group yet, you should be on the Facebook group, 'cause that's where we're sharing all the things. And also if you want seeds, that's where I'm asking about them. So.   All right. Well, thank you everybody, for coming tonight. And thanks to Jason. Can we give him a round of applause and give him some kudos?   All right.  Have a great night everyone.

 

Speaker 1:  { 84:31 }

I appreciate you guys taking the time and yeah, like like Jenna said, please feel free to reach out if you need anything.

 

Speaker 2:  { 84:37 }

Thank you. Thank you. Have a.

 

Speaker 4:  { 84:39 }

Good night. You too.

 

Speaker 3:  { 84:41 }

Bye.

 

Speaker 2:  { 84:45 }

Thank you. Bye.

 

 

 ---   End of transcript   ---

 

 

 

 

 

March 21, 2024 — Matthew Gawors