She Sold Shoes, Built Quads, And Accidentally Became Famous

What does it look like to build a business after the kids leave home—and turn it into the heartbeat of a local running community? We sit down with Jeri Hogue, owner of Southwest Runners, for a candid conversation about risk, resilience, and the long game of showing up when no one else does. Jerry shares how a seventh-grade PE nudge became a lifelong passion, why her husband’s steady support mattered when the tears came, and how a small decision—hosting a twice-weekly trail run—grew from a family jog into a 45+ person crew.

We dive into the realities most small business owners recognize: wearing every hat from buyer to bookkeeper, learning the unique tastes of a town like Farmington, and competing with the ease of online shopping. Jeri walks through practical lessons on fitting shoes to prevent injury, keeping runners on the trails safely, and creating an experience the internet can’t match. She also opens up about identity and confidence—how entrepreneurship turned an introvert into a coach who guides first marathons and cheers big life changes, from weight loss to new PRs.

There’s momentum ahead, too. Jeri and Southwest Runners are partnering with Tonique Racing to support Hood Mesa trail events with 5, 9, and 15-mile options, plus brand partners like Brooks, Saucony, and Mizuno stepping in to elevate race day. The bigger takeaway: success has shifted from chasing profit to building trust, health, and community—mile by mile. If you’ve ever wondered whether it’s too late to start, or how to anchor a brick-and-mortar shop in a digital world, this story will meet you right where you are.

If this resonates, follow the show, share with a friend who needs a push, and leave a quick review—what risk will you take this week?

Be sure to follow or subscribe!  And, if you're a local business owner who'd like to be featured - or know someone whose story should be told - get in touch at Ken@StrategicHorizonsConsulting.com

This show is brought to you by Strategic Horizons Consulting (a division of Ken Collins Marketing).

Transcript

Meet Jerry And Her Roots

SPEAKER_01 1:05

I'm here with Jerry Hogue, the owner of Southwest Runners. Tell us a little bit about yourself.

SPEAKER_02 1:12

Well, um, I'm Jerry Hogue, of course, and um I've got um I've been in business for 16 years now. Um February 1st was our 16th year. I've got a husband, been married for uh 40 years. Wow. And also I have two kids. Um I don't quite remember their ages now. But one is um his name is Sebastian, and he is uh he just recently got his doctorate degree in physical therapy. Wow. And then I have a daughter named Allegra, and um she is married, um, and I have a wonderful um granddaughter that just turned one in uh 21st of February.

SPEAKER_01 1:59

Aren't they fun?

SPEAKER_02 2:00

Yes, they are fun, yes. And she's also a physical therapy assistant.

SPEAKER_01 2:05

Oh wow. Yes, wow. So you guys are kind of all related fields here in one way or another.

SPEAKER_02 2:12

Yes, and my husband, um, he is a construction worker.

SPEAKER_01 2:15

Okay. So he's the outlier. Yes, yes. That's awesome. Very cool. So so the business here, you're you're here on Main Street. Um, have you always been in this location?

SPEAKER_02 2:31

Um, we started in um 20 uh 10, and uh we were over on Butler for about two years. Okay, and then we branched out and we came over here instead once we saw this opening here.

From Homemaker To Entrepreneur

SPEAKER_01 2:43

Sure. More visible location, much more visible. Yes, yes, yes. Yeah. So when did this um business itself stop being an idea and start being real for you?

SPEAKER_02 2:54

Um well, um back in gosh, the 90s or so, I wanted to start a business and um I went and took some classes up at the college to um kind of geared towards business. And at the time my children were still really small. Um, so I was a stay-at-home mother for a long time until my youngest graduated from um high school, and then I didn't have anything else to do, so it was a scary time in my life to see what I wanted to do, but I did revise my business plan and I took a risk and stepped out in faith, and this is where I'm at right now.

SPEAKER_01 3:35

Wow, yeah, that's awesome. So you didn't get started when you were 20 years old and work through the thing. You just this was uh after the empty nester thing happening, right? Yes, that's amazing. Yes, yeah, yes. I think more people should do that, have the courage to do that.

SPEAKER_02 3:52

Yeah, and it was really scary, you know. Um, the times that my kit my kids were both in a middle school, I went and uh was coaching track and cross-country at the same time too. So it got me out of the house, you know, to go and interact with other children. And um, and I've always been a runner. I started running in seventh grade through a PE teacher that was interested in um getting me to start running. And um I I've always had a passion to do that. So when I was coaching at the middle school, I could relate myself to seventh graders and eighth graders because that's the time that I started running. Yes.

SPEAKER_01 4:31

As soon as I walked in the door, because I've never met you before in person. Yes. Um, as soon as I walked in the door, I thought, man, yeah, she's got a runner's build. Yeah, you just look like a runner.

SPEAKER_02 4:41

I try.

SPEAKER_01 4:43

That's awesome. So either before you opened or after OU opened, was there a moment when like the light bulb just came on, like, okay, yeah, this is gonna work?

Risk, Support, And Early Doubts

SPEAKER_02 4:54

Um, not really. I I was like more kind of like just taking a risk. I kind of like had to have cheerleaders behind me, which was my husband. Um, he did a lot of the uh renovations in the place uh place on Butler that we opened up, and um he was like my backbone um trying to tell me you can do it, you know. And um I think once I started going, um it's it became a reality that I that it was possible to do. And it's I just kind of followed my passion on what I love to do, putting into individuals and um seeing them um start, you know, from the beginning to the end and how much they growth they've you know they've made.

SPEAKER_01 5:39

Yeah.

SPEAKER_02 5:39

Yeah.

SPEAKER_01 5:40

Yeah. I I I don't want to pass over that too quickly. That I think that's an important aspect um when you're especially when you're in a relationship, having your partner, either your husband or wife or whoever it is, be your rock, your support system, because it's a really scary thing to start a business.

SPEAKER_02 5:59

It is, yes. I had to lean on him a lot of times. Um times that you know I shed some tears. It ain't easy.

SPEAKER_01 6:06

Yeah.

SPEAKER_02 6:07

That's all I can say. But he would be the ones that he would be the one that picks me up and says, you can do it, you know, and you know, that I've got um words of from people negativity, but he would just say, just let it run down your back. Sure. You know, and go on. So and um I've got a backbone now.

SPEAKER_01 6:25

Yeah. I don't think our partners get enough credit in that aspect. Yes, because it's really important. A lot of people go under because they don't have that support system when they would have succeeded if they just had somebody pushing them forward at their back, going, no, you can do this. Yes, you've got this.

SPEAKER_02 6:42

Yes, yes, I agree with you.

SPEAKER_01 6:43

Yeah, yes, that's amazing. So um, so he was the first, was he the first person that that really believed in what you were doing?

SPEAKER_02 6:53

Um, yes. Yeah, he was one of the ones that really believed. And then also I have um sisters that um when I told them about my business plans, um, they support me. My whole family supports me. Um and you know, they constantly, I even to this day, uh there's ups and downs and the business, and I have to um open up to them and tell them this is what I'm going through, and then they say, Don't give up, don't give up, keep going, keep going, you know. So it's it's a lot of family, you know, support too. So yes. Even on my husband's side too, um, there we what he's got brothers and sisters that come and support me too, also. Yes.

SPEAKER_01 7:33

Yeah. That's important because again, just that support system. Businesses go through ebbs and flows, and it's pretty scary up front, and it's hard to pull a profit in the beginning. Yes. And so you're really struggling with all that, and it's that is not for everybody. I mean, you have to really have some intestinal fortitude to get through that. Yes. And having a support system just really helps.

SPEAKER_02 7:54

Yes. And I think it's also too, if I didn't have the passion for running, um, I think I would have just locked the doors a long time ago. But I still, I still have, I mean, I still like to go out and um compete even at my age. I feel like I can still do um some running and um I feel like I can still be able to um give to the community the gift of running.

SPEAKER_01 8:19

Yeah. Yes. Well, you're in much better shape than I am, so just to picture you out there running.

SPEAKER_03 8:26

Yes.

SPEAKER_01 8:28

I sometimes jog to my car from 20 feet away. Yes, yes. That's about it. Yes, yes. Um, if you could go back to day one and whisper a sentence to yourself, well, what would that be?

SPEAKER_02 8:45

Gosh. Are you crazy?

SPEAKER_01 8:52

That's great. That's more real than the the the answers I normally get on that.

SPEAKER_02 8:57

Yes. Are you crazy? Yes, I would think, yes, I would say to myself, you know.

SPEAKER_01 9:01

What are you thinking?

Passion For Running And Coaching

SPEAKER_02 9:02

Yes, uh, and it's so scary. I mean, I I just I mean, I don't know. Um I think I would think that most people think, yay, I'm gonna do, you know, one of you they think more positively and to um they're just out there to conquer the world. But with me, it was like, are you crazy? And I I don't know what am I doing, you know. But you know, it's it's it's good. It's very good. Yeah.

SPEAKER_01 9:30

So well it helps that this is tied directly into one of your passions since you were a kid. Yes. That that really helps kind of keep that ember from completely burning out at some point, yeah.

SPEAKER_02 9:41

You know, so yes, yes, and um that's important.

SPEAKER_01 9:45

So what um what part of this, I mean, besides being tied directly to your passion, what part is it of of running the business feels the the most meaningful you for you, like even on bad days?

SPEAKER_02 9:59

Um I would say when somebody comes in and they tell me this that I sold them the right pair of shoes and that they've um they're not experiencing the injuries that they were um experiencing when they first came in, and that they're gonna be um maybe running a marathon or an ultra or something you know that is in line with um the running portion of their lives and also too that they've lost so much weight and they look totally different. I mean, that's so rewarding. And they come back to thank you for that.

SPEAKER_01 10:37

Yeah.

SPEAKER_02 10:38

Yes.

SPEAKER_01 10:38

Yeah. Yeah. I mean, you thinking about it, you're kind of a crew member for a bunch of runners out there. Yes. Right?

SPEAKER_03 10:45

Yes. Yes. Yes.

SPEAKER_01 10:48

You've got their equipment taken care of, the advice, the knowledge, the experience, all of it.

SPEAKER_02 10:53

Yes, exactly. And then we're just gonna, like for um next Tuesday, we're gonna start our running group. We've been doing our running group for about, I would say, probably maybe about 14 years now. We've had a Southwest Runners running group, and it's slowly grown. The last two or three years has really grown up to where we have maybe at least at least 45 plus people come out and join us um on Tuesday and Thursdays.

SPEAKER_03 11:21

Yeah.

SPEAKER_02 11:22

Which we're gonna start next Tuesday on the 10th at 6:30 at Lions Wilderness Park.

SPEAKER_03 11:28

Okay.

SPEAKER_02 11:28

And um, we just kind of start out with um five minutes of exercise, and then we usually have two loops, maybe about three, three plus miles, and the other one's five plus miles. And always um, it's the same loops over and over, you know, um, not every Tuesday or Thursday, but it's like it changes. Sometimes we'll run it the opposite way, but it's always um, there's a lot of people there that come out and enjoy it and socialize afterwards, and they become friends with one another, and then they run by themselves somewhere else, you know, at different times, whatever their time allows. And they there's a lot of people that are they're running like um ultras now and trail running and just really become a family right now.

SPEAKER_01 12:14

Yes, wow, yep, very cool. So, from that location, I'm trying to picture where you're actually where the run is actually taking place. So you're you're going off, I don't know what it's called on running road, like off-road running.

SPEAKER_02 12:26

Yes.

SPEAKER_01 12:27

Okay, yeah. So you're just out on the trails out there.

SPEAKER_02 12:29

Yes, uh-huh. And so we're on Tuesdays, it's at Star Trek Lions Wilderness Park.

SPEAKER_01 12:34

Yeah.

SPEAKER_02 12:34

Right there in that by the amphitheater there. Okay. So we get together there. And then on Thursdays, it's about a mile drive from on College Boulevard from um Piedra Vista High School up to the top. I think they call it Anastasi Trailhead there.

SPEAKER_00 12:50

Okay.

SPEAKER_02 12:51

We get there's a parking lot there, we run from there, and we run out even further north from there.

SPEAKER_03 12:56

Yeah.

SPEAKER_02 12:57

And it's all mainly on some pavement and um some trail roads and then some oil fill roads that we run on, yes.

SPEAKER_01 13:05

Yeah. So, yeah, I mean, that's a whole other thing than running, you know, on a paved road or on a track or something like that. That's uh a whole different methodology for for getting that done and in staying injury free. Exactly, yes, yes. Uh so what's something the business has given you that you didn't expect?

SPEAKER_02 13:30

Okay, that I didn't expect.

SPEAKER_01 13:33

Yeah.

Community Impact Through The Right Shoes

SPEAKER_02 13:38

Oh my goodness. Well, I think um sometimes recognition kind of like, and it's like when people see you in the stores, they they see you and then they right away they'll say, Oh, I've been wanting to go to your store or get shoes, and it's kind of like you just kind of like become I wouldn't say a public figure, but something less than that. Something like it, yeah. Yeah, you just want to be a regular person out there or be noticed. And now sometimes some people see you, it's like, um Yeah, you appreciate it, but you're thinking, I don't really have time for this right now. Yes, I don't, and I don't and it's like you don't want to really you want to just be a regular person. You just want to be somebody that's I mean, and you know, it's I guess that that goes with the territory, you know. You're sure you're the shoe lady store, you know, owner or different things like that. I didn't know that, you know, and then it's it's good and bad.

SPEAKER_01 14:41

That's a hard thing for some people to rectify because you know, we're in it knowing that we're just a normal, regular person. Yes. And so we just want to go about our normal, regular lives and uh and get things done and and you that life keeps getting interrupted by people who want to recognize you. Yes, and it's a wonderful thing that they're doing that, but at the same time, it's it's hard to rectify that I love the fact that you're recognizing who I am, but yes, I also have things to do, man.

SPEAKER_02 15:13

Yes, exactly. Exactly, yes.

SPEAKER_01 15:16

Oh wow. So how has this changed you as a person running the business?

SPEAKER_02 15:22

I think like earlier I was saying this that um I think it's given me a backbone, basically, yes. Um before I think everything that um I was um uh I would say probably insecure in a lot of ways, it's made me grow to where I'm secure with myself and um believing that I I can do about anything, you know, and um I can go with the punches and I can, you know, that's why I'm doing this podcast right now. Right. So, but I mean it's it certainly has um made me more confident.

SPEAKER_01 16:06

I think being in business is great for that because just by the nature of being in business, you're you're hit with a barrage of successes and failures all at the same time. And the successes give you more confidence, and then you you learn that okay, that was a failure, but tomorrow's still the sun's still rising and everything's still working, and so adjust. And so you just learn that okay, a failure came at me, but whatever, let's slot that off. And great, got a success there. And I'm not gonna put over importance on the success. It's just awesome. That was great, or that wasn't so great. And we keep plowing on.

SPEAKER_02 16:43

Yes, and that's how it is, you know. And I think a lot of you know, it's not all um roses when you're running a business. There's ups and downs, ups and downs, and just when you think that you're gonna get going up, then all of a sudden there's a downfall again, and you think, oh my gosh, you know. Yeah. But you just have to wait it out. You know, it's it's and but it's very rewarding. Yeah, very rewarding.

Building A Running Group Culture

SPEAKER_01 17:09

Yeah. I could see how that would change a person that isn't already that way. Um, that it would teach you to be that way, to like you said, have a backbone and just really stand rigid on, yeah, whatever's coming, I've got this. Yes, yes.

SPEAKER_02 17:25

And I think it comes with age too. Oh, sure. What you know, it's like you kind of get to know who you are and what you you stand for and you can't, you know, nobody can make you waver.

unknown 17:36

Right.

SPEAKER_02 17:37

So you're you're very you're stubborn, I guess, in a good way.

SPEAKER_01 17:42

Yeah, I think the difference between um the same thing being devastating for one person and an inconvenience to another is the um perception viewed through the lens of experience.

SPEAKER_03 17:57

Yes.

SPEAKER_01 17:57

Just where kind of where you are in life, either age or just tons of experience with that sort of thing. Exactly. Yeah.

SPEAKER_02 18:06

Exactly, yes.

SPEAKER_01 18:08

Perfect. Um is there a small decision that you made in the business that ended up making a big impact?

SPEAKER_02 18:24

I guess I would say maybe even starting a a running group. Um because um I know that the the time that we started um our running group back in um uh 14 years ago, there was just basic my husband's a runner, my my kids are both runners, and um and I'm a runner too, so we kind of like just um ended up at Lions Wilderness Park, just the four or five of us, and we would, you know, run. And it was like that for a long, long time until, you know, several people started coming in and um kind of coming to join us. And after a while, it was it started growing a little more and a little more. But I think anytime that you try to, but you have to be faithful that you say you're gonna be up there on Tuesday and Thursdays at 6.30, whether only one person shows up or nobody shows up, you still there. You're still there for people. And we were doing that for the longest time until then it started growing slowly and slowly, slowly, and slowly.

SPEAKER_04 19:28

Yeah.

SPEAKER_02 19:28

And um, you know, I think that's what um that the little decision of being um persistent and faithful to what we had said has grown to where there's a lot of people now and they're just they're just really excited about running, and it affected not just only our lives and made us grow, but it also affected the community. And it's like it's just like spreading all over the place. And um I think that's great.

SPEAKER_01 20:00

Yeah, yeah. I think there's two things to unpack in there. It um one is that consistency, right? That sort of thing for any business owner of any type that just builds loyalty and trust um from your your customers, from your customer base. And then um it's always a smart, not everybody does it, but it's not a brand new thing to build an interest group centered around your business with you at the middle of that interest group um is a really good business decision. It takes um people outside of the the confines of your business in a thing related to your business. Yes. So you become synonymous with that activity that's related to your business. So that's a great, that's a great business move. Yeah.

SPEAKER_03 20:44

Yeah.

SPEAKER_01 20:45

Well done. Is there something that people assume is easy in the business but isn't?

SPEAKER_02 20:52

Assume that's easy. I think a lot of times um I have customers that come in and I I'm just I don't know what their thoughts are or anything like that, but I always think that sometimes I'm doing like paperwork or there's nobody in the store, you know, so to sell anything in um, but um I'm sitting here and I always think that maybe they just think I'm not busy. Um, but I have tons of paperwork that I'm doing, and I'm constantly every day, every day I'm trying to keep up with um, you know, paperwork. So I'm basically doing the bookkeeping. I do have an accountant that looks over me and I do the sales, I do the ordering, I do the cleaning, I do I do like five or six people's jobs here and the buying.

SPEAKER_04 21:44

Yeah.

SPEAKER_02 21:44

And um it's a lot of work, you know. My my children would help me, but they're doing their own stuff right now. They're they have their own lives too. So, but right now I'm just uh one woman here.

SPEAKER_01 21:58

It's funny how many skills a small business owner either learns out of necessity, yes, or or uh or or doesn't and doesn't make it because you're right. You you know, you're like, you know what, I'm gonna sell shoes.

SPEAKER_03 22:13

Yes.

SPEAKER_01 22:14

You weren't thinking, I'm gonna be a bookkeeper, I'm gonna be a janitor, I'm gonna be an inventory specialist, the warehouse manager, uh a purchasing um agent. Uh all of the things. Everything, yes. Anything that has to be done, you have to do that.

Trails, Safety, And Training Terrain

SPEAKER_02 22:32

Yes, and it's a lot of work, and then of course you have your personal life too, you know, um things that you have to do at home. Yeah. And I do um also take care of um, well, help take care of my mother too. And um, she has her ranch, and um one one night a week I go out to watch her and you know, stay with her and then rush into town and come back and open the business. And I'm very busy, you know. And um I try I don't know how I keep it together, but you know, I'm I guess running helps me.

SPEAKER_01 23:05

Yeah, one foot in front of the other. Exactly. That's your model for everything.

SPEAKER_02 23:09

Yes, exactly. So but I enjoy it.

SPEAKER_01 23:12

That's amazing. Is there a part of the business that finally clicked after a long time of trial and error?

SPEAKER_02 23:26

Well, I don't quite not I can't think of anything right off the top of my head, basically. Yes, right now.

SPEAKER_01 23:35

There's probably a lot of little things that have just become normalized over time. Yes. I've tried this and I've tried that and I've tried that. Okay, it's working out, and then you move on, and there's another one, and then another one, and another one.

SPEAKER_02 23:46

Well, you know what? Now I think about it.

SPEAKER_01 23:48

Yeah.

SPEAKER_02 23:49

I think Farmington is uh different place than the bigger cities. Um it's a lot of a lot of people are um more conservative. Um they like to um wear not flashy colors, it's kind of like neutral colors and um kind of like um more coverage on their bodies too at the same time. So I've learned that you have to, in order for me to wear, um, in order for me to order, not wear, but um like some shorts, they have to be a little longer. Sure. They have instead of the high, high shorts. Yeah. So it's it's so those things I I've learned through um just experience. And then sometimes I like to kind of stick my, you know, try to stick my um, you know, get out there and basically try something new again, bring it to Farmington and see if if it'll go. Yeah.

SPEAKER_01 24:45

Just test the waters again. Just test the waters again, yeah.

SPEAKER_02 24:47

But there's some certain things that I know Farmington will only buy around here.

SPEAKER_01 24:53

So yeah. So that's an important thing to and it's just kind of normalized. That's why you didn't think of it at the time. It's kind of normalized for you, but that is an important thing, you know, when especially at the beginning, you're looking at national trends and things like that. That's the most information that you can find. And it's sometimes tough to find information on a small local market like this. So you're looking at national trends, but you're exactly right. This place is very different.

SPEAKER_02 25:22

Yes, it's very different. I mean, and so it's like you you get to you get to um you you realize it after a while, then you think, duh, I should have known this already, you know, because because I'm I guess I'm similar to everybody else here growing up here, you know.

SPEAKER_01 25:39

So yeah, yeah. Yeah, so that's that's awesome. I um not everybody points that out. It's a thing that's been in my head for decades that how very different this place is than other places, not even just big cities, but other small markets. Yes, it's still very different in the weirdest way. Yes, I think for a lot of varying aspects.

SPEAKER_03 26:00

Yes.

SPEAKER_01 26:01

And uh and whatnot. So it it that causes an effect. So you can't do here the same thing that you do just in say in Gallup.

SPEAKER_03 26:11

Yes, yes.

SPEAKER_01 26:12

It doesn't work the same.

SPEAKER_03 26:13

It doesn't, yes.

SPEAKER_01 26:14

I mean, we're even bigger than Gallup, but they're in ways kind of more branched out than we are.

SPEAKER_03 26:20

Yes, yes, strangest, weirdest thing. It is, yes.

SPEAKER_01 26:25

Um what's the hardest lesson the business has taught you that now you're grateful for?

SPEAKER_02 26:32

Oh wow. Can't really think of anything right now.

SPEAKER_01 26:45

Um how about an obstacle that you you didn't expect to face maybe over the past year?

Unexpected Visibility And Personal Growth

SPEAKER_02 26:51

Okay, the obstacle that I didn't expect to um is uh I was like ordering a lot of things and um a lot of um inventory and um I d I didn't expect a lot of the people to be a lot of the customers in this area. Um what do we face is um online. That's our biggest is um people tend to order online, and I think that's where it's going right now to where I mean it's easier to order online and sit at home on the computer and sure, you know, it's um I think that's that's really hard for the brick and mortar stores that are competing against the online purchases. And yeah, so and it took a while to get rid of that inventory, you know, yeah to do that.

SPEAKER_01 27:41

Yeah, so I think we've been kind of lucky in that aspect in this market again because we're so very different. Yes, because the online ordering thing has been a a real big thorn for brick and mortar businesses for a really long time, yes, and it hasn't quite caught up here, but it's starting to now. So um I've noticed there's more uh online merchant um activity going on in town than there was, say, five years ago.

SPEAKER_02 28:11

Yes, yes, I think so too. You know, they always say that the east gets all the trends and then it goes to the west and then it goes to us, the ones in the middle. Um, I think it's like whatever was going on with the the eastern part of the country and the western part of the country. Now it's here. So we're experiencing that. We had there's that tugger war of, you know, um, should I go in the store, you know, and try on some shoes and then order online or something like that. You know, I get that. I get that. Yes.

SPEAKER_01 28:42

Yeah.

SPEAKER_02 28:42

Yeah.

SPEAKER_01 28:43

Yeah, that's that's been I had forgotten about that because that's always that's always been a thing. Yes, at the beginning stages of that, people were nervous about, well, I don't know how this is gonna fit or look or feel. And so they would find a store that has it, yeah, go in and try it out, leave the store, go back online and get it.

SPEAKER_02 29:02

Yes. So and a lot of times I think uh customers don't really realize that, you know, as small shops here at businesses, we're actually doing stuff in, you know, things in the community to help the community to for our hobbies and our running, our biking, all that stuff to make the grow outdoor grow. Yeah, but you know, and online shopping, they don't help at all, period.

SPEAKER_01 29:26

Right. Yes, exactly. Yeah, yeah. And that's why I think things like your running group and everything help in that because it really ties you on a personal level to the community. Yes, you're not just a business operating in the computer, you're a person living in the community with friends and groups that you're involved in and things like that. And so that helps bridge that gap between I can get it cheaper online, yes, to oh, I um I'm making a friend with this person that owns this business that I know they're going to take care of me. And that online shop is not going to do that. Yes, they're gonna yeah, send it back, we'll give you a refund or something like that. There's no experience in it. So yeah, yeah. So creating those groups is part of creating an experience that is not possible online. You can join an online runners group, yeah, and that would not be fun at all, period. Even if you have Peloton, I'm not buying it. So yeah, very true. Oh my goodness. Um, what's one thing that you thought would be a problem, but turns out it wasn't?

Learning The Local Market

SPEAKER_02 30:39

Oh, let's see. I would I thought it would be a problem for me to be speaking to people, to customers, yes. Um, I was an introvert and um just didn't say much or anything, but now I I just I'm it's easy to talk to people now. Yeah, you know, and um start a conversation with them and um try to guide them the right way. And even in coaching, you know, I was a coach um for long distance running, as I previously I told you. Yeah. Um middle school for 13 years in track and 10 years I'm head cross-country coach to uh middle school. And um, but I could it's easy for me, somebody comes to me and asks me, what should I do, or how should I run a marathon, or how should I start running? And it's easy for me to coach them, to tell them and to encourage them that you know these are things that you're gonna go through, maybe setbacks, and then encourage them in that way since so, but um that's something that I think that would be.

SPEAKER_01 31:46

Yeah.

SPEAKER_02 31:46

Yeah.

SPEAKER_01 31:47

Okay.

SPEAKER_02 31:47

Yeah.

SPEAKER_01 31:48

So good deal. Um, where do you feel the stretch the thinnest now?

SPEAKER_02 31:54

I would say um the the business is slow right now. Um it's been, I think all it's not just it's not just our business, but I think it's across this uh in Farmington. Sure. The small businesses are there, um I think small businesses are struggling right now. Um maybe even the larger businesses are struggling too. I mean, everything's kind of slow right now. So um we're just hoping and bracing ourselves to to ride ride through, you know, like anything else. It's just like running, you know. There's times that you're gonna feel really good at running, um, and you feel like you can dish out the miles and everything else, but then there's days that you think I can't do this no more, you know.

SPEAKER_04 32:40

Sure.

SPEAKER_02 32:40

And life is just like that, you know. It it's whether you pick up yourself and show up or you don't, you know.

SPEAKER_01 32:47

So do you have contingencies that um that you can put in place or that you plan for to kind of help smooth out those low areas so that it's not so much of a stress?

SPEAKER_02 33:01

Um not really right now. Um the only, I mean, with with our business here, um there's like I said, there's up and downs. But the main um the main supporter I think is my husband working. If he wasn't working, I think it would just we would probably would have closed up a long time ago.

SPEAKER_01 33:21

That's a good insurance policy.

SPEAKER_02 33:23

Yes, yes. So he's working, and of course my children are both working, so it's like we don't have to, you know, worry about them, but they're doing well on their own. So it's just it's a hobby for me to have the store and a blessing.

SPEAKER_01 33:37

Yes. Awesome. Um is there something that you're you're working on or building now that customers will definitely uh notice later?

SPEAKER_02 33:47

Um we are um gonna collaborate with uh Hood Mesa Trail Running. Okay. Um they we did help them out, um, which is in May right now. It's gonna be the second edition that they're gonna be doing. So um it's uh Tonique Racing is what we're we're um gonna help sponsor. It's gonna be a nine, a 15, let's see, a five, nine, and 15 mile trail run up at Hood Mesa.

SPEAKER_03 34:16

Wow.

SPEAKER_02 34:16

And so we're we're really helping them promote that event. And I've got vendors, Brooks, um Sakany, Mizuno, um gosh. There's a couple others that are gonna be helping um donate shoes and um trying to make this a big event and a successful event.

SPEAKER_03 34:37

Wow.

SPEAKER_02 34:37

Yeah, so that's what we're kind of gearing up for towards May.

SPEAKER_01 34:42

Cool. Yeah. Exciting stuff. Um what so we've we've kind of teetered-tottered back and forth between uh really good things and some things that are are uh sometimes concerning, sometimes struggling, but yeah, is is in all of that you've it tends to change how you your outlook on things. Uh-huh. So what does um success look like now as opposed to earlier on in the business?

SPEAKER_02 35:16

I would say success to me would be um having the whole um community support you.

SPEAKER_03 35:31

Yeah.

The Online Competition Challenge

SPEAKER_02 35:31

Period. I mean, and 100% supports you. And I think we're well on our way. We do have people um uh like the city coming in, um, the outdoor rec saying that we're gonna stand behind you, we're gonna help you, promote other, you know, different events and um just just um collaborating with other um organizations, I think that would be success, and of course, uh some extra cash.

SPEAKER_01 36:01

Sure, yeah, that's always nice. How's that kind of that that definition of success, how's that changed over time?

SPEAKER_02 36:11

Um, let's see, I would say at the beginning, I was um when when we first started the business, I thought we were gonna be making a profit all the time. All the time, all the time. But it seemed like it's more to me now to where, as long as I can get some extra money to, you know, have fun with on the on the on the side from what my husband makes, you know. I think just um that, I mean, I think the money portion was like, I I have to get this, I have to do this and this and that. Um, more or less feeling like my store had to look like other big stores. That was one of the my my main um, I think, what I wanted, but that's not what I want right now. I want community. Um, I want to be able to run as long as I can run with the running group and and encourage and influence other um individuals to start running and to um lead a healthy lifestyle. Yeah, yes.

SPEAKER_01 37:17

Yeah, good deal.

SPEAKER_02 37:18

Yeah.

SPEAKER_01 37:19

I think there's um in in tangible and intangible um kind of parallel there where I think that's kind of normal to at the beginning emulate people who seem to have been successful or are successful to kind of emulate that. But then as time goes on, you realize all right, I'm not them.

SPEAKER_03 37:43

Yes.

SPEAKER_01 37:43

And maybe I'm not in the same city as them, I'm it's not the same market as them. So I need to adjust and I need to be more me.

SPEAKER_03 37:52

Yes.

SPEAKER_01 37:53

And so that flavor of emulation to just fully you is a great thing over time.

SPEAKER_02 38:00

And I think it's really true. I mean, that you that we, I say we all have different paths to go on. I chose my path, and I'm a unique individual to where I have this store, I want to run the store the way I want to run it, not like how other people it's that comparing that. I think it's like you once you find out who you are and what you you know, that you accept yourself the way you are, and instead of comparing yourself, I think you're you're fine there. You're you're in a good place.

SPEAKER_01 38:34

Yeah.

SPEAKER_02 38:35

You're in a good place, yes.

SPEAKER_01 38:36

Yeah. And that's an important distinction. That's an important thing to learn about yourself is to learn exactly who you are, because not everybody knows that, weirdly enough. Yeah. And learn exactly who you are and then embrace it and and build your world around that. Yes. And and um instead of uh you didn't set out on the on a journey to be a franchise owner of someone else's business, it was your business. So make it your business.

SPEAKER_02 39:04

Exactly, yes.

SPEAKER_01 39:05

And that's a great thing because it it there's something for everybody. And so if you put your flavor into it instead of you know the big box store that has locations all over the country, then um the people who like your flavor will come to you instead of going to those guys.

SPEAKER_02 39:24

Exactly. So yes.

SPEAKER_01 39:26

Yeah.

SPEAKER_02 39:26

And then I think a lot of times too, if you if you get too big, you don't you wouldn't I don't know if I could contain myself to begin with. You know, it's like you're if you're over successful and you don't I don't know what I would do with myself. I mean, and um I'm I'm gonna go to place right now. Yeah, yeah.

SPEAKER_01 39:44

Yeah. That's a good point too. Not everybody's on the same journey, right? Some people just want to grow and grow and grow and have multiple locations and do this whole thing. And some people don't want that, they don't want to manage 20, 50, 100, 200 employees. That's just insane.

unknown 40:02

No.

SPEAKER_01 40:04

Yeah.

SPEAKER_02 40:04

Yeah. I think there's more to life than that. You know, it's um uh it's it's a journey, like you said. It's a journey, and I think your your um your your wants or whatever you want changes over time. It's not like you you're the same six months ago. Yeah, it's something changes in you, and if you're not changing, then there's something wrong, right?

SPEAKER_01 40:27

You know, if like absolutely I am nowhere near the same person I was 10 years ago, 20, especially 20, 30 years ago. Oh my goodness. Yes, so many changes. Yes, yeah. I say that I've lived all these different lives because in a way I kind of have become a different person, and that one's gone now, and now I'm in this one.

SPEAKER_03 40:48

Yes, yeah, so true.

SPEAKER_01 40:51

Is there something like what's one thing that that you hope your business is known for, say five years from now?

From Introvert To Coach And Guide

SPEAKER_02 40:58

Okay, um I would want to be known as the pioneer of Farmington um uh running store.

SPEAKER_00 41:14

Yeah.

SPEAKER_02 41:14

Yes, I would like to, I mean, I would like to challenge other people to maybe even open up a running store or start a running group again or something to do with running and um you know it's it's work. It's work, but I think that if I can do it, if my family can do it, anybody can do it if it's their passion. And if you um can eat um rice and beans for a long time. Right. Yeah, so but we just we always say we weren't born, we you know, a lot of people are like born into prosperity and it's easy for them to pick up um with that, with the financial backing. Yeah. But I would never we never had that, right? You know, and um it was just hard scraping by to get by, you know, and and and and you know, there's times that we still do that. Yeah, but it's it's fun, you know, and you get to you learn to accept that.

SPEAKER_01 42:18

I'm a big fan of the bootstrapped. Yes, you just see uh it it it uh it's very character building.

SPEAKER_02 42:25

Yes, yes. Exactly. So, but you know, but I would we would you know I would want to be remembered as you know as that, like you know, yeah the Southwest Runners did start um the running store here and this uh running group too.

SPEAKER_01 42:44

Amazing, yes, very cool. Yeah, well, I mean that's on brand for you.

SPEAKER_02 42:49

Yes, yes, exactly. Yes.

SPEAKER_01 42:51

Um, how do you hope this might be an obvious question? How do you hope um your business makes life better in the four corners?

SPEAKER_02 43:02

I would want everybody, even at my age. I mean, I I have friends that are my age that I graduated with. I would want them to be able to, I mean, as everybody is aging, but to be able to do the things that and to be mobile and to do things like what I'm doing right now without making excuses, sure, saying that they can't do this.

unknown 43:38

Right.

SPEAKER_02 43:38

I think it's and I mean I'd like to see people that are being able to still run, to still walk, and to be able to be off of medication, yeah, off of, you know, um, you know, uh, off of addictions or different things like that. I want them to enjoy life to its fullest and to still not, you know, to be able to do the things that they love to do.

SPEAKER_03 44:01

Yeah.

SPEAKER_02 44:02

I think that's one thing that I would have a vision for is don't make excuses, just get it done. You know, don't, you know, if you want to go lose some weight, you know, just don't talk about it. Go out and start and keep doing and keep doing and keep doing it, even though it takes a long time to get to where you're at, keep doing it and don't give up.

SPEAKER_01 44:26

Right.

Redefining Success And Sustainability

SPEAKER_02 44:27

You know, and I I would I would want that for the community and um just people just being out active doing the things that they love. And I think we have we're in a good area to where um you can if you can do anything that you, you know, outdoors that you can do. Go bike riding, you know, five-minute drive up here towards the north, and you can go out running. And to me, it's always been safe. I mean, some areas, some people say it's scary to run at Berg Park. And you know, I'm never afraid to run. There and knock on wood. I don't know, but always think if I get, you know, just keep to yourself and say hi or whatever, you know. And I'm I'm fine with that. I mean, I don't know. I think it's a pretty safe place. I could be wrong. I don't know.

SPEAKER_01 45:24

I think some of that is um I think people forget how you know we have this tendency to look back in time and think, oh, things were so much better back then. So with that bird park example, I know I lived relatively close to there when I was a kid, and that was one of my favorite places to go. It was not a park.

SPEAKER_03 45:45

Yeah.

SPEAKER_01 45:46

It was just the river.

SPEAKER_03 45:47

Yeah.

SPEAKER_01 45:48

And and there were some game trails and things like that. But I could take my bike down there and disappear from the city. I was in the wilderness at that point. And um, it was only later that I realized that that might not have been the greatest idea for a little kid to be all by himself down there because some maybe not so great people were using that as the same thing that could disappear down there. And I'm just wandering around like this is amazing. And so I was actually a little bit disappointed at first when I first moved back here and saw the development.

SPEAKER_03 46:24

Yes.

SPEAKER_01 46:24

I thought, oh man, my sanctuary's gone. Yes. Um, but it's really good, it's a good thing. So uh so I don't think that honestly it's any more quote unquote dangerous than it was when I was a kid.

SPEAKER_03 46:40

Yes.

SPEAKER_01 46:41

Going down there by myself. And I never had a problem.

SPEAKER_02 46:44

Yes. Yeah. I think it's just take it's just kind of like wise, you know, to run in during the daylight. Um then also, you know, just be aware of your surroundings and um also too, um, if you see something kind of um strange going on in the bushes or something, somebody there, you know, you I think you have your instincts to where, you know, uh, I don't think I better go that way. I better turn around, you know, go back to where there's people walking. Or I've I've encountered that before, and I don't know if that person was a bad person or not, but my instincts sh, you know, said, you know, you better turn around, you know. And I hope, you know, I can outrun that person.

SPEAKER_01 47:28

Maybe that's the actual difference, that the danger levels haven't necessarily changed all that much. Yeah. But um social pressures and culture and that sort of thing, I think have have tried to overrun our own personal instincts. Yes. Where we don't want to act like we're shunning a person because something in our brain told us that's dangerous. Yes. And our social pressures go, it's probably fine. You're probably just overreacting, just keep going. And then you end up in trouble because you didn't listen to your instincts.

SPEAKER_02 48:01

Exactly.

SPEAKER_01 48:02

Yeah, that might be a good point there. Yeah.

SPEAKER_02 48:06

And I think too, if you if you have like if you where um if you listen to music, then at the same time too, I think you're kind of like it's you're you're not in you can't hear. Right. But if you don't have anything in your ears and not listen to music, you can hear and you're aware of everything around you. Right. So I mean it's that's just uh, you know, that's what I go with. I never run with music in my ears, you know.

SPEAKER_01 48:31

Yeah. I enjoy the sounds of nature, so I want to hear that. Exactly. I want to hear my footfalls on exactly, yes. Yeah, yes. So that's a great that's a great sound. Just that communing with it.

SPEAKER_02 48:44

Yes. Especially when you're running on snow.

SPEAKER_01 48:47

Oh, that makes the greatest sound, doesn't it? Yeah. Yes. Um that's that's great. Yes. Is there something that the community has done for you that you'll never forget?

SPEAKER_02 49:01

Let's see, the community. I think just just the city and other businesses coming and promoting our store and just welcoming us, you know, to that, uh recognizing us that we are a running store and just they're they've been inviting to us, yes. You know, it's I think it's it's a good place. I like Farmington. Yeah. I really do, yes.

SPEAKER_01 49:30

It is a very bizarre place, but yes, it yes. It has its its things that are also hard to find elsewhere. Yes. So it's bizarre in many different ways, good and bad.

SPEAKER_02 49:39

Yes, yes.

SPEAKER_01 49:40

And somewhere in the middle that don't really matter.

SPEAKER_02 49:42

Yes, yes. I always say um I've been to um Kenya, and um I really I liked it there in Kenya, Africa, and um, but when to come back, I said there's no place like Farmington.

SPEAKER_04 49:56

Yeah.

SPEAKER_02 49:57

And you know, it's there's no place like home.

SPEAKER_01 50:00

Yeah, true.

SPEAKER_02 50:01

And and that's one of the reasons why I think that we stick here. We try to make a difference in our community because we want it to be good community and still have the things that other big cities have.

SPEAKER_04 50:14

Sure.

Collaboration And Upcoming Races

SPEAKER_02 50:15

And um, you know, be that that um influence or that light for our community. And um I would say so, yeah.

SPEAKER_01 50:27

Cool. Um let's see. Um is as we're wrapping up, uh is is there something you'd want to see other small business owners to hear?

SPEAKER_02 50:45

I would just um say that whatever you feel like you your passion is to start up, I think that you shouldn't be afraid to take that risk because if it keeps coming up saying you, you know, a year or two you want to do this business and then you're fearful of it, and it comes up again, and you're still fearful, you come up with all kinds of excuses just to uh make it go away, but it still keeps coming up and coming up.

SPEAKER_04 51:20

Right.

SPEAKER_02 51:21

Go listen to it and do it and step out in faith, take out, take a risk because you don't know where it's gonna take you. Yeah, and a lot of times I think that's what um prevents us from doing walking out our purpose in life.

SPEAKER_00 51:40

Yeah.

SPEAKER_02 51:41

I think that's you know, and you won't ever know. I mean, 16 years, I mean, I look back and it's it's like in a blink of an eye, and you can hardly remember the bad portions of it. Right. It's all the good portions right right now.

SPEAKER_01 51:55

Yeah. That's great advice for for anybody, not just business owners. Um uh running a business is hard, it's not for everybody, but um just life in general, it's human nature to gravitate towards comfort. We will we will shy away from things that make us uncomfortable and gravitate toward what makes us comfortable. But business owners by nature have to plow forward into the uncomfortable frontier and and deal with it until you become comfortable with it. Yes. And now you have a different level of comfort.

SPEAKER_03 52:30

Yes.

SPEAKER_01 52:30

And uh, and and I think that that goes for all aspects of life, actually. Just whatever you're dealing with. Just um don't always seek comfort. I mean, it's hard to grow when you do that because you're not moving anywhere. Yes. So just in your bubble.

SPEAKER_02 52:48

So yeah, break out and it is true, and you you try to you try to um try new things. Um, you know, start out small, you know, and try out different foods. Yeah, if you're afraid, you know, because I was always afraid to try different foods. I was so stuck in my whatever I needed to eat, you know, that's familiar to me. And then one day it's like I have to start trying different kinds of foods, you know, and and you know, and it's not bad. It's not bad. And or even going different places, you know, and then and even, you know, like I said, traveling to a different country. Right. It's uncomfortable there, you know, there's things are so different. But yet when you come back, you think, wow, I did it, you know, and it's like it wasn't that bad. Right. And it makes you, you know, want to travel more again. These are different things, it's the same thing, you know. And it's just like uh being a business owner is like you have to take risks at different things. I mean, and I think it's for the duration of your as a business owner, yeah, you think I want to bring this new thing into, you know, this new item into Farmington, and you don't know whether people are gonna like it or not. And sometimes people like it and some people don't. And it's it just it's constantly you're growing, you're growing, you're growing. Yes.

SPEAKER_01 54:09

Yeah. Yeah. As a business owner, you are not the same person that you are were when before you started the business.

SPEAKER_03 54:16

Yes.

SPEAKER_01 54:17

Because of things like that.

SPEAKER_03 54:18

Yes.

Aging Well And Active Living Vision

SPEAKER_01 54:19

That um you've become more comfortable with the uncomfortable, and um, because you don't necessarily view it as uncomfortable anymore. Yeah, it's just a thing. I'm gonna try this. I've never tried before. Yeah. Let's see if it works. Yes. It's great.

SPEAKER_03 54:34

Yep.

SPEAKER_01 54:36

Is there something that you're celebrating now? Um big or small?

SPEAKER_02 54:43

Nothing that that I know of. You know, not nothing. Uh last last um week we celebr no last year we celebrated the birth of my granddaughter. Oh. Big, big, yeah. So my first, my one and only.

SPEAKER_01 54:59

Really? Yes. Yes. Oh, she's gonna be spoiled.

SPEAKER_02 55:02

Yes, she is, she is spoiled, yes. And then also, my like I said, my son, he got his doctorate, degree in ph physical therapy from Hawaii. And um, it just it it it it's I'm on top of the world for that because of what he's accomplished. And it wasn't easy. No, it's just like running a business. It wasn't easy, but he kept his eyes on um getting that degree, and he did. And now he's working um here in town.

SPEAKER_01 55:28

Yeah, that's amazing.

SPEAKER_02 55:29

Yeah, so those are big, I would say those are the big highlights of my my year, year, you know, last year. But right and right now I'm I'm waiting. Yeah, see, those are big ones. Yeah, yeah. Whatever comes my way again, yeah.

SPEAKER_01 55:44

So awesome.

SPEAKER_02 55:45

Yeah.

SPEAKER_01 55:45

Well, it's been amazing chatting with you.

SPEAKER_02 55:47

It's been an hour already.

SPEAKER_01 55:49

I think so. Pretty close to it. Um, how do people um how do people find you?

SPEAKER_02 55:54

Um, we are, of course, located on um 4250 East Main Street, Suite J, in the Hillside Plaza. Um, and or you can give us a call at 505-325-7463. Or we're all we also have a website. Um I don't really quite remember the it's under Southwest Runners. We do have a Facebook and we do have an Instagram account. So um go and um check us out and uh come to our running groups, um, which starts um, like I said, next Tuesday, 6 30, Lions Wilderness Park, and see what we're all about.

SPEAKER_01 56:33

Yeah. You know what? That would be more along the lines of running uh that I would enjoy instead of say running on a circle track.

SPEAKER_02 56:43

Yes.

SPEAKER_01 56:43

That gets really boring after one or two laps. Yeah.

SPEAKER_02 56:46

And if you can't run, you can come and walk. Sure. Us um everybody goes at their own pace. Um, we just start out together and be a friend, make a friend over there. There you go.

SPEAKER_01 56:59

Yes. Perfect.

SPEAKER_02 57:00

Yeah.

SPEAKER_01 57:01

All right.

SPEAKER_02 57:01

So well, thank you so much. This has been fun. You are welcome. Thank you.