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Boulder Running Company's Overview

Total employees35
HeadquartersBoulder
Founded1996

Boulder Running Company (BRC) was a highly respected specialty running retailer founded in Boulder, Colorado, known for its expert staff, comprehensive gait analysis, wide selection of running shoes and apparel, and deep community involvement. Founded by former world champion marathoner Mark Plaatjes, BRC catered to runners of all levels, from beginners to elite athletes. While it was acquired and its stores now operate under the Fleet Feet banner, the legacy and impact of Boulder Running Company on the Colorado running scene remain significant.

Where is Boulder Running Company's Headquarters?

HQ Function

Served as the flagship retail store, offering expert shoe fitting, gait analysis, a wide range of running products, and acting as a central hub for the local running community and company-organized events. It also likely handled local administrative and operational tasks.

Notable Features:

Spacious retail floor with extensive shoe walls, dedicated apparel and accessory sections, advanced gait analysis area (often featuring force plates and video), community event board, and staffed by experienced runners providing personalized advice.

Work Culture:

Passionate about running, customer-centric, expert-driven, and community-focused. The environment was known for being supportive and encouraging, with staff sharing their knowledge to help customers find the right gear and prevent injuries.

HQ Significance:

The Boulder headquarters was highly significant due to its location in a premier running destination and its founding by world-class runner Mark Plaatjes. It established a reputation for expertise and became an iconic institution for local and visiting runners.

Values Reflected in HQ: The headquarters, throughout its iterations, reflected values such as expertise in running biomechanics, commitment to the running community, passion for an active and healthy lifestyle, and dedication to providing high-quality products and customer service.

Location:

As a regional specialty retailer, Boulder Running Company's direct operational presence was concentrated in Colorado, USA. It did not operate international offices or stores under its own banner. However, its reputation, particularly through its founder Mark Plaatjes and its base in the internationally known running mecca of Boulder, gave it recognition among the global running community. The store served many international visitors and carried globally recognized running brands.

Street Address:

2775 Pearl St (historical location, now Fleet Feet Boulder)

City:

Boulder

State/Province:

CO

Country:

USA

Boulder Running Company's Global Presence

Littleton, CO/USA

Address: Formerly at/near 8116 W Bowles Ave, Littleton, CO 80123 (now Fleet Feet Littleton)

To serve the running population in a significant suburban area, providing convenient access to expert advice and specialized running gear outside of central Boulder.

Denver (Cherry Creek), CO/USA

Address: Formerly at/near 2500 E. First Ave., Denver, CO 80206 (this location's current status may vary, historically a BRC store)

To establish a strong brand presence in a key Denver retail hub, attract a diverse customer base including affluent city runners, and expand overall market reach.

Buying Intent Signals for Boulder Running Company

Highperformr Signals uncover buying intent and give you clear insights to target the right accounts at the right time — helping your sales, marketing, and GTM teams close more deals, faster.

Notable news
Hiring actively
Corporate Finance
Corporate Finance
Corporate Finance
Corporate Finance
Corporate Finance
*Example signal, not calculated in real time

Executive Team of Boulder Running Company

As of April 2025, Boulder Running Company' leadership includes:

Mark Plaatjes - Co-Founder and Former President/Owner
Johnny Halberstadt - Co-Founder

Investors of Boulder Running Company

Boulder Running Company has been backed by several prominent investors over the years, including:

Founders (Initial Capital)
Private Equity Investment Groups (e.g., Gart Capital Partners, Henry Guzman-led group in 2012/2013)
The Finish Line, Inc. (via acquisition of parent company Running Specialty Group)
CriticalPoint Capital (via acquisition of JackRabbit)
Fleet Feet (via acquisition of JackRabbit stores)

Executive New Hires/Exits in the Last 12 Months

Hire0
Exits0

Boulder Running Company was acquired several years ago and no longer operates as an independent entity. Its assets and store locations were most recently acquired by Fleet Feet in late 2021 as part of the JackRabbit acquisition. Therefore, there are no executive hires or exits specifically for 'Boulder Running Company' as a standalone business in the last 12 months.

Technology (Tech Stack) used by Boulder Running Company

Discover the tools Boulder Running Company uses. Highperformr reveals the technologies powering your target accounts — helping your sales, marketing, and GTM teams prioritize smarter and close faster.

Boulder Running Company Email Formats and Examples

When Boulder Running Company operated independently, email communications would have likely used standard business formats. The original domain `boulderrunningcompany.com` is no longer used for independent BRC operations and now redirects to Fleet Feet Boulder.

[first_initial][last_name]@boulderrunningcompany.com (speculative common format)

Format

jdoe@boulderrunningcompany.com (example, historical, domain now redirects)

Example

0 (original domain not actively used by an independent BRC)%

Success rate

News and media

GlobeNewswire / Fleet FeetDecember 2, 2021

Fleet Feet Enters Agreement to Acquire JackRabbit, Including Former Boulder Running Company Locations

Fleet Feet announced its agreement to acquire JackRabbit, a specialty running retailer with 60 stores across 15 states. This acquisition included stores that were previously part of the Boulder Running Company network, which had earlier transitioned to the JackRabbit brand. These locations now operate under the Fleet Feet banner....more

Denver Business JournalFebruary 29, 2012

Finish Line buys Boulder Running Co. parent

The Finish Line Inc. (NASDAQ: FINL) announced it would acquire the Muncie, Ind.-based Run MGR Inc., also known as the Running Specialty Group (RSG), which operated 18 specialty running stores in seven states under The Running Company banner, including the Boulder Running Company. This marked a significant move by Finish Line into the specialty running retail sector....more

Runner's WorldAugust 18, 2017

What Happened to Mark Plaatjes, the Last American to Win a World Championship Marathon?

A feature on Mark Plaatjes, co-founder of Boulder Running Company, discussing his running career, his 1993 World Championship marathon win, and his post-running career including founding BRC and his work as a physical therapist. Highlights his contributions to the running community through his store and expertise....more

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