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.
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.
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.
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.
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.
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.
2775 Pearl St (historical location, now Fleet Feet Boulder)
Boulder
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.
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.
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As of April 2025, Boulder Running Company' leadership includes:
Boulder Running Company has been backed by several prominent investors over the years, including:
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.
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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
GlobeNewswire / Fleet Feet • December 2, 2021
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 Journal • February 29, 2012
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 World • August 18, 2017
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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