Runners in southeastern Wisconsin have many choices when it comes time to buy a new pair of shoes, take a specialized course or even have their stride analyzed for peak performance and form.
Following national trends, runners are about to get one more option in metro Milwaukee, one that might take them in new directions.
Next month, Kyle Roberts, founder of Footworks Orthotics Inc., a custom orthotics business that serves customers throughout southeastern Wisconsin, will open Revolution Natural Running & Walking Center at 11702 W. North Ave., Wauwatosa.
Roberts is a certified pedorthist. He is trained in foot anatomy, stride and the construction of custom orthotics to correct problems with feet or lower limbs. Roberts is also an avid runner, and like many runners, has discovered minimalist footwear.
Minimalist running and walking shoes are designed with thin soles so that runners and walkers receive more natural feedback from the ground while running or walking. The theory of minimal running is that a thinner shoe sole, paired with proper running form, makes for more efficient runners who are less prone to injury.
Revolutions Natural Running & Walking Center will be the first shoe store dedicated to minimalist shoes in the Midwest, Roberts said. When it opens, the store will include his pedorthist services, a full line of minimalist shoes, stride analysis and a series of running and walking clinics.
“Instead of just selling shoes and dealing with people that are injured, we’re trying to teach them and help them to stay injury free,” Roberts said. “Not everyone needs orthotics (to solve foot problems). Sometimes they just need to get out of their shoes to solve their problems.”
Proper running form, Roberts and other devotees of minimalist running shoes believe, requires landing on the forefoot with a more upright stride than many runners use. Typical running shoes, which have most of the padding in the back of the shoe, encourage runners to land on their heels, which can lead to impact injuries.
“In (traditional) shoes, you don’t feel the ground, and people quit paying attention,” Roberts said. “(In a minimalist shoe) you have to think about what you’re doing. It actually becomes more enjoyable the less shoe you wear.
“A lot of people think the less shoe that I wear is bad for me. A lot of people think you need to gear up before you run. That’s not necessarily the case.”
The 1,500-square-foot retail store will carry minimalist shoes from brands such as Newton, Inov8, Terra Plana, Altra, Somnio, and Merrell. The store will assist runners and walkers with stride analysis – customers will be able to use an in-store treadmill and will be video recorded while they run or walk.
“We’ll be able to analyze them and show them what’s going on while they’re moving,” Roberts said.
Revolutions also will offer weekly clinics, where it will focus on teaching proper running form. The free clinics will teach the basics of natural running, where use of minimal footwear will be stressed, Roberts said.
“The store is going to have footwear, some apparel and I’ll do my line of orthotics. But we’ll be doing a lot of teaching,” Roberts said. “We’ll be showing people how to get more efficient by having their feet landing in a more natural manner.”
