The Rock Fight Podcast

Episode: The Running Event Recap: Who Brought It and Who Phoned It In

Date: December 8, 2025
Host: Colin True
Guests: Shanté Salibair, Owen Coverford, Producer Dave

Episode Overview

In this episode, the crew (Colin True, Shanté Salibair, Owen Coverford, and Producer Dave) gathers in San Antonio, Texas, immediately after the Running Event Retailer Awards to break down their impressions, insights, and misadventures from a bustling week at the Running Event and Switchback 2025. The discussion is candid and lively, focusing on what made the event sing and where some brands (and booths) missed the mark. Expect plenty of industry hot takes, practical reflections on community and trade show culture, and, of course, a few good-natured roasts.

Key Discussion Points & Insights

1. The Energy and Impact of the Running Event Awards

Timestamp: 01:41–05:14

• All hosts express genuine surprise at the emotional resonance and strong community vibe at the award show.
• Colin: "I had middling expectations. Not good or bad…Is this more of a mechanism to get people to stick around? And this was so much more than that." (03:10)
• The event cleverly incentivized retailers to stay until the end by making them central to the awards ceremony—a smart tactic that fostered high energy and authentic celebration.
• The sense of camaraderie and support, even among competing stores, led to unexpected emotional moments (Shanté admits to tearing up).

2. Retailer-Centricity: Lessons for the Outdoor Industry

Timestamp: 05:14–13:33

• The hosts contrast the running event’s clarity of purpose ("all about the run retailer") with the often aimless nature of outdoor industry shows, where the “why” is frequently unclear.
  • Colin: "Here…is a group of people in an industry that truly understands its purpose and understands its why. These folks are all about the run retailer." (06:08)
• Specialty run retail’s direct community involvement is seen as the key differentiator.
  • Shanté: "There’s such a direct tie to community when it comes to run…There’s that through line from the brand to the retailer to the consumer all in one line and it feels really genuine." (07:37)
• The group laments that outdoor specialty retail often makes excuses about difficulty hosting community events, but argues that creativity and effort could bridge the gap.
  • Shanté: "Link up with community organizations…For outdoor, it shouldn’t be that hard." (11:12)
• Strong argument that outdoor trade shows should strive for a similar celebration of community, rather than just commerce.

3. The Trade Show Scene: Geography, Timing, and Energy

Timestamp: 13:33–20:12

• Discussion on timing—retailers turned out in December, right after Black Friday, which demonstrates the show’s value.
  • Colin: "If the show has value, you will go in June…because it is December and that room was packed full of retailers." (12:28)
• San Antonio is praised for its walkability and the cohesive feel among attendees.
  • Owen: "You can kind of take over a little bit and feel like everyone is kind of in the same bubble." (17:25)
• Show’s energy is credited to both brand booths and the event's overall organization; the exhibit floor remained lively straight through to closing.
  • Producer Dave: "It’s about showing up, being here…we have to build for the long haul." (19:18)

4. Takeaways for Outdoor Trade Shows

Timestamp: 19:31–22:13

• Key recommendation: Celebrate the retailer to foster buy-in, energy, and retention throughout the event.
  • Shanté: "That celebration aspect turned out to be really important and really crucial. It also kept people here to the end." (19:51)

5. Booth Talk: Who Nailed It and Who Didn’t

Timestamp: 22:13–36:50

Standout Booths:

• Nordaboo: Minimalist and clean design, standing out with product-focused simplicity.
  • Colin: "I like the way it looked. It matched the brand, which is very clean, and I thought they did a great job." (26:09)
• Satisfy: An enclosed, avant-garde cube where staff lead you through a "boutique fashion" experience, merging storytelling and product in a unique way.
  • Shanté: "I came away being into it…they want to guide you through this experience." (28:07)
• Keen: Integrated a prototype wall showing the evolution of their trail running shoe, plus a "booth-van," capturing on-brand storytelling.
  • Owen: "They showed all eight prototypes worn in by all of the running that was done in them…a nice way to do it." (30:22)
• Tantrum (Hydration Vests): Tiny 10x10 space styled as a bodega—fun, quirky, and packed with storytelling.
  • Producer Dave: "Their 10 by 10 was dressed up like a bodega…so much to look at. You could stand there for 15 minutes just taking it in." (33:34)
  • Shanté: "When you have one product, it’s either going to sit there and look sad, Clif bar, or you're going to be able to tell a story that got all of us to stop." (34:45)

Booth Critiques:

• Boothing mistakes: Overcrowded booths with too many racks and little curation, especially by brands like Prana (tablecloth askew was especially lamentable).
  • Colin: "There is no reason to show what, two full rolling racks in a shitty tablecloth…Come up with three products in your little booth." (41:28)
• Message to brands: Focus on hero products and story—don’t just “show up.”

6. Show Floor Trends and Brand Rumors

Timestamp: 36:50–41:51

• Footwear explosion: Dozens of maximalist running shoe brands (Hoka’s influence is huge).
  • Owen: "So many maximalist shoes…if you took somebody from 2012…their mind would be blown. It’s like, what the fuck happened?" (22:49)
• Rumor mill:
  • Scott Sports possibly prepping major US run push (38:27)
  • REI absent from buyer presence (no buyers), which is surprising given their focus on running.
  • Patagonia allegedly poised to drop lots of new product next year.
  • Prana’s booth is apparently the "old" Prana, new stuff coming soon.

7. Predictions Recap: Accountability Time

Timestamp: 42:14–47:57

• The crew revisits on-air predictions from the previous episode:
  • Producer Dave: Predicted an outdoor brand would "bring it" with an impressive booth at Switchback. Result: Wrong. "No one brought." (43:06)
  • Owen: Predicted Switchback will soon try to replicate TRE’s killer retailer award show. Result: Not yet, but an aspiration.
  • Shanté: Predicted trail running products and content would be everywhere. Result: Correct! "I felt seen as a trail runner." (44:03)
  • Colin: Predicted an outdoor brand would lean too hard into running without pulling it off (Prana “wins” this one) and speculates this is the last Switchback at TRE. Result: Partial credit (ongoing).
    • Owen: "I think you set too high a bar…personally I think mission accomplished." (46:44)

8. Lighthearted and Notable Quotes

• "Stay for the cupcakes." — Producer Dave (02:30)
• “When you understand…the retailer…that creates the energy that brings the retailers together and then the brands together.” — Owen (07:20)
• "You could really use some of that stale inventory at Clif and build a pretty cool booth." — Producer Dave (16:20)
• "It was just. It was bad…hey, Prana, blink twice if you need help." — Colin (41:00)
• “A great booth doesn't take $100,000…It just takes creativity.” — Owen (35:03)
• On maximalist footwear: “A cumulative 1 million millimeters of stack height.” — Shanté (23:12)
• "I just hope somebody brings a bidet next year…" — Shanté (47:50)

Segment Highlights & Timestamps

• Running Awards Recap & Energy – 01:41–06:08
• Retailer-Centricity & Community Building – 06:08–13:33
• Event Logistics & Vibe (San Antonio chat) – 17:03–20:12
• Trade Show Takeaways & Recommendations – 19:31–22:13
• Booth Awards and Roasts – 22:13–36:50
• Brand Trends, Rumors & Hot Takes – 36:50–41:51
• Predictions & Accountability – 42:14–47:57

Memorable Moments

• Lance Armstrong sighting in front of the Nordaboo booth. (26:42)
• Satisfy booth described as "Rick Owens of the running world" and eliciting fashion-world comparisons. (28:57)
• The tiny Tantrum bodega booth universally loved for its creativity—proof that size and budget aren’t everything. (33:34–35:03)
• Cliff and Prana booths roasted for lack of effort and inspiration.

Tone & Style

The episode brims with campfire authenticity—irreverent, insightful, and willingly self-critical. The Rock Fight crew poke fun at each other, the industry, and themselves, but always circle back to a sincere passion for community, retail innovation, and the outdoors.

This episode is a must-listen for anyone working in outdoor or run specialty, especially those invested in the future of trade shows. The hosts offer actionable advice, inspirational examples, and more than a few laughs. Trail running might just take over the world—and booth designers, take note: Story matters!