On the 22nd of August Salming celebrated the pre opening of the 3rd Salming Running Store in the world, accompanying the already existing venues in Stockholm and Gothenburg Sweden. In March 2016 Salming RunLAB powered by Qualisys will be installed and the official status as a Salming Running Store will be cleared.
The Zürich venue is operated by Salming partner and distributor Taurus Sports. "Taurus has been a part of Salmings journey from the very begining, together we have made a name for the brand and we have gained market shares accordingly. Now we enter a new phase, from an indoor sports nische brand to taking on the global world of running with the arrival of Salming Running and the Salming RunLAB concept" says Fredi Egger CEO and owner of Taurus Sports AG, and continues "We believe strongly in the brand and the investment in the Salming Running Store mirrors that confidence".
"We have proven that Salming Running and Salming RunLAB really makes a difference for the runner and that we as a running brand are here to stay" says Salming CEO Tomas Solin. "The Zürich venue is our first one outside our home turf and the way it has been set up and executed really shows the strong commitment of Fredi and his Taurus collegues" Tomas continues. "It also shows how well the retail concept of Salming Running works in terms of making the brand being perceived in the same way no matter where you are in the world"
Background – why Salming Running?
Running has become increasingly popular around the world over the last three decades. At the same time running footwear has gone from simple shoes to a high tech product featuring advanced cushioning technologies and motion control devices. Still, it is estimated that between 40-70% of all runners suffer at least one injury per year. This has of course partly to do with the repetitive nature of running, where the runner takes approximately 1000 steps per kilometer and at each foot landing the body endure of load of 3-5 times the body weight.
Outdated and over simplistic approach
Traditional foot landing analysis is in our view over simplistic and an outdated approach. Further, it is an outdated approach to select a shoe according to arch type (flat, normal or high arch).
The standard procedure of treating a runner and assigning footwear is asking a few standardized questions regarding mileage, running conditions and evaluating the current running shoes. After this a biomechanical assessment of the runner’s feet is done. What most people do not realize is that there is no evidence-based research existing on recommending one particular shoe model over another for given foot type or injury history, despite what some manufacturers claim.
If the runner is visiting a more specialized clinic, a gait analysis is sometimes performed. When put on a treadmill, the runner is normally wearing traditional Running shoes and the video camera is filming foot strike from behind. In that situation the foot becomes a loose adaptor when the heel is striking the ground. Over pronation is most likely diagnosed. In an effort to control this excessive motion - Motion control shoes with a dual density midsole is prescribed.
The support of the medial foot arch has often been proposed as one of the most effective corrections of motion control. The “duo density” midsole construction was the technical solution in the last thirty years. This technology has been used more or less by all footwear companies. However, the frequency of running related injuries did not change significantly in this period of time.
It is today evident that the mechanical concept of motion control by duo density midsole technology did not meet the expectations to decrease the risk of injuries.
The problem with the outdated approach is that it does not focus on finding the root cause for the injury or preventing injuries.
The New approach – Full Body Running Analysis™
Running technique or running form is traditionally ignored as means to prevent injury and improve running efficiency. However, research evidence suggests the key is, understanding that running technique, form and training patterns play a more significant role on improving ones running and at the same time reducing injuries.
It’s evident that improving your running technique could enable you to run faster with less effort, but research also shows that “developing a better running stride mechanics and neuromuscular control is shown to be effective in preventing injury”.
Instead of Running on the treadmill videotaping only from behind. We believe that a holistic approach is more adequate - A Full Body Running analysis™, analyzing your running technique by means of our motion capture system that records your every move with great precision. What happens at foot landing can normally derived from somewhere else and should be corrected at the source. You get visual feedback in a web based report that shows you some key-parameters in a good running technique, such as pelvic rotation, knee angle, ankle flexion, arm swing and foot contact etc. You get useful tips on things you should consider, improving you running form. We promote a holistic approach towards running and a whole body in function. Therefore, your report also includes a training program, including movability exercises and/or co-ordinations drills and/or strengthen exercises for certain muscles that will help you improve your running technique.
Below you will find a reference guide to a selection of peer reviewed research and science published in the most credible journals over the last 30 years.
Salming Sports AB
Salming Sports AB is a Swedish sporting goods company designing, developing and marketing high quality products for the Running, Handball, Floorball and Squash markets under its Salming brand. The company has its head-office in Sisjön, Gothenburg on the west coast of Sweden.
In addition to producing first in class products Salming is committed to helping athletes improve and had developed and patented one of the most advance running analysis centers in the world. Salming RunLab’s currently located in Gothenburg and Stockholm.
The company’s Swedish wholesale partners include sporting goods retailers: Intersport, Stadium, Team Sportia, XXL, and specialty retailers such as Runners Store, Klubbhuset and Assist. Salming Sports AB also exports products to close to 60 countries and has its own subsidiaries in key markets such as Germany and the United States.
Salming Sports AB also sells directly to consumers through the Salming Running Store in Askim, Gothenburg, the Salming Concept Store on Kungsgatan 19 in Stockholm and through multiple e-commerce sites.
20 + employees, excluding retail personnel
Approximately 100MSEK revenue
Management: Tomas Solin Managing Director, Thomas Nord Head of Marketing & Design