Athletic Annex Blends Advanced Fitting, Quality Gear & Community
In a world increasingly dominated by big-box retail, Athletic Annex stands out for its commitment to personalized service, advanced fitting technology and deep community involvement. With locations in Nora, Carmel and Fishers, the specialty running store has evolved into a movement hub for people of all fitness levels, not just seasoned runners.
“We’re not just a shoe store,” says Gareth Wilford, one of four operating partners. “Our focus is on movement. Whether you’re a marathoner, a nurse on your feet all day or someone getting back into walking, we meet people where they are.”
Wilford’s journey in the specialty running world began with the Blue Mile in 2001. When a venture capital firm acquired that company, he chose not to continue under corporate ownership. Instead, he reconnected with Bob Kennedy, an owner of Blue Mile, who had recently joined Athletic Annex. Kennedy brought along a small team of experienced staff, including Wilford, to help shape the future of the Annex.
The Fishers location opened amid the pandemic in December 2020. Despite the unfortunate timing, the shop quickly gained traction thanks to a growing need for supportive footwear and a renewed interest in outdoor activity.
“We’re a local store, and we’re in the communities where our owners live,” Wilford says. “That makes a huge difference in how we connect and give back.”
Athletic Annex’s reputation for fitting expertise is rooted in a thorough, analytic approach. Every customer, regardless of experience or activity level, goes through a comprehensive fitting process that starts with ScanneX, a 3D foot scanner. This technology captures key metrics such as foot width, arch height and heel shape.
From there, the staff observes the customer in motion, either walking or running on a treadmill, and assesses their gait with video analysis to determine pronation or supination tendencies. The result is a tailored footwear recommendation that accounts for activity type and comfort.
“This is the next evolution of the old ‘watch-you-run’ method,” Wilford says. “Technology allows us to get incredibly close to the perfect fit every time.”
While footwear fitting is the core of Athletic Annex’s offering, the store also boasts one of the most diverse athletic apparel collections in the running specialty market. From well-known brands to its own in-house line, the clothing selection reflects the store’s commitment to both performance and style, ensuring that every customer’s needs are met.
“We put a lot of emphasis on apparel,” Wilford says. “It’s a big part of our business strategy and something our customers really respond to.”
The store also offers a range of accessories, from insoles and socks to nutrition products and massage tools — anything that supports an active lifestyle. That includes items for increasingly popular activities like hiking, cycling and pickleball.
Athletic Annex isn’t just a place to shop. It’s a community resource. The team regularly organizes group runs and training programs, often partnering with local businesses such as Shake Shack, Burn Boot Camp and Sun King Brewery. Events are hosted year-round and across locations.
Additionally, the Athletic Annex team offers complimentary injury screenings with local health care professionals throughout the year. These 15-minute sessions help participants get guidance on minor injuries and next steps, whether that’s rest, rehab or a visit to a medical provider.
“We’re not doctors, but we are great at connecting people to the right resources,” Wilford says. “If we can’t help directly, we’ll point you to someone who can.”
Athletic Annex also conducts workplace wellness programs and on-site shoe fittings at companies across the area, including employee health fairs and corporate wellness days.
It’s no surprise that most of the store’s employees share a passion for running, but Wilford emphasizes that the real common thread is a love for movement. Staff members include cyclists, hikers, walkers and pickleball players, all of whom understand the importance of suitable footwear for active lifestyles.
“You don’t have to be a competitive runner to work here,” he says. “You just have to care about movement and want to help others move better, too.”
That philosophy extends to customers as well. Wilford wants potential customers to know Athletic Annex is not just for “fast” runners or elite athletes. He says Athletic Annex is for everyone, regardless of fitness level or activity. The staff value the customer’s journey and are committed to providing a welcoming and inclusive environment for all.
“We’re for everyone,” he says. “And our prices are exactly the same as what you’ll find at big-box stores. What you get on top of that is a premium fitting experience — for free.”
With fall approaching, Athletic Annex has a packed calendar of events. The store is a proud sponsor of the Geist Half Marathon and continues to host group runs and “Mystery Miles,” a fun initiative where participants earn surprise gifts from top vendors simply by attending.
Wilford encourages interested runners and walkers to follow the store on social media or check out the events page on its website to stay up to date.
“Whether it’s a workout with OrangeTheory or a free group run with Shake Shack, we’ve always got something going on,” he says.
While The Yard at Fishers District can get crowded on weekends or evenings, Athletic Annex now offers two reserved customer parking spaces right up front, helping ease access during business hours.
“We want to eliminate any barrier that keeps someone from walking through our door,” Wilford says. “We’re committed to making your experience with us as seamless as possible, starting from the moment you arrive. Our reserved customer parking spaces are just one way we’re working to ensure you feel accommodated and considered during your visit.”
Because once they do, chances are they’ll leave with more than just the right pair of shoes. They’ll gain a community of people who care about their journey and who move together.
Athletic Annex is located at 11591 Yard St., Suite 500. For more information, visit athleticannex.com.
