Burnaby, B.C. run shop is dedicated to the perfect fit

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Evan Moore grew up in a running store. His dad was the co-owner of the famed Lady Sport store in Vancouver (now over 40 years in business and still going strong), and he always knew he had an affinity for helping people find their perfect shoe. In his own Cinderella story, he tried business and kinesiology at college, but neither fit quite as well as combining the two into opening his own running store.

Since 2013, Fit First has been Burnaby’s only locally owned-and-operated running specialty store, and while the store has Lady Sport in its DNA, it’s more like a little brother to the women-focused run shop. It caters to all types of walkers and runners—with a rare blend of community outreach and a serious focus on the science of the perfect shoe fit.

“We pride ourselves on being shoe fitters, rather than shoe fetchers,” Moore says. “The first priority is fit, from sneakers to socks to clothing. That’s where we got our name, but it truly is our philosophy.”

The Fit First mantra is also a big part of how they’ve grown, even in the online shopping age. “We acknowledge online is a real thing and people find success there, but we’re always going to value the in-store experience when it comes to finding the right shoe for your running goals,” he says.

Why does running shoe sizing vary so much?

The specialized service and attention to detail are things Moore learned growing up with Lady Sport. His dad and his dad’s business partner opened the store in 1983 (and it’s still in the same spot today). What made Lady Sport special was the blend of in-store service (like shoe fitting) and the running and walking clinics that have been going for more than 40 years. “I didn’t want to just come in and work with him at Lady Sport; I wanted us to look for the next challenge, so when we thought there was a chance a store in Burnaby would do well, we took the chance,” says Moore. “Now, we have the same owners, the same fit approach and a lot of crossover staff. Our store trends a bit younger in its demographic, and obviously, Lady Sport is women-focused.”

At Fit First, shoes aren’t the only priority. Yes, the fits are science-driven and very serious, but there’s a larger community aspect that Moore focuses on. “We have run clinics and walking groups, and a huge community of walkers and runners who are really seeking that personal connection, as well as a resource in their community where they can go for properly-fitting gear and injury management.”

Walkers are a key part of the community, as are new runners who have no intention of becoming elite marathoners. “I think a lot of running stores are birthed from former track athletes or national-level runners,” says Moore. “In our family, we were athletic, but I was never a pro. My dad and I find so much more joy and success in helping people get started, or not even getting started, since that implies that someone has to continue to progress and should be striving to be faster. Our whole tone with our community is that walking is great.”

“Through our Fit First location, we have our clinics, where we get about 200 people out every Saturday morning,” Moore adds. “There are four distances offered, with all abilities coming together and just using run and walk as this outlet to connect with community members, to find new friends, to relieve stress, and to get the physical benefit, as well.”

Fit First’s top 5 fit tips for choosing new shoes

If you’re in a run store, here’s what should happen in an ideal shoe-fit session, according to Moore.

• Get your feet measured. Every brand will have slightly different sizing, so your best bet is to actually get your feet measured by a pro, who can then suggest the best shoe options for your foot’s length and width. You’re looking for a shoe that actually feels like it fits, rather than a shoe that is the size you “normally” wear.
• Talk about past injuries or issues. Do you often get hot spots? What shoes have you worn in the past? Do you struggle with ankle sprains or rolls? Let your fitter know what problems you’ve had, since they likely can aim you towards shoes that can help mitigate those issues.
• What are your running or walking goals? What kind of terrain do you train on? Is there a race you’re hoping to do, and if so, are you hoping for any possible advantage, or do you just want to enjoy yourself? Again, a good run store can point you toward shoes that make sense for your goals and your budget.
• Actually lace up the shoe. Moore recommends fully lacing it up, possibly even changing which eyelet the laces at the top are running through, to see if it really does have the right fit. (The right fit should feel like your heel is being well-supported and not slipping, and you should have some wiggle room in your toes.)
• Try it on at night. Weird tip, but Moore always suggests that after a runner purchases their new shoe, they try it on again in the evening after they’ve been up and about all day and after they’ve eaten dinner. Sometimes, your feet swell slightly over the course of the day, so a shoe that felt roomy in the morning may be tight at night. A little more snug is fine, but if it suddenly makes your foot feel like it’s in a corset, it’s time to go exchange the shoe for another size or model.