By Daily Press staff
Famed ’90s rocker Marty Lloyd Fleet has opened a specialty retail store in Santa Monica geared toward runners, walkers, triathletes and fitness enthusiasts of all levels.
Feet Sports lead singer/songwriter of the Freddy Jones Band. “As a musician I was constantly on the road or in the recording studio, running was my therapy,” said Lloyd, the lead singer and songwriter of the Freddy Jones Band. “Because athletics are such a part of the California culture, I was surprised at the lack of specialty stores located in the Los Angles area. I became familiar with Fleet Feet through my travels. Over the years I became friends with the different owners and started to formulate the idea of opening my own franchise. I knew I could take my passion for athletics, running, and triathlons and turn it into a successful endeavor on the westside.”
The Personal FIT Process is what sets this Fleet Feet apart from other running shoe retailers, Lloyd said. Running shoes belong to one of four categories: neutral, mid stability, high stability and motion control. This detailed analysis involves a customer interview to capture their needs, a series of arch measurements, video gait analysis, and finally a shoe trial.
In addition to their technical knowledge of fitting footwear, Fleet Feet prides itself on community involvement and avidly supports the running/fitness population in Los Angeles. Partnering with local clubs, teams, health clubs, races, events, and the medical community is a major priority to Fleet Feet. Clinics and in-store events on running and related topics are common.
Every Thursday night Lloyd hosts a fun run as well. “The run is usually between four and six miles depending on who attends,” he said. “It is a great opportunity for me to actually run with my customers and learn more about their needs.”
Fleet Feet is located at 925 Montana Ave. in Santa Monica.
Originally published in the Santa Monica Daily Press print edition on May 19, 2005. Read the original PDF.