Can you EndureIT? A Q&A Session with Erik Walter

Posted 4/17/2015 in Other | 2593 view(s) | 0 comment(s)

Can you EndureIT?

A Q&A session with Erik Walter
EndureIT Manager & Head Mechanic

Endure IT and Achieve have worked together for many years. As our relationship has grown, we have seen first time triathletes become elite and we have seen injured athletes overcome obstacles to excel at their sport. With the re-vamping of their new FIT studio in Naperville, Endure It seems to have it all.

What type of services do you provide at your Westmont location? Naperville? FIT studio?

“What is unique about all of the Endure It! facilities is that they each fit a specific need, have their own personality, and ultimately work in tandem. The Westmont facility has changed drastically over the years (moved from Willowbrook to Westmont in 2013) and has really found its rhythm. We've turned it into a head-to-toe training facility that focuses on programming and training. We tried to develop the retail side of the space, but found that the vibe of that store was specifically training - so, why not focus on what it's good at? Especially when our flagship store in Naperville really has things dialed in on the retail side, we thought we could really focus on developing the coaching and training aspect of our business. That's where the fit studio comes in! We were noticing more and more that our clients wanted a true one stop shop. A place where they could say "I signed up for this race, get me there". The fit studio downtown gives us that 3rd piece to a pretty complex puzzle. Endure It! is now fully equipped to take you from signing up for your first Ironman to the finish line. Really when you think about it it's pretty impressive. We're probably one of the only places in the country (maybe world) that can take any athlete from nothing to triathlete under one roof (well, I guess it's three roofs, but the point is still valid).

What would you tell someone that is intimidated about trying EndureIt for his or her first race/competition? What about an everyday athlete interested in a program for a race (not elite, ironman, etc)?
2) It still eats at me that people are intimidated to come to Endure It! - mostly because I feel like it might be something we're putting out there. For so long Endure It! was viewed as a place just for the elite - like you had to be a sub 10 hour Ironman to set foot in our doors, and I think a huge part of that comes from the fact that for so long we were the ONLY triathlon and road cycling pro-shop. In 2006 when we opened, triathlon was still new and being the first of our kind (and having world class triathlete David Fix at the helm) of course we attracted the elite crowd. I feel like we have broken out of that though, and a big part of that is Sara Fix running the show. I've never met anybody who speaks as passionately about triathlon as her - and the best part is she is that way with EVERYBODY. She speaks to beginners and pro's the exact same, and it is so infectious! It makes Endure It! better, it makes our coaching staff better, our employees better, and makes people feel like Endure It! is THEIR place - which is ultimately our goal. Plus, as soon as we get a hold of you, you don't stay a beginner for very long!

What is the new fit studio in Naperville? Can anyone stop by?
3) The new fit studio is an idea we've had for some time. Part of our core business is bike sales and in the world of performance triathlon and cycling bicycle fit is everything. When we first opened we brought in equipment that was state-of-the-art at the time, and as the industry grew into the mainstream bike fit technology went crazy. However, it's important to remember that regardless of the equipment it ALWAYS comes down to the fitter - and we have the best fitters in the Midwest (that's a fact, not an opinion). Anyway, over the years we have seen more athletes get hip on some of the new fitting technology out there and it was starting to impact our fit business. So, we decided it was time to update our studio. The other piece to the puzzle was space. The Naperville location is bumping 14 hours a day - Between classes, the service department, our junior elite team, bikes in and out, the "story" of the product was being lost. Around this time, while thinking of the bigger Endure It! picture, we decide to close our lifestyle clothing store in downtown Naperville. It was a great store and we loved what it brought to Endure It! but it had gotten to far away from what Endure It! is - So, the space issue was solved. Ultimately, we wanted a place that could really showcase who we are and what we do. Right in downtown Naperville, the fit studio has a real boutique vibe to it and it gives the athlete a place to learn about the Endure It! product away from the smell of chlorine, sweat, grease, and noise.

How do your athletes benefit from working with Achieve Orthopedic Rehab? Why do you work with Achieve instead of another rehab facility?
4) I am over the moon about our new partnership with Achieve. Achieve brings an element of thoroughness to the Endure It! brand, and I can't believe we didn't tackle this sooner! The fact that we have the ability to partner with a reputable PT/Sports Medicine facility puts us in a position to truly service the whole athlete. Just off the top of my head I can count 20 Endure It! athletes that have connected with Achieve and have come out the other end better athletes - no, not just with their injuries fixed, but better athletes. I'll be the first to admit that I was floored by the dynamic at Achieve. They speak to the athlete and it makes us feel better as coaches that the athlete is being spoken to. I feel like a lot of coaches shy away from dealing with their athletes injuries - mainly because they’re not doctors and they can't confidently diagnose, or better yet fix, an injury. Our partnership with Achieve gives us that confidence. The best part about all of this is the communication we have with Achieve. The fact that Achieve is available to us allows Endure It! coaches to coach their athletes more comprehensively. I can talk directly to Taylor or Gina about an athlete and get the skinny as to what's going on. On the flip side the fact that Gina or Taylor can speak to us gives Achieve the power to understand how an athlete is training, how they were injured in the first place, and how to more effectively treat that athlete.