Treading Lightly

Treadmill sports shop covers its tracks to protect the environment

by Lisa Crawford Watson

They began with a vision, nearly 30 years ago, to develop a store that would anchor the running community like a starting line. They focused on running, but featured a wider array of fitness products, both high tech and low maintenance, that would protect and serve both weekenders and warriors. The called their new store "Treadmill" and established it in the Crossroads Shopping Center in Carmel, adjacent to what would become, just two years later, the finish line for the Big Sur International Marathon.

Bronze sponsors since its inception, owners Simon and Deborah Rothhouse have sponsored the marathon and countless other road races and running events throughout the community for as long as they've been in business, effectively creating a hub, a sense of place, where customers come to shop and talk shop.

"We are a locally owned and operated sports specialty store," said Simon, "that has dedicated itself to carrying the best brands and the best selection, geared to our consumer base; the 30 to 70-year-old, fit-conscious, quality-conscious customer who appreciates good service. We are neither a big-box store nor a chain that merchandises for the masses. What makes us unique is that we understand the customers in our community, and have invested heavily in it."

Today, as the country continues to focus on the “Greening of America,” Treadmill is focusing its efforts closer to home; your closet.

“We stock as much merchandise as we can from vendors that are responsible to the environment,” said Simon. “If you study the websites for Alo, Ahnu, Brooks, Balega, Icebreaker, Prana, Patagonia, Nike, The North Face, New Balance, Smartwool and plenty of others, you can read about their commitment to conservation. For example, it takes 45 plastic water bottles to make a Patagonia fleece jacket. And they’re doing that.”

In 2005, Patagonia outdoor apparel and gear launched its “Common Threads Garment Recycling” program. Through this program, Treadmill customers can return their worn-out Capilene® Performance Baselayers garments, as well as Patagonia fleece, Polartec® fleece clothing from any maker, Patagonia cotton T-shirts and other polyester-and-nylon garments that come with a Common Threads tag. Patagonia then recycles the worn-out garments into new apparel. The Treadmill has access to the end users, so it collects their customers discards in a special recycling center in the store, and sends them to Patagonia.

“This isn’t something we do as an event,” said Simon, “but as a lifestyle. We want to work with companies who are conscious of the tracks they make. We live in one of the most beautiful, pristine places in the world. If we don’t take care of it, where are we going to run?”

Since 2005, The Treadmill has accepted donations of used, preferably washed running shoes, which they pass along to the folks at Dorothy’s Place in Salinas, a “hospitality center” for those who need food, clothing and shelter; The Salvation Army, and International Health Emissaries, which provides medical and dental care to indigent people throughout the world.

“Last year, one of our staff members came to my office to tell me there was a person looking for worn-out shoes,” said Treadmill Shoe Buyer Kim Wilkinson. “Actually, she was Jacolyn Harmer, an award-winning conference interpreter and translator, who teaches at the Monterey Institute of International studies. She was looking to donate the shoes as she travels. Her request was the impetus for our program, and she now takes 300 to 400 pairs on her trips. We get at least 100 pairs donated each month; people bring them in threes and fours. So we have passed along thousands of shoes to children and adults who
otherwise would go without.”

In addition to participating in beach clean-ups, introducing an “ecobag” or reusable shopping bag, and other “green” practices, Treadmill is partnering with Patagonia to work closely with MEarth at the Hilton Bialek Habitat on the Carmel Middle School campus.

"It's really about making an investment," said Simon. "We're a local store that supports our local community. We do so by providing quality, eco-friendly products, by sponsoring the local running community, and by an active stewardship of our environment."