The Exchange in Nashville was one of the first specialty stores to take a chance on Bandit when they first opened just over a year ago, and we've been so proud to play a little part in what we know is going to be an amazing journey for their community and beyond.
A couple of months before their opening, our team got on a google hangout with James and Lauren, and we immediately fell in love and wholeheartedly connected with their mission and the overall vision they had to bring community to a city that we love - Nashville. In that short timeframe since their opening, The Exchange has truly created a store and community experience that we think represents the best personification of this sport - launching programs that help their community chase goals while creating more inclusivity in the sport and generally elevating the experience that runners have with a physical space that does so much more than selling running products (which of course they also do to the highest standard). From the staff they hire (shoutout to our good friend Julian), to the content they create, The Exchange is firing on all cylinders - we are here for it, and we can't wait to see them continue to grow.
To belatedly celebrate their one-year anniversary, we spoke with owner James Osborne about all things running, community and the future of The Exchange Running Collective. Let's get to it...
Who are you? What’s your background?
Running brought us together from opposite coasts. Lauren was born and raised in Greenville, SC. She has a decade of experience working running specialty retail. And another decade working on the brand side at Nike.
I grew up in the great PNW and received an invaluable education working at Nike for 18 years – nearly all in running specialty.
We met when Lauren was working at a running specialty store in Columbia, SC and I was in customer service for Nike. Since then, we have lived in Oregon, California, Minnesota, North Carolina, back to Oregon and now Tennessee. Our careers working on the brand side gave us the experience to travel to all corners of the country learning the fundamentals of the game in serving runners and running specialty stores.
The Exchange is a culmination of our life’s passions: running and community building.
Tell us a little about the origin story of The Exchange. Why’d you found it? What did you set out to achieve when you opened the doors just over a year ago.
The idea to open a running store was crazy in a bunch of ways.
It came to us in late 2020 during the pandemic. The entire world was experiencing change. So was the running world. We had an hypothesis on how the running retail world was going to change and viewed this as an experiment. If we put something into the world, how could we contribute to making it better?
When the pandemic started, we told ourselves that if running specialty was going away, it was now. Instead, just the opposite happened. While convenience and expeditious online shopping experiences are here to stay, it can never replace the human need for IRL activity and social connection. We hold the assertion that there is a growing segment of Gen Z & Alpha that is craving a different kind of shopping journey: preferring a well curated experience focused on a limited number of offerings, a desire for a sense of community, a local feel, and to physically high five and hug the person you buy your running gear from.
When we talked about why we were doing this, we kept going back to these three pillars: a place where running culture meets art meets social change. This is our foundation, and we anchor every decision back to how we are making an impact. In our mind, these three pillars formed a triangle. We liked that delta is the symbol of change (or “the change” in math) and is represented by a triangle. Then on the track, the transitional zone during a relay is also represented by a triangle. It just felt right that we would be “The Exchange.”
We believe that nobody owns running, but everyone can shape and advance the culture of running. This is us putting that belief into action.
At the heart of The Exchange is a desire to create meaningful change – in the lifestyle of individuals and in the culture of the community.
How would you describe the running scene in Nashville? Is there any particular reason why you felt like a concept like The Exchange would meld well with the city and neighborhood where you’re specifically located?
Nashville is experiencing unprecedented growth. We were attracted to Nashville because it was a blank canvas to paint on. East Nashville is full of art and local flavor and it felt like a perfect fit for the concept. It has a reputation as the “Portlandia” of the South, for being culturally diverse and having an electric vibe, similar to Brooklyn.
The running scene is strong and getting stronger every day. So many new running clubs have formed and are bringing new energy into the sport. The enthusiasm is so contagious. We knew there was a strong running scene, but have been blown away by the continuous growth and cool factor running has had on the community.
How would you describe the community that gathers at The Exchange?
A community that wants to be part of something bigger than themself. The Exchange is not about one person, it’s about the collective and the impact we can have when we put our own egos aside.
If you had to highlight a member of your community that really encapsulates the best of running, who would you highlight and why? (Feel free to tag their insta, and if possible share photos in a folder).
Rachel Koons @rachelkoons_
Rachel took on the position of head coach in our inaugural training group and was such an amazing leader. She worked with Steve Finely to help execute the Bandit Program. Rachel also plans our apparel buys for the store. She is a true catalyst for drawing others in while expanding the run culture.
What do your personal relationships look like to the sport of running and how did that influence the experience you’ve created at The Exchange?
Running has shaped who we are. We both found running during our formative teen years - running competitively in high school and college. We recognize that running is our outlet and how we navigate everything in life from challenges to celebrations. We’ve done everything from racing on the track to ultras. We’ve done relays and birthday runs. Running can be the most selfish sport and the most giving. We’ve had running dates and solo runs. Knowing that running can look and feel so many different ways, we want to create a space where people can take that journey and see which path is right for them.
What’s been the biggest challenge operating and growing your own retail store?
Balancing professional ambition with personal presence. Just like in running, we keep reminding ourselves to run the mile we are in. While we have big goals, we need to enjoy the here and now.
The other challenge is managing the rapid growth of events and business. We can’t quite afford the size team we need for the amount we’re doing, but we are eternally grateful for the crew that helps pull off busy days and big events, sometimes simultaneously.
How about a favorite memory since you opened?
Celebrating year one was incredible. To see everyone’s response to the yearbook and flip through everything we did as a community this year was surreal. Already working on the 2nd edition.
What do you hope more for in the sport of running? What needs to go? Let’s get some opinions here :)
We have this phrase “Good Things Happen In Running Stores” painted on the floor when you first walk into The Exchange. It’s about the belief that a physical place is paramount to establishing a culture. Having a space is critical if you want to be committed to social change.
Running needs more fourth wave independent local run stores. There is a high barrier to entry. Financially as well as the gatekeepers.
What needs to go? Gatekeepers. We had to keep everything a secret until we signed a lease because of the history of what’s happened in the channel. Competition is only competition if you actually compete against someone. Being the only game in town doesn’t mean you’ve won. More running stores = more runners = a better world. A rising tide lifts all boats. We’re here to support anyone who wants to open a store.
How have you seen the sport of running change or evolve since you first started working in the industry?
Running is bad ass. Not too long ago, running was viewed as lame and for loners. Now it has a cool factor. It’s a lifestyle with people proud to identify as runners and wanting others to know it through the artifacts they wear.
We are excited by the fluidity of running identity. We want to pull people outside of their comfort zones. Oscillate between hitting the track for speed, come out to the trails for strength, and prove you can do hard things by running further than you ever thought you could.
We also see that fluidity in run clubs. It’s okay to rep multiple run clubs. It’s inspiring to see how they are collabing together, lifting each other up.
What’s next for The Exchange?
Investing in The Exchange Collective members. We collaborated with Bandit on our first training group implementing The Program. It has been great for our community. By joining, members have first access to product releases, receive a discount in store, and get a sick co-branded Bandit singlet, not to mention the relationships formed while training together. We just finished our Spring Program, wrapping up with the Nashville Rock N’ Roll Marathon and are looking forward to continuing it into the Fall.
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Thank you to James and Lauren and the rest of The Exchange squad for being incredible ambassadors of this sport. You can follow The Exchange here, and also support them by shopping on their site. And if you're ever in Nashville, put a stop to their store right at the top of that Music City itinerary of yours. <3
