An Interview with Peter Butler
How did you get into running? / Any key influences or role models?
It all started back in September 1972 – a shy 14 year old skinny, shy Canadian kid living in New Canaan, Connecticut - that my running career was launched. I was a freshman in high school who needed something to do. I played hockey the previous year against American kids who could not skate. I decided to try Cross Country as hockey did not start till October and besides when I moved back to Ontario I was too small and too scared to go much further in Canada’s national game. Within 2 months I was running 10 miles a day and quickly improving. In the last meet of the season I even won the Fairfield County Junior Varsity title – the first time a freshman had won such a race. I was hooked and retired from hockey. The following summer we moved back to Sarnia and I was doing 80-90 miles a week and improving rapidly. I was a rabid reader and quickly converted to New Zea lander Arthur Lydiard’s training methods. I became a huge John Walker fan (the Kiwi who was the first person to break 3:50 in the mile). I trained long and hard and one week after my 16th birthday I ran 2:36:55 in the marathon.
By the time I was 19 I finished 7th (our Canadian Team won the bronze medal) in the 1977 IAAF World Junior Cross Country Championship. Two months later I ran a Canadian Junior Record at 10000 meters (29:10) which stood till 2010. When I was 21 I was down to 2:17:28 for the marathon and 28:40 for 10000 meters. Basically my training was high volume for large stretches of the year (5000-6000 miles per year) with more speed work and less volume during the peak season. I never did a proper marathon buildup till 1985 when I had pretty much resigned myself from ever improving much more over 10000 meters. That year I did as much as 140 miles per week and finally broke through in the marathon at Sacramento, California (2:10:56 – still the second fastest Canadian ever).
The following year (1986) my wife Karen and I founded FORERUNNERS and started coaching and directing recreational runners in our Running Clinics. Subsequently a series of serious injuries pretty much put my competitive days behind me. I never ran another serious marathon after 1987 and managed only a 28:50 10000 meter time in 1988. By 1990 - I was officially a recreational runner who ran for health and fitness purposes.
Do you see yourself as a role model, having been an Olympian in the past, and now as a running leader in your community?
Absolutely - one of the great aspects of our (my wife and I) business is we are able to make a livelihood out of something we love to do. We are able to practice with enjoyment what we preach everyday in the store. We are able to help so many live a much more healthy life style by promoting exercise and sensible habits (the polar opposite from owning a tobacco store!).
If we can improve the quality of life for our customers - our business will flourish. We are not just merchandising product - but creating life habits that will allow our customers to be fitter, healthier and have enriched lives. Our mission is to be a resource for the running community. A place to train and learn about proper running programs. It is through our on the floor advice and running clinics held throughout the year that allows this to be achieved.
The store: what made you decide to go into running retail? What is the best part about owning the stores?
We opened the original store for several reasons. We wanted to be our own boss. We wanted to do something that we enjoyed. I had a very successful running career and by 1986 I needed a transition into the work world. But I didn't want to be an accountant (where my University Training had been) working in a stale office. I wanted to combine a life long hobby of running into a career. My wife Karen also had similar aspirations and interests. The store business model made the most sense.
I hear you won an award at the running event in Texas - who was the award from and why were you/Forerunners selected?
The award was for Canadian Store (Running Specialty Store) of the Year by the Canadian Association of Running Specialty Stores. The Americans have a similar larger association in US and they have a similar Award. Both are given out at the Running Event an annual Industry gathering in Austin Texas. Our Canadian Association selects its recipient based on several broad criteria:
1.Work in the community
2.Profitability
3.Sales per square foot
4.Contribution to the Association
We are honored to have been selected for 2010. We do have a very successful 25 year old business. We try to serve our community for their running needs with knowledge, passion, integrity and desire. There are lots of places to buy shoes and other running gear in Vancouver and we pride ourselves in working hard to satisfy each customer so we can be their store for life.
What should I have asked that I didn't? - how much do you currently run?
Today I run about an hour per day - to stay healthy and keep the weight down. I can't train like I used but at 53 it is critical that I continue with exercise and maintain fitness. My wife Karen (50) is similar and she runs about 45 min to an hour 4-5 times per week. I ran 1:37 in the First Half 1/2 Marathon last weekend and she ran 1:52. We will continue running for the rest of our lives (body permitting!). It is what we do.
