Today's episode features Sheila Kerry, co-owner of Double Loop Running Co.. Sheila details launching a boutique running specialty store with her husband Mike after she began running as an adult and trained for her first Marathon in 2023. Sheila shares her background in competitive sport, a 15-year communications career, and the shift from being “content” to feeling aligned through running and entrepreneurship while still working full-time at Veterans Affairs Canada. We discuss the fall 2024 “aha” moment, creating a business plan, securing their Milky Way location, DIY renovations, and building an inclusive, community-first store with products chosen through local run-club feedback and ongoing trial and error. Sheila covers imposter syndrome, mentorship support, tourist traffic surprises, the meaning behind the Double Loop name and infinity logo, community events, online expansion, new brands, and her plans to run the upcoming Philadelphia Marathon.

Connect with Sheila & Double Loop Running Co. here:

https://www.instagram.com/doublelooprunning/

https://doublelooprunning.com/

This episode was audio-produced by Adam Ramsay.

A big thanks to our sponsors for making this episode possible. Learn more about them here:

Fiddling Fisherman Lookout

Provincial Credit Union

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