Inside the Bold Rebrand of a Riverton Running Staple
Visit Second Wind Running Company at: 2608 W 12600 S • Riverton, UT 94065 | Questions: (801) 999-4466
For over a decade, Chris Baker spent his days looking at footwear and athletic brands through a macro lens. From an office in Vermont, he analyzed publicly traded giants, dissecting balance sheets, market trends, and consumer shifts from the outside looking in. But numbers on a spreadsheet can only tell you so much about the heartbeat of a culture. Eventually, you have to step off the sidelines and into the race.
This past August, that corporate chapter closed as Chris and his family made a cross-country leap, trading New England for the Salt Lake Valley to take the helm of a neighborhood run shop in Riverton—formerly known as RunGR8. On August 29th, the doors officially opened under a fresh banner: Second Wind Running Company.
It is a rebrand born of a simple, powerful conviction: Riverton and the surrounding Southwest Valley represent one of the absolute best catchment areas for a run specialty shop in the country. And Chris believes the store is only just beginning to tap into that potential.
Why Run Specialty Still Matters in 2026
In an era dominated by frictionless e-commerce and algorithmic shopping, it is fair to ask why a brick-and-mortar run shop commands such fierce loyalty. The answer is simple: you cannot get a 3D foot scan and a personalized gait analysis from a browser window. You cannot replicate the electric, shoulder-to-shoulder energy of a high school cross-country spike night on an e-commerce checkout page.
That human-first interaction is the entire business model at Second Wind. The modern runner—whether logging high mileage for a fall marathon or simply seeking relief during daily walks—needs an expert guide, not a recommendation engine.
Chris’s guiding philosophy is refreshingly straightforward: be the credible one-stop shop for serious runners and comfort walkers alike, know more and care more than anyone else in the category, and show up consistently for the community.
What’s Changing Inside the Store
For regular visitors of the former RunGR8, the transformation is immediate and striking. The interior has been completely reimagined, drawing design cues from the surrounding Utah scenery to create a space that feels as rugged and inspiring as local trails.
Beyond the aesthetic overhaul, the inventory has undergone a massive expansion:
The Footwear Wall: Shoe options have doubled, featuring an elite curated assortment tailored to every stride and terrain.
Expanded Gear Assortment: Moving well beyond footwear, the shop now stocks high-performance tech and recovery essentials, including Garmin, Shokz, and Roll Recovery.
Apparel: A brand-new line of exclusive Second Wind branded apparel rounds out the shelves.
Proof on the Pavement
A rebrand is more than a new coat of paint and a sign on the door; it is a promise of action. Even ahead of the formal August 29th launch, Second Wind has hit the ground running across the valley.
The shop has already hosted five local high school cross-country teams for private spike nights, welcoming the next generation of runners into a space built just for them. Community group runs have been successfully restarted, a visible finish line presence has been established at half a dozen local races, and private gear-fitting events have been coordinated for regional gyms.
Betting on the Community
For Chris, moving a family halfway across the country wasn’t just a career pivot—it was a homecoming of sorts to a community he believes in deeply. The Wasatch Front breathes running, from mountain singletracks to neighborhood pavement. With Second Wind Running Company, the goal is to give that community a home base that matches its passion.
As the store rolls out its next chapter this fall, the invitation to local runners, walkers, and neighbors is simple: step inside, get dialed in, and catch your second wind.
