Greater Boston Running Company, Lexington

The staff at Greater Boston Running Company—the Northeast operation of the national and online retailer Running Company—hopes customers are not misled by the name. They’ll custom fit everyone for shoes that support their pursuits, whether they be marathoners, CrossFitters, or a nurse who has to stand all day. The process starts with talking to guests about their average workout or day, followed by a meticulous measuring of their feet. Staffers then have guests walk, jog, or run on a treadmill equipped with slow-motion-capture software, which lets guests see things such as how their arches react when striking and lifting from the ground. Armed with this wealth of information, Greater Boston Running Company’s team can narrow the expansive shoe stock down to just a few recommendations.

Beyond an armory of footwear, Greater Boston Running Company stocks athletic apparel and accessories from brands such as New Balance, Garmin, and SmartWool. This gear is matched by a wealth of educational resources, both online and at the store level. Regularly posted web articles cover topics from how the seasons impact nutritional needs to how rubbing your body in bacon attracts wild animals and boosts your desire to run.

At individual locations, each store’s staff works with local running clubs, high-school teams, and charities—making them especially adept at pointing runners toward fellow runners and trainers who will help them reach their goals.