I’ve been thinking about whether to comment on this article for a few days. Part of me doesn’t want to sound alarmist, and part of me has been trying to stay away from social media for my own sanity. But as much as I dislike Zuck, Facebook is the only platform I have to share thoughts with a larger audience. And I guess it’s not alarmist because businesses have been closing at a relatively alarming pace around here.
That said, it’s encouraging to see a forum come together to discuss the challenges small businesses face in Athens. While I wasn’t able to attend, I watched the discussion online and agree with the general sentiment: Athens doesn’t do much to actively promote small businesses, whether through tax incentives or other support.
Here’s the thing, though—if you can’t get consumers to shop locally for goods that are also available online, no amount of forums or coalitions will fix the issue. In the age of two-day delivery, free returns, endless online shopping options, and the ability to choose any color, size, or style you want from the comfort of your couch, maybe local businesses offering widely available products really are facing a tipping point. I refuse to believe local businesses can’t survive, but maybe that’s just the optimist in me— as someone who grew up in this little town and loves it deeply.
Even in the specialty running industry, we’re seeing segmentation and consolidation. Very broadly speaking, these days there are two types of stores: the Fleet Feets and the non-Fleet Feets. Many non-Fleet Feets compete because they have multiple locations, which help with inventory and geographic presence (think Columbus Running Company). OVRC, on the other hand, is one of only two or three single-location running stores left in Ohio.
So maybe the reason towns like ours struggle to sustain local businesses isn’t just government regulations, construction, or high taxes. Maybe it’s that the business model itself is becoming less viable. Even in the 9 years since we opened, consumer's shopping habits have changed. Influencers on IG and Tiktok are paid very well to have direct links to Hoka or On or (name a brand) so you never have to stop scrolling to get the hottest model, color, style, brand, etc. (if you're an influencer who loves OVRC, give me a shout 
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)I don't know that anyone at the meeting talked about - or asked about what the barriers are that keep people from shopping local? Is it a misconception that prices are higher? Is it convenience? Or lack of awareness about what’s available?
There are definitely days when it feels too hard—too stressful, too all-consuming. Days when you’re hanging on by a thread, wondering why sales are so far off from previous years and feeling unsure what to do about it. But the invoices don’t stop coming, so you get up and do what you do best. Because in retail, like in ultrarunning, things always get different throughout a race. Hopefully better, but definitely different.
To cut through the noise and the convenience of online shopping, the most important thing a small business can do is create a sense of community around its brand and products. That’s what Ariana, our amazing staff, and I strive to do every day. We’re proud to represent Southeastern Ohio. We're proud to give back to the community that’s given us so much. And we plan to keep doing that for as long as we can.
And if all else fails… maybe I’ll become a TikTok influencer.