Walk This Way

When customers enter Steve Litschauer's store, he wants them to stay for at least 30 minutes, maybe even an hour.

It's quite an expectation for a guy who sells sneakers.

But Litschauer says the patient, deliberate sell has been a key weapon in a remarkable accomplishment: The running and walking shoe store, Bradenton-based On a Shoestring, thrives in an environment where similar one-outlet, boutique-style athletic footwear stores have turned into dinosaurs. One Gulf Coast competitor, for example, Fit2Run, has gone from one local location to six statewide in recent years. And the big-box competition threat, from Kohl's to Sports Authority, constantly lingers.

On a Shoestring, however, has more than held its own. A retired 30-year veteran of the Manatee County Sherriff's office, where he rose to the rank of captain, Litschauer launched the business with his wife, Sharon Litschauer, in 2005. Litschauer says sales have grown at least 10% a year every year since then, through 2011, when revenues increased 9%. On a Shoestring, in a west Bradenton strip mall that includes a dentist office, a trophy store and a McDonald's, is in the six-figures in annual revenues.

“Our business model is different,” Litschauer says. “We don't go to the low end, and we don't go to the $200 to $300 shoe.”

Litschauer and the store, with shoes in the $90 to $140 price range, have both been recognized locally and statewide for the ability to fend off bigger competitors. The Independent Running Retailers Association and Competitor Magazine named it one of the 50 best running stores in America in 2009 and 2011. Competitor magazine also named it a top running store in the Southeast in 2008, 2009 and 2011. Earlier this year, moreover, the Florida Retail Federation presented Litschauer with the Florida Outstanding Retail Leader Award. The federation measures community service and business acumen in determining the award.

Like many small business owners, Litschauer says On a Shoestring succeeds partially because it's heavily involved in the community. The store and brand are highly visible in the Manatee County running community, from 5Ks to half marathons. The store is also a regular in schools, church and local chamber of commerce events.

On a Shoestring further markets heavily to the local medical community, where it regularly hosts open houses for podiatrists and other physicians. Part of the goodies the store hands out at those events: a prescription-style pad with the store's name, address and logo that doctors can give to patients.

Still, Litschauer realizes community outreach won't be worth much without top customer service. That's why he trains employees to take their time with each customer. “You can't take a shoe off the rack here,” says Litschauer. “We have to get it for you. We want it to be an experience.”

Litschauer never considered himself an entrepreneur while he worked his way up in law enforcement, first with the city of Bradenton Police Department, and later with the sheriff's office. But he also sought a plan for retirement, past sitting “out on the porch and rocking.”

The Litschauers first opened On a Shoestring in a corner of MVP Sports, a store down the street, since closed, that was a conglomeration of local sports equipment businesses. The couple, using $100,000 in savings, moved into its current location in 2006. They recently spent $10,000 on an internal renovation, which included new hardwood floors.

Litschauer considered moving the store to a bigger location. But he decided to focus on consistent improvement, not expansion. “It's not just a business,” says Litschauer. “Every day we are helping people.”