Sportitude acquired by RunDNA after 15 years in operation
Sportitude, a major online retailer of running shoes and performance gear, is ceasing independent operations after 15 years. The company’s assets have been acquired by RunDNA, solidifying its position as a key player in Australia’s specialty running market.
Transaction snapshot
Deal value: N/A
Deal multiples: N/A
Deal type: Asset acquisition
Investors: RunDNA
Founded in Adelaide in 2009 by Roumen Staykov, Sportitude originally started as a social media platform for sporting clubs. It transitioned into e-commerce in 2011, partnering with local retailers like Joggers World to provide specialised running equipment.
Over the years, Sportitude became one of Australia’s leading online retailers for specialty running shoes. Its reach expanded beyond Adelaide, building a strong reputation among amateur and professional runners.
On Monday, Staykov took to social media to thank customers and business partners. “It’s been a rollercoaster ride, full of challenges, lessons learned, and the constant drive to keep moving forward,” he said. Staykov is now stepping away from the business, leaving operations to RunDNA.
The acquisition follows years of business collaboration between Sportitude and RunDNA. In 2016, Joggers World management opened a Sportitude-branded store in Adelaide’s Fullarton suburb, serving as both a retail outlet and a stock hub for Sportitude’s e-commerce marketplace.
RunDNA founder Josh Willoughby, a former manager at Joggers World, developed his own shoe-fitting business during this period. In 2021, a second Sportitude-branded store opened in Hindmarsh, coinciding with the closure of the Joggers World brand.
By 2024, RunDNA had taken over both stores and rebranded them under its name. Now, it has acquired Sportitude’s customer database and business data to further cement its position in the market.
“The merger solidifies RunDNA as the premier running retailer and allows us to enhance our service to the community that has trusted us for decades,” a statement on the Sportitude website reads.
The acquisition comes as online retailers face increasing pressure from shifting consumer spending habits and rising logistics costs. Wesfarmers recently shut down Catch, its long-running e-commerce platform, after sustained losses.
Despite these challenges, the running industry has seen a surge in popularity since the pandemic, benefiting specialty retailers catering to amateur athletes.
“From run clubs with hundreds of members to sell-out marathons, we’ve exceeded expectations,” said Willoughby.
While budget-friendly running shoes remain available, high-performance ‘super shoes’ with advanced materials can cost upwards of $350 a pair. RunDNA also offers personalised shoe fittings at $60 per session.
“Many Australians now see performance running shoes as an investment in themselves, rather than a luxury,” Willoughby said. “If people are willing to invest in their health—seeing a physio or podiatrist—they’ll also invest in the right gear to support their running.”
