RunDNA launched as new brand for family-owned running stores

The family behind a popular Adelaide sports chain has unveiled a new brand as the company’s founders pass the baton on to a second generation.

Jack Warhurst, Abby Willoughby and Josh Willoughby at the RunDNA store in Hindmarsh. Picture: Supplied by RunDNA

The family behind one of Adelaide’s best known sporting chains has returned to its running roots, unveiling a new brand as the company’s founders pass on the baton to a second generation.

Tom Warhurst and wife Gia, who purchased Joggers World in 1996 and later rebranded to Sportitude in 2017, have passed on the business to son Jack Warhurst and daughter Abby Willoughby, and her husband Josh Willoughby, following a recent expansion of the business.

They’ve overseen another rebrand of the business, to RunDNA, in a move designed to put a greater focus on the running community.

Retail stores at Fullarton and Hindmarsh are both now trading as RunDNA.

Mr Willoughby said strong growth of the wider running community had generated demand for a specialist retail service provider, and while Sportitude was originally a brand that catered for all sports, RunDNA was wholly committed to the running community.

“South Australians have grown up with Joggers World and Sportitude, and we are excited to continue this legacy with the RunDNA brand,” he said.

“Our family’s commitment to the running community and our personalised service have been the cornerstone of the business for more than 30 years now.

“The RunDNA brand is a simple evolution which better reflects our data led approach to running and our role in helping runners and walkers of all levels achieve their goals and enjoy the process. While we have changed our name, the people, our values and our community remain the same.”

The Warhursts made a decision at the height of the pandemic to rebrand and relocate the former Joggers World store in the CBD to a new purpose-built outlet on Manton St, Hindmarsh.

But it’s the company’s online sales that continue to grow its reach into new markets, according to Mr Willoughby, alongside its investment in in-store technology.

“We will always prioritise our physical stores as you can’t beat the personalised service it offers – our customers often have vastly diverse needs, so that face-to-face interaction will always be the backbone of RunDNA,” he said.

“Our online sales platform, however, makes up a huge component of the RunDNA machine, accounting for 50 per cent of our entire sales pipeline.

“With a newly launched website, and as we continue to look to further afield markets, our online presence will only grow.”

RunDNA is also investing in new technologies, including working with UniSA on its ‘Fits’ service, which uses wearable technology to gain a better understanding of movement and the relationship between a runner and their footwear.