South End Athletic Company

Better Late than Never. I went into the store looking for some Body Glide and the smallest foam roller they had possible. I was in town running the Boston Marathon and couldn’t fly with my giant foam roller. I was immediately greeted and shown where in the store I needed to look. I found my first item and then asked about the smallest foam roller they had. He asked me what I was looking for and why. When I told him that i was in from out of town and staying less than a block away and needed to roll out my legs from traveling he suggested that I borrow one that he has set aside for the running club. He further suggested I take it back to where I was staying and return it when I am done. I was so taken back by his generosity I offered to leave my ID as a deposit so to speak. He said no need for that. I returned it to the store later that day and again thanked them very much. My husband went back the next day after the marathon and bought a pullover. I recommend this store not only because of the good prices and great selection but more over because this emulates Boston and the generosity for the greater good. Great way to run a local business! I travel back to Boston often for work and will definitely stop in when I get a chance. The guy that helped me was one of the owners I unfortunately spaced on his name but all of the other employees were just as helpful and kind.

I entered this store and was immediately slapped in the face with the shocking stench of MOLD. This dank, musty smelling store doesn’t look like what it smells like so I was really shocked. It’s a clean, bright store and I really needed some new gear, so I stuck it out. Not that it was worth it.
I don’t usually like employees talking to me in stores– but this was kind of a weird experience. The two employees all but ignored my existence. It was actually pretty awkward because they seemed to be having a conversation amongst themselves while I browsed the store… I was the ONLY other person in the store… I kind of felt like a third wheel at some point so I just quickly made sure they didn’t have the running shorts I wanted and then made way for the exit.
When the really skinny brown haired employee finally asked if I needed help (on my way out) all I could think of was the fact that halitosis should be as illegal as smoking indoors.

I’m a new runner (think couch to 5k status) and my feet started hurting a lot. My more experienced runner friend told me to come here for some proper running shoes.
I had a great experience. I met Justin and also a new employee (sorry — I forgot his name! but he was great!) who analyzed my gait on a treadmill first, and then made recommendations based off of their observations. Then they chose 5 different pairs for me to try. I tested each by taking them for a run around the block til I chose the one I liked best.
Overall great experience. I was nervous since I’m a new runner but felt welcomed here. Justin even mentioned a running group they have any let me know I could join if I want to run with people. So nice! 5 stars!
Oh also it might seem obvious but if you go here to get new running shoes, ideally wear clothing you can jog around in… and I wore the shoes I typically run in which they used for the gait analysis which I thought was helpful.

«Oh you have the thing that tell me if I need new sneakers because I hurt myself?» «Yes, we do.» «Awesome. Can’t wait to spend $ 400 on a new pair of running sneakers I don’t need.» (oh wait, that was my internal voice)
A very friendly staff and I got on the treadmill while he videotaped me running. His assessment? My Brooks were perfect for me! No $ 400 on new shoes? Nope. Instead my cheap ass bought the awesome winter running jacket I’m wearing as I type this and gloves for about $ 100. For the win? Yes. #shoplocal

The best of everything — selection, staff, training. Hot workout tops and the coolest shoes, customized to fit best. Run fast, faster with the best community in Boston. Love the owners and the experience, shopaholic for SEAC

Bought another pair of running shoes from them the other day. I love that they video-​tape you running on treadmill and do gait analysis, and recommend shoes that best suit your running style. They are also extremely friendly and helpful. Stores like SEAC make me so thrilled to be living in the South End!

Great service and nice assortment of athletic apparel!

This store is right around the corner from my house. I was very impressed by the level of service, honesty & prices. This is a running store, not a general sports store so don’t go in there looking for a tennis racket. If you’re a runner, this store is for you.

Like a tiny restaurant run by an old lady that cooks a single dish from the old country, SEAC is a labor of love for the runners of Boston. If you’re looking for training tips to break the 3 hour mark on the marathon, they’ve got you. If you’re looking for shoes that will work for your aged and flat footed carcass, they’ve got you too. Water bottles for runs on sunny days. Running jackets for runs on cold days. Gels for long runs.
The service is awesome, as you’d expect from a small shop. They combine intimate knowledge of everything they stock with a hands-​off, soft-​sell approach. You get the knowledge from speaking to Master Yoda without the light saber being shoved down your throat.
Whenever I’ve had a problem with something bought here it’s either replaced or refunded without hesitation. I’ll be bringing my business here for years.

I figure, if I’m living in Boston, I’d really like to support local businesses. In such a big city, why order/​shop from a chain store or online retailer, right?
WRONG (sometimes).
I was in pretty desperate need of new athletic shoes. I live in Southie, so I decided on a nice Saturday walk over to the South End to indulge in some immediate satisfaction and get some new shoes.
So I got there, and they had a much more limited selection than I was expecting; basically all running shoes. Now I love the gym, but I am no runner. I was looking for more of a cross training shoe, though my gym guy recommended the new Nike Frees, which they did have. After trying a few different pairs on and trying the Frees out on the treadmill, I did decide to get them (although they couldn’t assure me that these shoes would be great for all the classes I like).
Well, they only had this pretty nasty orange, so I asked if they could get me a different color. No problem — they pulled up the Nike site, and they wrote down the color and size that I wanted, saying they’d be in in less than a week, and that they’d give me a call.
Two weeks later … no call. No shoes. I ordered less expensive shoes from Zappos (hi, free one-​day shipping!).
I guess they don’t need my business.

Still loving SEAC. I’ve now bought my fourth pair of shoes from them! The minute I walked in, Dan remembered my shoe size and took me directly to the new shoes that are available in my size. Within 5 minutes, he had a pair on order for me and I’ll pick them up next week. Great place that always brightens my day.

Woahhhhh … the best customer service I have ever received!
Bought a pair of shoes and they had a slight defect I brought them back and SEAC replaced them with no problem. NO TUDE whats so ever!
they sell a lot of cool running gear and apparel. the textiles on their own SEAC gear is top notch and luxurious I could live in the knit shirt.
you should check out one of the running groups my roommate loves them and met a few good running partners

True professionals, best in class! This shop makes choosing runners a pure joy; easy, fun and customized service. Gorgeous space, lovely window display, the best workout clothes, and the hippest selection of street and athletic shoes. Jason and Dan are passionate about their customers, the neighborhood and their business; the best addition to the South End!

I have never physically been to this store (I live in Texas) but I did purchase the new Nike GPS sport watch from them over the phone. I saw on the Nike blogs they had some in stock (the watch just came out and keeps selling out). I e-​mailed the store and Justin promptly replied back that I could call in and order one. He was very polite and even scanned in and e-​mailed me my receipt. The next day I received a tracking number for my package from Dan. Today (two days later) I received my watch and I am so ready to go for a run! Thanks South End for being so nice and helpful. I will defiantly visit y’all when I finally visit Boston one day. My goal is to qualify for and run the 2015 Boston marathon!

I have gone twice, been very satisfied both times. Let me try five different pairs and provided excellent suggestions. Staff came across as knowledgeable and passionate.

I am a huge supporter of any business in my hood, but they really need to work more on sales/​service. I have had two experiences with them… this is how they rolled.
Neill: Hi, I have always owned and ran in (insert shoe) but have heard that the new (insert shoe) is out and is getting great reviews.
SEAC: We don’t carry that shoe
Neill: Oh, well… I’m past my due on new shoes and was looking for a change.
SEAC: We won’t get that shoe for months. *end of conversation*
(this would have been a great time to talk with me about what I like in a running shoe and help me understand that one of your models would be a great change!)
Neill: Hi, what do you guys have for running hats/​sweatbands?
SEAC: We don’t carry any.
Neill: Nothing?
SEAC: What do you need one for???
Neill: To keep the sweat from running down my forehead and burning my eyesight out that would send me running into traffic.
SEAC: Yea, we don’t carry anything.
(Really…maybe I could wrap one of your numerous ‘SEAC’ T-​shirts around my head, there were plenty of them) This would have been a great time to explore options such as; taking down my email and putting me on an update list when new products arrive or even going so far as to order a couple items in for me?
I’m not sure what your business model is… but without more focus on service you are not going to win my loyalty. You can have pretty windows and a nice logo, but I can’t imagine that pushing me over to city sports can be very good for your bottom line.
I like to run and I like to do business in my neighborhood. Even though I love the idea of this business I can not give over two stars until they mature a little in their ‘retail senses’.

Opening essentially a small sneaker and Tshirt shop against the iconic Marathon Sports and behemoth Nike town is like bringing a sling shot to the proverbial gun fight
You have to admire their… um…Guts
Still, it has its own charm with plenty of shoes especially Saxony and Brooks, plus they had in stock the famed five finger shoe from Vibram. They have also branded their own apparel, which is smart.
This is a good, local company

Great apparel, really helpful, and super friendly. Check them out!

Walking around the south end, I’m pretty sure I’ve never thought to myself, «What this neighborhood really needs is a sporting goods store.» Another bookstore, yes, and we definitely don’t need another hair salon, but it never crossed my mind to throw an athletic store into the mix on Tremont Street. But, somehow, SEAC feels like it belongs.
It is small and unassuming, but I like the way everything in the store is handpicked and the owners know something about each item. You’re not going to come in here and find a huge variety of every brand of athletic clothing or shoes you can imagine, crammed together on clothing racks or stacked floor to ceiling on every wall (although they do seem to have more and more each time I go and with the spring running season right around the corner, I’m sure their inventory will multiply). But what you will find are the essentials. And in a neighborhood where people value quality over quantity, that seems just about right.