STAFF TRAINING MANUAL

Core ConceptsNew staff should first be trained in core concepts of the store

immediately- without which they do not have enough knowledge to serve customers confidently. Knowledge of core concepts gives new staff basic units of information to build upon and also gives them confidence in speaking to and approaching customers.

Core concepts are units of product knowledge and basic customer service techniques that are encountered each day in the store and are unique to each store. Core concepts should be taught during store hours as part of rudimentary training during the staff member’s very first shifts. Have these concepts taught and mastered before moving on to more in-depth product knowledge.

Core Concepts What is the difference between a runner

and a cross trainer? A runner is a shoe designed exclusively for running

(but may be used for walking). The tread of a running shoe is designed for parallel (straight line) movements and is unsuitable for sports where there is a lot of lateral (side to side) movement. Runners are unsuitable for sports such as basketball, tennis, or netball.

Core Concepts What is the difference between a runner and a

cross trainer? (Continued)

Other key differences between a typical runner and cross trainer include:

Cross trainer predominantly leather or

synthetic leather upper heavier, sturdier

construction non-marking outsole

Runner predominantly mesh

upper

lightweight

marking outsole

Core Concepts What size shoe is your customer? Teach staff to measure feet accurately. Recommend that staff

always measure children’s feet and offer to measure the feet of adults who are unsure of their size. If adult customers are wearing athletic shoes, check the US sizing on these shoes as a starting point.

Explain the sizing system used for athletic shoes. Teach staff the difference between men’s and women’s sizing and how to convert between the two.

Always try athletic shoes on with socks and encourage the customer to take a small walk around the store with them on.

Core Concepts What size shoe is your customer?

(Continued) Teach staff to check the fit of shoes by feeling where the big toe

finishes and asking probing questions about the width and feel of the shoes. Ideally, adults should have one to two centimetres of space between the end of the big toe and the end of the shoe. This should be approximately two centimetres (or a thumb space) for children’s shoes.

Remember that the size a customer asks for is VERY rarely the size they end up in. Most customers are familiar with their UK size so always bring the size requested and a size bigger for the customer to try.

Core Concepts What is additional cushioning for?One distinguishing feature between cheaper and more expensive

athletic shoes is the additional cushioning offered by the more expensive models. Understanding what additional cushioning offers to a customer and how to identify it in a shoe is an important part of new staff training. All athletic shoes offer some cushioning properties, which cushion the impact of the wearer landing on the ground. More expensive shoes offer additional cushioning features which vary from brand to brand. Nike, for example, adds air units to many of their shoes. These are polyurethane bags containing pressurised air, to cushion the impact and absorb the shock of the landing. Asics, on the other hand, includes gel units in their shoes to serve this purpose.

Core Concepts What is additional cushioning for? (Cont)All brands will advertise their additional cushioning features by

labelling the shoe in the location of the cushioning. This makes it easy for new staff to locate any additional cushioning and explain its benefits to customers. The ASICS 1090, for example, features HEEL and FOREFOOT GEL cushioning and, as such, the word GEL is written on the shoe above the heel and on the outsole, under the forefoot. Each brand has a different trademarked cushioning system so teach these to your new staff and show them how to identify these labels on shoes.

Core Concepts Basic Footwear Product KnowledgeSelect a small range (4-5 styles) of best selling footwear in the

store for the new staff member to learn the features of. By familiarising themselves with these products new staff will have the confidence to recommend a shoe to a customer and explain its benefits.

A good example of 4 styles to start with are the Asics entry level runner (Evation or Legato), 1000 series, 2000 series and Kayano. These shoes have a logical progression of features that make it easy for the staff member to explain the benefits of a more costly shoe and give them some understanding of technical features of athletic shoes.

Core Concepts Basic Customer Service . A protocol for basic customer service standards in the store

should be established immediately. New staff should be instructed to:

Greet every customer who enters the store Offer service to a customer after the customer has had an

opportunity to enter the store and look around Be aware of body language- crossed arms and leaning on racks

or counters create a poor impression Always close an interaction with a customer by saying thankyou

and goodbye

Footwear Training Once core concepts have been mastered the staff member can

move onto gaining a more in-depth understanding of the footwear in the store. A footwear training session should be organised for all new staff out of store hours. Footwear training should take place once a staff member is comfortable with the layout of the store, register procedures, and core concepts. The aim of the footwear training session is to ground the staff member in the concepts essential to confidently selling athletic shoes such as the components of athletic shoes, basic biomechanics and some features of common styles. Each staff member should be presented with a Footwear Training Manual at the training session and be tested on the material contained in it.

Customer Service Training

Training in customer service skills is an ongoing process, learned more from experience than from a manual. Nonetheless, it is imperative to set standards in customer service and have a protocol for the way customers are treated in the store. Basic customer service learned in core training should be maintained and built upon by observing new staff with customers and correcting any lapses in professionalism and service afterward. A protocol for customer service is given in the ‘Customer Service Manual’ which sets out simple procedures for serving customers.

Apparel Training Training in apparel is less imperative than footwear as very few

items have specific technical features. Nonetheless, staff who are knowledgeable in the fabrics and cuts of core apparel styles in the store will be able to advise customers accordingly. It is similarly important for staff to understand and be able to advise on sizing of apparel and care instructions. An apparel training night should be conducted after new staff are familiar with the material in the Footwear Training Manual and have been tested on its contents. Using the Apparel Training Manual as a guide, instruct staff on key volume pieces in the store, including information on fabrics and cuts.

Performance Reviews Staff performance should be periodically evaluated to let staff

know what skills they have improved on and which they need to develop further. This is an opportunity to raise any issues you have with staff performance and praise any outstanding staff for their performance. A component of the Performance Review is product knowledge for footwear and apparel and, as such, staff should be tested on product knowledge as part of the review process. The test should include technologies and features taught in training sessions and any new products or technologies.

Footwear Product Knowledge Manual

Footwear Training Anatomy of a running shoeThe components of a running shoe work together to provide a

comfortable ride for the runner in the same way as the components of a car work together to provide a comfortable drive.

Footwear Training

Anatomy of a running shoe

1. OUTSOLEThe outsole is the undersurface of the shoe which, on a running

shoe, is usually made of carbon rubber. The outsole is the part of the shoe that makes contact with the ground. The patterns on the outsole are designed to provide traction or grip for the sport that the shoe is designed for. In this way, the outsole of a basketball shoe is designed to provide the best traction for playing on a court, whereas the outsole of a running shoe is designed to accommodate the surfaces and movement encountered while running.

Footwear Training

Anatomy of a running shoe2. MIDSOLEThe midsole is the most important part of the shoe, sitting between

the outsole and the upper and its role is to cushion the impact of the runner on the ground. The midsole is usually made of of ethylene vinyl acetate (EVA), polyurethane (a synthetic rubber) or a combination of the two. EVA midsoles are more suitable for shoes where lightness is of maximum importance whereas polyurethane midsoles are harder wearing. The midsole also contains any additional cushioning features added to the shoe such as air or gel and maybe manufactured with dual density to improve the stability of the shoe.

Footwear Training

Anatomy of a running shoe

3. THE UPPERThe upper is the bulk of the shoe, the part that wraps over the foot,

containing the laces. The upper is designed to hold the foot in place and is made of materials to provide comfort and durability for the particular sport the shoe is designed for. In this way, a running shoe will be made of lightweight, breathable mesh, whereas a cross-trainer is more likely to be made of a sturdier but heavier leather or synthetic leather.

Footwear Training

Anatomy of a running shoe

4. THE HEEL COUNTERA firm cup that is encased in the upper and surrounds the heel. It

controls rear-foot motion or should hold the rear of the foot firmly in place. The firmness of the heel counter can be determined by pushing firmly into the heel of the shoe which, even when pressed firmly, should not yield or buckle.

Footwear Training

Anatomy of a running shoe

5. FOOT BRIDGE A firm material or device along the inner side (the arch side) of

the shoe designed to control any twisting between the heel and forefoot in the runner’s stride.

Footwear Training Different shoes for different sportsSports shoes are not all the same- some are made for specific purposes (running

shoes, basketball shoes etc) while others are made to be more multi-purpose (cross trainers). The reason that sport specific shoes are made differently is so that they are ideally suited to the movements and impact of that particular sport.

EG.RUNNING SHOESWhen running the feet move in an approximately parallel motion with the bulk of the

impact occurring in the heel, where the weight lands. Therefore running shoes are made with treads that accommodate motion IN STRAIGHT LINES (not side to side) which is the main reason they are not suitable for sports other than running or walking. Also, most running shoes will have dense cushioning in the heel of the shoe to take the impact of the body’s weight.

Footwear Training Different shoes for different sportsBASKETBALL SHOESIn basketball there is a lot of side to side motion and quick turns and basketball is

played on a perfectly flat surface. For this reason basketball shoes usually have a tread known as HERRINGBONE which is a tight knit, zig zag tread made especially for quick changes in direction on flat surfaces (non marking). These changes in direction can also cause ankle injury which is why most basketball shoes are mid cut.

TENNIS SHOESLike basketball, tennis is a sport with a lot of side to side motion and is played on a

perfectly flat surface therefore the tread on tennis shoes is the same as that of a basketball shoe. Tennis shoes are not mid cut however as there is not as much pivoting and change of direction.

Footwear Training Different shoes for different sportsCROSS TRAINERSCross trainers are multi purpose shoes made for ‘a bit of everything’. Cross trainers have

patterns of tread that are suitable for lateral (side to side) and parallel motion which are ALWAYS non marking. This makes them suitable for court sports as well as a bit of running. However, cross trainers are generally of heavier construction than running shoes (leather or synthetic leather) and as such would be too heavy for running more than 15- 20 kms per week.

LIGHTWEIGHT SHOES

are...light. They may have cushioned neutral characteristics or motion stabilizing characteristics. There are classified here as weighing under 310 grams for men's size 9.

TRAIL SHOES

Trail shoes are designed for off road conditions. Their main unique feature is ‘lugs’ on the outsole which enable them to grip muddy, uneven and rocky terrain. They generally have toughened upper material and water resistant properties.

Footwear TrainingWhich is the best running shoe?

There is no best running shoe. Every runner is different; every brand of running shoes is different; each model of running shoe is different - the challenge is to match the features of each runner to the features of a particular brand and model of running shoe. How to decide which type of running shoe you need: The first step is deciding the type of foot you have - it is probably the most important aspect of matching a brand and model of running shoe to the individual. During normal running (and walking), the outside of the heel strikes the ground first (supinated position) - this is why the wear is common in this area. The foot then rolls inward and flattens out along the longitudinal arch-pronation (pronation). The foot should then supinate by rolling through the ball - this helps make the foot a rigid lever for efficient propulsion. A number of different biomechanical problems can interfere with these normal motions. A running shoe can help facilitate this normal function and help overcome many of the minor biomechanical problems that interfere with a motion. An inappropriate running shoe can actually have the effect of interfering with this normal function.

Usually, most runners who develop an injury either supinate (roll out) or pronate (roll in) too much. Normal amounts of pronation and supination are needed for normal function, but abnormal amounts increase the risk for injury

Footwear TrainingA significant part of being able to assess the correct shoe for a

customer comes from understanding basic biomechanics. During normal running, the outside of the heel makes contact with the ground first. The foot then rolls inward and flattens out along the arch and then rolls back through the ball of the foot. Several problems can occur with the stride which will interfere with the normal stride, sometimes causing the runner injuries or pain. The appropriate running shoe can help facilitate a normal stride and help overcome biomechanical problems.

Footwear Training Excessive Pronation

Excessive pronation is the most common cause of running injury. A pronated foot rolls inwards at the ankle, the midfoot bulges inwards and the longitudinal arch flattens. Everyone pronates to some degree, in fact, pronation is a good thing in that it helps the foot absorb the shock of impact. However, some runners overpronate whereby their feet roll too far inward. This is a common problem that can lead to injuries, particularly of the lower leg and knee. Those who over-pronate generally have very flexible and unstable feet, so need running shoes with a lot of motion control. A likely sign of overpronation is excessive wear on the inside edge of the soles of the shoes.

Footwear Training Supination

A supinated foot rolls outwards at the ankle and has a high arch. A supinated foot tends to be more rigid and is very poor at absorbing shock often leading to injury and joint pain, so they will need running shoes with a lot of cushioning.. Supinators tend to show excessive wear on the outside edge of the sole of their shoes. Shoes that compensate for reduced shock absorption, are best for supinators. Motion control is not a priority for a supinating customer.

Footwear Training Foot TypesMost runners can determine whether they are underpronators,

overpronators or normal pronators by checking their arch height. The arch determines how your feet and legs will function when you run.

But how do you figure out your arch height? The easiest way is with the "wet test."

The wet test: Wet the bottom of your bare foot and then make a footprint on a flat, dry surface- a piece of white paper laid on a hard floor works well to show the shape of your foot.

Footwear TrainingHere's what your footprint tells you about your degree of pronation:

A flat foot means you may have a tendency to overpronate, A normal foot means you probably are a normal pronator, A high-arched foot means you may be an underpronator/

supinator.

If your footprint is very full and wide and shows no arch, you have a low arch and a flat foot. If the print shows your entire foot with a moderate curve where the arch rises off the ground, you have a normal arch. And if the footprint is very slight and curved, showing mostly the ball and heel of your foot but very little of the middle of

your foot, you have a high arch.

Footwear Training

FLAT FOOT-

Probably overpronates

NORMAL FOOT-

Pronates Normally

HIGH ARCHED FOOT-

Probably underpronates/ supinates

Footwear Training What shoe for who?We have seen that the degree of pronation and foot type determines

what features a runner will be looking for in their shoes. If you have flat feet and overpronate…

You need a shoe that will prevent your foot from rolling in too far - that is, a motion-control or stability shoe. These shoes use a variety of similar methods to direct, manage or guide the foot in its path from heel-strike to toe-off. The previously used solutions of medial posts and TPU devices are still being used, along with grooves and softened materials designed to slow or balance the foot in order to better line it up for the propulsion phase at toe-off. Features to look for include an antipronation post or footbridge, a firm rather than a soft midsole, a dual-density midsole, with the denser material along the inner edge of the shoe to

prevent excessive pronation, and a firm heel counter to minimise rear foot motion.

Footwear Training What shoe for who?If you have high-arched feet and underpronate…

Your feet don't absorb shock very well, so you need a cushioned shoe. Also, you want a shoe that allows your feet to roll inward, since this helps absorb shock. Cushioned shoes tend to be less supportive and work with the foot rather than try to control it. You want a shoe with a soft, cushioned midsole and a curved or semi-curved shape that permits foot motion as you run. Cushioned Neutral Shoes are made for feet with no extraneous motion--they don't overpronate. In fact, some underpronate by staying on the outside portion of the foot until toe-off. Neutral feet do not absorb shock well because they are relatively rigid, so they instead send shock up through the joints to the spine. Cushioned Neutral Shoes are made to reduce this shock.

Footwear Training What shoe for who?

If you have normal arches and pronate normally... You don't need to search out a shoe with special features. Focus on fit and comfort rather than motion-control or shock-absorbing features. You might want to begin by considering shoes that lie somewhere between the motion-control and cushioned types.

Footwear Training Ensuring the correct fit

check for adequate length by determining if there is a full thumb. width between the end of the longest toe and the end of the shoe.

Try shoes on later in the day or after exercise as your foot will have expanded to it’s biggest size. If trying on shoes in the morning, be aware that your foot swells later in the day.

the toe box should allow the toes to move around. the shoe should have adequate length at the widest part of the foot

- it should not be too tight, but the foot should not slide around either.

if in doubt between two sizes, err on the larger size. the heel counter should fit snugly - the heel should not slip and rub.

Footwear Training Ensuring the correct fit (Cont). try several brands and models on the customer that fits the type

of running shoe needed- each will have different fit and comfort characteristics.

measure both feet (most people have one foot that is bigger than the other - this may or may not be a significant amount) - the running shoes should be fitted to the larger foot.

make sure the running shoe sole flexes easily where the foot flexes.

for customers who use orthotics, fit the shoes with them in. Also, recommend shoes with insoles that can be removed for these customers.

Footwear Training Lacing TechniquesMany fitting problems in athletic shoes can be solved by adjusting the lacing

techniques designed to accommodate various fitting needs.

Footwear Training Identifying the features of a shoeRather than teach the features of specific shoes, the main aim of this session is that you

can pick up any shoe, sight unseen, and identify its important features by knowing what to look for and where to look.

1. CushioningWhat cushioning is offered by the shoe? Are their any additional cushioning features in this

shoe? Where is the additional cushioning located and why?All companies will ‘show off’ the cushioning in their shoes by writing the cushioning name

where the cushioning is located. Therefore a shoe with heel and forefoot gel will have GEL written on the heel and on the forefoot.

2. Dual Density midsoleDoes this shoe have a dual density midsole? How big is it? Where is it located? Most companies will indicate a dual density midsole by shading the firmer density in a dark

grey colour to illustrate to consumers that the shoe has dual density. A dual density midsole on the medial (inside) of the shoe indicates that the shoe is suitable for normal pronators to overpronators.

Footwear Training3. FootbridgeDoes the shoe have a mid-foot control system? How strong and stable is it?The footbridge will either be made of plastic or fibreglass and will be located under the

arch of the foot. The footbridge will offer stability (helps with pronation) and control twisting movements between the heel and forefoot. If a shoe bends easily in the mid-foot (instead of the ball of the foot) it does not offer adequate rigidity and support.

4. OutsoleWhat is the tread pattern on this shoe? How does the tread make the shoe more

suitable for a particular sport? Is the tread marking or not? Will this tread be suitable for court sports?

5. Heel counterOne simple way of identifying a well constructed shoe is to press firmly in the centre of

the heel of the shoe. If the heel depresses easily it is probably only cupped by cardboard which will not hold the heel in place firmly. A heel counter that is resistant to pressure is made of plastic and will cup the heel firmly.

Footwear Training How long do running shoes last? This is very dependant on how much time is spent in the running shoes.

It is also influenced by the weight and biomechanics of the person wearing the shoe. Someone who heavily overpronates will wear the medial side of their runner much quicker than someone with a neutral stride. The midsole, which is the important cushioning and stability layer of running shoes, usually wears out before the outsole. When this happens the running shoe looses its functional stability. The best way to check for this to to look for creasing of the midsole material in areas of high load. Also monitor the torsional (twisting) stability of the shoe.

As a general rule, you should be able to get around 500km from a running shoe before its cushioning properties deteriorate.

Footwear Training Specific ProductsBased on the knowledge you have learned, you should be able to

pick up a shoe, sight unseen, and identify its main features, what sport it will be most suited to, and what type of consumer to recommend it to. Nonetheless, it is important that you are familiar with the features of some key shoes in the store that are big sellers and that many runners are familiar with and loyal to. By becoming familiar with the features of these products, you will be able to point them out to suitable consumers and explain the advantages of these shoes.

Footwear Training Specific ProductsTHE ASICS RANGEThe Asics range of footwear is a good place to start learning

product knowledge as the shoes are popular with runners and the styles remain basically the same with minor tweaking each new season.

ASICS ENTRY LEVEL RUNNER (EVATION/LEGATO).Asics entry level runners come with HEEL GEL cushioning only.

They are suitable for low mileage, neutral runners.

Footwear TrainingASICS 1000 SERIESThe Asics 1000 series shoe (currently 1090) has HEEL and

FOREFOOT GEL cushioning, a small DUOMAX dual density post and a TRUSSTIC footbridge. It also has a high abrasion rubber outsole and removable innersoles. It is suitable for a normal pronating runner.

ASICS 2000 SERIESThe Asics 2000 series shoe (currently 2090) has HEEL and

FOREFOOT GEL cushioning, a large DUOMAX dual density post, and a SPEVA midsole which will retain its ‘spring’ longer than a standard EVA midsole. The 2090 also has removable innersoles and a high abrasion rubber outsole.

Footwear TrainingASICS KAYANOThe Asics Kayano (currently Kayano X) is Asics’ premium running

shoe, designed for a high mileage normal pronating or overpronating runner. The Asics Kayano features HEEL and FOREFOOT GEL cushioning, a large DUOMAX dual density post, removable innersoles, and high abrasion rubber outsoles. The Kayano X also features the new ‘BIOMORPHIC FIT’ technology which are mesh flex points over areas of highest buckling for much improved fit, dramatically reduced loading and greater comfort, especially over boney prominences. The Kayano X also has a SPEVA midsole and an additional STABILITY CRADLE which reinforces the shoe providing additional stability.

Footwear TrainingAsics NimbusThe Asics Nimbus is designed for the neutral or supinating runner. The

Gel Nimbus features full GEL cushioning and Biomorphic fit to reduce buckling and tension, especially over boney prominences. The Nimbus has a SPEva midsole which will retain its cushioning properties longer than standard EVA. It also features the ComforDry Sockliner, a unique dual layer cushioning system combining the support of base foam with the slow recovery of lazy foam. As the foot settles into the shoe, it is cradled by base foam and lazy foam forms to take the shape of the athlete’s foot, creating a custom fit insole. The insole is also formulated with a patented anti-microbial to fight against fungus, bacteria and odour, and will not fade over time (Ortholite).

Footwear TrainingASICS 210TRThe Asics 210TR is a cross training shoe and is one of the few

cross trainers on the market to offer a dual density (Duomax) midsole. It ia wide fitting (2E mens and D womens) and also features a herringbone outsole, leather upper and a slightly higher cut for additional ankle support. It also features HEEL and FOREFOOT GEL and a SPEva midsole which will retain its cushioning properties longer than EVA.

Reebok Optimal TrainerThe Reebok Optimal Trainer is a cross trainer with full DMX foam

cushioning. It has a leather upper, 3M reflective panels and Opti Flex Zones for forefoot flexibility making it ideal for cardio classes and gym work.

Footwear TrainingNew Balance 717The New Balance 717 is a running shoe featuring heel and forefoot

ABZORB for shock absorption and a footbridge for midfoot stability. The 717 also features a dual density medial post for pronation stability and is suitable for normal pronators to overpronators.

Nike Terra SebecThe Terra Sebec is a trail running shoe designed to cope with the

rigours of off road running. It features water resistant toe caps, heel air cushioning and a carbon outsole with lugs for traction on all surfaces.

Footwear Training

Nike TailwindThe Nike Tailwind (currently Tailwind 9) features heel and forefoot

air sole units which are pressurised at different volumes to accommodate the impact at different parts of the runner’s stride. The Tailwind also features a TPU plastic footbridge for control and midfoot stability. This shoe is suitable for a neutral runner or normal pronator.

Footwear TrainingReebok Premier Road LiteThe Reebok Premier Road Lite was voted Runner’s World’s

Editor’s Choice shoe in 2004. The Road Lite features DMX sheer cushioning in the heel and 3D Ultralite in the forefoot. 3D Ultralite is a lightweight outsole material which offers soft cushioning properties whilst enabling the outsole to be 10-20 % lighter. It also features PLAYDRY, a system designed to keep feet cool and dry whilst running. The Road Lite is the ideal shoe for the normal pronator seeking a lightweight, stable shoe that they can race and train in.

Footwear TrainingReebok Premier FSMThe Premier FSM is Reebok’s top of the range shoe, featuring DMX

Sheer strip technology in the heel to reduce heel-strike impact. It also features DMX foam cushioning in the forefoot, dual density midsole for pronation stability and a high abrasion rubber outsole. The FSM has 3M reflectivity for night running and Play Dry lining to wick away moisture and sweat to keep feet cool and dry.

Reebok Premier UltraThe Reebor Premier Ultra is Reebok’s premier neutral cushioning

running shoe. It has a double layer of heel cushioning with a DMX sheer strip in the heel and full DMX foam cushioning. It also features a TPU transition bridge for midfoot stability, Play Dry lining for moisture management and plush lining for additional comfort.

Footwear Training LinksCheck out the following web pages for runner related info:www.coolrunning.com.auwww.reebok.com/au/vector/running/productswww.runningnetwork.com.auwww.runnersworld.com.au/

www.asics.com.auwww.epodiatry.com/running-shoes.htm

www.adidas.com.au

www.theathletesfoot.com/research_and_development/