Running, Training & Hyrox are becoming so trendy, that the stores need to upscale.

Run clubs have waitlists. Hyrox sells out arenas. Training is the new going out — and the crowd shows up in full kit, with race-day carbon that costs more than dress shoes.

Meanwhile most stores selling this stuff still look like warehouses with fluorescent lights. The mismatch is the opportunity — and the first movers are already on it. Tracksmith's Trackhouse on Newbury Street in Boston is exactly this: less shop, more clubhouse.

Think an upscale brand with mahogany shelves. Think gold structures. Think the Ralph Lauren type stores — but the thing under the museum glass is a carbon-plate racer.