Until a few years ago, running was regarded as a cost-effective exercise. From an era where a single pair of sneakers was sufficient, running has now transformed into a massive industry, forming a consumption ecosystem worth hundreds of billions of won. The retail and sports industry estimates that the domestic running population exceeds 10 million, and the running shoe market alone is expected to surpass 1 trillion won.
Amid this changing trend, performance-focused running startup Rudimentary is garnering attention. CEO Huh Gye-seon, who was in charge of marketing at Samsung Electronics, founded the company in May 2022.
"While studying business administration at Hanyang University, I developed a strong interest in e-commerce and online advertising, and at Samsung Electronics, I was able to experience real-world marketing for a global brand. All those experiences eventually led to the running brand 'Runnix.'"
Rudimentary is targeting the needs of runners through its running-specific brand 'Runnix.' It has developed a product line considering both functionality and comfort, including running belts, knee supports, trail running vests, and compression socks, among which more than 70,000 units of running belts and running socks have been sold.
"As someone who has consistently enjoyed running, reflecting the inconveniences experienced by actual users in the products was the most important thing. We are not just creating well-selling products, but thinking about the real solutions needed by true runners."
The indicators from the company website support this. As of March this year, about 27,000 members have joined, and the purchase conversion rate stands at 4.3%. The cumulative visits to the company website last year reached about 650,000.
CEO Huh noted four differentiation strategies for Runnix: ▲ data-driven marketing ▲ flywheel (a method that continues to add small momentum to create a self-reinforcing virtuous cycle) ▲ agile product development process ▲ strengthening offline community.
"It's not just about excelling at digital advertising. We design artificial intelligence (AI) content creation and advertising strategies based on user behavior data so that they are organically connected to the brand message."
The flywheel strategy induces brand fandom and spontaneous content production, leading to a virtuous cycle of product improvement and consumption. Additionally, it is quickly improving products by instantly reflecting user feedback and strengthening bonds with users through offline activities like running classes or challenges.
The future that he envisions for Rudimentary resembles 'Salomon.' "While most sports brands focus on footwear and apparel, Salomon has succeeded in differentiating itself with an equipment-centered approach. I want Runnix to expand into an equipment brand that helps runners enjoy running longer, more comfortably, and more joyfully, rather than just being a simple running wear brand."
When he decided to start the business, his biggest concern was the fear of 'Will I be able to do this?' "At first, everything was unfamiliar and difficult. But as visible results began to emerge, my anxiety turned into a challenge. Now, I find more interest in the question, 'How far can this brand go?'"
Rudimentary aims for sales of 5 billion won this year. CEO Huh stated, "Runnix is not just a brand that sells running products, but I want to propose a sustainable running lifestyle to those who accept running as a way of life."