Competitive middle and long distance running in North America and Europe is apparently waning under a cloud of mediocrity. Oh sure there are the Ryan Halls and Deena Drossins running on the edge of greatness, but it is the depth of that apparent greatness that is of greatest concern. As we navel gaze, we often enter into debates about lifestyle, genetics, environment, role-modeling and alternative sporting diversions as causes and effects of the apparent mediocrity.

I am sure each and every reason is valid however, one often overlooked cause could be the lack of coolness of jogging - in the eyes of teens and tweens. Running hard, running obsessive and running competitively is not really a hip thing to do. In the eyes of many children, running is what middle age people do to lose weight. Kids see them everywhere, waddling; wearing blinking reflectors, bum jackets and bat utility belts. How cool is that? I can almost hear the pleading now, "please mom, don't take up skateboarding."

There is also the lack of respect for the benefits of the joy of running by well meaning coaches of other sports, where running is punishment; show up late and you are doing laps. What message are the coaches of our school and community sports sending to our youth, about running? This, the activity that provides the best form of aerobic development.

Is 'Corporate Running' reaching out to our youth? Or Milking the vast populace of boomers?

Messaging from the shoe and swag corporations appear to touch the latter group, the serious athlete and the upwardly mobile, post-university, Generation X. Currently there is a void completely ignoring Generation Y.

Perhaps I need a paradigm shift, but John Stanton owner of the Running Room and Walking Room Stores and spreader of propaganda, is doing his part to make running un-cool for anyone under 30 and intensely more so for those under 20. Generation Y doesn't want anything to do with the boomer's pastimes, who would? Boomers are old people!

Stanton publishes company newsletters and recently delivered them to the doors of millions of unsuspecting Canadians, I am one of them.

Dear John, Please take me off of your mailing list.

Best regards, Generations X, Y and Z

The Running Tomb

To give his periodical tomb justifiable perspective; it was as thick as Maxim and filled to the staples with editorial content, which only Mr. John Stanton could have borrowed from some valid interpreter of human physiology, like Frank Shorter or Joel Vigil. The former, whom he name drops and calls his 'good buddy'.

As most self-respecting runners in this country will do, when handling a publication rendered by the Running Room, we drop it immediately. Followed by a quick and cursory glance around to make sure no one saw us handling said, gulag propaganda. Leafing through the shiny, happy pages, looking for photos of Mr. John Stanton fulfilling his role as posing businessman, sadly, I found just three pictures of him. I was highly disappointed by this turn in apparent narcissism.

I can only speculate, at this point, as to what caused the change. Perhaps he is sick of looking at himself. That's unlikely. I then came across no less than three editorials written by him. John Stanton gave himself no less than 5 pages of 10 font-size print, to spew training information, which he delivered to all the prospective Running/Walking Room customers in the land. Whereas a local fast-guy and sponsored Running Room athlete, was provided with approximately 60 words to thank the Running Room for decorating his kit in miniature Running Room logos.

I mistakenly (I don't know what came over me) walked into the Running Room to see if they carried an Arthur Lydiard book, Run to the Top. Scanning the racks of gulag propaganda, I found a wide selection of publications, by the Running Room, authored (as in fathering a bastard son) by whom else? Supermodel, John Stanton and by golly, he did indeed grace the cover of each and every one of them, successfully perpetuating his narcissistic reputaion.

I asked the clerk if she had any books by Arthur Lydiard. I could understand if she responded with something like, "no sorry we don't, Lydiard books are most easily found at the library". In this important moment of truth, she could have delivered a thoughtful answer; exhibiting professional-like behavioral traits. Instead she responded with, "who"? I turned on my heel and sped out of there faster than Scooby and Shaggy in a ghost factory.

The Racing Doom

If you want to run races, there are several that the Running Room doctor up, like a M*A*S*H unit. Heck if you are taken with the notion of running inaccurate courses, without timing implements and steeped to the laces with super high fees, take in a Running Room race. Surely 12 year Johnny and Sally can afford the $45 fee! At said race, you are sure to be afforded special Running Room apparel, complete with Running Room and Walking Room logos and certainly a publication from the Running Room, fathered by none other than Supermodel, Mr. John Stanton himself.

As a business guy, he possesses great talent and business savvy. He is truly a successful entrepreneur and for that I yield before his awesome bounty.

I am jealous.

You have got to give it to him; he sure outshines the little guy. I think I will call him up and offer to promote and sell a franchise idea he should see as equitable, 'The Hockey Room'. Of course, that will end competitive hockey for the youth of Canada. "Dad is that a Hockey Room swoosh on your helmet?"

I think we need some cool running role models at the grassroots level, who love to run and train hard and promote running as an aid to development in the other sports kids play. Instead of laps as punishment, perhaps a book report on a Running Room publication, to be completed in the bleachers should fix any attitudinal issues. While I am at it making recommendations, how about supporting kids at the grassroots level; rather than milking the aging (re)public, Mr. Stanton?

Photo Credit: Rumon Carter, Photographer

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Contact Chris: chriskelsall@flocasts.org