About Us
The History
As of October 2025, Running Free is in its third generation of ownership. Bob & Jen Sweetlove acquired the business from Oliver White, who had been at the helm since December 2014. The origin story goes back to the turn of the millennium when Running Free was established by local running legend George Booth. Oliver built on George's foundation and we hope to add our own bit of history to an already well established Dorset running brand.
Why We Run
Running is a sport for all with no subscriptions or memberships required. A bit of motivation and a decent pair of trainers can take you anywhere and the far flung places we see our shoes on peoples feet never cease to amaze and inspire. The benefits of running for the physical body are well known and it is also being increasingly recognised to have a positive impact on our mental health. It's far from an elitist activity too. Let's face it, marathon running used to be a sport for fanatics with too much time on their hands, now everyone's at it!
The Team
All of our team are keen runners. We have a great combination of super-fast 5k juniors, experienced ultra-runners and everyone in-between. Whatever your running requires, kit advice, training questions, race preparation or injury concerns we will have someone who can help optimise your running experience.
Reasons to shop with us
Community
10% discount available to all local running clubs, NHS & blue light workers. 15% discount to all military personnel.
Knowledge
All our team are runners whether it's track, trail, casual, beach running or training for a marathon. There is nothing this team doesn't know about running.
Pricing
We align with the brand RRPs. You might find a product for a few quid less online if you look hard enough. We help put you in the right product, avoiding any expensive surprises.
Service
Our main service is our five-star reviewed Run Consultation. Putting you in the right pair of shoes that suits your gait and is right for your running. We help you find your perfect fit.