The Man Behind the Microphone

The year is 1985, and you've gone through a lot just to get a business started with your partner. You know it will be the best, too. The problem is how to get people to know the store exists. The answer, if you are Chris Lampen-Crowell and love the microphone, is to take advantage of the crowd who ran with you at the West Hills Run and Chill  steal the microphone for a minute, and invite everyone down to opening day at Gazelle Sports, December 7, 1985. Not only did using the microphone on that day at the race work well, it set the stage for the next 30 years (and counting) for Gazelle Sports, for Chris, and for Chris' co-founder, Bruce Johnson. This was just one story told during a fireside chat with Chapter Director John Mueller at the Startup Grind Kalamazoo event on Thursday, January 15, 2015.

A word that describes the actions and attitude of that day is "tenacity." Being tenacious, as defined in the Merriam-Webster dictionary online, means "very determined to do something." A store on the Kalamazoo Mall meant Chris and the other employees had to be tenacious about finding customers. Although the retailers who did stay gave Chris access to mentors, most retailers and customers didn't consider locating or shopping Downtown in 1985, and it is only more recently that the area is making a comeback. Also, Chris wanted to make shopping a destination and an experience as opposed to driving from place to place in one car. Chris and the team at Gazelle Sports would find ways to engage with the community, such as conducting clinics, and then offering the participants a coupon and inviting them to continue the experience and shop at the store.

Experience is another important value for Gazelle Sports, and it is part of the training. In fact, Chris is so passionate about offering the "World's best customer care," he leads the training for the new employees as part of their onboarding.Training at Gazelle Sports doesn't stop there, though. To continue to learn and improve, customer complaints and compliments are tracked daily, for example. Based on several comments of "thank you for my last pair of running shoes" and the feedback of attendees on Thursday, Gazelle Sports, and Chris in particular, has a positive relationship with the community.When asked about an example, Chris became emotional, as he described the experience of a customer, showing his passion for the business.

That relationship with the community isn't just from having a successful retail store. Chris and the team at Gazelle Sports are so passionate about giving back to the community that Gazelle Sports has become certified as a B(enefit) Corp to make it clear how they are giving back. Gazelle Sports is known to sponsor many running events and camps. As a B Corp, Gazelle Sports can show how they help financially, how they help the environment, and how they are using business as a force for good. Chris believes that business IS the force of good, and that a business can be the main source, if the businesses focus on it, instead of relying on non-profit organizations, religious organizations, the government, etc.

When asked about the biggest challenge, Chris responded that when you start, you are wearing all the hats and making a lot of mistakes. He suggested finding mentors and hire people to offset weaknesses. For example, they realized that finance was a big weakness and hired Jean Sequite,who is the current Chief Financial Officer. Chris stated that although Gazelle Sports would still be a fun place to work if that had not happened, there would be a lot of chaos involved, too. Making that decision changed the outlook because Jean has helped improve processes.

In conclusion, when you are trying to figure out what you want to do to move forward in your life, whether a new college graduate or otherwise, being tenacious, having the willingness to learn and the commitment to be engaged through asking and giving back to the community you live in can lower barriers and lead to a great place to live. Chris encourages everyone to journal your vision of what the next week, year, and decade goal is for you. The vision Chris has is that Kalamazoo will be the healthiest city of its size, and the effort started with the passion and tenacity of the man behind the microphone.

Chris also discussed the following points:

• The store was founded by a science geek and philosophy major.


• The really long business plan.


• Riding a Fuji bicycle.


• How the organization and units are defined.


• Strategic planning and how it is helping the future of Gazelle Sports.


• Why it is good to have at least one partner.

(Photos contributed by Stacy Burdette)