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Fan Zhou

GM Run + Footwear

Fan Zhou is currently the General Manager of Running + Footwear at REI, a position he has held since 2023.6 He joined REI in 2022, initially as the General Manager of Running.64 In his role, Zhou has been instrumental in expanding REI's presence in the running market and overseeing the company's footwear merchandising strategy.

During his tenure at REI, Zhou has been involved in several key initiatives:

  1. Expanding REI's running business: Under Zhou's leadership, REI's run business has grown 20% larger than it was in 2022, with the company now selling more running shoes than hiking shoes.1

  2. Launching REI's first running shoe: Zhou played a crucial role in the development and launch of the Swiftland Multi-terrain shoe in 2023, REI's first running shoe since the 1970s.2

  3. Implementing a localized approach: Zhou has overseen the creation of stores-within-stores concept for running gear in key markets, as well as the customization of product offerings based on local needs.1

  4. Strengthening brand partnerships: He has worked on deepening REI's relationships with major running brands like Altra and On.1

  5. Supporting the growing running community: Zhou has emphasized REI's commitment to serving runners of all skill levels and expanding the co-op's running gear selection.5

Prior to joining REI, Zhou's LinkedIn profile suggests he has had experience in product and commercial roles.3 However, as of October 30, 2024, Zhou's LinkedIn profile indicates that he is currently leading the product and commercial teams at True Classic3, which may suggest a recent career move after his time at REI.

Highlights

Dec 19 · linkedin

As the year winds down, three quick reflections….

There has never been a better time to start or deepen your love of running. New technologies, services, and experiences have meaningfully improved the running experience on the track, on trails, on errands, or even on the couch. The proliferation of options makes it possible to assemble the ingredients that make running enjoyable, stylish, and dare I say (finally) cool?

24 marathons later, it is still hard. The role of running in my life has evolved since the days when I was crisscrossing the country with gym memberships in multiple towns. It was amazing to be carried by a literal river of dreams from Folsom to Sacramento. No PR, but it was the fastest I've run since becoming a dad and I'll take it.

Thank you to the REI team, specifically the Footwear Team. The past 12 months has required a level of performance, teamwork, and creativity that makes me incredibly proud to be a part of this squad. Let's keep raising the bar. Together.

PS - a perk of this job is that I was able to wear-test many pairs of shoes during this past marathon cycle. The nine shoes that I gravitated to in my rotation based on my personal taste and preferences are shown below.

Dec 23 · linkedin

10 months into my REI journey, I am immensely grateful.

To the REI team, thank you for welcoming me with open arms and sprinting alongside me.

To the brand partners, community leaders, entrepreneurs, and passionate runners, thank you for all the dreaming and scheming.

Below is me taking a breather for the rest of 2022. Looking forward to all things running in 2023!

📷 : @keefshoots (IG) from Take the Bridge @ The Running Event

Related Questions

What inspired REI to expand its running market strategy?
How has REI's approach to running footwear differed from its hiking footwear?
What are the key features of REI's new Swiftland Multi-terrain shoe?
How has REI's partnership with running brands impacted its business?
What local running events has REI created to engage with the community?
Fan Zhou
Fan Zhou, photo 1
Fan Zhou, photo 2
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Location

Seattle, Washington, United States