Brooks Running CEO Highlights Scientific Innovation and Gen Z Running Boom

Dan Sheridan, CEO of Brooks Running, emphasized the brand’s commitment to runners in a recent interview on Fortune’s Leadership Next podcast. Brooks, which has become the number-one performance running brand in the U.S. and Germany, maintains a sharp focus on running as the core of its identity. Sheridan noted that the company’s success stems from consistent innovation rooted in science, not trends, which has helped reduce injuries and enhance comfort for runners over the past 25 years [1].

Sheridan highlighted a significant shift in consumer behavior, particularly among Gen Z, who are engaging in running earlier than any previous generation. While Gen X, millennials, and boomers typically began running in high school, Gen Z often starts as young as age 11. This trend has been accelerated by the pandemic, during which many young people joined their parents for runs to escape the confines of home [2]. The CEO also pointed to Strava, a social media-like platform for runners, as a driver of engagement, with 65% of Gen Z users citing mental health as a key reason for running [3].

In terms of business strategy, Sheridan explained how Brooks has expanded its brand beyond running shoes into athleisure and lifestyle products. This move is not a departure from its core mission but a natural evolution to meet customer demand. The brand is now exploring collaborations with influencers and designers, such as Jeff Staple, to create limited-edition products that resonate with sneaker culture. Sheridan emphasized that this approach leverages “scarcity models” to maintain demand while staying true to Brooks’ heritage [4].

The CEO also shared insights into Brooks’ operational strengths, particularly its unique supply chain model. Unlike larger competitors, Brooks distributes its products to over 10,000 retail points globally each week, focusing on independent running stores. This decentralized approach has allowed the brand to maintain agility and responsiveness, even as it grows into new markets such as China, where it is witnessing a “running boom” [5].

Sheridan discussed the challenges posed by global trade tensions and tariffs, which have impacted manufacturing in Southeast Asia. In response, Brooks has implemented cost-optimization strategies and slightly increased prices on select styles—by about 3%—to absorb the additional costs without penalizing consumers. The company continues to evaluate its production strategy but has no immediate plans to shift manufacturing to the U.S. [6].

On a personal level, Sheridan reflected on his 27-year journey at Brooks, starting as a field rep and working his way up to CEO. He credited his success to a combination of leadership inspiration, a deep understanding of the running community, and a culture of innovation. His leadership style is grounded in optimism and a focus on long-term value, influenced by Warren Buffett’s philosophy that a brand should be stronger at the end of the year than at the beginning [7].

Looking ahead, Sheridan sees significant potential for Brooks in global markets, particularly in Europe and the Middle East, where running is gaining popularity. However, he stressed the importance of maintaining the company’s purpose-driven culture as it scales. The balance between growth and staying true to core values remains a key challenge for the CEO [8].

Brooks’ success lies in its ability to combine scientific innovation with cultural relevance, ensuring that it remains a leader in both performance and lifestyle running. As the global fitness landscape continues to evolve, the brand is positioned to capitalize on emerging trends while staying rooted in the transformative power of running [9].

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Source: [1] [2] [3] [4] [5] [6] [7] [8] [9]

[1]title: Leadership Next - Brooks Running CEO Dan Sheridan on Fitness and Health (url: https://fortune.com/2025/07/30/leadership-next-brooks-running-ceo-dan-sheridan-fitness-health/)