Greenway Station, 1701 Deming Way #118, Middleton; 836-9084
Mon.-Sat. 10 am-8 pm, Sun. noon-5 pm
Is 'Ironman finisher' on your 'I'll-get-around-to-doing-that-someday' life list? Well, you might feel ready to check it off when you enter Endurance House, a sanctuary for stamina junkies, beginner and expert alike.
Founded by triathlete Jamie Osborn, the store specializes in running, swimming and triathalon gear and has its roots in Performance Footwear, Osborn's Arizona-based chain of running stores. The concept morphed into a triathlon-specific store in Middleton after Osborn completed Madison's Ironman event in 2005 and 'fell in love with the community,' he says.
Between the high-tech wetsuits, sleek cycling shoes, state-of-the-art heart-rate monitors and GPS systems, an experienced triathlete will feel like a kid in an endurance equipment-filled candy store. But the shop also offers a nonthreatening atmosphere for beginners with a staff of triathlon veterans ready to answer questions. The store also hosts free clinics, including 'Triathalon 101' for endurance-event newbies.
The highlight of Endurance House is their Footstrike Analysis system, a video analysis that tapes you running on a treadmill and is then examined by staff experts to determine your ideal shoe, based on foot type and stride. They do something similar for bicycle fittings.
So when you're closing in on the last mile of Ironman, you'll be grateful for your specially fitted shoes, still comfortable after 26.2 miles; your bike that floated through the 112 miles; your swimwear that made the 2.4-mile swim effortless. As you cross the finish line, you'll think, 'Thanks, Endurance House!'
Find your inner triathlete with this must-have gear
Aqua Sphere Kaiman goggles $20
Pearl Izumi Vagabond R3 cycling shoes $80
Nathan Triangle hydration system $20
Timex Ironman Triathlon Bodylink $305