Since it first opened on the UVA Corner in 1982, Ragged Mountain Running & Walking Shop has been a hub of fitness and community in Charlottesville. What began as a tiny running store has evolved into a multigenerational, community-focused business that serves everyone from elite runners to people who simply want to walk comfortably and stay healthy.
Mark and Cynthia at the first Ragged Mountain shop
Here, founders Mark and Cynthia Lorenzoni and children Alec and Audrey talk about the store’s beginnings, how it has evolved, and their best advice for anyone looking to start a running or walking routine.
Q: When you founded Ragged Mountain, what were your initial goals for the business, and how have those evolved?
Cynthia: I got injured running in college at Michigan State, and my coach finally said, “I’m done seeing you so sad—go get a job.” I ended up working at a Frank Shorter Sports store, which was incredibly busy and full of runners. That’s where I first understood that a specialty running store could be a real hub for a community.
When Mark and I moved to Charlottesville, we saw a similar running culture here in the early ’80s. That planted the seed for Ragged Mountain.
Mark: Back then, there was a need but not a true service. Our goal was to make the store a clubhouse, like the Cheers of athletic stores, where you walk in, people know your name, and you feel comfortable no matter who you are.
When we opened, about 80% of our customers were young, fast male runners. Today, our customer base has morphed right along with us. We used to be young, fast runners; now we’re older and walk more. And so do many of our customers. The mission, though, is the same: provide a needed service, not just sell shoes.
Cynthia: We were 23 and 25 when we opened. We had nothing to lose. Except for a couple of people, everyone told us not to do it. So we started small and just tried to serve the community as best we could.
Q: Alec and Audrey, when you took over the business in 2020, what did you most want to preserve and what have you changed?
Alec: My parents have always had a deep connection to community events—training programs, races, and partnerships with nonprofits. Everything they did was tied to a cause, and they did it all as volunteers. That community focus was non‑negotiable for us to keep.
We also wanted to protect the “clubhouse” feel. Audrey and I are on the floor throughout the day. There’s almost always at least one Lorenzoni here. Our customers know they’re not just walking into a store—they’re walking into a place where people know them.
On the change side, we computerized the store and inventory, and we added an online store. But online is intentionally a tiny fraction of the business. It’s there for people who’ve moved away or want to browse, but our goal is still for people to come in.
Audrey: We’ve also expanded kids’ footwear and support. Working with kids has become one of my favorite parts of the business, getting them into the right shoes early and helping them enjoy movement.
Mark: These guys have really grown the business. Some of our customers are driving here from as far as West Virginia, Virginia Beach, D.C., and Roanoke. They’re coming for our reputation and our service.
Q: How has your customer base changed over the years?
Audrey: Today, we sell far more women’s shoes than men’s, sometimes almost double in a day. That’s a huge shift from the early days.
Cynthia: When I started running in the late ’70s, women were often told running was bad for them. It was intimidating and hard to know how to start. A lot of what we did over the years was about making running and walking accessible, especially for women. Programs like the Women’s Four Miler were all about that.
Mark: We formally added walking to the store’s name a few years before the pandemic, when walking was about 30% of our business. During COVID, walking exploded. Now about 60% of our customers are walkers or standers—nurses, Costco workers, people who are on their feet all day.
We’ve shifted from simply helping people get faster to helping people stay healthy and comfortable. That feels like a very meaningful evolution.
Q: What do each of you personally bring to the culture of the store?
Alec: I ran in high school and college and then coached at Albemarle High School for five years. One of the things I loved most as a coach was that there were no cuts: if you showed up and worked hard, you were on the team.
That carries over here. We don’t want anyone intimidated to walk through the door. The vast majority of people we serve are not elite athletes. They’re everyday people. My coaching background makes me passionate about creating that welcoming, team-like environment.
Audrey: I look very different from the stereotypical runner, and I’m mostly a walker and hiker now. I’ve also dealt with chronic, long-term injuries. That gives me a deep empathy for people who feel broken down or left out of the “fit” world. When someone walks in and thinks no one can relate, I can say, “Actually, I can.” I know what it’s like to be sidelined from something you love for a long time. I think that helps people feel seen and safe.
Cynthia: I was not an athlete growing up, then I became a serious runner and eventually a competitive marathoner. I’ve never forgotten what it felt like to be new. I’m a big believer in personal goal-setting: where you are now, where you want to go, and how to bridge that gap.
Whether someone runs nine-minute miles or walks with a grandchild, we help them set realistic goals and map out a pathway. That’s been my approach to life and to customers.
Mark: I see myself as a coach at heart, even when I’m standing behind the counter. Whether I’m sketching out a training plan or talking someone out of doing too much too soon, I’m always thinking, “How do we keep this person healthy, encouraged, and coming back?”
Q: What’s your advice for someone looking to start a running or walking routine?
Alec: Find someone to do it with. It could be one friend, a training group, or a casual workout crew. On cold, dark days, it’s so much easier to get out the door when someone is waiting for you.
Audrey: Set realistic, sustainable expectations. A lot of people start gung-ho and burn out because what they’re doing doesn’t actually fit into their real lives. Figure out what you can truly do every week and build a routine around that. Having a specific goal, like a race or a hike, can help with motivation.
Cynthia: The biggest mistake people make is doing too much too soon, going too far or too fast because they remember what they used to be able to do. Start slow and build gradually. A couple of harder days a week is plenty; the rest should be easy days. And have a solid plan.
Mark: I think of Ragged Mountain as a trusted, multi‑faceted resource. People often show me online training plans that are wildly unrealistic for their lives and bodies. Our role is to be the rational voice in the sometimes irrational world of the motivated athlete.
You don’t need a marathon or a massive hike as your first goal. Maybe it’s “I want to lose some weight,” or “I want to hike with my grandchild next summer.” We’ll sit down and map out a starter program that actually fits your life.
My coaching rule is that your exercise has to fit your life, or it won’t last.
Q: What is your approach to matching people with shoes?
Audrey: We’re trying to find the right shoe for you, not what the internet says you should wear or what worked for your friend. We start from bare feet, ask about your history and what you’ll be doing—running, walking, standing at work—then look at your arches, calluses, movement, and fit. The internet cannot do that. It can’t see that your shoes are too big, or that you need more, or less, support.
The other big thing is that people tend to wear shoes too long. Someone came in yesterday with 600 miles on a pair they’d used for a 10‑miler training cycle and couldn’t figure out why they were hurting. For most people, that’s far beyond what the shoe can handle.
Alec: We care a lot about value. Prices have crept up, but if we can keep you healthy in a $130 shoe instead of a $160 one, we will. We don’t sell inserts unless they’re truly needed.
We also take a holistic approach: what you wear at work, around the house, or for yardwork all matters. Many injuries come from a combination of factors, not just your “running shoes.” We’re always trying to find the root cause, not just slap a band-aid on the pain.
Q: For people more likely to walk than run, either on a treadmill or outside, what should they know about shoes?
Alec: From a footwear standpoint, we treat walkers and runners the same. The goal is keeping you healthy, whether you’re training for a marathon or walking a mile at a time. Biomechanics, arch shape, width, and support needs matter far more than your pace.
Audrey: The key is using shoes designed for forward motion, not lateral movement. Respect the specific sport or activity when you choose a shoe. You can technically walk in basketball or court shoes, but they’ll usually be less cushioned and not as supportive for longer, straight‑ahead activity. Their soles are designed for courts, not pavement, and they tend to wear out fast in the wrong environment.
Cynthia: With running and walking, the shoe’s primary job is absorbing shock. Every time your foot hits the ground, it’s absorbing a multiple of your body weight. Court shoes sacrifice some of that shock absorption to give you lateral stability. That’s great for tennis or basketball, but not ideal for long walks or runs.
For hiking, I won’t start a serious hike without a waterproof, high‑top hiking boot. On uneven terrain, that kind of support is essential.
Audrey: And the same good shoe you use outside is the one you should use on the treadmill. If anything, treadmill use can be harder on shoes because each step is so mechanically similar. My treadmill shoes are the same as my outdoor walking shoes.
Q: How do you see Ragged Mountain’s role beyond selling shoes?
Mark: Over the years, we’ve put on hundreds of races, raised millions of dollars for local causes, and coached countless people. But one of the things I’m proudest of is how the shop has helped connect people. In an era of loneliness and disconnection, those relationships really matter. Honestly, if my tombstone reads, “He helped bring people together,” I’d be very happy with that.
Cynthia: We live in a beautiful area with endless opportunities to be outside. Whether it’s walking, running, or hiking by the river or in the woods, we want people to feel equipped, confident, and ready to do that.
Alec: For me, it’s also about being outside and disconnected. I don’t run with my phone, music, or podcasts. I’m either with my own thoughts or with friends and family. An hour where no one looks at a screen is a gift.
I feel strongly about being outside, being with people, and being disconnected from all the noise. I think most people, if they could do that even a little bit—whatever their pace—I think they’d be surprised by how much better they feel.