Fleet Feet Sports Increases Digital Strategy Resources


CARRBORO, N.C. – Fleet Feet Sports,the leader in franchising and developing locally owned-and-operated, community-focused retail stores serving runners, walkers and fitness enthusiasts, announces the promotion of Jason Jabaut to senior manager, digital marketing and communication. As a part of the retail operations team, Jabaut will lead the integration of digital initiatives across all Fleet Feet Sports stores, including adoption and success of the brand’s recently launched e-commerce platform.

“Part of providing an epic experience for our customers is ensuring they have the opportunity to engage with us when they want and how they want, which our e-commerce platform provides,” says Fleet Feet Sports CEO and President Jeff Phillips. “Jason assumes a role he has been positioned for for some time now, and it’s one that will provide tremendous value and support to our stores as they embrace this expanded way of serving the customer. Jason's diverse skills, store relationships, and experience will lead the success of this initiative in all of our stores.”

Jabaut joined the Fleet Feet Sports team more than eight years ago, serving the brand in numerous capacities, most recently overseeing business intelligence and analytics, managing footwear vendor partnerships, driving footwear category strategy, and providing consistent franchisee support.

In his new role, Jabaut will lead e-commerce business integration across the franchise system of 144 stores, which will include communications efforts, training and product merchandising, and marketing planning/execution. He will manage the on-boarding of franchisees, communicate new responsibilities and processes to staff, and establish best practices for driving sales through the website. He will report directly to Ben Cooke, vice president of retail operations for the brand.

“Equipping our franchisees with a digital offense strategy is a dream come true,” says Jabaut. “My goal is to amplify our customer-centric approach through our e-commerce platform. Showcasing our premium story, well-rounding our customer service model, and having the ability to capture consumer demand in real time will complement and help drive our retail efforts over the next decade.”

Jabaut is a former national-class middle distance runner and a sub-four minute miler. He earned his B.A. in English from Villanova University.