We talk with Jeri Hogue of Southwest Runners about turning a late start into a 16-year running hub, the family support that made it possible, and how a simple group run built a real community. We dig into local market lessons, online competition, and why success now means health, trust, and miles together.
• origin story, motherhood to entrepreneur
• partner support and early doubts
• coaching roots and love of running
• fitting shoes that prevent injury
• building a consistent running group
• trail routes, safety, and terrain tips
• learning Farmington’s unique tastes
• balancing inventory and slow seasons
• competing with online shopping through service
• personal growth from introvert to coach
• redefining success as community impact
• collaboration on Hood Mesa trail races
• vision for active aging in the Four Corners
• contact info and invitation to group runs
What does it look like to build a business after the kids leave home — and turn it into the heartbeat of a local running community? We sit down with Jeri Hogue, owner of Southwest Runners, for a candid conversation about risk, resilience, and the long game of showing up when no one else does. Jeri shares how a seventh-grade PE nudge became a lifelong passion, why her husband’s steady support mattered when the tears came, and how a small decision — hosting a twice-weekly trail run — grew from a family jog into a 45+ person crew.
We dive into the realities most small business owners recognize: wearing every hat from buyer to bookkeeper, learning the unique tastes of a town like Farmington, and competing with the ease of online shopping. Jeri walks through practical lessons on fitting shoes to prevent injury, keeping runners on the trails safely, and creating an experience the internet can’t match. She also opens up about identity and confidence — how entrepreneurship turned an introvert into a coach who guides first marathons and cheers big life changes, from weight loss to new PRs.
There’s momentum ahead, too. Jeri and Southwest Runners are partnering with Tonique Racing to support Hood Mesa trail events with 5, 9, and 15-mile options, plus brand partners like Brooks, Saucony, and Mizuno stepping in to elevate race day. The bigger takeaway: success has shifted from chasing profit to building trust, health, and community—mile by mile. If you’ve ever wondered whether it’s too late to start, or how to anchor a brick-and-mortar shop in a digital world, this story will meet you right where you are.
If this resonates, follow the show, share with a friend who needs a push, and leave a quick review — what risk will you take this week?