Award-winning specialist running stores celebrate 20th birthday

Advance Performance, the specialist running stores in Peterborough and Cambridge are celebrating their 20th birthday.

It all began in a back bedroom when, Managing Director, Samantha Hale, formed her own sports related retail business, moving into her first store in Fulbridge Road, Peterborough, 20 years ago.

Now the two Advance Performance running stores regularly help thousands of customers every year to realise their personal sporting goals, safely and comfortably, achieved in no small part by consistent investment in the best qualified and experienced staff.

In 2018 the stores launched their RunBetter solutions, maximising the wealth of experience within the team, who are fully qualified coaches, sports scientists and therapists. All experienced and passionate runners.
RunBetter really does make Advance Performance more than just a sports store, they can help you be your personal best, solve & prevent injuries, get fitter and faster and achieve your goals – whatever your age, running experience or ability.

Samantha said: “It’s hard to believe that 20 years have passed, but we’re still growing and busier than ever before.

“I’m proud of the team we have and excited that in addition to our carefully chosen products, we can really deliver quality services in-store.”

With their emphasis on exceptional customer service and qualified advice, Advance Performance appear to be bucking the trend of a declining High Street and with business booming, they appear to have been proven right.

In this 20th birthday year, they have forged new links with the Sports & Exercise Sciences department at Anglia Ruskin University, jointly running Train Smart Seminars. Plus a partnership with running event organisers Sublime Racing, who brought the marathon distance race back to Peterborough for the first time in over 30 years.

The Peterborough store has also recently launched RunBetter running training plan consultations and supported training plans.

You can find out more about the RunBetter solutions on offer in-store or online at

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