Russell Sergent – Founder of Fleet Feet Sports

Russell Sergent is the founder of Fleet Feet Sports, a running and athletic gear supply company based in Brookfield, Wisconsin. Sergent grew up in Rockford, Illinois, graduated from Rockford High School in 1988, and founded his first business in 1995. The business, which he still operates, is Pro-Source Distributors, supplying janitorial supplies to over 500 companies in the area. Sergent founded Fleet Feet Sports in 2008 in Brookfield. The company has continued to help people get the right gear for all of their personal distance running and athletic goals because of its focus on the total experience for all of its customers.

Russell Sergent

Russell Sergent founded Fleet Feet Sports because he found himself enamored with distance running. He participated in his first marathon, the PF Chang’s Rock N Roll Marathon, in Arizona in 2007 and found he couldn’t replicate the feeling of endorphins running through his bloodstream any other way. Russell Sergent had found one his favorite relaxing activities. He founded Fleet Feet Sports because he thought that he could help his community get the best equipment and apparel around at optimal prices. He learned everything there was to learn about distance running gear and used that knowledge to help his employees educated customers on how to get the best gear for their personal needs. Today, Fleet Feet Sports helps many people on an individual basis get the support they need to avoid injury and run to their goals.

Russell Sergent participated in his fist Iron Man triathlon in 2008 and hasn’t looked back.

Russell Sergent – Three Mistakes New Business Owners Make

Russell Sergent has been a successful businessman near his hometown community of Rockford, Illinois for over 20 years. He has made plenty of mistakes over the years, but he has also learned from most of them and now knows how to avoid them in the future. Sergent started with a janitorial supply company called Pro-Source Distributors and now owns several businesses in the area more focused on his personal interests, such as distance running, snowmobiling, and more. He has been able to chase his dreams by avoiding disaster and moving on from his mistakes. Here are a few common mistakes he has made in his early business career that many young entrepreneurs still make:

Russell Sergent

  • Analysis paralysis. Russell Sergent has always been a careful businessman, but early in his career, he was too careful. Sometimes, crunching the numbers endlessly only leads to inaction, which can be the kiss of death for many businesses. Sometimes, you’ll never know how a particular move will pan out until you set it in motion. Running a business involves risk. No amount of analysis will prevent that.
  • Forgetting about feedback. Russell Sergent would have been completely lost without client feedback early in his first business venture. Always test your ideas before rolling out a new feature, product, service, or marketing effort with a focus group of some kind.
  • Slouching on networking efforts. If you only try to network with people when you need something, you’ll find yourself alone and out of luck. Take advantage of every opportunity to network with others who could potentially help you in the future.

Russell Sergent lives and works in Rockford, Illinois.