We've Moved! New Location for our London Store

Our new London address:
4a Eccleston Street, SW1W 9LN.
Shiny new location. Same dedicated service.
Just half a mile from our previous location on Palmer Street!

Launch Party

After 33 years at Palmer Street, Run and Become London has moved to a new location in the heart of Victoria. To celebrate the move to Eccleston Street, many customers, suppliers and long-time supporters were invited to an evening function to mark the occasion. In addition, Ashrita Furman, the world’s most prolific Guinness World Record holder record, came over from New York to attempt a new record.

Speaking at the opening ceremony, Managing Director Shankara Smith spoke about the aims of Run and Become, and how it is inspired by the philosophy of Sri Chinmoy. Sri Chinmoy himself was a keen runner, completing many marathons and ultra-marathons during his running career. Sri Chinmoy also taught how meditation and the philosophy of self-transcendence could play a beneficial role in helping the outer running. Throughout the store, there are several photos of Sri Chinmoy, including photos of meeting great running heroes, such as Jesse Owens and Carl Lewis. (Right: Sri Chinmoy and founder Ongkar Tony Smith at the original store on Palmer Street)

The new store is just off Buckingham Palace Road, and a few minutes from Victoria train station. A team of talented architects from Czech Sri Chinmoy Centres have helped create a beautiful, light and spacious environment to display the running shoes and clothes.

Within the store, there is also a mini running track – ideal for testing out spikes and running shoes. All shop assistants have been carefully trained to help customers find the best running shoes for their needs. In the downstairs floor, the store will also hold related workshops and personal physiotherapy services for runners seeking to prevent and deal with injuries.

Ashrita Furman sought to break the Guinness World Record for blowing over the most number of eggs in a cup, in a minute – using only breath! Ashrita was on great form, blowing over 61 eggs within a minute. (The record is yet to be confirmed by Guinness). After Ashrita’s successful record attempt, those spectating had a go for themselves – learning that it was much more difficult than it looked. Some, including the author of this article, took a good few minutes before successfully flipping over one egg.

– Tejvan Pettinger (Pictured below left with Ashrita)

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  • Simon ChristianNovember 6, 2015 at 4:12pm
    Looking forward to checking out the new shop; I'm curious, what's with the all the '7's for the opening offers? Reply
    • Jana DuskovaNovember 9, 2015 at 11:10am
      Hi Simon,
      7 is our lucky number;-) We opened for the first time on 7th June 1982 and we moved to our new location at 4a Eccleston street on 7th November. We look forward to seeing you in our new store. BTW, you don't need to come on 7th. We will be happy to see you anytime;-)
      Jana Reply
  • Brien O'KeeffeNovember 7, 2015 at 9:52am

    I'm curious to know where you will assess customer running styles now. :-)

    • Jana DuskovaNovember 9, 2015 at 11:45am

      Hi Brien, being able to do the natural gait analysis properly; i.e. watching customers running outside; was one of our priorities when looking for the place for our new store. So with the new location, customers actually have plenty of space for testing the shoes outside the shop. There is a wide pavement on Eccleston Street and the dead end on Eccleston Place is also very useful. In addition, we have a looong track carpet in store in case it rains or for those people who are trying out spikes or don't want to show off their running style in public places :-) Just pop in so that you can test the running places for yourself!

  • Chris VernonNovember 7, 2015 at 12:17pm
    Good luck with your new location. I am sure Tony would approve.
    Even closer to Victoria Station, great. See you soon. Reply
    • Shankara SmithNovember 9, 2015 at 2:29pm
      Thanks Chris, we're very happy with our new home and Tony's pictures have come over with us, so he gets to experience it too! Reply
  • GabrielleNovember 7, 2015 at 6:25pm
    Hope you will be very happy in your new home and always as welcoming. So apt that, at a major transport hub, running is added to train, bus, tube, bike! Reply
    • Jana DuskovaNovember 9, 2015 at 12:50pm

      Hi Gabrielle,
      Thank you so much for your wishes. We really appreciate it. We will definitely continue welcoming all runners of the world to our new store. And yes, you are right, with our location very close to Victoria station, now it is much easier for everyone to get to us. And who knows – maybe there will be soon traffic signs for runners too :-)
      Happy running!

  • Yasmin MarghiniNovember 7, 2015 at 7:36pm
    Wishing you the very best of luck in your new start Reply
    • Jana DuskovaNovember 9, 2015 at 12:44pm

      Hi Yasmin, that's very kind! Thanks so much for your wishes. We will be happy to see you in our new store ;-)

  • Tim HandleyJune 12, 2017 at 5:47pm
    Sorry to see you've left Palmer Street. I retired 2 years ago so don't often get that way any more, but I've used your shop for many years, and have found your staff to be helpful and knowledgeable when advising on the best shoe type and fit. I strongly agree with your overall philosophy of running becoming a way to getting through to the deeper self, such as when training on longish runs on your own, the physical, and then the mental element might whisper how easy it would be to stop, but something even deeper can kick in to save you from giving in that temptation. All very interesting stuff.

    My daughter has recently taken an interest in running, I've advised her to find a running shoe shop that puts the same care into choosing shoes as you do. I had hoped you might have a branch near where she works - Bishopsgate -but as you don't, do you have the names of some shops she might try? I appreciate you may want to be careful about 'recommending' somewhere, but just some names would help if you could, please?

    With best regards to you all, PS I am definitely not a robot, despite what my wife says

    Tim Handley

    • Shankara SmithJune 12, 2017 at 11:16pm
      Hi Tim,

      Thanks for your comments and it's great to hear you've passed on the running bug to the next generation! The only shop I have personal knowledge of in the city area is London City Runner, they've been around for years and are still independently owned. Otherwise if she can make it over to Victoria we are a stone's throw from the station and open late on Thursday evenings.

      All the best

      Shankara Reply
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