The following is an article written to capture the inspirations that led to my present thesis investigations.
Setting Runners Free to Reach Their Potential
The Ethereal Running Company offers a big boost to the runner’s experience in a holistic way for their mind, body and soul. Ethereal gives easy-to-learn intuitive knowhow from inside knowledge of the most effective running techniques. Ethereal tailors that knowledge to address every runner’s specific needs. Ethereal also connects runners to a community that offers more advice, sharing and encouragement.
My parents dubbed me a runner from the very beginning. My childhood exuberance played out with me running all over the place. By the time I arrived at high school, the track & field distance squad saw me as one of them. We were a tribe. We ran all the time, and running made us happy. We joked about seeing “seven golden cheetahs” (a legend made famous by an article in Runner’s World) when we ran at our best.
Article:
Setting Runners Free to Reach Their Potential
The Ethereal Running Company offers a big boost to the runner’s experience in a holistic way for their mind, body and soul. Ethereal gives easy-to-learn intuitive knowhow from inside knowledge of the most effective running techniques. Ethereal tailors that knowledge to address every runner’s specific needs. Ethereal also connects runners to a community that offers more advice, sharing and encouragement.
My parents dubbed me a runner from the very beginning. My childhood exuberance played out with me running all over the place. By the time I arrived at high school, the track & field distance squad saw me as one of them. We were a tribe. We ran all the time, and running made us happy. We joked about seeing “seven golden cheetahs” (a legend made famous by an article in Runner’s World) when we ran at our best.
My reason for taking on this topic came from my experience running a marathon five years ago. I worked for Nike at the time in Beaverton, Oregon. I had come from a sedentary life in business school. To fit in at Nike, I had to get back in shape. During lunch, everyone got out and ran the Beaverton trails.
It was easy to fall into the flow of marathon training. I simply had to keep up with my peers. I wouldn’t have known how to get started if I wasn’t around more seasoned runners. They would often push the pace to haze a newbie like me. That was running at Nike. Not joggers, but a tribe of serious runners. You had to put in the hard miles to win respect with them.
Soon after, I set my sights on the Portland Marathon. Every lunch involved long training runs or pounding out splits on the campus track. The weekends involved very long runs upward of twenty miles. I would be lying if I didn’t admit being tired of all those miles. I wanted the race to come already. On the brighter side, I felt my confidence grow that I could actually finish the big race.
The race did come alright. I remember having to fly back to Portland the day before due to a business. I worried that my body might be tight from the wear and tear of travel. As soon as I landed, I went to the Portland Marathon Expo to pick up my race bib, chip and the free give-aways (i.e. swag). After that, I headed home to unwind. I had family in town and they were very excited to see me race.
Race day–6AM, I get up and put on the running gear I had laid out the night before. The 7AM start time meant that Portland would be very chilly. I put on many layers. I had a red base-layer lycra top, black Nike running shorts, a long sleeve shirt, a grey running jacket, black warm-up pants, hat and gloves. We arrived downtown at 6:30AM. The crowd was buzzing and you could feel the energy.
It was easy to fall into the flow of marathon training. I simply had to keep up with my peers. I wouldn’t have known how to get started if I wasn’t around more seasoned runners. They would often push the pace to haze a newbie like me. That was running at Nike. Not joggers, but a tribe of serious runners. You had to put in the hard miles to win respect with them.
Soon after, I set my sights on the Portland Marathon. Every lunch involved long training runs or pounding out splits on the campus track. The weekends involved very long runs upward of twenty miles. I would be lying if I didn’t admit being tired of all those miles. I wanted the race to come already. On the brighter side, I felt my confidence grow that I could actually finish the big race.
The race did come alright. I remember having to fly back to Portland the day before due to a business. I worried that my body might be tight from the wear and tear of travel. As soon as I landed, I went to the Portland Marathon Expo to pick up my race bib, chip and the free give-aways (i.e. swag). After that, I headed home to unwind. I had family in town and they were very excited to see me race.
Race day–6AM, I get up and put on the running gear I had laid out the night before. The 7AM start time meant that Portland would be very chilly. I put on many layers. I had a red base-layer lycra top, black Nike running shorts, a long sleeve shirt, a grey running jacket, black warm-up pants, hat and gloves. We arrived downtown at 6:30AM. The crowd was buzzing and you could feel the energy.
Looking back, that moment felt like a huge tipping point after six months of physical, mental and emotional toil. Was I ready? I put in the required training, but I was still nervous. I wondered what I would change if I had to do it all over again. It didn’t matter at this point. The race was upon me. However, that curiosity stayed with me and shaped why I chose running as a place to explore my thesis.
I wanted to see how I could best help someone achieve their running goals. I picked the marathon as a sharp point partly from running the Portland Marathon, and partly due to the fact that you have to prepare to run a marathon. Someone cannot jump into it unless they are asking for injury. I spent the first three months of my thesis diving into the culture of those runners aiming to accomplish the big race.
Part of that meant getting back into running myself. Running helped prime my senses as to what other runners might tell me directly or indirectly. I strapped a Go-Pro camera to my chest and sampled every mile of the LA marathon course. While doing so, I imagined a runner’s psychology through the race. I also met with local running clubs. Wearing the Go-Pro, I caught my observations on video and had many in-run interviews with those willing to share their stories with me. The club events were hosted by “Mom & Pop” running shops around Los Angeles. Each served as a home base for local running communities to meet and help one another. Over miles, bananas and Gatorade, my time with them affirmed that Running was more than sport to these people. Running is a way of life.
I wanted to see how I could best help someone achieve their running goals. I picked the marathon as a sharp point partly from running the Portland Marathon, and partly due to the fact that you have to prepare to run a marathon. Someone cannot jump into it unless they are asking for injury. I spent the first three months of my thesis diving into the culture of those runners aiming to accomplish the big race.
Part of that meant getting back into running myself. Running helped prime my senses as to what other runners might tell me directly or indirectly. I strapped a Go-Pro camera to my chest and sampled every mile of the LA marathon course. While doing so, I imagined a runner’s psychology through the race. I also met with local running clubs. Wearing the Go-Pro, I caught my observations on video and had many in-run interviews with those willing to share their stories with me. The club events were hosted by “Mom & Pop” running shops around Los Angeles. Each served as a home base for local running communities to meet and help one another. Over miles, bananas and Gatorade, my time with them affirmed that Running was more than sport to these people. Running is a way of life.
Minutes from the bull-horn, I lined up next to the pace-runner assigned to guide those aiming for a 3:30 time. He held a red balloon with a large “3:30” on it. The different pace groups managed to line up in series from slow to fast. Soon enough, it was 7AM and the horn sounded us off. I spotted my family just ahead and waved goodbye. The race was here and it was my opportunity to finish it.
As I pushed through the first mile, my nerves were tense and my pace felt shaky as I bobbed and weaved through runners. I wondered how I would feel through the later stages of the race. I feared tripping over someone, missing water stations and not seeing my family curbside. Over-thinking it, I needed to focus at the task at hand. After a few miles, I was able to find my groove. My breathing went from anxious to smooth. I felt my body loosen up and find warmth. The sun also helped as it rose above the horizon. That meant shedding layers to keep my body temperature under control.
As painful as running might seem, one can find joy when they build the capacity to do it. That allows runners to tune in and enjoy that childlike sense of movement. That movement feels good and it takes us back to nature’s wisdom about what the human body was truly meant to do.
Through Ethereal Running Company, I want to connect nature’s wisdom with the latest 21st century knowledge. I believe there are a number of ways to intervene in a runner’s journey by giving fuel to the mind, body and soul. As the story of Adam and Eve recounts the fall of Man, the act of running transforms someone to come full circle, but arrive at a much higher place. Ethereal will equip runners with the knowledge of what they are doing and how they can improve.
Within the running market, we’re faced with a paradox of choice. There’s too much. Which running book should I buy of the 25,000 that are on Amazon.com? Within Los Angeles, there are about ten large running clubs. Which one? Who are the coaches? Who has the best advice that’s right for me? In regard to running gear, there’s a ton of stuff. “Pronation, suplination, neutral, stability, cushioning, barefoot, zero-drop, forefoot, laces, no laces, trail, road, flats, spikes”–where to begin? The niche players are too niche, and the big brands make big promises not suitable for everyone.
As I pushed through the first mile, my nerves were tense and my pace felt shaky as I bobbed and weaved through runners. I wondered how I would feel through the later stages of the race. I feared tripping over someone, missing water stations and not seeing my family curbside. Over-thinking it, I needed to focus at the task at hand. After a few miles, I was able to find my groove. My breathing went from anxious to smooth. I felt my body loosen up and find warmth. The sun also helped as it rose above the horizon. That meant shedding layers to keep my body temperature under control.
As painful as running might seem, one can find joy when they build the capacity to do it. That allows runners to tune in and enjoy that childlike sense of movement. That movement feels good and it takes us back to nature’s wisdom about what the human body was truly meant to do.
Through Ethereal Running Company, I want to connect nature’s wisdom with the latest 21st century knowledge. I believe there are a number of ways to intervene in a runner’s journey by giving fuel to the mind, body and soul. As the story of Adam and Eve recounts the fall of Man, the act of running transforms someone to come full circle, but arrive at a much higher place. Ethereal will equip runners with the knowledge of what they are doing and how they can improve.
Within the running market, we’re faced with a paradox of choice. There’s too much. Which running book should I buy of the 25,000 that are on Amazon.com? Within Los Angeles, there are about ten large running clubs. Which one? Who are the coaches? Who has the best advice that’s right for me? In regard to running gear, there’s a ton of stuff. “Pronation, suplination, neutral, stability, cushioning, barefoot, zero-drop, forefoot, laces, no laces, trail, road, flats, spikes”–where to begin? The niche players are too niche, and the big brands make big promises not suitable for everyone.
I believe an honest grassroots brand can emerge to offer something new. My brand will offer guidance tailored to each runner’s wants and needs. This brand’s mission will be to provide holistic and intuitive guidance to improve a runner’s performance and enjoyment–mind, body and soul. I want to take away the burden of guesswork. I call this brand the “Ethereal Running Company” to denote “lightweight” (critical in running), performance, intuition and forward momentum. All products and services will echo Ethereal’s mission.
My stride held together, but 3:30 required more effort than a normal run That’s 8:00 minute-miles back-to-back for the entire 26.2 miles. Thankfully, my training improved my form to the point where I could run on my mid-foot versus the heels. That gave my body the extra lean it needed to allow momentum to carry me. My body was in control. Deep Chopra talks of cells having an ancient, individual intelligence. In the same way, I felt my body knew the form it needed to have to keep me on track.
That was until Mile 17. Portland’s course featured a very large bridge. The ramp leading up to that bridge gave the first challenge. As I shot up the ramp, I felt my legs ache in a way I had never felt before. I watched the 3:30 pacer slowly pull away. My legs would just not respond. I realized I may have reached the “Wall” that everyone talks about. The second challenge involved the bridge having its own crest once you were on it.
By the time I got to the top of that crest, I was sure it was the “Wall.” The pain brought me to a stand still. I stretched in an attempt to sort my legs out. After a minute, they felt better and I was able to continue. I stopped at every water station and sucked down gel packs to rebuild my reserves. Eventually, I found a “new normal” around Mile 20. The sun was out in full strength, roasting all runners and challenging our motivation.
Motivation–why do folks run? My research efforts gave me lots of time to talk with real runners. Through talks before, during and after runs, I’ve learned that runners want a slice of freedom from their busy day. The increasing demands of work and home life make running a fitting escape. Runners also seek a balance between their mind, body and soul. Harmony is the word that comes to mind. And the pain - well, runners appreciate the transformative benefits they get when going after a big goal.
Runners find inspiration in the stories and feats of others. Abeba Bikila won Olympic Gold in Rome barefoot in 1960. Jean Benoit Samuelson won Olympic Gold proving that women could compete in endurance events. The East African runners amaze us with their humility and super-human lungs. We look to the Tarahumara runners for their legendary barefoot running feats.
My stride held together, but 3:30 required more effort than a normal run That’s 8:00 minute-miles back-to-back for the entire 26.2 miles. Thankfully, my training improved my form to the point where I could run on my mid-foot versus the heels. That gave my body the extra lean it needed to allow momentum to carry me. My body was in control. Deep Chopra talks of cells having an ancient, individual intelligence. In the same way, I felt my body knew the form it needed to have to keep me on track.
That was until Mile 17. Portland’s course featured a very large bridge. The ramp leading up to that bridge gave the first challenge. As I shot up the ramp, I felt my legs ache in a way I had never felt before. I watched the 3:30 pacer slowly pull away. My legs would just not respond. I realized I may have reached the “Wall” that everyone talks about. The second challenge involved the bridge having its own crest once you were on it.
By the time I got to the top of that crest, I was sure it was the “Wall.” The pain brought me to a stand still. I stretched in an attempt to sort my legs out. After a minute, they felt better and I was able to continue. I stopped at every water station and sucked down gel packs to rebuild my reserves. Eventually, I found a “new normal” around Mile 20. The sun was out in full strength, roasting all runners and challenging our motivation.
Motivation–why do folks run? My research efforts gave me lots of time to talk with real runners. Through talks before, during and after runs, I’ve learned that runners want a slice of freedom from their busy day. The increasing demands of work and home life make running a fitting escape. Runners also seek a balance between their mind, body and soul. Harmony is the word that comes to mind. And the pain - well, runners appreciate the transformative benefits they get when going after a big goal.
Runners find inspiration in the stories and feats of others. Abeba Bikila won Olympic Gold in Rome barefoot in 1960. Jean Benoit Samuelson won Olympic Gold proving that women could compete in endurance events. The East African runners amaze us with their humility and super-human lungs. We look to the Tarahumara runners for their legendary barefoot running feats.
Running is painful–let’s be honest. What’s fun is the chance we have to connect our stories together to find much richer meaning in our running. Our pain equates to the guts we need to beat the odds. With the support of our friends and role models to look up to, we can find inspiration, motivation and fuel for the run. Through the pain, running becomes enjoyable. When you can run faster, run farther, commune with others and free your mind, you will truly fly.
On a recent trip to Ethiopia, I met with the Ethiopian Athletics Federation Head Coach, Dr. Yilma Berta. I wanted to explore the motivations behind the achievements of Ethiopia’s great distance runners. Why did they run? Per Dr. Berta, motivation meant providing for their families. With a sense of their potential, runners would compete locally and work their way up to international competitions. Dr. Berta would foster a healthy relationship of trust, where he and the athlete could align toward a realistic and shared vision. He designed the right cues to keep the athlete on track.
Thankfully, my older brother joined me at Mile 20 for the final six miles. My spirit jumped at the sight of him. His support offset all the pain I was feeling. At Mile 23, my wife also joined in for the last three miles. I still remember the sight of her running toward me. I swear I thought she was a mirage at first. In the state of my exhaustion, I was truly happy that she was there.
Toward the final stretch of the race, it was time for my brother and wife to leave so I could navigate the finishing chute. Those last few city blocks NEVER SEEMED TO END. The mass of spectators made the actual finish line seem closer than it was. “Is that it? No. Is that the finish? No! Another few blocks and yet another turn.” It seemed like a tease. Then, based on the bellow of the crowd, the finish line was right before my eyes. I mustered enough energy to sprint to the finish and achieve a final time of 3 hours and 50 minutes.
On a recent trip to Ethiopia, I met with the Ethiopian Athletics Federation Head Coach, Dr. Yilma Berta. I wanted to explore the motivations behind the achievements of Ethiopia’s great distance runners. Why did they run? Per Dr. Berta, motivation meant providing for their families. With a sense of their potential, runners would compete locally and work their way up to international competitions. Dr. Berta would foster a healthy relationship of trust, where he and the athlete could align toward a realistic and shared vision. He designed the right cues to keep the athlete on track.
Thankfully, my older brother joined me at Mile 20 for the final six miles. My spirit jumped at the sight of him. His support offset all the pain I was feeling. At Mile 23, my wife also joined in for the last three miles. I still remember the sight of her running toward me. I swear I thought she was a mirage at first. In the state of my exhaustion, I was truly happy that she was there.
Toward the final stretch of the race, it was time for my brother and wife to leave so I could navigate the finishing chute. Those last few city blocks NEVER SEEMED TO END. The mass of spectators made the actual finish line seem closer than it was. “Is that it? No. Is that the finish? No! Another few blocks and yet another turn.” It seemed like a tease. Then, based on the bellow of the crowd, the finish line was right before my eyes. I mustered enough energy to sprint to the finish and achieve a final time of 3 hours and 50 minutes.
Immediately, I was wrapped in a foil blanket and checked by medical staff. Despite the pain of what happened over the past four hours, my heart and mind filled with emotion. I had done it! I felt a huge sense of accomplishment that put my spirit in flight. I collected my medal, my free shirt, turned in my race chip and joined my family for hugs by the curb. Although I did not hit my target of 3 hours and 30 minutes, I felt incredible from finishing the marathon and having my family present to see it.
Dr. Yilma shared an advantage East Africans have in their ability to run so well. Ethiopians train in high elevation with limited oxygen. That requires more effort from the body to perform in those conditions. As a result, the body produces more hemoglobin, the oxygen carrying ingredient within our bloodstream. Once an Ethiopian enters a race on normal terrain, that added hemoglobin goes to work and gives the runner a tremendous edge. They are literally flying when they run. If you’ve ever seen Keninisa Bekele, he leaves the competition standing still.
In the same way, Ethereal Running Company will give runners the spring and confidence to let them fly. To the moon if they want it bad enough. This brand will enable them to do everything they aspire to do in their running. My design work is underway, but what I can say is that Ethereal will connect real runners with real coaches via the internet. This will be so much more than a $0.99 app. Real needs will be addressed. Using a combination of physical and digital products, I want to bring that experience on the run too. I truly believe there is a wealth of opportunities to help the runner along their journey. Given my experience, industry exposure and wealth of research, it is my responsibility to help my fellow runners. I am proud to say that I am a runner.
- Kevin G. Bethune
Dr. Yilma shared an advantage East Africans have in their ability to run so well. Ethiopians train in high elevation with limited oxygen. That requires more effort from the body to perform in those conditions. As a result, the body produces more hemoglobin, the oxygen carrying ingredient within our bloodstream. Once an Ethiopian enters a race on normal terrain, that added hemoglobin goes to work and gives the runner a tremendous edge. They are literally flying when they run. If you’ve ever seen Keninisa Bekele, he leaves the competition standing still.
In the same way, Ethereal Running Company will give runners the spring and confidence to let them fly. To the moon if they want it bad enough. This brand will enable them to do everything they aspire to do in their running. My design work is underway, but what I can say is that Ethereal will connect real runners with real coaches via the internet. This will be so much more than a $0.99 app. Real needs will be addressed. Using a combination of physical and digital products, I want to bring that experience on the run too. I truly believe there is a wealth of opportunities to help the runner along their journey. Given my experience, industry exposure and wealth of research, it is my responsibility to help my fellow runners. I am proud to say that I am a runner.
- Kevin G. Bethune
