Fleet Feet St. Louis has become even more true to its name with the opening of a third store, this one in Fenton. The location complements the first two stores, in Chesterfield and St. Peters.

What a burgeoning market for runners and walkers! Since August 2006, the area has become home to four new running speciality stores: two Big River locations, Ghisallo Running, and the Fleet Feet store. The Canadian-based chain called Running Room is scouting locations.

The growth seems counterintuitive, since online sites like Zappos or Amazon almost always can beat the boutiques on price. But runners want more than shoes. They want improved performance. They want friendly advice. They want a pat on the back for setting a PR. They want training runs and races in their own backyard that are well-organized. They want to stop in for a pair of socks but pick up a tip or two on how to deal with that nagging pain in their right heel. They want support.

They want a running community. They’re willing to pay for it, because the value of the human touch can’t be measure in five extra dollars for a pair of Nikes.

The folks at all the area stores deliver on all fronts.

At some point, the area could have one running store too many. Not now, though, when participation at the Go! fitness weekend, the Lewis & Clark marathon and the St. Patrick’s Day Run are experiencing double-digit growth each year. Not when each of the area stores sponsors more runs each year. Not when runners from Ghisallo, Big River and the 180 Energy Runners hit the podium at local, regional and national races. Not when more people are taking up walking.

We’re not there yet. It would be a good thing if we never reached the saturation point on fitness.