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As of Oct. 5, counts Runners’ lab eight locations. As a running specialist, we are opening that day the doors of our new store in Asse. With this newcomer, Flemish Brabant will soon have two Runners’ lab stores, as runners and walkers could already visit Zaventem since 2015. “It is important for us to be on both sides of the Brussels ring road,” says CEO Koen Wilssens , which makes it its mission to be accessible all over Flanders within 30 minutes.
Runners’ lab Experience

Runners’ lab has grown over the past 44 years to become the leading running specialist in Belgium. We owe this mainly to our scientific, but slightly eccentric way of working.

In fact, upon entering the store, you won’t see running or walking shoes on display. Only after a test on our self-designed Footscan® system do the advisors show shoes that meet everyone’s specific needs. This is because your foot and gait pattern should determine your shoe choice, not the looks.

Add to years of expertise an overdose of passion for sports, and you have an explanation for the running store’s success. That’s former athlete and current general manager of Asse Lander Van Droogenbroeck did not fail to notice. He cited the following words of praise:

“The DNA of Runners’ lab is completely true. It’s amazing to see how everyone in the company has sports as a common denominator and fits within the company’s vision.”

Huge market for runners and walkers

Van Droogenbroeck is therefore pleased that Runners’ lab is opening its doors in his municipality. “Asse is a strongly growing municipality of meanwhile more than 35,000 inhabitants. Moreover, we are a blind spot on the map for the time being for this niche sports store while we are one of the busiest mobility points in Flanders. I am therefore strongly convinced that there is a huge market here for runners and walkers,” said the former marathon runner.

Brussels Ring

Incidentally, Van Droogenbroeck cast himself as a counselor for Koen Wilssens in the past.

“When Asse came my way, I immediately called Lander for advice,” our CEO revealed. He confirmed to me that Asse is a potentially ideal base of operations. It covers a large area where Runners’ lab is not yet established. Few people from this region dared to make the move to Runners’ lab Zaventem, so for us it was important to also be on this side of the Brussels Ring Road. On the Brusselsesteenweg, moreover, we can count on a lot of passage.”

Business site

A prestige project Wilssens wouldn’t call it, yet Runners’ lab Asse has a lot of interesting assets.

“We’re setting up on a nice site with a few other companies. It will be a real visibility location. For the first time, we are also exchanging the ground floor for the first floor. In terms of surface area, it will even be one of our largest stores,” says Wilssens, who is expanding his eighth physical store with Asse.

All are welcome during the opening weekend on Oct. 5 and 6

Although Asse is crowded in terms of mobility, there is no shortage of ideal running paths. Not unimportant for a running store. “We are the gateway to the Pajottenland,” Van Droogenbroeck knows. “Asse is incredibly beautiful and pleasant to walk on with numerous gravel roads and field paths.”

Those who want to get to know both the area and the store can participate in the opening run during the opening weekend of Runners’ lab Asse on Saturday, Oct. 5 and Sunday, Oct. 6. Visitors can run a 10-km route at their own pace at a starting time of their choice. Each runner will receive a free running shirt upon completion.

The full program for the opening weekend is below:

  • Continuous oven from 9 am – 6 pm (advice possible)
  • Trail clinic at 10 a.m. (Sunday)
  • Sports nutrition info session 2 p.m. (Saturday and Sunday)
  • Edge animation
  • -20% opening discount on clothing