Running Wylder has become one of the more talked-about running shops, but founder Katie Douglas doesn’t come across as a retailer chasing growth. She comes across as a host.
When I met Douglas at Paris Fashion Week, I expected someone carrying the weight of a movement. Instead, I found a warm, practical entrepreneur focused on products, community, and helping people find things they’ll genuinely love.
Her women-first approach isn’t a marketing strategy. It’s a reflection of what she cares about. And perhaps that’s why it works. Running Wylder feels less like a store and more like being looked after.
