Community Support, Loyalty Bolster Small Business in Peoria, IL

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Lifelong Peoria, IL, resident and business owner Adam White of RC Outfitters grew up supporting small businesses and watching them thrive with community support. He bought his first pair of running shoes as a kid from the shop he now owns. 

He believes the “in it together” attitude that’s inherent in Greater Peoria makes starting and running a business here possible for anyone. 

“Peoria is a truly magnificent community, and the families are special,” White says. “We care about one another and the greater good in ways not commonly found in other communities.” 

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How It Started 

When White bought Running Central (now RC Outfitters) in 2007, the business was a mature 33 years old and at risk of closing. Still, White says he saw the base of a company that had established a reputation of providing customers with what they needed, and he knew he could grow it from there. 

When he opened, there was only one other full-time team member besides him and four part-time team members. Today, the store has nearly 50 people on the payroll, including 12 to 15 full-time team members, White says. 

“Providing our community a place to work that they find rewarding, can grow as individuals, and discover what they want to do with their careers is an honor,” White says. 

The tremendous growth in size of the business’ physical space is an indicator of its success. From its 750-square-foot beginning, the shop has grown to more than 1,800 square feet. Beyond selling technical running shoes and inserts, the store also provides accessories, essentials and apparel people can wear every day, including top brands like Lululemon, Free People and Vuori. 

Isabelle Broughton

How It’s Growing

The road to success is rarely smooth, and White says that was no less true for RC Outfitters. 

“I hadn’t worked a day of retail in my life,” White says. “I almost bankrupted the business in the first few years until I reached out and connected with our community leaders and a consultant and received an education about what it meant to be a merchant.” 

And connecting with the community has made quite the difference for White over the years. 

“The support from the community continues to be overwhelmingly positive,” he says. “Even when we were faced with a pandemic and were eventually able to open our doors, existing customers showed up, and lifelong customers who shopped online came in person. A floodgate opened with new business and opportunities I never could have foreseen.” 

New business owners or those looking to start a business in Greater Peoria should lean into the community, White says, because if you support them, they will support you. 

“We have a fantastic community here,” he says. “We are tight-knit with many multigenerational families here. We take care of the people who take care of us. What fosters loyalty to our company today is how invested we are in our community.” 

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Resources for Entrepreneurs

For entrepreneurs who are looking to make their own ideas a success, Greater Peoria offers a welcoming launchpad. Here are four local resources for startups:

• Distillery Labs, which serves founders and entrepreneurs, provides collaborative space and accelerator programs to spark growth.

• The Turner Center of Entrepreneurship & Innovation at Bradley University offers expert guidance, training and resources for every stage of business. It houses the Illinois Small Business Development Center.

• Peoria NEXT Innovation Center supports innovation with private and large office space as well as wet labs for emerging companies. Companies in need of a mailbox and internet access but not private office space can also utilize the center. 

• SCORE Peoria is another organization available to area startups. No matter where you are on your entrepreneurial journey, SCORE connects you with expert business mentors who provide advice free of charge. 

With this strong network of resources available, starting and growing a business in the region is both accessible and well-supported. Reach out to one of the resources today and find the answers you need to help your business thrive.