Story of Jeroen from LOWA
During the 4Days Marches, the Wedren is bustling with activity every year. One spot you absolutely must visit is the LOWA stand. Here, the specialists from TCK Sports Group help walkers find the right footwear and provide tailored advice, from foot measurements to sock tips. Jeroen is one of these specialists and takes us behind the scenes, sharing his experiences with the busy days, enthusiastic participants, and special moments he encounters every year:
Busy Start at the Wedren
“Every year, it’s a moment of pride when you arrive at the Wedren on Sunday and see that our LOWA stand is packed with people interested in hiking shoes and seeking advice from ‘the LOWA people.’ And that’s exactly who we are. Each staff member from TCK Sports Group is a specialist in footwear advice and foot scanning.
No matter how busy it gets, anyone who wants can have their feet scanned, and we, the LOWA specialists, provide the necessary guidance for taking on an extreme walking challenge like the 4Days Marches. In our eyes, it’s a top-level sport: walking 30, 40, or 50 kilometers, four days in a row, in heat or summer downpours.
That the stand is continuously so full on Sunday and Monday, the days participants pick up their starting numbers, surprises us every year. Yes, walking is more popular than ever. And pushing your limits is too. Today, people take on personal challenges like running marathons, participating in ultraruns in the mountains, or cycling tours, sometimes for charity.
There is, however, one difference with the 4Days Marches… participants come to buy shoes carefree on Sunday or Monday, just before the start. Unbelievable, really, and certainly not our advice at LOWA. Yet it is wonderful to experience the participants’ carefree attitude and the courage with which they simply assume they can complete the 4Days Marches in brand-new shoes.
This year, I helped a man and a woman find shoes—both of whom I had sold shoes to the year before. “We do this every year: on Monday before the start we pick up our starting number and come to get shoes from you. We reward ourselves for all those training kilometers with a brand-new pair of hiking shoes.” I find that beautiful, and every year I tell people: yes, we can find shoes for you, but I recommend doing it earlier next time. It’s a bit safer, and above all, more certain.”
The Right Shoe for Every Walker
“Now I dare say that at LOWA we make some of the best shoes in the world. But it is still both an art and a craft to find the right shoe for the right foot. Scanning the foot provides perfect insights that you cannot determine with the naked eye. In short, even at the last minute, walkers are in good hands with us.
It’s not entirely irresponsible either. The days when hiking shoes—often sturdy mountain boots—needed several weeks or even months to break in are somewhat behind us. Nowadays, there is a wide range of sporty hiking shoes, often no longer made of leather, that fit comfortably right away if the correct length and width are chosen, allowing you to start walking immediately.
New shoes always take a little getting used to, but judging by the fact that many people who bought last-minute shoes from us returned to our stand with a thumbs-up after the first day of walking, it shows that it is certainly not impossible.”
Beautiful Moments and Special Experiences
“How different those walking days are compared to Sunday and Monday. It’s amazing to see so many people, in their euphoria after completing the day’s kilometers, take the time to praise us for the good shoes or thank us for the helpful advice.
And yes, of course, there are also people who are not satisfied or are experiencing issues. That’s when we step in to help. We look at what the problem is and try to provide a solution. Most of the time, it goes well and to everyone’s satisfaction.
We also encounter some really fun situations. On Wednesday during the 107th edition, it had rained a lot, and a walker came to buy new shoes because ‘these won’t be dry by tomorrow and I’m not stepping into wet shoes again—that’s asking for trouble.’ The old shoes were truly worn out to the soles, so a new pair was no unnecessary luxury.
In short, the contrast between how attached people are to their shoes and their ‘brand’—some people are real fans of LOWA—and how casually others treat this basic part of their gear is remarkable. It’s a very special experience, every year. And above all, it’s incredibly rewarding. Each evening during the 4Days Marches week, we share dozens of stories about our experiences with the walkers.
On to the next one!”
