By Kelly A. Golff
Photography by Robert French
Once again San Antonio was awarded the dubious distinction of being one of the fattest cities in America by Men’s Fitness magazine (we’re #2 after Las Vegas). For years residents and the media have poked fun at our city’s penchant for plumpness, but Roger Soler isn’t laughing. The owner of three athletic shoe and gear stores in Bexar County, Soler has made it his life’s work to get people off the couch and to participate in physical activities they enjoy.
The starting line
Born in Argentina and raised in Peru, Roger Soler’s competitive spirit soared at a young age. “I played soccer every day when I was a kid and have always enjoyed competing,” he recalls. With high school success in track and cross-country, he earned a track scholarship to University of Texas at San Antonio and has been here ever since.
After graduating with a bachelor’s degree in physical education, Soler wasn’t sure what he wanted to do. He coached at a middle school and worked at a fitness club. Both experiences reinforced the thought that had been idling in the back of his mind. “I wanted to go into business for myself, and I knew it needed to relate to something I enjoyed,” shares Soler. “Running has always been a big part of my life, so it seemed like a natural combination.” He took some business courses, researched the marketplace and got a lot of advice. He opened his first running shoe store on Jackson Keller Road in December 1989. “It was pretty small. Looking back, I didn’t know what I was doing, especially financially,” he says with a chuckle.
Out of the blocks
From the beginning Soler envisioned himself as a promoter of fitness and health within the community. Unlike the national chains, Soler isn’t just out to sell shoes. “My goal is to make you into a person who enjoys whatever physical activity you choose, whether it’s running or volleyball, cycling or swimming. My staff understands the needs of someone who is getting involved in a sport,” says Soler. “They’re all athletes and/or coaches themselves, so they understand the equipment aspect, as well as what it takes to participate successfully.” Soler says the natural consequence of promoting sport is of course, selling more shoes and equipment. It’s a handy little business equation that quickly translated into two additional locations: a store in Alamo Heights on Broadway in 1994 and one geared toward triathlons in Helotes in 2004.
As he gets ready to celebrate his 18th business anniversary in December, Soler notes they’ve never been better financial shape. “I owe much of my success to my business mentor, R.D. Elder, the former race director of the San Antonio Marathon. He asked a lot of questions and made me think about my decisions.”
We Run San Antonio
Retail is just one facet of Soler’s Sports. Roger and his team also manage some of the race logistics for more than 30 events each year, such as the Race for the Cure and the San Antonio Marathon. But what gives Soler his greatest satisfaction is We Run San Antonio, a program he created for individuals from all walks of life to have access to the proper tools and coaching needed to reach their fitness goals. “San Antonio is faced with the challenge of becoming one of the fittest cities in America,” says Soler. “This flexible, multi-functional organization promotes fitness for kids, adults, corporation, clubs and more. It’s a springboard people can use to make fitness an enjoyable part of their everyday life.”
An example of what We Run San Antonio offers is the Summer Marathon Training Program. Soler’s Sports coaches provide an 18-week training program designed to prepare runners to make it to the starting line of the San Antonio marathon injury-free and in proper condition to complete the race. Participants meet with the coaches twice a week for group training sessions that dovetail with the special needs of each individual.
We Run San Antonio promises to help participants:
1. Experience your community: Committing to a program can help you discover a new side of our city. The training may take you to an area of town you don’t normally see.
2. Meet new people: Finding new friends through fitness is fun. Plus training partners can further motivate you to reach your fitness goals.
3. Get motivation: Group training programs have been proven to get people off the couch or out of a training rut. Group training can inspire you and give new life to your training regimen.
4. Become a revolutionary: Hundreds of thousands of people lace up their shoes every day to participate in the sport of running. Actively participating with We Run San Antonio helps fulfill the dream of transforming San Antonio into one of the fittest cities in America.
“They make running a marathon seem accessible,” says summer marathon training program participant Tara Uffelman of Helotes. “The camaraderie and coaching is great, and I can already feel myself getting more fit. I can’t wait to add ‘run marathon’ to my list of lifetime accomplishments.”
Finish line
Soler says he’s seen a gradual change in San Antonio with regard to health and fitness in the last few years. “The attitudes of people and corporations, even the city government, are changing and starting to be more active and promote wellness and fitness,” says Soler, who runs five days a week and cycles once a week. “We have great parks, facilities and weather for sports. There’s no excuse not to get out there and get busy.” Especially when we have such dedicated citizens like Roger Soler making it easier than ever to live fit, healthy lives.
