This month, we set out to discover how this Singaporean IRONMAN champion, Red Dot Running Company founder, and one-time fashion editor, Jeri Chua, turned her dream into reality with RDRC, and how this independent local brand became the go-to hub for endurance athletes, running enthusiasts and now, the local HYROX community.
Jeri scales the Great Wall of China on one of her many Fatburd events that bring endurance sports to more people. Above: Tor des Geants, Aosta Valley, Italy (332 KM trail) – First Singaporean to complete (Image by Foto Lanzeni).
What inspired you to establish Red Dot Running Company, and what was your initial vision for the brand?
At the time, I was an avid trail ultrarunner and needed specific gear like a hydration pack and gaiters, but I couldn’t find anything suitable in Singapore. There was a small trail running community here, and I wanted to help by providing advice and gear—both of which were scarce in 2016!
I modeled Red Dot Running Company (RDRC) after American running stores, where community is integral to the store’s support system. The staff at these stores are passionate about the sport and knowledgeable enough to offer great advice. I wanted my customers to have a great retail experience—it was never just about selling products.
Jeri on her bike leg during the IRONMAN Hawaii in 1998. She was the first Singaporean to qualify (all previous competitors entered through a ballot system) and the first Singaporean woman to race in Hawaii, winning her age group at IRONMAN New Zealand to qualify for the 1998 Ironman Triathlon World Championship in Kona, Hawaii. Swim 2.4mile - Bike 112mile - Run 26.2mile.
The carefully curated selection of exciting and innovative gear and nutrition at Red Dot Running Company's brick-and-mortar store at 108 Sims Ave in Geylang. This includes a curated selection of minimalist trail and running shoes from best-selling brands like Vivobarefoot and Xero Shoes to promote natural movement in our feet.
I chose the name Red Dot Running Company as a nod to localizing the concept of U.S. running stores, which are often named after the town they’re based in. I wanted our local runners to have a place they could identify with—a space where they could hang out and talk about all things trail and ultra.
I sourced niche brands that I felt were outstanding in quality and functionality—brands sought after but not available locally or regionally. This philosophy still guides how we curate our brand offerings today. Everything is tried and tested so we can stand behind the brands and products with a promise that they’ll do what they say on the tin.
The plan was always to grow the community by creating opportunities for interaction. I’d try to organize runs, talks, and other community events, including an annual trail film festival. We even used to have monthly movie nights!
RDRC leads with performance brands like WYN republic, a previously online-only company that started out making premium tri-suits. By bringing hard-to-access brands to Singapore and the region, RDRC ensures that local athletes can get the gear they need to excel.
Can you share some of the biggest challenges you've faced in the running industry and how you've overcome them?
I don’t come from a business background, so the learning curve has been steep from the beginning. I had a vision for what I wanted the store to be and set out to achieve it with the limited experience I had. In hindsight, I should have sought more help and advice, but there wasn’t anyone I could turn to for guidance at the time. Being overly trusting in business led to some expensive lessons—what I call “tuition fees” for the privilege of some hard lessons learned.
2013 at the Tor des Geants, Aosta Valley, Italy (333 KM trail) – Jeri was the first Singaporean to complete the race, crossing the finish line with the Singapore flag. Image by Foto Lanzeni.
I’ve always been ambitious. Instead of settling for a small store, I wanted to share some of the innovative products I discovered and use personally as a competitive trail and ultra runner with a much wider audience. So, I started distributing most of the brands I brought in. This hasn’t been easy with limited resources, and adapting over the years has been quite the journey!
Finding the right staff has also been a challenge. I want to build a team that is passionate about the outdoors, dedicated to their sport, and eager to grow with RDRC. That’s not always easy in retail, but I’m grateful for the team I have now.
The RDRC team comprises enthusiastic individuals who can advise customers on the right gear and nutrition, being passionate athletes themselves.
What are you most proud of achieving at Red Dot Running Company?
Earning the trust and support of the community. Our customers are a discerning bunch, and I’m always grateful that they choose RDRC as their go-to store for running gear and nutrition. Over time, we’ve expanded to support a wide range of sports communities, not just runners, and I still love the interaction we have with everyone.
The RDRC community has grown steadily into a tight-knit, loyal crew, nurtured by the support and community events that Red Dot Running Company's events arm, Fatburd Events, hosts regularly.
In what ways do you think the running industry is evolving, and how is your company adapting to these changes?
Running has become much more accessible and appealing to a broader audience, thanks to the proliferation of run clubs and social media, which has amplified the sport’s “cool factor.”
Our approach to brand curation has evolved to ensure that we don’t simply follow trends but continue to provide products that truly serve the community. While we adapt to the changing landscape, we remain committed to our core philosophy. We typically avoid mass-market brands because I want RDRC to remain a unique destination for runners and athletes—a sort of Aladdin’s cave of treasures.
Our sports nutrition selection is the most comprehensive of any sports store. More importantly, we have the expertise to advise everyone—from amateurs to elite athletes—on their nutrition needs. We stay ahead of industry trends, such as the growing demand for recovery products like CurraNZ and foundational health supplements like AG1.
Jeri was the first female survivor of the Hong Kong Four Trails Ultra Challenge (HK4TUC 2016), covering 298 km in 77 hours and 30 minutes, making her the first woman to complete the challenge.
Bringing and making available brands like Built For Athletes is just one example of how Jeri's vision for serving her sports community and staying ahead of the competition is realized - with excellent products.
Additionally, we’re expanding our brand offerings to support other sporting communities. For example, we’ve brought in Built For Athletes, a tactical bag brand that is the go-to for the HYROX community, and WYN republic, a premium triathlon suit brand previously unavailable in physical stores.
What advice would you give aspiring entrepreneurs passionate about combining business with a love for running or fitness?
Ask for help, hire early, and don’t do this just to make a profit—it has to come from a place of passion. I love my job! Maybe not every single moment, but I love that I’ve been able to combine my passions and turn them into a livelihood.
Jeri on the Walker's Haute Route - a challenging hiking trail in the Alps that's about 188 kilometers (117 miles) long. It's considered one of the world's most difficult hikes, starting in Chamonix, France and ending in Zermatt, Switzerland while crossing eleven mountain passes along the way.
Check out some of Jeri’s faves in-store at RDRC @ 108 Sims Ave, or head online to scope out the latest drop at www.rdrc.sg.