Vimazi is picking up the pace with the first concept store
In May 2024, Vimazi Europe GmbH (www.vimazi.ch) opened the world's first concept store in Affoltern am Albis at Zürichstrasse 78 (near Migros and Lidl). The location looks back on a glittering past, as this nostalgic building with the well-known “Spyre Bar” was a meeting place for young and old for many years. And now a shop with running shoes?
Test on the treadmill
The new concept store not only offers the opportunity to try on all Vimazi models and test them on the treadmill, but is also Vimazi's center of excellence for running sports. The main aim is to further spread the Vimazi message and help runners stay injury-free in the long term and increase their performance in a healthy and sustainable way. That's why the concept store also regularly offers courses and information events, including in conjunction with business partners. The location in Affoltern am Albis is central and only 5 minutes from the train station. There are 5 free parking spaces directly in front of the shop. Appointments in the new concept store can now be booked online at www.vimazi.ch/conceptstore. Official opening times were deliberately avoided because Vimazi running shoes are not impulse purchases, but rather technically high-quality running shoes that require intensive advice. The range currently includes six road running shoes, two trail shoes and one walking shoe.
The challenge
The problem is that too many shoes provide a spongy, inefficient push-off. This motivated Vimazi to create better running shoes that provide the cushioning we want but still feel lively while moving us forward efficiently. Most running shoes have the same foam density from heel to toe and are sold to runners of all speeds. The problem is that the midsole foam cannot respond to forces at all speeds, even the differences between impact and propulsion forces. To get the desired cushioning and efficiency, you need a shoe that is designed for a specific speed zone and is tuned differently in the heel area than in the forefoot area.
The idea
As Vimazi CEO Scott Tucker was running his interval training session at 6 a.m. one morning in 2017, he suddenly had an idea. He thought that a shoe made for a specific pace could provide better cushioning and greater propulsion efficiency than a general shoe that was not "tuned" for a specific pace. Scott then took everything he had learned in 25 years of running shoe making - and even longer in marathon running - to a whole new level: Pace Tuning, because it offers a better and more individual running experience. As CEO, Scott was significantly involved in the development of shoes for Montrail, Scott Sports and Pearl Izumi, among others.
Some physics
But it took a long three years to understand the physics of human running and the forces it creates. When Vimazi finally understood the physics, they created an equation that defined the running forces. So Vimazi is now able to calculate the exact impact and propulsion force in Newtons for any pace, including variations in height, weight and cadence. (A newton is a metric unit of force.) The data from the “Forces in Running” study that Vimazi conducted agrees with the force calculations they obtained from physics. In other words: Vimazi knows it works! By the way, the name Vimazi comes from Greek and is made up of “Vima” and “Zi”, which roughly translates to speed zone.
Looking for trading partners
Vimazi is a start-up and is actively looking for specialist dealers throughout Switzerland and distributors in Europe. Investors who want to shape the running shoe market together with the young team are also welcome. The path is exciting and the potential is huge. And one thing is certain: Vimazi is unstoppable, true to the company motto: At one with you pace!
Contact
Vimazi Europe GmbH, Stehli-Seiden-Areal 9, CH-8912 Obfelden
Vimazi Concept Store, Zürichstrasse 78, CH-8910 Affoltern am Albis
www.vimazi.ch/conceptstore I run@vimazi.ch I 078 781 31 03
