Our Journey Continues... A Message From Evan
With Fit First Footwear’s 12th anniversary around the corner and exciting plans ahead for LadySport, I thought this would be the perfect time to reflect on where we’ve come from—and share a little of what’s next.
Come January 2026, LadySport will be fully renovated and rebranded as Fit First Kits.
For me, this has been a journey years in the making.
I’ve had the privilege of working in this industry for over 14 years, mentored by Brett Davidson and Phil Moore—two of the most genuine, hardworking, and generous people in the business.
Brett’s attention to detail and quiet generosity toward staff, customers, reps, and even strangers has always inspired me.
My dad, Phil, has shown me what it means to approach life with excitement. His passion for helping others—and his ability to find joy even in the “hard and annoying” tasks—are lessons I hope to pass on to my own kids.
Together, they built LadySport into one of the most trusted and loved specialty fitting stores in North America—and then sold it to the kid who used to race shoe stools around the sales floor after hours. That kid (me) still has plenty left to learn, but I’m honoured they trusted me to carry that legacy forward.
A Legacy Continues
What started as a one-store, two-owner setup has now become a two-store, one-owner adventure. With that shift, I’ve found myself focusing more than ever on our people, our culture, and the experience we create for every guest.
Over the past two years as full owner, I’ve spent a lot of time—between shoe fits—investing in systems, people, and a foundation that supports focused, sustainable growth.
The Run Specialty industry has changed a lot since I started in 2012. Consumer habits, technology, staff expectations, and the economy have all kept us on our toes. But the heart of what makes it special hasn’t changed.
Through all of that, our foundation remains the same: a great team, genuine service, and a sense of community that goes beyond the sale.
Shoe fitting might be what we do, but the personal connection is what makes it meaningful. Every shoe fit, every fundraiser, every event is a chance to build relationships. Sure, there are faster ways to chase profit or flashier ways to chase attention. But what feels right for us is the slow, steady approach—respect, care, and a commitment to community.
That’s what makes this work rewarding, and that’s what keeps us grounded.
In November, LadySport will close for 3–4 weeks to undergo a full renovation. When we reopen as Fit First Kits, we’ll be ready to welcome more people than ever, expand our product mix to include men’s footwear, and continue building the kind of community-first environment we’re proud to be known for.
The LadySport DNA will always run deep, and the values Brett and Phil instilled will continue to guide us. You’ll still find the same amazing staff and culture that have made it a beloved community hub for 42 years.
The best shoe-fitting and customer service experience in the business is only getting stronger—with more tools in our toolbox, a clear vision for the future, and a new sign out front.
I couldn’t be prouder of our crew or more excited for what’s ahead. Thanks for being part of this story with us.
Have questions? Feel free to contact me directly at info@fitfirst.ca