STRIDE, a team of foot conditioning professionals, is launching its official Note account. To mark this occasion, our very first article introduces one of our team members: Seira Hirano, the face of STRIDE LAB.
Text by Toshiaki Ito
Photos by Shinichi Yajima
Choose the option that excites you most, and head to Stride Lab
Ningyocho, home to Stride Lab’s Tokyo flagship store, is a traditional Tokyo neighborhood where the old and the new coexist. Located near Nihonbashi, Ginza, and Tokyo Station, it features a harmonious blend of streetscapes that retain the atmosphere of the Edo period and modern office buildings. The clean, stylish store blends seamlessly into its surroundings, as if it had always been there.
When you open the large wooden door, you’ll find Store Manager Seira Hirano. She is Stride Lab’s star employee—a bright, cheerful presence whose clear and approachable customer service draws everyone in.Although she appears very relaxed on the Stride Lab YouTube channel and in media appearances, she has actually only been in this job for a little over a year. Her natural demeanor belies the brevity of her career, but once you learn about her journey, you’ll understand that she was destined to end up here.
I’m originally from southwestern Saitama Prefecture. I’ve loved being active ever since I was a kid.
“Since I grew up in a place surrounded by mountains, I was always outside, playing and moving my body in one way or another.”
I was on the basketball team throughout elementary, middle, and high school, and went on to study at a physical education university. I wanted to keep playing sports, and I had a dream of becoming a physical education teacher.
“Part of it was simply that I loved physical education class, but I was also influenced by my junior high school homeroom teacher. He was incredibly cheerful and the kind of person who could really get everyone around him excited—seeing him inspired me to want to be like him. I wanted to become a teacher and share the joy of physical activity with others.”
At the physical education university, she belonged to a snowboarding club while also working hard at her part-time job. Although her desire to become a teacher remained unchanged, she also began to feel drawn to the world of fashion and ended up getting a job at the apparel company where she had been working part-time. However, just one year after joining that company, she switched jobs to Stride Lab.
I ended up at Stride Lab after talking with Toru Imai, an acquaintance from high school who was managing the Tokyo flagship store at the time.Imai is also one of Stride Lab’s leading figures, frequently appearing on YouTube. After handing over the management of the Tokyo flagship store to Hirano, he now belongs to STRIDE ReMOV, a newly established organization within the Stride Group.
“After talking with Imai, I became interested in Stride’s philosophy of ‘Healthy Steps for Every Step.’ I myself struggled with injuries during my student days, so when I heard that they sell shoes and offer consultations to ensure that every step taken by their customers is a healthy one, I thought, ‘There seems to be a need for a store like this—it’s rare, and it sounds interesting; I’d like to give it a try.’”
She was also drawn to the team’s positive enthusiasm, which includes hosting unique events at the store and sharing information through social media. That said, did she have any lingering regrets about leaving the apparel industry—a field she’d once aspired to join?
“It was the same when I got a job in apparel—I feel like I ended up here simply by choosing the path that excited me. I thought, ‘Maybe I can grow in a field I didn’t know anything about before.’”
It seemed exciting to build Stride Lab—which wasn’t yet widely known—and its community-rooted Tokyo flagship store with their own hands. Perhaps the fact that its shape wasn’t yet clearly defined was, in a way, part of its appeal.
A Job That Involves Communicating After Coming Full Circle
Located near the business district and convenient to stop by after work, the Tokyo Main Store attracts the most visitors. The main focus, of course, is shoes. Alongside “ALTRA,” the store carries “LEMS,” “SKINNERS,” “Notace,” “BLUSUN,”and “GROUNDIES,” along with apparel from brands like “Teton Bros.” and “Patagonia,” as well as trail running backpacks, accessories, and other small items.
The customer base includes people of all ages and genders. After being featured in the media, the store began attracting a diverse range of visitors.
“I’ve heard that before I joined the company, Stride Lab was strongly associated with running, but around the time I started, the number of trail runners and hikers gradually began to increase.After that, following features on TV and in books, we started seeing more businesspeople and people who wanted to try barefoot shoes for everyday wear. Now we welcome a wide variety of customers—from runners and people who enjoy walking as a hobby to those simply looking for everyday footwear.”
Hirano herself started running after joining the company. Since many of her coworkers are runners, they encouraged her, saying, “Why not get a taste of the race atmosphere first?” So, just one month after joining, she signed up for a 3-kilometer race. Three months later, she ran a half marathon, and in just over half a year, she took on a 100-kilometer trail race.
“I’ve always liked being active, but since running wasn’t really a hobby of mine, it was definitely a bit reckless (laughs). But when you run, your body really changes. I’ve become more agile, and I truly feel much, much healthier than before.”
What kind of advice do you give to people who want to try walking or running?
“I recommend treating walking or running as a means to an end, rather than an end in itself. For example, ‘How about we grab a drink at that bar after we run?’ or ‘Why don’t we walk over to see the Skytree?’—you set a fun goal, then walk or run to get there.I turned it into something fun that way myself when I first started.”
He says his role is to offer that kind of encouragement. He feels a sense of accomplishment when he gets reactions like, “I think I could do that,” or “That sounds fun.”
It’s not uncommon for people who visit Stride Lab to be struggling with some kind of issue. They may have pain or problems with their knees, lower back, or legs, and after doing some research, they discover zero-drop shoes or Stride Lab and come in with a sense of hope, thinking, “Maybe this will work.” I listen to their stories, examine their feet, and work with them to find shoes that I think will be a good fit.
“I explain the benefits of these shoes and let customers experience them for themselves. When I feel that my message has gotten through, I’m strongly convinced that what I’ve just shared might become a part of this person’s future health. That’s what makes serving customers so enjoyable and rewarding.”
When asked about her future plans, her eyes lit up as she said she wanted to expand her capabilities to realize her motto: “Every step toward health.” Whether it’s posting on social media, creating YouTube videos, or hosting in-store events, she has plenty of ideas she wants to pursue.
Hirano said she chose the path that excited her the most.The joy of connecting with people through sales remains the same as when she worked in the apparel industry. Now, she’s added the work of conveying the joy of running and the importance of listening to one’s own body. It almost feels as though her dream of becoming a physical education teacher to teach others the joy of physical activity has come true in a different form—or is that just my imagination?
Profile
Seira Hirano
Born in Saitama Prefecture. She has loved being active since she was a child and was a member of the basketball team throughout elementary, middle, and high school. After graduating from a physical education university, she worked at an apparel company before joining Stride. Although she struggled with injuries during her student days, she has been injury-free ever since she started wearing barefoot shoes and has personally experienced their benefits.
