Move Forward With Us

Story of Black Dog Running Company

Black Dog Running Company was established in 2012, and we are Myrtle Beach’s headquarters for specialty footwear for an active lifestyle.

As the first specialized running store in the area, we’ve brought exclusive brands and built a supportive community for athletes, laborers, and those in recovery from orthopedic setbacks. Our services promote motion and wellness through expert gait analysis, personal fittings, and continual engagement with our community.

We pride ourselves on helping everyone find the perfect fit to move forward, celebrating when our footwear changes a life. Whether it’s testing out shoes, socks, and sunglasses, running with friends, or enjoying post-run meals, we believe in balancing hard work with rest and with fun. 

On July 2, 2024, our beloved small business became proudly women-owned by Kelly Burton and Diane Whitman, two fans and employees beginning in 2018. It is our passion and honor to continue the traditions that have kept our doors open and our community running strong.

Our Values

The guiding principles that drive us.

Expertise

Everyone on our team has a background in running, fitness, and/or service, ensuring top-tier care, knowledge, and guidance in all aspects of your in-store experience. We keep up to date with industry trends and our local running culture and offer you the best products for your life!

Empathy

We prioritize understanding and connecting with each runner/athletes’s unique journey, challenges, and goals, fostering a supportive and inclusive community. We are also trusted by many health care providers in our area to help their patients truly put their best foot forward.

Community

Family

The parent company of our store is SISTERS RUNNING, and this says it all. Running made us friends, choice made us sisters, and life has convinced us that nothing is more important than family! Occasionally, our store hours will reflect this value as we adjust for family commitments.

DIANE Whitman, Co-Owner & Shoe-Ru
Proof that passion, patience, and great shoes can change everything.

Born and raised in Hyde Park, NY, Diane traded snow boots for running shoes when she moved to the sunny Myrtle Beach area.
After earning her bachelor’s in Elementary Education and master’s in Literacy from Pace University, she spent nearly a decade teaching before a brief stop in restaurant management and finally…finding her stride in the world of fitness and retail.
Once she discovered running—and the magic of great shoes—there was no turning back. Diane joined Black Dog Running Company, fell in love with the sport, the community, and (surprise!) her future husband, Bobby. Today, she co-operates the store, coaches runners, and is known for her knack for helping athletes rebound from injuries as well as her eye for the perfect fit. She is an advocate for moving forward and persevering through unexpected setbacks. She believes in making scars into tattoos and has learned that rain is for chasing rainbows.
Outside the store, Diane brings the same energy to everything she does—teaching dance to tiny tots, chasing DEKA Strong PRs, doting on her grandson, and staying active with Bobby and their rescue dog, Hope. Fueled by coffee and snackies, Diane helps everyone – from baby ballerinas to comeback athletes- move with joy.

KELLY Burton, Co-Owner & Creative Director
Also answers to Chief Chaos Coordinator

Originally from Chicago Heights, Illinois, Kelly traded urban winters for coastal sunshine more than a decade ago and has never looked back. With a career spanning telecom, journalism, marketing, and small business management, she’s always been a connector at heart.
In 2018, a friend’s marathon finish inspired Kelly to lace up for her first run, and a quick visit to Black Dog Running changed everything. Within months she joined the team, and a few years later, she and Diane were co-managing the store while training for marathons and honing their live-and-unhinged broadcasts, which pop up occasionally just like their mobile running store!
Known for blending creativity, organization, and genuine connection (along with locally-famous “mom hugs”), Kelly keeps the business running smoothly while championing the people who make the community special. She’s also an author of six books, a proud rock n roll wife, mom of five, “Gigi” to two, beach addict, and everyone’s biggest cheerleader, because the most important runs are the ones toward our wildest dreams!

Click Here to Learn About Our Founder

The Power of the Pack

Our in-store experience, Run Club, special events, and even our online community serve as a hub for all things running — and walking! Join the pack and experience the power of encouragement, accountability, expertise, and fun!

Discover More

Scroll to Top