Against the backdrop of Singapore’s evolving fitness culture, a boutique athletic retailer has arrived to redefine how athletes shop for gear. The Pace at Funan, which opened its doors on 1 October, spans 1,200 square feet of retail space devoted to premium athletic wear and equipment. More than just another store, its thoughtful design and curated offerings signal broader ambitions to reshape the athletic retail experience.
Leadership Rooted in Athletic Excellence
On any given day, the store buzzes with an energy unlike typical sporting goods outlets. Imagine a trail runner examining a pair of Norda shoes while discussing ultra-marathon training with founder Jeri Chua. Nearby, a triathlete tries on District Vision eyewear, pausing to explore how its polarised technology supports open-water swimming.
Chua, who made history as Singapore’s first Ironman World Championship qualifier, brings her wealth of experience to every corner of The Pace. “The Pace is about more than just gear—it’s a community space where movement, connection, and style come together,” she explains, gesturing to the thoughtfully designed space. Her impressive résumé, which includes gruelling races like the 330km Tor des Géants and the 400km Ultra Trail Gobi Race, shapes the store’s core focus on endurance sports.
A Different Approach to Athletic Retail
The interior, designed by WY-TO Group, reflects a deliberate departure from traditional sports retail spaces. Gone are the crowded racks and overwhelming displays. Instead, the products are thoughtfully spaced, allowing customers to focus on details. Lighting accentuates textures, particularly the technical fabrics from brands like SOAR and Bandit Running, enhancing their appeal for performance-conscious athletes.
The curation also stands out. Eschewing mainstream athletic brands, The Pace champions independent labels, many of which are debuting in Singapore. TANNUKI, a Japanese brand blending traditional craftsmanship with modern design, sits alongside Vivobarefoot’s minimalist footwear. This bold selection challenges Singapore’s athletic community to embrace specialised, high-quality offerings.
Changing Retail Landscape
The Pace’s opening marks a potential shift in Singapore’s retail landscape. While traditional sporting goods stores focus on mass-market appeal, this model prioritises expertise and community. Store hosts facilitate discussions on training methodology and create opportunities for athletes to connect—an approach that may resonate with increasingly discerning consumers.
Looking Forward
As The Pace settles into its space at Funan, its impact on Singapore’s athletic retail scene remains uncertain. The announcement of new brands, such as Build for Athletes, signals ongoing evolution. However, it remains to be seen whether the specialised, community-focused model will resonate broadly with Singapore’s diverse fitness community.
For now, The Pace presents an experiment in athletic retail—one that prioritises expertise, connection, and curated offerings over conventional approaches. Its long-term success will depend on its ability to balance boutique positioning with the broader needs of Singapore’s athletic enthusiasts.
Visit The Pace at Funan
The Pace is located at Funan Mall, #02-14, and is open daily from 11:00 AM to 8:30 PM.