A Sole Purpose: Built on Service, Rooted in Community

For owner Ted McGreer, it’s measured by the customer who can walk without pain for the first time in years. It’s measured by the employee who launches a successful career after learning the value of exceptional customer service. And it’s measured by the strength of a downtown community that continues to support its locally-owned businesses.

Those principles have guided McGreer since he opened Ted’s Shoe and Sport in downtown Keene in March 2000, helping transform a small athletic shoe store into one of the Monadnock Region’s most respected footwear retailers.

As the nation and the Monadnock Region commemorate their 250th anniversaries, McGreer’s story is one of perseverance, innovation and an unwavering commitment to the community he calls home.

Building a Dream

McGreer’s path to business ownership wasn’t a straight line.

Growing up in the Monadnock Region, he spent his high school years working at Norm’s Ski Shop before studying marketing at Greenfield Community College and Keene State College. He later managed ski and bicycle shops in Colorado, where he fitted boots for members of the U.S. Ski Team’s development program and learned how precision fitting could dramatically improve performance.

Returning to Keene, he managed Athletes Corner with the expectation that he would eventually purchase the business.

Instead, the deal collapsed on the day of closing.

Rather than giving up, McGreer decided to build something of his own.

That dream nearly ended before it began.

Eight banks rejected his request for a business loan before a counselor at Keene State’s Small Business Development Center challenged him to rethink his business plan.

Instead of broad projections, she wanted specifics — exactly how many men’s, women’s and children’s shoes he expected to sell.

“It was a really valuable lesson for me,” McGreer said. “If you’re going to open a business, that business plan needs to be your Bible, and I still use it to this day.”

The revised plan earned financing from the next bank he approached, giving him the opportunity to open Ted’s Shoe and Sport.

Turning Challenges Into Opportunity

The early years demanded creativity as much as determination.

McGreer capitalized on emerging footwear trends, selling everything from Crocs and Vibram FiveFingers to one of the hottest products of the early 2000s — Heelys.

The wheeled sneakers proved to be a game changer.

“These early successes with these brands helped the store gain traction early on with the community because they were only available (here) at that time,” said McGreer.

Rather than chasing every retail trend, McGreer gradually narrowed his focus.

He moved away from snowboards and team sports equipment, choosing instead to become an expert in footwear, comfort and foot health.

That decision would redefine the business.

More Than a Shoe Store

A chance meeting with a local podiatrist forever changed the direction of Ted’s Shoe and Sport.

The physician not only became a loyal customer but also began referring patients while teaching McGreer and his staff about foot mechanics and biomechanics.

Today, the store works closely with healthcare providers throughout the region, helping customers manage conditions ranging from plantar fasciitis and arthritis to diabetes and complex foot deformities.

“I would say 65% of our business today still is medical referrals,” McGreer said. “It’s nice to feel like we’re important assets to the medical community.”

When a trusted insole manufacturer closed, McGreer refused to settle for a replacement that didn’t meet his standards. Instead, he found a factory overseas to produce his own custom footbeds.

That entrepreneurial spirit eventually expanded into private-label performance socks and apparel, allowing the store to offer products developed specifically for its customers’ needs.

Investing in People

McGreer believes his greatest product has never been what’s displayed on the shelves.

It’s the people behind the counter.

Every employee completes approximately 300 hours of training before assisting customers, learning everything from footwear fitting to lower-body biomechanics.

He has also made a point of paying employees above minimum wage while providing benefits whenever possible.

“For the last 25 years, I would not let a new employee interact with a customer until they had 300 hours of training,” McGreer said. “I’ve never, ever paid an employee minimum wage, which I’m proud of.”

Former employees have gone on to become physicians, physical therapists, occupational therapists, chiropractors and surgeons, often telling McGreer the skills they learned serving customers helped shape their professional careers.

Giving Back

Community involvement has always been woven into the fabric of Ted’s Shoe and Sport.

The business regularly supports local nonprofits, charitable fundraisers and community organizations, reflecting McGreer’s belief that success carries an obligation to give back.

He credits Keene State College’s long-standing motto — Enter to Learn, Go Forth to Serve — as one of the guiding influences in his life.

“Our community has supported us for over 26 years,” he said. “Giving back is our way of saying thank you.”

Looking to the Future

As downtown Keene prepares for a major infrastructure reconstruction project, McGreer admits he’s concerned about the challenges ahead — not only for his own business, but for every locally owned shop that depends on customers finding their way downtown.

He believes the same community spirit that helped businesses survive the pandemic can carry them through another period of disruption.

For McGreer, downtown has always been about more than commerce.

It’s about neighbors supporting neighbors.

It’s about relationships built over decades.

And it’s about preserving the character that makes Keene unique.

“Here we are 26 years in, and business is still sound,” McGreer said. “I’m more nervous for some of the other businesses than I am for myself. I’m just hopeful that people will think local first. That’s what has always made this community special, and that’s what will keep downtown strong for the next generation.”