The end of 2025 marked the beginning of a new chapter for Jen Brummitt and Cara Cross—one filled with opportunity, evolution, and an optimistic energy that’s rooted in care, community, and fun. As the new co-owners and CEO and CMO respectively of locally owned and operated running specialty retailer Gazelle Sports, Brummitt and Cross are building upon the retailer’s decades-long legacy to ensure everyone feels welcome in the sport while challenging the stereotype of what a “runner” looks like.
Though their individual journeys to this point vary, neither woman is a stranger to the company or the power of community.
Having grown up in Kalamazoo, Brummitt’s journey began in third grade with watching the work of her mother, Jean Sequite, who had been with Gazelle Sports since 1991 and was among the company’s previous co-owners. Brummitt grew up with the company, and though she studied education and thought she’d be a teacher, she officially joined the team in 2003, having made a splash at every level as she advanced, whether it was managing Gazelle Sports’ Club Soccer business, launching the company’s first e-commerce website in 2009, working as Director of Brand Strategy, or otherwise. In 2020, Brummitt officially became the company’s CEO.
Cross grew up in Hastings and has always had an advocate’s heart for community building. She initially joined Gazelle Sports in 2011 as a sales floor team member after participating in one of the brand’s marathon training programs. Never afraid to ask the hard questions, she’d go on to grow into Assistant Store Manager. Following a stint spent working for a different run specialty retailer out of state, Cross’ heart remained with Gazelle Sports, so much so that when a position opened back up, she and her husband moved back to Michigan for her to take it. She became the Community Engagement Events Manager before being promoted to the executive team as Director of Brand in 2020. 2023 saw Cross officially take on the role of CMO.
When the time came for Gazelle Sports to change hands following the retirement of its then-current leadership, the conversation centered around ensuring the retailer’s long-held legacy endured, especially as larger companies in the running specialty space were buying up many smaller brands.
“An ownership transfer within the company was something that was really important to the original co-owners and to myself, as I knew at that point I wanted to stay here for the duration of my career,” Brummitt shared. “They asked me what I thought ownership should look like, and that’s when I thought of Cara. She’s always been in my corner and I was confident that she’d be a trusted business partner.”
Together, Brummitt and Cross are making their own mark on the company, while maintaining its core essence.
“Growing up, I thought I was going to be a newspaper editor or a politician to help people … with a background in community organizing, I never dreamed that business ownership would be my path,” Cross said. “But as I grew in my career at Gazelle Sports and have had the opportunity to be part of a business that supports the community and is truly a community resource as well as a business, it was an easy decision to make.”
Through Gazelle Sports, Brummitt and Cross embrace a multi-faceted approach to include and uplift local women and runners of all kinds across all seven stores, intentionally undertaking the time-consuming, lesser-thought-of, or costly things many other brands simply don’t care to do. The company’s annual SHE RUNS Grand Rapids race (formerly Gazelle Girl and taking place this year on September 27), is a shining example: the race’s Finish Line Festival has a designated private area for nursing and pumping, every portable restroom is stocked with period products, and the race’s shirts are specially created to be size inclusive and maintain equal material quality across all sizes—a notable exception to the industry standard.
“Centering women is about creating an experience that’s built for her and what she needs,” Cross explained. “Something as simple as ensuring all of our store’s restrooms have stools to reach the sink, knowing that moms might come shop with their kids. It’s the subtle things that really make her feel not just welcome in our space, but like she belongs—that is quietly powerful.
“We’ve also made a conscious shift to using expansive language such as women’s-focused or all-women’s events in place of ‘women-only,’ creating a space for and extending an open invitation to all women.”
Brummitt likens her leadership of the company to that of a coach and teacher, always encouraging growth, collaboration, and creativity.
“We want Gazelle Sports to be a place where people want to work,” Brummitt said. “You want to shop here because it’s a lot of fun, and we’re energized by the work! None of our work is ‘have to’ work … it’s ‘get to’ work. We’re really lucky.”
Beyond their work with Gazelle Sports, you can find Brummitt and Cross staying active and spending time with their families. Brummitt loves quality time with her husband, cheering on her 12- and 10-year-old-daughters, and coaching Girls on the Run. Cross is often running with her own four-year-old daughter, visiting West Michigan’s arts & culture attractions, and traveling out west with her husband.
Ultimately, Brummitt and Cross are anchored by their collective passion and aim to continue to build human connection through Gazelle Sports’ ever-evolving offerings, including the return of their Run Camp training programs, the launch of Mobile Fit by Gazelle Sports, and more.
“There are many folks within our organization who have so much knowledge, care, and desire to share what they’ve learned along the way—what challenges they’ve had, what’s worked for them, and what hasn’t,” Brummitt shared. “We’re a very honest and caring group, and you don’t find that everywhere. If you’re on a movement journey or are thinking about starting one, whatever that looks like, we want you to know: we’re here for it, and we’ll meet you where you are.”
Written by Sarah Suydam, Managing Editor for West Michigan Woman.
This article originally appeared in the Fall ’26 issue of West Michigan Woman.
Jen hair: Raye Robinson, master stylist, Design 1 Plainfield; Cara hair: Mary Thompson, master stylist, Design 1 Plainfield; Makeup for both: Jerry K. Aura Beauty Bar.