Many family members and running friends advised the couple to drop the idea. The sports industry was tough, and there were many bidders, they said. But the two entrepreneurs stuck to their idea and signed the small store lease at Østerbrogade 19 in October 1995.
Per quit his job at the American company, and Lars continued working to maintain an income until the store could support two salaries. The two running gentlemen worked hard to get it renovated, purchased and ready for opening. On January 18, 1996, Marathon Sport opened its doors for the first time. The two gentlemen were dressed in matching white shirts with logos.
The day was a success, as more customers were able to see the idea of buying equipment in a running store founded by runners. The success led to the opening of the second store in 2000 in Frederiksberg and the relocation of the small store lease on Østerbrogade to a larger lease on the corner of the same street. Later in 2009, the lease on Frederiksberg moved to the location where the store is located today, Åboulevard 1. With a view of the lakes, Marathon Sports' two stores are located with Copenhagen's runners in mind, so guidance and new equipment are never further away than a pleasant run around the city's tranquil lakes.
