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Live Grit is now open in the West Loop. The multi-sport store, which caters to bikers, runners, and swimmers, "is the least intimidating, most comfortable [sports] store you've ever seen, says owner Gillian Fealy.
Fealy wants athletes of all stripes and levels to feel right at home sorting through high-quality athletic gear, and to help the browsing process she has a labeling system that makes it easy to pick the outfit that will get the job done. Items labeled "learn" are suited to all types of athletes; duds with the "train" level are good for intermediates; and "achieve" are for those customers that Fealy refers to as the "grittiest competitors."
The store is meant to be more of a community than a place people pop into quickly to pick up a swimsuit. Toward that end, Fealy added a coffee bar with Wi-Fi, she hosts events ranging from art exhibitions to catered brunches, and sometimes customers get free beer or warm doughnuts with purchases.
· Live Grit [Official Site]