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How an Endurance Coach Helped Change Running Shoes

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This story appears in the March 2013 issue of Start Up.

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Call Eric Orton anything you want--genius, madman, sadist--but don't call him a quitter. As a mountain runner and endurance coach, Orton has finished countless races, from the high-altitude, 100-mile Grand Targhee Ultra Marathon to a 50-miler alongside the legendary Tarahumara runners in Mexico's remote Copper Canyon. Yet as strong as he is, the pain he experienced when running became nearly too much to bear. "I almost gave up running because I couldn't wear shoes," says Orton, who lives in Jackson Hole, Wyo.

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