Fan Zhou

Fan Zhou is currently the General Manager of Running + Footwear at REI, a position he has held since 2023.6 He joined REI in 2022, initially as the General Manager of Running.64 In his role, Zhou has been instrumental in expanding REI's presence in the running market and overseeing the company's footwear merchandising strategy.

During his tenure at REI, Zhou has been involved in several key initiatives:

1. Expanding REI's running business: Under Zhou's leadership, REI's run business has grown 20% larger than it was in 2022, with the company now selling more running shoes than hiking shoes.1

2. Launching REI's first running shoe: Zhou played a crucial role in the development and launch of the Swiftland Multi-terrain shoe in 2023, REI's first running shoe since the 1970s.2

3. Implementing a localized approach: Zhou has overseen the creation of stores-within-stores concept for running gear in key markets, as well as the customization of product offerings based on local needs.1

4. Strengthening brand partnerships: He has worked on deepening REI's relationships with major running brands like Altra and On.1

5. Supporting the growing running community: Zhou has emphasized REI's commitment to serving runners of all skill levels and expanding the co-op's running gear selection.5

Prior to joining REI, Zhou's LinkedIn profile suggests he has had experience in product and commercial roles.3 However, as of October 30, 2024, Zhou's LinkedIn profile indicates that he is currently leading the product and commercial teams at True Classic3, which may suggest a recent career move after his time at REI.