The race consisted of a 1 1/2-kilometer swim in the San Francisco Bay and a 40-kilometer bicycle ride and 10-kilometer run on the streets of Treasure Island. Maurer said this was his first experience competing with professional triathletes; until Treasure Island, he'd only done sprint-distance triathlons, consisting of a 500-meter swim, a 20-kilometer bike and a five-kilometer run.

"It was a lot of fun," he said. "Triathlons are hot right now. I think it reflects the growth in the ages of the athletes. The problem with running a marathon is that it puts a strain on your body. In a triathlon, you run less and enjoy it more."

Located on Lincoln Avenue in half the space formerly occupied by the Black Sea Gallery, Runners Supply carries everything from triathlon gear to yoga mats.

"We try to cover almost everything in athletic apparel," Maurer said. "I'm a big trail runner, so we have a lot of trail-running shoes."

"I hope trail running will take off," he added. "It's easier on your ankles and knees, and it's more interesting. You're less likely to get repetitive stress injuries."

An athlete since childhood, Maurer knows something about sports-related injuries.

"I've been running since I was 8 and then I started playing organized sports," he said. "Running's always been a part of my life. As I've gotten older and contact sports have taken some cartilage out of my right knee, I've been cross-training."

And he added, "When you're a child, running is complete play. Somewhere along the line, it becomes work."

Despite his bad knee, Maurer stands by running as a good way to maintain cardiovascular health, as long as runners are mindful of their bad habits and take steps to correct them.

"If people are smart about training and pay attention to their doctors, running is a very healthy thing," he said.

To stay competitive with sportswear chain stores, Runners Supply offers a broad range of customer services as well as apparel. A personal trainer is on call at the store for fitness testing: Customers can get their body fat assessed and jog on an in-store treadmill to determine their heart and breathing rates, then work with the trainer to develop an appropriate workout routine.

"We're not just about the product," Maurer said. "We're about service. I spend 15 minutes to an hour fitting a person into a shoe. I watch their stride and check their arch.

"Our customers are predominantly female and practice yoga, walking and light running," he added.

As his business grows, Maurer said, he'd like to sponsor regular fun runs in the community. He's already donated gift certificates to school fundraisers.

"I'd like to go into schools and promote proper running technique--get kids away from Playstation 2," he said.

As sportswear giants like Reebok and Puma develop running shoes for the younger set, more children are taking up the sport. And Maurer has agreed to sponsor a local girl who's competing in a triathlon. He's also special ordered running shoes for members of the Willow Glen High School cross-country team.

Maurer said he is also excited by the strides the sportswear industry has taken in recent years.

"There's a lot of exciting stuff going on in the industry," he said. "We grew up with Converse on our feet: waffle rubber with canvas."

Now running shoes are made of composite fabric, foams and rubber.

"We're talking really high-tech shoes," Maurer said.

Willow Glen Runners Supply is located at 1140 Lincoln Ave. For more information call 408.294.1522.