IT is not enough to buy the latest pair of shock-absorbing, feather-light (not to mention flashy) trainers.

Running, like any other discipline, requires due preparation and a snazzy shoe with all the gimmicks just doesn’t cut the mustard.

“It’s not as simple as buying a pair of shoes,” insists Liam Dixon, co-owner of Run Swindon on Wood Street. “You need to start off properly and safely.”

That is why staff delve a little deeper when a customer walks through the door.

Any history of injury and specific information about the type of running they wish to embark on is crucial.

It allows the team to pinpoint the type of trainer best suited to their needs.

“We find out a bit of background, why they want to get into running – are they training for a marathon, a charity event or for health? Have they had any injuries or pain? Will they run outside or in a gym? It determines the selection of shoe. If they run in a gym, or outside, the terrain makes a difference.

“But most road shoes would be absolutely fine for indoors and outdoors.”

And this is not all. Customers are invited to don a pair of light cushioned running shoes and hop on the treadmill for video gait analysis. The technology films them as run on the treadmill. Liam or one of his staff then analyses the footage, focusing on the movement of the body and checking for imbalances and muscle weakness. The video also helps them to determine the most appropriate running shoe for each client.

“We look at the biomechanics, and any muscle imbalance,” adds the 43-year-old. “There might be a drop of the hips when they run. We will suggest simple exercises they can do for 10 minutes at home twice a week to help.

“We also look at technique - the way a person runs - and give them some pointers. When people start they run like they walk, with long strides and the foot breaks hard into the ground. It’s about keeping the foot under the body so when the foot lands it is more in line with the body. The third thing we look at is shoe selection.”

The analysis complete and a suitable trainer selected, comes a vital part of the process: safely building up stamina and endurance.

We would never dream of entering a ballroom competition without learning the basics steps first. So what makes so many of us believe we can just buy new shoes, slap on some leggings and set off for a 5km run on the first attempt without expert advice?

To avoid injuries or a freak accidents, the safest bet is to sign up to a couch to 5km programme.

“It’s about slowly conditioning the body to run,” explains Liam, a former personal trainer. “It takes about eight to the weeks to build up to 5km. You may be fit physically but structurally you may not be able to withstand it. The benefits of running are huge but you need to start off safely.

“A lot of people go out too quick. It’s the old hare and tortoise story.”

Video gait analysis is free for customers who buy a pair of shoes on the same day. It costs £20 without purchase but can be discounted at a later stage from the price of a trainers.

The Kev Tonner Swindon Injury Clinic is also based at the shop and offers injury assessment and treatment as well as sports massages.

To find out more about Run visit www.runswindon.co.uk. For more details about the clinic go to www.swindoninjuryclinic.co.uk.