A specialized Russian sporting goods retailer, RunLab, has launched a new proprietary application that helps customers choose the most suitable sports shoes better than any other similar technology available on the market, according Eugeny Gavrilov, co-owner of RunLab. “Knowledge of the physiology of sports and an understanding of the biomechanics of running helped us launch the software for the selections of the sports shoes by taking individual parameters into account. We saw a similar program in New Zealand, tested it, understood what it lacked for the Russian market, finalized the idea, and developed our own software,” Gavrilov said. He explained that the program also allows the sales consultant to see how a person is running, describing his or her mistakes, a suggesting exercises to correct them or recommending a doctor to correct any deficiencies.