First Place Athletics opened in 1990 in Huntsville, Alabama to serve the running and swimming communities of North Alabama. Since then, we’ve grown to support not only those communities, but over 60 teams across Alabama and Tennessee - not to mention all the off-site special events and programs we participate in. Our brick-and-mortar location handles anything from daily foot traffic to special events like team Fit Nights, and our team specializes in taking the show on the road and bringing the store to your - whether its a field in the middle of a park, a high school gym, or poolside.

We've done it all.

Our staff has unparalleled experience in the worlds of running, swimming, athletics and coaching. We are certified coaches, former and lifelong athletes, as well as folks who are passionate about what we do. And that’s marrying performance, service, and passion.

We specialize in performance swimwear and footwear and take pride in personalized service for our customers and teams. Whether it’s helping you find the perfect shoe for a PR or walking the neighborhood, to the right tech suit to make your championship times or the best goggles to fit your face, we’ve got you covered!