The company began in 1980 when Richard Gering and Art Juedes set up a shoe sales company. With about $7,000 worth of running shoes, they set up shoe clinics near their hometown of Wausau, WI. At each stop they sold their shoes and provided price lists.In 1983, they developed a catalog for track and field shoes and baseball shoes. In 1988, phone operators were hired to take orders. In 1989, the company began a team sales division and in 1990 created and produced its first in-house team sales catalog. By 1990, Eastbays call center, shipping and creative departments occupied just under one city block.

Coustomer service has always been very helpful and surprisingly knowledgeable about their products when I need to speak with them.