About To Excel in Life

To Excel In Life was founded in 2002 by Brian Siddons, a lifelong runner with 20 plus years of experience in the footwear, apparel and sporting goods industry. Based just outside of Minneapolis, MN, To Excel In Life is a family owned business providing products and services to the running community.

“I’ve always read about people taking a chance by turning their passion into their career, and with the support of my family we have been able to launch To Excel In Life. It’s the same passion every running shop owner shows each day they open their doors for business.”

The first product assortment from To Excel In Life is a line of technical running socks for sale and distribution through the running specialty marketplace.

“Our goal was to develop a line of running socks that would be as comfortable as they are durable and technical. Our Cloud 9, Techni-Wool and Logo styles accomplished these goals with foot friendly fabrics, wear-resistant designs and innovative material combinations. We look forward to making these styles available to runners at local specialty running stores.”

Although the first product line is running socks, To Excel In Life is already looking to the future.

“We started To Excel In Life as part of a long range plan to promote and support the positive experiences, improved health, and overall wellness runners enjoy. Running can be a very clear reflection of our lives, and as we set and attain our running, and non running goals, the more enriched our lives become. We’ll start with socks and see where the road takes us.”

Meet the Staff

Brian Siddons, Founder and Jeanette Siddons, Co-Owner
Running has been a part of Brian’s life ever since his older brother, Al, took him for short runs around the local elementary school, and gave him a pair of used Onitsuka Pinto’s to wear. Many miles and many experiences later; from 5ks to Ultras, Brian is working hard to succeed with this opportunity to steer his passion for running into his full time vocation. Brian’s favorite runs are with his wife Jeanette. Jeanette has been running for 20 years and qualified for Boston in 2003. She does very well in her age group at local races, and this year is taking on the added challenge of training for her first triathlon!

Gary and Jill Citron, Co-Owners
Gary, a recent Boston qualifier, has enjoyed running roads and trails for the past 20 years, from 5k to the marathon, from coast to coast. Jill runs as part of her triathlon training, and loves to swim with the dolphins on some of her training sessions. One of their favorite adventures is a jaunt up and down Mt. Whitney in a day, something they have done a number of times together.

Gary and Carolyn Walter, Co-Owners
Carolyn, a recent Boston qualifier, has been running for 20 plus years and enjoys her training runs with her running club. She has helped coach the local Jr. High School track team in the past and has been a board member for the Big Sur International Marathon since 2000. Gary, who's running days are over, is the perfect support crew for his family of runners. Over the past decade he has coached numerous Jr. High & High School teams. Gary & Carolyn work together throughout the year to support many local causes within the running community, school and city organizations.