How the Founder of Pen & Paces Creates Uplifting Moments for Runners

Everyone needs cheerleaders. People who keep us going when times are tough and pop the champagne to celebrate life’s milestones.

As runners, we’re lucky. Our cheerleaders extend community-wide.

They’re runners we train with and meet at run clubs.

They’re runners we chat with at the start of a race and encourage across the finish line.

They’re also race spectators who hold motivational signs and cheer from the sidelines.

“I don’t know of any other sport that really brings people together like this,” says Cindy Chin Smith, founder of Pen & Paces.

A few years ago, Cindy began creating illustrations and motivational messages for runners on her iPad. She turned her art into print products, and after seeing interest from fellow runners, launched her e-commerce brand.

Within the Pen & Paces collection are stickers and greeting cards that motivate runners through their training and celebrate race finishes. Card designs include artistic takes on the New York City Marathon, Chicago Marathon, and Boston Marathon courses. Cindy also commissions custom race portraits for runners to commemorate their accomplishments.

Many of her products are inspired by her own experiences traveling and running destination races, such as a travel bag for running shoes and a custom bib kit so a runner can wear their name on a bib during their race. The latter is her best-selling item and encourages lots of spectator support.

“It’s really hard to run 26.2 miles. [But when] spectators yell your name, you feel the connection and the support along the way,” Cindy explains. “I would love to be a brand that is known for uplifting and cheering on runners.”

Below, Cindy shares her running journey, how Pen & Paces got its start, and what’s ahead.

How did you get into running, and what role does running play in your life today?

Cindy Chin Smith: I discovered running as a way for me to deal with burnout and stress at work …. I was really looking for something that was easy to get into and allowed me to get outdoors. At the time, I was working a lot at Google. It was a dream job, but I was seeking a way to get outside and not on my computer screen.

Running seemed very approachable. It just required me to have a pair of sneakers and a place to run …. It was also a way for me to have personal goals and…to really push myself to get better, faster, and run longer.

My very first race was a half marathon …. I lived in California, and there was a race that goes across the Golden Gate Bridge. I thought that would be an amazing accomplishment to run across the iconic bridge in San Francisco.

I actually really love half marathons …. It’s such a great distance. It’s long enough that it seems like a good accomplishment. But also, the training for it is not too overwhelming on a weekly [and] day-to-day basis.

But then, I was curious about the marathon, and I wanted to see if I could complete it. With a friend, I did the Napa Valley Marathon as my first marathon. Since then, I do as many interesting races that I can. I’ve done five marathons and countless half marathons, countless 10Ks and 5Ks.

Life is very different now. I have a 2-year-old son, and we live in the suburbs of Boston. Running [has] become a constant in my life. I find that when I don’t run, I’m in a way worse mood — you can ask my husband!

I just have to get out, either on the treadmill or outside, even for 10-20 minutes, just to move. [It’s] a way for me to be able to think clearly throughout the day. I do believe it makes me a better parent because I can be more calm and more open in terms of my stress levels.

What inspired you to start Pens & Paces?

Cindy Chin Smith: I started Pen & Paces during the pandemic when everybody was inside and had a lot of time. I’ve always had a curiosity around art and creating anything that would be visually appealing. I picked up an iPad and was able to tinker with different types of art forms and methods of illustration.

It was more like trial and error for me. I created what I liked in terms of illustration — applying running concepts like encouraging messages or landscapes and sunrises and roads — and created cards and stickers. That was an easy way for me to start seeing what people wanted.

I have this fascination with paper products. It’s very old school, but I love having a card and something tangible, like a sticker, to put on my laptop or notebook …. I put my art out there, and slowly but surely, people started asking for custom products or buying my stickers and cards, so I got the confidence and the interest to continue.

What are the ‘Yell My Name’ bib kits?

Cindy Chin Smith: I created a bib kit that’s patent pending that allows people to put their name on their shirt by way of a tear-proof and waterproof bib and a set of vinyl stickers so that you can easily spell out your name.

The previous solutions to this [were] either to Sharpie on your shirt or duct tape…and it’s just not a great, elegant solution …. When I put this product out there, people really attached to it. They need it for race day, and it’s been super popular thus far.

Specific for larger marathons, like the [World] Marathon Majors, when there are millions of spectators, they actually want to support the runners and call their name out and give them custom and personal support. And the runners love it when they’re at mile 20, 22, and they hear their name! They’re just feeling so supported throughout the race.

How did the idea for a running shoe travel bag come about?

Cindy Chin Smith: I wanted to move into things that runners find useful on their runs, or traveling while running …. Anywhere I traveled, I wanted to bring my sneakers. And at any race, even in the car, I would want to bring my racing shoes or regular shoes so I can change out of them or [put on] sandals.

I was doing some [research], just seeing what’s out there in the market, and noticed that shoe bags were plain or they’re just black and very technical. I wanted to bring in some fun and some function into shoe bags and travel bags, so I created a line of shoe bags for runners.

What do you envision for the future of Pen & Paces?

Cindy Chin Smith: I always want to be able to say this helps a runner in some way, whether it’s a sticker that encourages them in their day-to-day life or these bib kits that support them through the race, or when they’re traveling they can easily bring their sneakers so they can run.

There’s a line of thought around this travel concept. Maybe there are laundry bags that people need to put their sweaty and dirty running gear in. People have to travel with a ton of…nutrition for running, and I love the concept of organizing that for people when they travel.

Then there’s another thought for me to also help spectators come out and have a great time on the race course. I would love to support that community because I really, truly believe that the spectators are also part of the running community and make this sport really special.

What have you loved most about being part of the running community?

Cindy Chin Smith: The running community, I’ve found, is incredibly supportive, no matter your pace, no matter whether you’re a sub-3 marathoner or just coming back from an injury and walking. I’ve gone through a lot of ups and downs in life in general …. Running has just been a constant in my life, no matter what my pace is.

I moved from California and I knew almost nobody, but the first people who embraced me and welcomed me were the runners in the running community. And I find that incredibly heartwarming. I know that if I ever move again, or I need a community to join, I could always look to the running community, and it’s a special thing.

Throughout my journey, some of my best friends are because of running. We keep in touch, no matter the distance …. During a marathon weekend, one of us will be racing and they’ll travel [to support]. I find that really special.

I just came back from the New York City Marathon. I didn’t run it, but…I was able to meet up with friends and people who were running it. I was able to support them on that course. I’ve personally run New York City twice, and so [it’s] a favorite for me…the energy of the spectators that come out is unmatched.

Follow @penandpaces on Instagram.

“I have this fascination with paper products. It’s very old school, but I love having a card and something tangible, like a sticker, to put on my laptop or notebook …. I put my art out there, and slowly but surely, people started asking for custom products or buying my stickers and cards, so I got the confidence and the interest to continue.” – Cindy Chin Smith