Susan Clayton, a 62-year-old longtime runner, used to run miles with people experiencing homelessness through a national nonprofit. When one of the participants showed up with socks on his hands to stay warm during cold morning runs, Clayton thought there must be a better way.

A few prototypes and a patent later, the Baltimore native launched WhitePaws RunMitts about eight years ago. The company makes thumbless, convertible mittens with a pocket for hand warmers, which are manufactured in Howard County and sold online and in REI stores.

Clayton was already an experienced entrepreneur; she opened a hair salon 20 years ago. She said WhitePaws RunMitts, named after her dog, is fulfilling in a different way.

“I need these things in my life,” she said, “and I think I can provide that with my own company, as opposed to waiting for someone else to give it to me.”

Tell me about WhitePaws RunMitts. How did it get started?

Susan Clayton: I used to coach for an organization called Back on My Feet. We run with people who live in those homeless shelters. Being a coach, you had to be there every day because part of the program is basically to motivate.

I was always cold in the winter, and my hands were freezing when I would get in the car. I couldn’t find stuff that helped. One of the guys [running with us] had some gym socks over his hands one day, and I said: That’s a good idea, but I think I can make something better.

I did a bunch of prototypes, knitted stuff up and came up with some ideas. I was just going to make a couple so that I could be comfortable. But the patent attorney believed in the idea, and it took about three years to get a patent. Then, I started the company in 2016.

How did you get into running? Was it something you’ve always done?

My brother was a runner. He ran track and cross country in high school and college. I didn’t have access to that when I was in school, so I started running around the neighborhood. I would just go out in the morning and walk and run around. It was never anything really formal.

Probably 20 to 25 years ago, I trained for my very first race, and I didn’t know what I was doing. My brother was like, “Don’t run out with everybody. Go at your own pace, and then we’ll see how you feel at the end.”

When I met up with my brother during the race, he said, “Now we’re going to sprint.”

It was a lot of fun. I see why people want to do this.

2020 was a difficult year for a lot of small businesses. How did you keep WhitePaws running during the pandemic?

When I started the company, I was still working full-time and doing WhitePaws as a side hustle. I was only focusing on selling in the winter. I would go to race expos and holiday pop-ups. I was trying to get into retail, and every day, every retailer was like, no, they weren’t interested.

It was a new product and they weren’t willing to take a chance on it.

Then COVID hit in 2020, and I was like, I’m not even going to worry about retail anymore. I’m going to really hone in on online sales, direct-to-consumer e-commerce, and see if I can drum that up and make it more profitable.

I tell this to people all the time: I was in the right place at the right time, and I was very lucky. I’ve never gone viral, but I’ve had moments where luck has helped me progress.

At the time, you couldn’t get face masks if you wanted to go run or walk outside. I was working with this manufacturer in New York, and we used sports fabric — very stretchy sports fabric with wicking and quick drying — to make these masks.

I started making them and I sold out the first batch. People were buying them in bulk. They would sell out before I could even get them.

What’s something you wish people knew about your industry?

I’m in the outdoor gear industry. That’s how they categorize me.

I love when people come to my website. I love that they found me and they want to support me and all that. But when a small company can get into retail, it’s huge.

In 2020 I got so many no’s. Once you get into one big retailer, other companies say, “Well, they’re taking a chance on you. I can take a chance on you.” But the only way we can stay in retail is if people buy our products from there, so I push people to go to those stores that I’m in.

I think people assume that it’s easy getting into retail. It’s not. It’s hard getting into small stores, and it’s even more difficult getting into large stores.

What’s next for WhitePaws RunMitts?

This year was focused on getting my stuff into sports stores, like the NFL stores and Ravens team store. It took a while to figure out what the process was, but that’s what we’re working on for next year. More licensing deals, and how we get those licensing deals so that my stuff will be in college stores and college teams will be wearing them.

I also want to work with organizations, like the Boston Marathon or the New York Marathon, so that we’re not just in outdoor sports retail stories. We’re selling out mittens as a premium for their runners. That’s what we’re working on for next year.

It’s a big task, but if you don’t have a goal, you don’t have something to work towards.

This interview has been edited for length and clarity.