I was hesitant going into Ultra running the 1st time. I am a 5 - 10k runner at a slow pace. I've been to Ultra Running a few times now. They've helped me choose appropriate shoes which have worked well for me. They have a good selection of both shoes & clothes in brands/ selections I have not found in the other running stores in town.
I also joined the Ultra group recently for a trail recently. They said all abilities welcome & it really felt that way. Don't be intimidated by the name.