The footwear industry is riddled with biases and strategies designed to manipulate you, rather than make an informed and appropriate purchase. 

Applying fundamentals of an MBA and 5 years managing teams in the "running specialty" footwear retail industry have highlighted an opportunity to do better.

We are solving the footwear industries problems of:

1. We are a nonprofit, driving community good as opposed to driving shareholder profit.

2. Footwear stores employ a majority part-time staff with an average tenure under 6 months who are poorly prepared to make multi-variable client specific recommendations.

3. Footwear stores do not hold client education as a pillar of their fitting process.

4. Stores are directed to push certain brands to capitalize on favorably negotiated financial margins. These expensive brands are very seldom recommended for the client's use case.

5. Shortsighted inventory curation and management leads to sales teams offering poor recommendations simply based on what is available in the back of the storeroom, teams are directed to fundamentally "Sell-What's-Available-Today" to optimize inventory turnover. A majority of footwear stores and departments don't offer the objectively healthiest options.

6. Social media marketing is full of outright false advertising & glamour campaigns.

7. Rural locations and smaller cities are without a resource for honest footwear consultation.