Our Story

I've spent 26 years in the performance footwear industry, working with some of the biggest brands in the game. Over that time, one question came up more than any other: “What's the best shoe?”

The honest answer has always been the same: it depends. It depends on your weight, your age, your goals as a runner. It depends on your preferences, your foot shape, your movement patterns—things most people never get asked about when they're buying shoes. And without all of that context, even the best-intentioned recommendation is just a guess. That's what always felt broken to me.

In stores, you're often standing in front of a wall of shoes, trying to make the right choice with limited information. Online, it's not much better—five-star reviews that reflect one person's experience, shaped by their body, their stride, their needs. Useful? Sometimes. Universal? Never.

I wanted something better. A place I could confidently send my friends and family—a place where the recommendation actually fits the person, not just the product. And the more I thought about it, the more I realized this wasn't just a personal frustration. It was a much bigger gap.

Around that time, I met Dr. Isaac while recovering from a running injury. He was one of the few physical therapists truly focused on working with athletes, and his approach stood out immediately. He wasn't just treating the injury—he was digging deeper, working to understand the imbalances and habits that caused it in the first place.

It didn't take long for us to realize we were looking at the same problem from two sides. Footwear was being recommended without understanding the body, and injuries were being treated without considering the role of footwear. So we decided to fix it—together.

By combining decades of footwear expertise with a deeper understanding of movement and injury, we set out to build something different. A smarter, more personalized way to connect people to the right shoe—based not just on what they like, but on how they move and what they need.

That's where our story really begins: combining decades of footwear experience with a deeper, more thoughtful approach to the human body. Not just finding a running shoe—but finding the right running shoe for you.

Co-Founder & CEO