FitMyFoot
FitMyFoot is a Vancouver-based DTC company that makes custom 3D-printed arch-support insoles and sandals using smartphone-based Volumental foot scanning, selling direct to consumers, through Costco roadshows, and via B2B partner programs for healthcare practitioners, employers, retailers, and athletic groups.
- Company typePrivate
- Founded2017
- HeadquartersVancouver, Canada
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What FitMyFoot does
FitMyFoot (formerly Wiivv) is a Vancouver-based, privately held direct-to-consumer company that designs and manufactures custom 3D-printed foot-comfort products. The core offering consists of full-length and 3/4-length custom arch-support insoles priced at $109.99 per pair, available in 16+ colors and patterns, plus custom arch-support sandals for men and women (regular price $129.95). Customers capture their foot shape in under five minutes using a smartphone camera powered by Volumental scanning technology, with no app download or appointment required, and the resulting 200+ data points drive made-to-order 3D printing at the company's Arizona manufacturing facility.
The business operates across three go-to-market motions. First, a product-led DTC e-commerce channel on fitmyfoot.com shipping to the USA, Canada, and the United Kingdom with a 14-day made-to-order delivery cycle. Second, a physical retail motion via Costco roadshows spanning six U.S. regions (Bay Area, Midwest, Northeast, Northwest, San Diego, Texas) where customers are scanned in-warehouse at member pricing. Third, a B2B ecosystem encompassing healthcare practitioners (chiropractors, podiatrists, physical therapists) earning affiliate commissions through AWIN, employer wellness programs with HSA/FSA-eligible benefits integration, retailer partnerships offering in-store scanning experiences, and athletic-group affiliations for running clubs and gyms.
FitMyFoot has been operating since 2017, launched custom flip-flops on Kickstarter in its founding year, expanded into custom Comfort Plus Slides in 2021 and Premium Wool Insoles in 2022, and rebranded from Wiivv to FitMyFoot in 2025 to sharpen its foot-comfort positioning. The company was co-founded and is led by CEO Shamil Hargovan, has raised approximately $7.5M across two priced rounds (2015, 2017), and acquired ESoles in February 2017. Headcount is 11-50 employees.
FitMyFoot firmographics
Firmographics- Name
- FitMyFoot
- Legal name
- FitMyFoot
- Website
- https://fitmyfoot.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- FitMyFoot is a Vancouver-based DTC company that makes custom 3D-printed arch-support insoles and sandals using smartphone-based Volumental foot scanning, selling direct to consumers, through Costco roadshows, and via B2B partner programs for healthcare practitioners, employers, retailers, and athletic groups.
- Ownership category
- akta.pro rank
FitMyFoot industry classification
Industry- Product category
- Custom Footwear and Orthotic Insoles
- NAICS
- Footwear Manufacturing (3162), Shoe Retailers (45821), Footwear Merchant Wholesalers (424340)
- SIC
- Orthopedic, Prosthetic & Surgical Appliances & Supplies (3842), Footwear, (No Rubber) (3140)
- akta.pro primary industry
- Comfort, Orthopedic & Medical Footwear (CRAAACAG)
- akta.pro secondary industries
- Foot Care & Orthotics OTC (Corn/Callus Care, Insoles, Athlete’s Foot Treatments) (CRADAMAL), Footwear Components & Subassemblies Manufacturing (Soles/Heels/Insocks/Outsoles/Uppers) (IMAOAIAJ), Sandals, Flip-Flops & Open-Toe Footwear Manufacturing (IMAOAIAG), Footwear Components & Materials (Uppers, Soles, Laces, Insoles) (CRAAACAK)
Keywords
Where FitMyFoot is headquartered
LocationHeadquarters
- HQ city
- Vancouver
- HQ country
- Canada
- HQ region
- North America
Offices2 records
Markets served
FitMyFoot business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel
Revenue model
- Custom 3D-Printed Insoles: One-time purchase of custom insoles. Full-length and 3/4-length options available in multiple colors and patterns. Price point at $109.99 for standard designs.
- Custom Arch Support Sandals: One-time purchase of custom-fit sandals for men and women. Includes interchangeable straps for wardrobe matching. Price at $129.95 regular, $64.97 on sale.
- B2B Partnership Programs: Partnership revenue from healthcare practitioners, employers, and retailers. Practitioners earn through affiliate program via AWIN. Retailers get high-margin custom-fit products.
- Costco Roadshow Sales: In-store scanning and sales at Costco warehouses with special member pricing. Drive volume sales through physical retail presence.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Full Length Custom Insoles |
| Unit Pricing | Pay-as-you-go | 3/4 Length Custom Insoles |
| Unit Pricing | Pay-as-you-go | Men's Custom Arch Support Sandals |
| Unit Pricing | Pay-as-you-go | Women's Custom Arch Support Sandals |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels6 records
FitMyFoot product offering
Product offeringCore offering
FitMyFoot uses smartphone-based Volumental scanning technology to capture over 200 measurement points per foot and 3D-prints custom arch support insoles and sandals tailored to each individual's unique foot anatomy. Products are sold direct-to-consumer via fitmyfoot.com and Costco roadshows, with separate B2B partner programs serving healthcare practitioners, employers for corporate wellness, retailers offering in-store scanning, and athletic organizations. All manufacturing is performed in the United States using 3D printing, with delivery within 14 days and HSA/FSA eligibility.
Product overview
FitMyFoot is a direct-to-consumer company offering custom 3D-printed footwear products. The core product line consists of Custom Arch Support Insoles (available in Full Length and 3/4 Length with 16+ color/pattern options) and Custom Arch Support Sandals (men's and women's) — all personalized using smartphone foot scanning technology. The company also operates B2B programs including a Wellness Program for employers and a Retail Partnership Program. All products are manufactured in Arizona, USA and delivered to customers within 14 days.
Differentiator
Problem solved
Functional benefit
Products and services
- Custom Arch Support Insoles 3D-printed custom arch support insoles tailored to each individual's unique foot shape using smartphone scanning; available in full-length and 3/4-length options with 16+ colors/patterns and clinically positioned to relieve plantar fasciitis, flat feet, heel pain, and related knee/hip/back pain. Targeted at individual consumers and available HSA/FSA eligible.
- Custom Arch Support Sandals Custom-fit 3D-printed recovery sandals with built-in arch support tailored to each individual's foot shape; offered in men's and women's versions with interchangeable straps for wardrobe matching. Targeted at individual consumers seeking pain relief and recovery.
- B2B Wellness Program Corporate wellness program enabling employers to provide custom-fit 3D-printed insoles to employees as part of benefits, wellness, and safety initiatives, with integration into corporate benefits and insurance plans.
- Retail Partnership Program Program enabling retailers to offer in-store or online 3D-fit scanning experiences for personalized FitMyFoot products, with full logistical support from FitMyFoot and access to high-margin custom-fit items.
- Practitioner Affiliate Program (via AWIN) Affiliate program allowing healthcare practitioners (chiropractors, podiatrists, physical therapists) and athletic groups to offer custom-fit FitMyFoot products to patients or members and earn revenue on referrals through the AWIN performance marketing network, with no bulky hardware, lab fees, or extra administration required.
Quantifiable outcome
- Clinically proven to relieve pain and discomfort
- +3 more outcomes
Companies that use FitMyFoot
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles5 records
FitMyFoot technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability3 records
Feature6 records
FitMyFoot partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and supporting.
- CostcocoreFitMyFoot has partnered with Costco Roadshows to bring custom foot scanning and insole experience directly to Costco members. Customers can visit select Costco warehouses to get scanned in person and order custom 3D-printed insoles at special member prices. Operating in Bay Area, Midwest, Northeast, Northwest, San Diego, and Texas regions.
- VolumentalcoreFitMyFoot uses Volumental scanning technology that turns a smartphone into a foot measurement tool. This technology enables customers to scan their feet without app downloads or appointments, capturing thousands of data points in under 5 minutes.
- AWINsupportingAWIN platform powers FitMyFoot's affiliate program for practitioners and athletic groups. Partners earn commissions on referred customers through this performance marketing network.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
FitMyFoot competitors and assessment
Company assessmentDirect peers
- Upstep: Upstep sells custom-made insoles online via a remote ordering and scanning flow, directly competing with FitMyFoot in DTC custom foot orthotics. Both target consumers seeking at-home, non-prescription biomechanically tailored insoles.
- Superfeet: Superfeet is a long-established premium insole brand sold through running and outdoor retail. It competes with FitMyFoot for consumers seeking biomechanical support, although it relies on standardized arch profiles rather than per-foot customization.
- Aetrex: Aetrex combines orthotic footwear with in-store 3D foot-scanning technology (Albert scanner) and custom orthotics. It is the closest large-scale analog to FitMyFoot's scan-to-print model and competes across both DTC and retail channels.
- OOFOS: OOFOS makes recovery-focused cushioned sandals and slippers marketed for post-exercise and foot-fatigue relief. It competes directly with FitMyFoot's custom arch support sandals in the recovery and casual comfort segment.
Broad incumbents
- Dr. Scholl's (Bayer): Dr. Scholl's is the dominant OTC foot-care brand with mass-distribution custom insole kiosks (FootMapping) inside retailers. It competes on convenience and price against FitMyFoot's premium custom offering.
- Birkenstock: Birkenstock is a globally established orthopedic/contour-footbed footwear brand. It competes with FitMyFoot's sandals in the comfort and arch-support category with much broader distribution.
- Vionic: Vionic is a broader orthopedic/comfort footwear brand carried in retail and DTC. It competes with FitMyFoot on podiatrist-recommended foot support and offers similar recovery sandal SKUs.
- Powerstep: Powerstep manufactures OTC insoles widely distributed through pharmacies and running stores. It overlaps with FitMyFoot on arch support and pain relief but lacks a per-foot customization model.
Emerging players
- Kuru Footwear: Kuru sells DTC orthopedic comfort shoes and sandals with arch support, directly competing with FitMyFoot's comfort/sandals line. It is a digitally native brand focused on foot-pain relief.
- Strideline: Strideline is a digitally native brand offering custom and personalized insoles and orthotics. It represents a younger DTC competitor pursuing a similar customization-led positioning as FitMyFoot.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
FitMyFoot social profiles
Digital presenceFitMyFoot financial estimates
Financial estimateRevenue estimate
Valuation estimate
FitMyFoot leadership team
Management profileNumber of profiles
Profiles1 record
FitMyFoot funding detail
Funding detailFunding overview
Funding rounds4 records
Investors8 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
FitMyFoot M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about FitMyFoot
What does FitMyFoot do?
FitMyFoot uses smartphone-based Volumental scanning technology to capture over 200 measurement points per foot and 3D-prints custom arch support insoles and sandals tailored to each individual's unique foot anatomy. Products are sold direct-to-consumer via fitmyfoot.com and Costco roadshows, with separate B2B partner programs serving healthcare practitioners, employers for corporate wellness, retailers offering in-store scanning, and athletic organizations. All manufacturing is performed in the United States using 3D printing, with delivery within 14 days and HSA/FSA eligibility.
Is FitMyFoot a public or private company?
FitMyFoot is a private company. It is classified as venture growth investor backed and is currently operating.
When was FitMyFoot founded?
FitMyFoot was founded in 2017. It employs 11 to 50 people.
Where is FitMyFoot based?
FitMyFoot is headquartered in Vancouver, Canada, in the North America region.
How does FitMyFoot make money?
Four revenue lines are on record. Custom 3D-Printed Insoles are the primary driver. The others are custom Arch Support Sandals, B2B Partnership Programs and costco Roadshow Sales.
Who are FitMyFoot's main competitors?
Direct peers on record are Upstep, Superfeet, Aetrex and OOFOS. Broad incumbents are Dr. Scholl's (Bayer), Birkenstock, Vionic and Powerstep. Emerging players are Kuru Footwear and Strideline.
Does FitMyFoot have an API?
No public API is recorded for FitMyFoot.
What industry is FitMyFoot in?
FitMyFoot's product category is Custom Footwear and Orthotic Insoles. Its primary akta.pro industry code is CRAAACAG, Comfort, Orthopedic & Medical Footwear, with a secondary code of CRADAMAL, Foot Care & Orthotics OTC (Corn/Callus Care, Insoles, Athlete’s Foot Treatments). Its NAICS code is 3162 and its SIC code is 3842.