Hezo Sports

What Hezo Sports does

Hezo Sports GmbH is a German direct-to-consumer manufacturer of custom 3D-printed cycling shoes, headquartered in Saarbrücken and operating under the brand name hezo (formerly Gegenwind Sport GmbH, founded February 2022). Customers download the proprietary HEZO Scan App (iOS) or 3D Avatar Feet App (Android), capture three photos per foot, and the data is processed through the TruMorph Fit Engine — proprietary technology rooted in reconstruction research from the Biomechanics Institute of Valencia that converts roughly 1,000 data points per foot into a printable shoe geometry at 1mm accuracy. Four core shoe models are produced on demand via FDM 3D printing using recyclable materials (TPU, polypropylene, carbon-filled PA11, Pebax, PEBA): the Wolfland 01 gravel shoe (€250), Helu 03 all-round road shoe (€279), Helu 02 Carbon (€359), and the premium Helu Aera (€500, pre-order 2026) using Dual-Material 3D Fusion. Production occurs locally in Germany with 8-12 week lead times and no inventory.

The company serves primarily consumer road and gravel cyclists who cannot find adequate fit in standardized cycling footwear — including riders with wide feet, asymmetrical feet, post-surgical conditions, or other non-standard anatomy. Revenue is generated entirely through one-time purchases via the hezo-cycling.com storefront (custom shoes €250-€500, modular replacement parts €5-€140, branded merchandise €20-€120, gift vouchers €10-€200), supplemented by a partnership with Personomic to sell AI-fitted custom 3D-printed bicycle saddles. The go-to-market model is product-led: free scanning apps drive top-of-funnel engagement, customer reviews (4.5-4.78 stars) build mid-funnel trust, and a 60-day fit guarantee with 50% refund reduces purchase friction. The company reports a 97-98% customer satisfaction rate and is actively seeking external investment to expand printing capacity and hire staff to address current delivery backlogs.

Name

Hezo Sports

Legal name

Hezo Sports GmbH

Website

https://hezo-cycling.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

Hezo Sports is a German direct-to-consumer brand that designs and 3D-prints custom cycling shoes using a smartphone foot-scanning app and proprietary fit engine, serving cyclists — especially those with non-standard foot anatomy — who cannot find adequate fit in standard sizes.

Ownership category

akta.pro rank

Product category

Custom Cycling Footwear

NAICS

Footwear Manufacturing (3162), Shoe Retailers (45821)

SIC

Sporting & Athletic Goods, Nec (3949), Orthopedic, Prosthetic & Surgical Appliances & Supplies (3842)

akta.pro primary industry

Athletic Footwear Manufacturing (Running/Training/Court) (IMAOAIAA)

akta.pro secondary industries

Specialty & Orthopedic Footwear Manufacturing (Medical/Diabetic/Custom) (IMAOAIAI), Comfort, Orthopedic & Medical Footwear (CRAAACAG)

Keywords

• Custom cycling shoes
• 3D printed footwear
• Foot scanning technology
• Made-to-order sneakers
• Cycling apparel

Headquarters

HQ city

Saarbrücken

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Operations, Technology or R&D, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Custom 3D-Printed Cycling Shoes: One-time purchase of custom-made-to-order cycling shoes. Each pair produced individually on-demand with no inventory. Prices range from €250 to €500 depending on model. Revenue recognized upon delivery (8-12 weeks production time).
2. Replacement Parts & Accessories: Modular component sales including outer shoes (€80-140), inner shoes (€40), foot caps (€5-7), and other replacement parts. Each part is custom-made using existing customer scan data for perfect fit. Enables recurring revenue from existing customer base.
3. Merchandise: Branded merchandise including recovery slides (€120), socks (€20), T-shirts (€35), hoodies (€60), and screen prints (€30). Standard sizing, not custom.
4. Gift Vouchers: Digital gift cards available in €10, €25, €50, €100, €200 denominations or specific shoe model vouchers. Redeemable for multiple purchases.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Hezo Sports designs, manufactures, and sells custom 3D-printed barefoot cycling shoes and recovery slides that are individually produced on demand based on a smartphone-captured 3D foot scan processed through its proprietary TruMorph Fit Engine. Products are made via FDM 3D printing with recyclable materials in Germany, with modular replaceable components, a 60-day fit guarantee, and pricing from €250 to €500. Complementary merchandise, replacement parts, and a partner-branded AI-fitted saddle round out the lineup.

Product overview

Hezo Sports offers a portfolio of custom 3D-printed cycling shoes and related products. The core offering consists of four cycling shoe models (Wolfland 01 for gravel, Helu 03 for road, Helu Aera for performance road, and Helu 02 Carbon for road) all produced on-demand using FDM 3D printing based on smartphone-based foot scans captured via the proprietary HEZO Scan App (iOS) and 3D Avatar Feet App (Android). The TruMorph Fit Engine translates scan data into custom-fitted shoes. Complementary products include the Oasis Recovery Slide (3D printed with custom footbed) and the Personomic Custom Saddle (AI-powered fitting, 3D printed). A modular spare parts system allows replacement of outer shoes, inner shoes, and foot caps. The company also sells branded merchandise (socks, t-shirts, hoodies, screen prints) and gift vouchers. All cycling products share the barefoot-shape design philosophy, Fidlock magnetic closure, and modular/recyclable construction. Production is on-demand in Germany with 8–12 week lead times.

Differentiator

Problem solved

Functional benefit

Products and services

• Wolfland 01 (Gravel Cycling Shoe) Custom-made-to-order gravel cycling shoe designed for comfort, control, and long-distance off-road riding. Built on the buyer's 3D foot scan with TPU 3D-printed outsole, GripLock tool-free interchangeable sole elements, and Fidlock closure, in a barefoot, zero-drop shape that supports natural foot posture and efficient power transfer. Targeted at individual cyclists.
• Helu 03 (Road Cycling Shoe) Custom 3D-printed road cycling shoe based on the buyer's 3D foot scan, offering stiffness 9/10 with a more flexible upper for easier entry and improved comfort on long rides. Available with an optional carbon upgrade (10/10 stiffness). Targeted at road cyclists seeking pain-free performance.
• Helu Aera (Performance Road Cycling Shoe) Custom 3D-printed high-performance road cycling shoe that is HEZO's lightest and stiffest model. Uses Dual-Material 3D Fusion to print a PEBA/PA11 carbon outer with a Pebax inner liner in a single process, with a perforated texture for breathability. Targeted at competitive road cyclists.
• Helu 02 Carbon (Road Cycling Shoe) Custom 3D-printed road cycling shoe with carbon-filled upper material delivering stiffness 10/10 and maximum power transfer. Available in black. Targeted at road cyclists wanting maximum stiffness with custom barefoot fit.
• Helu One (First-Generation Road Cycling Shoe) Hezo's first-generation custom 3D-printed barefoot road cycling shoe, predecessor to the Helu 02 Carbon and Helu 03. Awarded the ISPO Award. Targeted at road cyclists wanting custom-fit barefoot cycling shoes.
• Oasis Recovery Slide Custom-footbed 3D-printed recovery slide for post-ride and post-exercise recovery. Made of foamed TPU with a Spherene structure that gives an open, breathable, massaging footbed in a zero-drop, barefoot shape. Targeted at cyclists and other users wanting custom-molded recovery footwear.
• Personomic Custom Saddle (Partner Product) AI-fitted custom bicycle saddle manufactured by partner Personomic and resold by Hezo. The buyer answers 10 questions and self-measures the seat; AI determines optimal width and firmness; the saddle is 3D-printed in Stuttgart with no glue, fully recyclable. Targeted at individual cyclists wanting custom-fit saddles.
• HEZO Scan App (iOS) Free iOS smartphone app that performs the 3D foot scan used as input for Hezo's custom shoe and slide production. Targeted at prospective and existing Hezo customers to enable at-home scanning.
• 3D Avatar Feet App (Android) Free Android smartphone app for capturing 3D foot geometry for Hezo's custom-fit pipeline. Targeted at Android-using prospective and existing Hezo customers.
• Basta la Norma Socks Standard-sized (non-custom) branded cycling socks made from PROLEN fiber, marketed as matching Hezo cycling shoes. Targeted at Hezo customers and cycling enthusiasts.
• Basta la Norma T-Shirt Standard-sized unisex oversized t-shirt of 100% organic cotton, screen-printed in Germany with founder-designed artwork. Targeted at Hezo brand supporters and cycling enthusiasts.
• HEZO Hoodie (Supporters Collection) Standard-sized unisex hoodie from the Hezo Supporters Collection, made of organic cotton and screen-printed in Germany. Targeted at Hezo brand supporters.
• Supporters Collection Screen Print (Black) Limited-edition (400 pieces) screen print designed by Hezo's founder. Targeted at collectors and brand supporters.
• Supporters Collection Screen Print (Purple) Limited-edition (40 pieces) screen print designed by Hezo's founder, in purple. Targeted at collectors and brand supporters.
• HEZO Gift Voucher Digital gift card (delivered by email) redeemable for any Hezo purchase, available in fixed denominations or for specific shoe models. Targeted at gift-givers and existing Hezo supporters.
• Outer Shoe for Wolfland 01 (Replacement) Custom replacement outer shoe for the Wolfland 01 gravel cycling shoe, using the customer's existing foot scan data. Modular plug-and-ride replacement supports repair and color customization. Targeted at existing Wolfland 01 owners.
• 3D Printed Inner Shoe (Replacement) Custom 3D-printed replacement inner liner compatible with Wolfland 01, Helu 02, and Helu 03 cycling shoes. Modular plug-and-ride replacement supports repair and color customization. Targeted at existing Hezo cycling-shoe owners.
• Outer Shoe for Helu 02 Carbon (Replacement) Custom replacement outer shoe for the Helu 02 Carbon road cycling shoe, including the Fidlock closure. Targeted at existing Helu 02 Carbon owners needing repair or color refresh.
• Foot Caps for Helu 02/03 (Replacement) Custom replacement tread caps (GripLock spares) for the Helu 02 and Helu 03 road cycling shoes. Targeted at existing Helu owners wanting fresh traction or different colors.
• Tread Caps for Wolfland 01 (Replacement) Custom replacement tread caps (GripLock spares) for the Wolfland 01 gravel cycling shoe, in beige and red. Targeted at existing Wolfland 01 owners.

Quantifiable outcome

• 97-98% customer satisfaction rate
• +4 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature6 records

Partnerships

Three partnerships are on record, tiered core and supporting.

• PersonomiccoreStrategic or Co-development PartnerPersonomic is a spin-off from the University of Stuttgart operating within the Mass Personalization Center. HEZO sells Personomic custom saddles through their website. Personomic's technology is described as having foundations directly incorporated from the same personalization research. Personomic uses AI fitting and 3D printing in Stuttgart with Velometrik's saddle fitting expertise.
• Biomechanics Institute of ValenciacoreTechnology or IntegrationThe basis of HEZO's scan technology originates from the research of the Biomechanics Institute of Valencia, one of the world's leading institutes for digital foot reconstruction. The institute's mathematical reconstruction model calculates complete 3D foot geometry from photos.
• VelometriksupportingStrategic or Co-development PartnerVelometrik provides decades of expertise in professional saddle fitting. Their collaboration with Personomic optimizes pressure distribution using scientific principles for Personomic's custom saddle products sold through HEZO.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Bont Cycling: Australia-based cycling shoe maker with a long-standing custom-build program (heat-moldable and fully custom shoes). Directly comparable as a custom-fit cycling footwear specialist; explicitly referenced by Hezo customers as an incumbent they tried before switching.
• Lake Cycling: Specialist cycling footwear brand historically focused on wide and high-volume fits. Comparable as a niche cycling shoe maker addressing non-standard foot shapes, the same primary use case Hezo targets.
• Quoc Pham: Direct-to-consumer premium cycling shoe brand with a small catalog of high-performance road and gravel shoes. Comparable as a design-led DTC cycling footwear specialist competing for the same premium enthusiast customer.

Broad incumbents

• Shimano: Global leader in cycling components and a major cycling shoe brand (SH-RC, RX). Serves the same end customer across the full price spectrum; Hezo explicitly positions against its standardized sizing approach.
• Specialized: Major premium cycling brand with a full shoe line (S-Works) and the global Retül fit service. Comparable as a broad incumbent with both product and fit-services competing for the same premium cyclist wallet.
• Sidi: Italian heritage cycling shoe maker focused on high-end road, MTB, and gravel footwear. Comparable as a premium incumbent serving performance cyclists with comparable price points to Hezo's higher-end models.
• Giro: Established cycling footwear and helmet brand with broad road, gravel, and MTB shoe lines. Comparable as a broad incumbent competing in the same channel and product category.
• Northwave: Italian cycling and winter sports footwear maker with a wide cycling shoe range. Comparable as a European incumbent offering performance cycling shoes at lower price points than Hezo's custom line.
• Gaerne: Italian heritage maker of cycling and motorcycle boots/shoes with a reputation for quality custom-fit options in cycling. Comparable as a premium European incumbent with deep custom-fit heritage.
• Adidas (Futurecraft / 4D): Global athletic footwear incumbent with the Futurecraft and 4D initiatives around 3D-printed midsoles. Comparable as a broad incumbent that could extend 3D-printing capability into cycling-specific products.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/hezocycling

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds2 records

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hezo Sports