What Masterfit Enterprises does

Masterfit Enterprises, Inc. is a privately held specialty footwear and accessories company headquartered in Briarcliff Manor, New York, with a secondary operating location in Ossining, NY. The company designs, manufactures, and sells a focused portfolio of performance insoles and ski boot accessories through three commercial surfaces: a direct-to-consumer e-commerce storefront at masterfitinc.com (WooCommerce), dedicated B2B dealer and rep portals (orders.masterfitinc.com; oms.nexternal.com), and an Amazon marketplace plus Amazon Associates affiliate presence. It employs 1–10 people and identifies no outside institutional ownership, parent company, or venture capital backer in its disclosures, with a Steve Cohen contact appearing in the designated-agent record on the Terms of Service.

The company's core technology is its pedorthist-designed Auto-Adapt™ insole platform, which adapts its shape to the user's arch and heel over use to deliver a personalized fit. The product portfolio is anchored by the EZFit line — a family of sport-specific variants — including EZFit Stride (running), EZFit Court (tennis/basketball), EZFit Cycle (cycling), EZFit Golf, and EZFit Snow (ski/snowboard) — alongside Zapz microwavable custom insoles (a heat-moldable SKU) and the Eliminator Custom Tongue ski boot accessory. Per-pair pricing runs from roughly $29.95 (discounted Zapz) to $59.95 (original-price Zapz and EZFit QF Universal), with EZFit sport SKUs clustered at $44.95–$49.95 and several items currently displayed under a closeout/sale.

Masterfit generates revenue through one-time product sales rather than subscriptions or licensing. Go-to-market is hybrid: owned content marketing (blog, email newsletter, Facebook page with campaigns such as #StepIntoPower), B2B wholesale via the dealer/rep login portals, Amazon marketplace and affiliate commissions, and embedded relationships with the trade community through America's Best Bootfitters and Masterfit University (a boot-fitting training and certification platform the company supports). The customer base is fragmented — composed of individual skiers, snowboarders, runners, cyclists, golfers, court-sport athletes, and professionals on their feet, plus the small specialty-dealer network they reach via the B2B channels. International shipping is offered on a buyer-pays-customs basis, but the company's operational footprint remains domestic US, with no disclosed international offices, hires, or partnerships.

Name

Masterfit Enterprises

Legal name

Masterfit Enterprises, Inc.

Website

https://masterfitinc.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Masterfit Enterprises is a privately held New York-based manufacturer of pedorthist-designed performance insoles and ski boot accessories, selling the Auto-Adapt™ EZFit, Zapz, and Eliminator lines direct-to-consumer, through B2B dealer portals, and on Amazon to active-consumer and specialty bootfitter segments.

Ownership category

akta.pro rank

Product category

Performance Insoles & Footwear Accessories

NAICS

Footwear Manufacturing (3162), Footwear Manufacturing (31621)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

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

akta.pro secondary industries

Ski & Snowboard Service & Repair Shops (Tuning, Mounting, Boot Fitting) (CRAMAJAF), Ski & Snowboard Equipment Retail (Skis, Boards, Boots, Bindings, Poles) (CRAMAJAA)

Keywords

• Performance insoles
• Ski boot fitting
• Footwear accessories
• Custom orthotics
• Snowsports equipment

Headquarters

HQ city

Briarcliff Manor

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Direct Product Sales: Masterfit generates revenue through direct-to-consumer sales of insole products and accessories via their e-commerce website, as well as B2B wholesale relationships with dealers and retailers in the ski/snowboard and athletic footwear markets.
2. Wholesale/B2B Sales: B2B sales to dealers and retailers through dealer login portals, including specialty ski boot fitting shops and outdoor retailers.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Masterfit Enterprises designs, manufactures, and sells performance insoles and ski boot fitting accessories under its EZFit and Zapz product lines. Its products leverage proprietary Auto-Adapt™ technology, which personalizes insole shape to a user's arch and heel, and are sold direct-to-consumer through its e-commerce site as well as wholesale to specialty ski shops, bootfitters, and dealers through dedicated B2B portals.

Product overview

Masterfit Enterprises is a B2B and B2C insole and footwear accessory company offering a portfolio of performance insoles and ski boot accessories. The core product line is the EZFit Performance insole family featuring Auto-Adapt technology, which includes sport-specific variants (Stride for running, Court for tennis/basketball, Cycle for cycling, Golf, and Snow for skiing/snowboarding). The company also sells custom-formable insoles (Zapz Microwavable Custom Insoles), ski boot accessories (Eliminator Custom Tongue), and maintains a closeout/sale section for discounted products. Products are sold through an e-commerce platform with separate dealer (B2B) and representative (B2B) portals, as well as direct-to-consumer channels.

Differentiator

Problem solved

Functional benefit

Brands

• EZFit: Product line of performance insoles including EZFit Stride, EZFit Court, EZFit Cycle, EZFit Golf, EZFit Snow, and EZFit QF Universal insoles.
• Zapz
• Auto-ADAPT

Products and services

• EZFit Snow Insoles

Quantifiable outcome

• Insoles last 3x longer than competition
• +1 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Six partnerships are on record, tiered core and minor.

• Masterfit UniversitycoreStrategic or Co-development PartnerMasterfit University is an educational platform for boot fitting training and certification. The company supports this initiative as part of their commitment to the ski boot fitting community and professional development of bootfitters.
• America's Best BootfitterscoreStrategic or Co-development PartnerNational network of certified ski boot fitting professionals. Masterfit is a proud supporter of this organization that connects skiers with qualified bootfitters across the country.
• Ski Boot Reviews (bootfitters.com/reviews)minorGTM or Marketing PartnerSki boot review platform operated in connection with America's Best Bootfitters, providing product reviews and recommendations to consumers.
• Realskiers Ski ReviewsminorGTM or Marketing PartnerSki review publication and platform that provides independent evaluations of ski equipment and gear.
• Amazon Services LLC Associates ProgramminorGTM or Marketing PartnerAffiliate advertising program through which Masterfit earns advertising fees by linking to Amazon.com and affiliated websites.
• Lé BentminorGTM or Marketing PartnerMerino wool athletic apparel brand referenced in content marketing for their moisture-wicking clothing technology suitable for running and outdoor activities.

Scale indicators1 record

Recent moves4 records

Expansion highlights4 records

Direct peers

• Superfeet Worldwide: Superfeet is the leading direct competitor in premium performance and custom insoles, including sport-specific SKUs (running, skiing, cycling, golf) sold through specialty retail and D2C — directly overlapping Masterfit's EZFit lineup and ski boot-fitting channel.
• Powerstep: Powerstep makes podiatrist-designed performance insoles for athletic, casual, and specialty footwear (including ski/snowboard), distributed through D2C and sporting goods retail — competing with Masterfit on biomechanical benefit claims and price points.
• Currex (Sorbothane/Currex): Currex produces sport-specific insoles (runPRO, cyclePRO, golfPRO, skiPRO), mirroring Masterfit's activity-by-activity positioning and selling through specialty running and ski retailers and D2C.
• Sidas: Sidas is a French manufacturer of custom-moldable ski boot insoles, footbeds, and liners, deeply embedded with bootfitters across European resorts — the most direct international peer to Masterfit's ski-boot-fitting franchise.
• Sof Sole: Sof Sole makes over-the-counter performance insoles for running, hiking, work, and sport, sold primarily through sporting goods mass retail — overlapping Masterfit's EZFit Stride, Cycle, and Court lineups with a more mass-market distribution.
• Intuition Liners: Intuition makes custom-moldable ski/snowboard boot liners and accessories, sharing Masterfit's specialty boot-fitting distribution, American Best Bootfitters-style retail channels, and snowsports-only positioning.

Broad incumbents

• Dr. Scholl's Insoles: Dr. Scholl's (Bayer Consumer Health) is the dominant mass-market insole brand spanning comfort, work, and sport categories via drug/grocery/mass retail — a broader incumbent competing for the same end-customer foot-comfort dollars as Masterfit.
• Aetrex Orthotics / Aetrex Footwear: Aetrex combines podiatrist-built orthotic insoles with consumer foot-scanning retail technology, competing with Masterfit in the biomechanically-engineered orthopedic insole category but at a larger, scale-funded footprint.

Emerging players

• Sole Custom Insoles: Sole produces heat-moldable custom EVA insoles marketed to skiers, snowboarders, runners, and hikers through specialty outdoor and D2C channels — a near-twin to Masterfit's Zapz microwavable line and EZFit sport SKUs.
• Upstep Custom Insoles: Upstep is a direct-to-consumer custom insole brand selling online-only custom-fit orthotics, which competes with Masterfit Zapz microwavable and EZFit QF Universal lines from a digitally-native, mail-order-only angle.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/masterfitinc

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

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 Masterfit Enterprises