SureFit
SureFit (SureFitLab) is a US-based B2B medical supply distributor selling orthotics, compression garments, footwear, fabrication supplies, and podiatry equipment from 200+ branded manufacturers to verified podiatrists, orthotists, and clinics.
- Company typePrivate
- Founded2000
- HeadquartersAlpharetta, United States
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What SureFit does
SureFit, operating commercially as SureFitLab, is a US-based B2B medical supply distributor founded in 2000 and headquartered in Alpharetta, Georgia, with a secondary distribution warehouse in Fresno, California. The company sells orthotic devices (cervical, cranial, lower-limb, upper-limb, and spinal), compression garments, diabetic and therapeutic footwear, orthopedic fabrication supplies and equipment, and patient aids to verified healthcare providers — primarily podiatrists, orthotists, prosthetists, and medical clinics. Its catalog aggregates products from 200+ branded manufacturers including 3M, Ottobock, BSN Medical, Sigvaris, MEDI, Juzo, Thuasne, Trulife, and Bauerfeind, making SureFit a one-stop-shop rather than a single-brand reseller.
The commercial platform is an account-gated e-commerce site (surefitlab.com) featuring Quick Order and Quick Buy workflows for efficient reordering, integrated Medicare compliance documentation (via the SureFit Compliance sub-brand), custom orthotic and bracing fabrication services, scanning-based fitting solutions (SureFit Scanner), and podiatry imaging and shockwave therapy equipment (PadNET). The SureFit+ loyalty program offers a 2% account discount as a retention mechanism. Underlying technology is a standard B2B e-commerce stack with inventory management, account approval, and order tracking; no AI, API, or SDK layer is disclosed. SureFit operates with 11-50 employees, sells exclusively within the United States, and generates revenue through wholesale product sales to approved medical accounts with no publicly disclosed pricing.
SureFit firmographics
Firmographics- Name
- SureFit
- Legal name
- SureFit
- Website
- https://surefitlab.com
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- SureFit (SureFitLab) is a US-based B2B medical supply distributor selling orthotics, compression garments, footwear, fabrication supplies, and podiatry equipment from 200+ branded manufacturers to verified podiatrists, orthotists, and clinics.
- Ownership category
- akta.pro rank
SureFit industry classification
Industry- Product category
- Orthopedic Medical Supplies Distribution
- NAICS
- Medical Equipment and Supplies Manufacturing (3391)
- SIC
- Orthopedic, Prosthetic & Surgical Appliances & Supplies (3842), Wholesale-Medical, Dental & Hospital Equipment & Supplies (5047)
- akta.pro primary industry
- Orthotics & Bracing (Spinal/Lower/Upper Extremity Orthoses) (HLAHAEAI)
- akta.pro secondary industries
- Orthotics & Bracing (AFO/KAFO, Spinal, Soft Goods Supports) (HLAHAMAC), Comfort, Orthopedic & Medical Footwear (CRAAACAG)
Keywords
Where SureFit is headquartered
LocationHeadquarters
- HQ city
- Alpharetta
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
SureFit business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Medical Supply Distribution: B2B wholesale distribution of orthotics, compression garments, footwear, patient aids, and fabrication supplies to healthcare providers. Revenue generated through product sales at wholesale pricing to verified medical professionals and clinics.
- Custom Product Fabrication: Custom orthotic and bracing solutions ordered through the platform and fabricated to specifications
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Wholesale account pricing for verified healthcare providers |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
SureFit product offering
Product offeringCore offering
SureFit is a B2B wholesale distributor of orthopedic medical supplies and podiatry solutions, selling orthotics, footwear, compression garments, fabrication supplies, and patient aids to verified healthcare providers. The company operates the SureFitLab e-commerce platform, distributing products from 200+ third-party manufacturers (including 3M, Ottobock, BSN Medical, Sigvaris, MEDI, and Juzo) and offering custom orthotic fabrication, scanning solutions, and Medicare compliance support to podiatrists, orthotists, prosthetists, and medical clinics.
Product overview
SureFit is an e-commerce medical supply distributor operating under the SureFitLab platform. The company offers a comprehensive portfolio of orthopedic and medical products across five core categories: (1) Orthotics including cervical, cranial, lower limb, upper limb, and spinal devices; (2) Footwear including diabetic, children, and therapeutic shoes; (3) Compression Garments for both lower and upper limbs including garments, wraps, and accessories; (4) Fabrication Supplies including chemicals, equipment, materials, tools, and shop supplies for orthopedic professionals; and (5) Patient Aids including bandages, mobility devices, and household medical equipment. The platform features branded products from third-party manufacturers including Thuasne (SpryStep AFO products), Trulife (A Pace Anterior AFO), and MEDI (Circaid compression products). SureFit operates as a B2B distributor serving healthcare providers with features including quick ordering, Medicare compliance programs, scanning solutions, and custom bracing services.
Differentiator
Problem solved
Functional benefit
Brands
- SureFit Compliance: Medicare compliance program for healthcare providers
- SureFit+ Program
- SureFit Scanner
- PadNET
Products and services
- SpryStep AFO One An ankle-foot orthosis (AFO) device for lower limb support and mobility assistance, distributed to healthcare providers.
- SpryStep Max AFO A maximum-support ankle-foot orthosis (AFO) for enhanced lower limb stabilization.
- A Pace Anterior AFO An anterior ankle-foot orthosis designed for forward gait support and stability.
- Rotatool Spray Unit A rotary tool spray unit used in orthopedic fabrication processes.
- Rotatool Essential 2 Vacuum Integrated Unit A vacuum-integrated rotary tool unit for precision orthopedic fabrication.
- Circaid Compression Anklet Sock Compression garment for ankle and lower leg edema management.
- Circaid Juxtalite Ankle Foot Compression Wrap Adjustable compression wrap for ankle and foot edema treatment.
- Compression Lymphpads Pads designed to provide support in the treatment of oedema with structured surface for gentle tissue drainage.
- Circaid Full Leg Cover Up Compression Wrap Cover garment that protects circaid compression garments from snagging and provides discreet coverage.
- Circaid Lower Leg Cover Up Compression Wrap Cover garment for lower leg circaid compression wraps providing discreet protection.
- PadNET Podiatry Imaging and Therapy System Podiatry imaging and therapy solutions including digital X-ray, diagnostic equipment, and extracorporeal shockwave therapy systems for podiatry practices.
Companies that use SureFit
Customer profileSegments1 record
Ideal customer profiles1 record
SureFit technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
SureFit partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- 3M HealthcarecoreMajor supplier brand offering medical and healthcare products through SureFit distribution network
- OttobockcoreLeading manufacturer of prosthetics and orthotics products distributed through SureFit
- BSN MedicalcoreSupplier of compression therapy and wound care products including Jobst brand
- SigvariscoreManufacturer of compression garments and stockings distributed via SureFit
- MEDIcoreSupplier of compression therapy products including Circaid brand wraps and undersleeves
- JuzocoreCompression garment manufacturer distributed through SureFit network
- ThuasnecoreSupplier of orthotic devices including SpryStep AFO products
- TrulifecoreManufacturer of orthotic and prosthetic devices including A Pace Anterior AFO
- Knit-RiteminorSupplier of compression socks and therapeutic garments
- BauerfeindcoreGerman manufacturer of orthopedic supports and compression products
Scale indicators2 records
Recent moves1 record
Expansion highlights6 records
SureFit competitors and assessment
Company assessmentBroad incumbents
- Össur: Össur is a global prosthetics and orthotics manufacturer whose bracing, AFO/KAFO, and foot-care products overlap SureFit's catalog; it sells both direct to providers and through distributors like SureFit.
- McKesson: McKesson is a large US medical distributor whose medical-surgical division distributes DME, orthopedic, and foot-care products to providers — a broad incumbent competing for the same healthcare-provider spend as SureFit.
- DJO / Enovis: Enovis (formerly DJO Global) is a large orthopedic medical-device company offering braces, rehabilitation, and surgical implants; its bracing portfolio overlaps SureFit's lower-limb and upper-limb orthotic categories while serving broader orthopedic channels.
- Cardinal Health: Cardinal Health's medical-products distribution business supplies hospitals, clinics, and ambulatory providers with DME and orthopedic products, competing for healthcare-provider distribution contracts that SureFit also serves.
Direct peers
- Breg: Breg designs, manufactures, and distributes orthopedic bracing and cold-therapy products sold through DME providers and orthopedic clinics — overlapping SureFit's bracing and orthotic offering.
- PEL Supply Company: PEL Supply distributes orthopedic soft goods, bracing, and foot-care products to DME providers and podiatry practices, with an account-based B2B ordering platform comparable to SureFitLab.
- Cascade Orthopedic Supply: Cascade Orthopedic Supply distributes orthopedic fabrication materials, bracing, and foot-care products to orthotists, prosthetists, and podiatrists — closely overlapping SureFit's fabrication-supply and orthotic categories.
- North Coast Medical: North Coast Medical is a B2B distributor of orthopedic, podiatric, and rehabilitative medical supplies with an account-based ordering platform serving occupational therapists, orthotists, and podiatrists — directly comparable to SureFit's distribution model and customer base.
- medi USA: medi USA manufactures and distributes compression garments (including the Circaid brand carried by SureFit), orthoses, and foot-care products through a medical-professional channel — overlapping SureFit's compression and orthotic categories across both supplier and competitor dimensions.
Emerging players
- Hanger Clinic: Hanger Clinic provides orthotic and prosthetic patient care through owned clinics and increasingly distributes related bracing products — adjacent to SureFit's orthotic-distribution model with some vertical overlap in custom bracing.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
SureFit social profiles
Digital presenceSureFit financial estimates
Financial estimateRevenue estimate
Valuation estimate
SureFit leadership team
Management profileNumber of profiles
SureFit funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SureFit M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about SureFit
What does SureFit do?
SureFit is a B2B wholesale distributor of orthopedic medical supplies and podiatry solutions, selling orthotics, footwear, compression garments, fabrication supplies, and patient aids to verified healthcare providers. The company operates the SureFitLab e-commerce platform, distributing products from 200+ third-party manufacturers (including 3M, Ottobock, BSN Medical, Sigvaris, MEDI, and Juzo) and offering custom orthotic fabrication, scanning solutions, and Medicare compliance support to podiatrists, orthotists, prosthetists, and medical clinics.
Is SureFit a public or private company?
SureFit is a private company. It is classified as unknown and is currently operating.
When was SureFit founded?
SureFit was founded in 2000. It employs 11 to 50 people.
Where is SureFit based?
SureFit is headquartered in Alpharetta, United States, in the North America region.
How does SureFit make money?
Two revenue lines are on record. Medical Supply Distribution is the primary driver. The others are custom Product Fabrication.
Who are SureFit's main competitors?
Broad incumbents on record are Össur, McKesson, DJO / Enovis and Cardinal Health. Direct peers are Breg, PEL Supply Company, Cascade Orthopedic Supply, North Coast Medical and medi USA. Hanger Clinic is listed as an emerging player.
Does SureFit have an API?
No public API is recorded for SureFit.
What industry is SureFit in?
SureFit's product category is Orthopedic Medical Supplies Distribution. Its primary akta.pro industry code is HLAHAEAI, Orthotics & Bracing (Spinal/Lower/Upper Extremity Orthoses), with a secondary code of HLAHAMAC, Orthotics & Bracing (AFO/KAFO, Spinal, Soft Goods Supports). Its NAICS code is 3391 and its SIC code is 3842.