SureFit

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.

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

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

• Orthopedic medical supplies
• Podiatry solutions
• Compression garments
• Orthotic devices
• Fabrication supplies

Headquarters

HQ city

Alpharetta

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, Technology or R&D

Revenue model

1. 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.
2. Custom Product Fabrication: Custom orthotic and bracing solutions ordered through the platform and fabricated to specifications

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core 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.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• 3M HealthcarecoreOthersMajor supplier brand offering medical and healthcare products through SureFit distribution network
• OttobockcoreOthersLeading manufacturer of prosthetics and orthotics products distributed through SureFit
• BSN MedicalcoreOthersSupplier of compression therapy and wound care products including Jobst brand
• SigvariscoreOthersManufacturer of compression garments and stockings distributed via SureFit
• MEDIcoreOthersSupplier of compression therapy products including Circaid brand wraps and undersleeves
• JuzocoreOthersCompression garment manufacturer distributed through SureFit network
• ThuasnecoreOthersSupplier of orthotic devices including SpryStep AFO products
• TrulifecoreOthersManufacturer of orthotic and prosthetic devices including A Pace Anterior AFO
• Knit-RiteminorOthersSupplier of compression socks and therapeutic garments
• BauerfeindcoreOthersGerman manufacturer of orthopedic supports and compression products

Scale indicators2 records

Recent moves1 record

Expansion highlights6 records

Broad 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

• YouTubeyoutube.com/user/surefitlab
• LinkedInlinkedin.com/company/surefit-lab
• Xx.com/surefitlab

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 SureFit