SOLE
SOLE designs and sells custom moldable orthopedic footbeds and supportive footwear (including the Jasper Chukka recovery shoe and cork-based sandals) direct-to-consumer, through wholesale retailers, and via health-professional referrals, serving consumers with foot pain, athletes, and outdoor professionals in 40+ countries.
- Company typePrivate
- Founded2001
- HeadquartersSalt Lake City, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What SOLE does
SOLE, founded in 2001 by Mike Baker, designs and sells custom moldable orthopedic footbeds and supportive footwear through dual legal entities — Edge Marketing Sales Inc. (Montana, USA) and Edge Marketing Corp (Alberta, Canada). The company is headquartered in Calgary with product design in Vancouver, US fulfillment out of Salt Lake City, and manufacturing in South Korea. Core technology centers on the proprietary SOLE Signature Supportive Shape, a density-mapped arch support with a deep heel cup, combined with home-oven heat/wear molding (or wear-only molding) that personalizes the footbed to individual foot geometry. The product portfolio is split between Active (EVA-based) and Performance (recycled natural cork) footbed lines in thin, medium, and thick profiles, supplemented by the Jasper Chukka Merino wool recovery shoe, women's sandals, and accessories, plus a wholly-owned ReCORK sustainability subsidiary and Bloom Algae Foam material platform.
SOLE operates a multi-channel go-to-market: direct-to-consumer e-commerce at yoursole.com (US and Canadian storefronts), wholesale to independent shoe, sporting goods, outdoor, and pharmacy retailers, a Health Professionals referral program (podiatrists, physical therapists, chiropractors), an Affiliate Program for influencers, and a Pro Program for outdoor professionals and athletes. Distribution extends internationally to 40+ countries shipping from Calgary. Pricing is unit-based ($52–$145 USD across the catalog), supplemented by pay-later options (Affirm, Klarna, Afterpay for orders over $50) and a 90-day satisfaction guarantee. Revenue is generated primarily through one-time purchases of footbeds and footwear, with no disclosed subscription model. The company maintains sustainability partnerships with 1% For The Planet and Protects Our Winters and has collected over 136.7 million wine corks for recycling through ReCORK since 2008.
SOLE firmographics
Firmographics- Name
- SOLE
- Legal name
- Edge Marketing Sales Inc.
- Website
- https://yoursole.com
- Company type
- Private
- Founded year
- 2001
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- SOLE designs and sells custom moldable orthopedic footbeds and supportive footwear (including the Jasper Chukka recovery shoe and cork-based sandals) direct-to-consumer, through wholesale retailers, and via health-professional referrals, serving consumers with foot pain, athletes, and outdoor professionals in 40+ countries.
- Ownership category
- akta.pro rank
SOLE industry classification
Industry- Product category
- Orthopedic Footwear and Insoles
- NAICS
- Shoe Retailers (45821), Footwear Manufacturing (3162)
- SIC
- Retail-Shoe Stores (5661), Footwear, (No Rubber) (3140)
- akta.pro primary industry
- Comfort, Orthopedic & Medical Footwear (CRAAACAG)
- akta.pro secondary industry
- Footwear Components & Materials (Uppers, Soles, Laces, Insoles) (CRAAACAK)
Keywords
Where SOLE is headquartered
LocationHeadquarters
- HQ city
- Salt Lake City
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
SOLE business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D, Infrastructure
Revenue model
- Footbed/Insoles Sales: Primary revenue stream from selling custom moldable footbeds/insoles directly to consumers and through wholesale channels. Products include Active (EVA) and Performance (Cork) lines in various thicknesses (thin, medium, thick) and widths. One-time purchase model with 90-day satisfaction guarantee.
- Footwear Sales: Sale of supportive footwear including the Jasper Chukka (Merino wool with recycled cork midsole), District by ReCORK line, and sandals. One-time purchase model.
- Gift Cards: SOLE gift cards available for purchase, enabling customers to give SOLE products as gifts.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Active Thin - Thin footbed for tight-fitting footwear |
| Unit Pricing | Pay-as-you-go | Active Medium - Medium thickness for most footwear |
| Unit Pricing | Pay-as-you-go | Jasper Chukka - Merino wool recovery shoe |
| Other | Pay-as-you-go | Mailing List Signup Discount |
| Other | Pay-as-you-go | Pay Later Options |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels7 records
SOLE product offering
Product offeringCore offering
SOLE designs and sells custom moldable orthopedic footbeds (insoles) and supportive footwear. The core product lines are Active footbeds (EVA-based) and Performance footbeds (recycled cork-based), offered in thin, medium, and thick profiles with optional metatarsal pads and wide variants. The company also sells footwear such as the Jasper Chukka recovery shoe (Merino wool upper with recycled cork midsole) and supportive sandals, sold direct-to-consumer via e-commerce and through wholesale/retail partners.
Product overview
SOLE is a footwear and footbed company offering custom moldable orthopedic insoles and supportive footwear. The core product portfolio consists of two main footbed lines: Active (EVA-based) and Performance (recycled cork-based), each available in thin, medium, and thick profiles with optional metatarsal pads and wide variants. SOLE also offers Everyday Medium footbeds for casual use. The footwear line includes the Jasper Chukka (Merino wool recovery shoe with recycled cork midsole), and women's sandals featuring metatarsal support and sustainable materials. The company operates the ReCORK initiative for cork recycling and uses Bloom Foam (algae-based) in select products. All products feature the SOLE Signature Supportive Shape with clinically-proven arch support and deep heel cups. SOLE's products are FSA/HSA eligible and backed by a 90-day guarantee.
Differentiator
Problem solved
Functional benefit
Products and services
- Active Footbeds Custom moldable insoles made with EVA (ethylene-vinyl acetate) plastic, designed for high-intensity use with exceptional durability and shape retention. Available in thin, medium, and thick profiles with optional metatarsal pads and wide variants for individuals seeking orthopedic arch and heel support.
- Performance Footbeds Custom moldable insoles made with recycled natural cork, offering natural shock absorption, insulation, moisture-wicking, and quick molding to unique foot shapes. Available in thin, medium, and thick profiles with optional metatarsal pads and wide variants for athletes and daily wear.
- Everyday Medium Footbeds Mid-range thickness footbeds designed for everyday use in standard footwear like sneakers and casual shoes, providing balanced SOLE Signature Supportive Shape arch support and comfort for daily activities.
- Jasper Chukka Recovery and casual footwear featuring Merino wool upper, salvaged bison fiber filling, and recycled cork midsole. Designed with elastic stretch laces for easy on/off, SOLE arch support, and deep heel cup for comfort after physical activity.
- Women's Footwear (Sandals) Supportive, sustainable women's footwear including the Grace, Lark, and Stride lines made with recycled cork and sustainable materials. Features metatarsal pads, deep heel cups, and wear-moldable footbeds.
- Dual Layer Crew Socks Performance socks designed for moisture-wicking and comfort, complementing SOLE footbeds for enhanced foot health and performance.
- Gift Cards Digital gift cards available for purchase, allowing recipients to select their own SOLE products.
Quantifiable outcome
- 34% reduction in plantar fascia strain (clinically proven)
- +4 more outcomes
Companies that use SOLE
Customer profileNamed customers4 records
Segments5 records
Ideal customer profiles4 records
SOLE technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
SOLE partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor.
- 1% For The PlanetminorSOLE is a member of 1% For The Planet, contributing 1% of sales to environmental causes. This membership demonstrates the company's commitment to sustainability and environmental giving back.
- Protects Our WintersminorSOLE contributes to Protects Our Winters, an environmental organization focused on protecting winter sports and outdoor recreation from climate change.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
SOLE competitors and assessment
Company assessmentDirect peers
- Superfeet: Premium molded insoles and footwear brand focused on biomechanical support. Direct competitor to SOLE in the performance and orthopedic insole category with similar custom-mold positioning and multi-channel distribution.
- Powerstep: Manufacturer and retailer of orthotic insoles targeting plantar fasciitis, overpronation, and foot pain. Closely comparable to SOLE on use case, customer segment, and product architecture, with broader mass-market distribution.
- Spenco: Specialty insole and footwear brand with deep orthopedic comfort positioning. Comparable to SOLE in targeting foot-pain sufferers and athletes through both DTC and medical/retail channels.
- Currex (formerly CurrexSole): Sport-focused dynamic insoles brand with arch profiles and activity-specific variants. Direct competitor to SOLE's Performance line in the running and athletic use-case segment.
- Vionic: Orthopedic comfort footwear and sandal brand with built-in footbed technology. Highly comparable to SOLE on biomechanical positioning, orthopedic retail channel, and sandal/footwear expansion strategy.
- Oofos: Recovery footwear brand built around proprietary OOfoam technology for impact absorption. Direct comparable to SOLE on recovery-shoe positioning, athletic consumer segment, and sustainability-led brand storytelling.
- Aetrex: Orthopedic comfort footwear and custom-orthotics brand with strong podiatrist-channel relationships. Highly comparable to SOLE on foot health professional referral channel and orthopedic footwear positioning.
- Kuru Footwear: Direct-to-consumer orthopedic comfort footwear brand with built-in heel-cup and arch support architecture. Comparable to SOLE on DTC-led growth model, foot-pain target segment, and orthopedic-meets-lifestyle positioning.
Broad incumbents
- Dr. Scholl's (Bayer): Mass-market foot care brand under Bayer Consumer Health offering custom-fit orthotics and foot pain insoles. Larger incumbent competing with SOLE across price points, retail distribution, and foot-pain use cases.
- Birkenstock: Global footwear leader built around contoured cork footbed technology. Compares to SOLE on cork-molded footbed heritage and comfort/orthopedic positioning, though at vastly greater scale and brand recognition.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks4 records
Key highlights7 records
Customer concentration
SOLE social profiles
Digital presenceSOLE financial estimates
Financial estimateRevenue estimate
Valuation estimate
SOLE leadership team
Management profileNumber of profiles
Profiles1 record
SOLE subsidiaries and ownership
Company hierarchySubsidiaries1 record
SOLE funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SOLE 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 SOLE
What does SOLE do?
SOLE designs and sells custom moldable orthopedic footbeds (insoles) and supportive footwear. The core product lines are Active footbeds (EVA-based) and Performance footbeds (recycled cork-based), offered in thin, medium, and thick profiles with optional metatarsal pads and wide variants. The company also sells footwear such as the Jasper Chukka recovery shoe (Merino wool upper with recycled cork midsole) and supportive sandals, sold direct-to-consumer via e-commerce and through wholesale/retail partners.
Is SOLE a public or private company?
SOLE is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was SOLE founded?
SOLE was founded in 2001. It employs 11 to 50 people.
Where is SOLE based?
SOLE is headquartered in Salt Lake City, United States, in the North America region.
How does SOLE make money?
Three revenue lines are on record. Footbed/Insoles Sales are the primary driver. The others are footwear Sales and gift Cards.
Who are SOLE's main competitors?
Direct peers on record are Superfeet, Powerstep, Spenco, Currex (formerly CurrexSole), Vionic, Oofos, Aetrex and Kuru Footwear. Broad incumbents are Dr. Scholl's (Bayer) and Birkenstock.
Does SOLE have an API?
No public API is recorded for SOLE.
What industry is SOLE in?
SOLE's product category is Orthopedic Footwear and Insoles. Its primary akta.pro industry code is CRAAACAG, Comfort, Orthopedic & Medical Footwear, with a secondary code of CRAAACAK, Footwear Components & Materials (Uppers, Soles, Laces, Insoles). Its NAICS code is 45821 and its SIC code is 5661.