Heel That Pain

What Heel That Pain does

Heel That Pain is a privately held US-based manufacturer and direct-to-consumer retailer of orthotic inserts and foot-care accessories, founded in 2001 and operating out of Yorba Linda/Covina, California with 1-10 employees. Its flagship products are Heel Seats — orthotic inserts available in Original (HTP-Science Rubber), Gel, and Hybrid material variants — built around a patented Fascia-Bar acupressure mechanism (US Patent 6315786) intended to treat heel pain from plantar fasciitis and heel spurs. The company has extended the line to full-length insoles, high-arch variants, neoprene heel wraps, ice therapy slippers, high-heel inserts, compression socks, kinesiology tape, foot massage balls, and bundled kits.

The business sells primarily through its own e-commerce site (heelthatpain.com) with free US shipping and a 180-day money-back guarantee, supplemented by Amazon Marketplace and an affiliated international site (HeelSeats.com) for non-US/Canada orders. Pricing spans $9.95 for small accessories to $39.95 for premium inserts, with permanent BOGO 50% promotions on most core SKUs and a $23.95 quarterly auto-renewal subscription that delivers fresh inserts every three months. Distribution is limited to the US and Canada, fulfillment runs out of a Southern California warehouse, and the company monetizes a mix of one-time purchases, bundle discounts, and a modest recurring subscription stream.

Go-to-market emphasizes content marketing (educational stretching/taping videos), organic social (Facebook, Instagram, Pinterest, YouTube), customer testimonials, and endorsements from former NBA players Jason Kidd and John Starks. Credibility claims rest on APMA acceptance and a University of Iowa double-blind clinical study reporting twice the efficacy of leading orthotic brands. The company has no disclosed external funding, no parent company, and no enterprise customers; revenue is dispersed across a long tail of more than 500,000 individual consumers served since inception.

Name

Heel That Pain

Legal name

Heel That Pain

Website

https://heelthatpain.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

1–10 employees

Short description

Heel That Pain is a privately held, California-based DTC retailer that designs and sells patented Fascia-Bar orthotic inserts and complementary foot-care accessories to consumers suffering from plantar fasciitis and heel pain, primarily through its own website and Amazon.

Ownership category

akta.pro rank

Product category

Orthotic Inserts and Foot Health Products

NAICS

Shoe Retailers (45821)

SIC

Orthopedic, Prosthetic & Surgical Appliances & Supplies (3842)

akta.pro primary industry

Foot Care & Orthotics OTC (Corn/Callus Care, Insoles, Athlete’s Foot Treatments) (CRADAMAL)

akta.pro secondary industries

Comfort, Orthopedic & Medical Footwear Retail (CRAAADAG), Footwear Components & Materials (Uppers, Soles, Laces, Insoles) (CRAAACAK)

Keywords

• Plantar fasciitis treatment
• Orthotic shoe inserts
• Heel pain relief
• Foot care products
• Arch support insoles

Headquarters

HQ city

Yorba Linda

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Orthotic Inserts and Heel Pain Products: Primary revenue from selling proprietary orthotic inserts (Heel Seats in Original, Gel, and Hybrid variants) and complementary foot health products including wraps, ice therapy slippers, compression socks, kinesiology tape, massage balls, and accessories.
2. Subscription/Auto-Renewal Program: Quarterly subscription service delivering fresh orthotic inserts every 3 months at discounted rates ($23.95/pair for Original or Gel Heel Seats). Features automatic shipping with ability to pause or cancel anytime.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Heel That Pain designs, manufactures, and sells orthotic shoe inserts and complementary foot-care products (heel wraps, ice therapy slippers, compression socks, kinesiology tape, massage balls) built around its patented Fascia-Bar acupressure technology for the non-prescription treatment of plantar fasciitis, heel spurs, and general heel pain. Products are sold direct-to-consumer through heelthatpain.com and Amazon, with a recurring quarterly subscription option for replacement inserts.

Product overview

Heel That Pain is a health products company specializing in orthotic inserts and foot health treatments for plantar fasciitis and heel pain. The core product lineup centers on the patented Fascia-Bar technology embedded in heel seat orthotics available in three material variants: Original Heel Seats (rubber), Gel Heel Seats (soft gel), and Hybrid Heel Seats (rubber-gel blend). Extended offerings include full-length insoles, high arch support inserts, heel wraps for barefoot use, ice therapy slippers, high heel inserts, compression socks, kinesiology tape, foot massage balls, and adhesive tape for securing inserts. The company offers bundled kits (Plantar Fasciitis Essentials Kit, Sensitive Feet Starter Kit) combining complementary products at discounted prices, plus subscription/auto-renew programs for recurring delivery of heel seats. All products are backed by a 180-day money-back guarantee and are shipped from Southern California.

Differentiator

Problem solved

Functional benefit

Brands

• Heel That Pain: Primary brand for plantar fasciitis and heel pain treatment products including Heel Seats, Gel Heel Seats, Hybrid Heel Seats, and related foot health accessories.

Products and services

• Original Heel Seats Flagship orthotic insert featuring patented Fascia-Bar technology and made from HTP-Science Rubber; designed to treat heel pain from plantar fasciitis and heel spurs and clinically proven twice as effective as leading orthotic brands.
• Gel Heel Seats Soft gel-based orthotic insert with Fascia-Bar technology for sensitive feet, providing gentle cushioning and 360-degree motion control for plantar fasciitis relief.
• Hybrid Heel Seats Orthotic insert combining gel cushioning with rubber strength and structure to deliver medium firmness, designed for beginners or sensitive-foot wearers who need balanced support.
• Full Length Heel Seats Full-length orthotic insert spanning the entire shoe, made from HTP Science Rubber with a trimmable premium design and improved stability and traction.
• High Arch Sole Seats Full-length insert with an elevated arch profile based on Fascia-Bar technology, providing extra arch support and 360-degree motion control for people with high arches.
• Heel Seat Wraps Neoprene fabric wraps with Velcro fasteners and Fascia-Bar technology that provide heel support for barefoot wear or open-heel footwear such as sandals.
• Ice Therapy Slippers Reusable ice-pack slippers providing cooling relief for plantar fasciitis and heel pain in a one-size-fits-most design.
• High Heel Seats Small gel insert for high-heel footwear with a pressure-redistributing bump at the heel base to relieve pressure on the ball of the foot and toes.
• Compression Health Socks 20-30 mmHg compression socks made of COOLMAX, nylon, and Lycra for heel pain, plantar fasciitis, edema, and phlebitis; available in 1-, 3-, and 6-pair packs.
• Insole Sticky Tape Double-sided adhesive tape designed to secure orthotic inserts in place inside shoes; one-size-fits-most.
• Kinesiology Tape All-purpose 2 in. x 200 in. elastic therapeutic tape for supporting sore muscles and ligaments in the feet, knees, and other body parts.
• Foot Massage Ball (3-Pack) Three-pack of massage balls for self myofascial release of the plantar fascia to improve range of motion and stimulate blood flow.
• Plantar Fasciitis Essentials Kit Bundle combining 2 pairs of Original Heel Seats with 2 Ice Therapy Slippers, sold at a $10 discount, designed to fight plantar fasciitis from multiple angles.
• Sensitive Feet Starter Kit BOGO 50% off bundle pairing Gel Heel Seats and Original Heel Seats to help beginners gradually adjust to wearing orthotic inserts.
• Heel Seats Auto-Renew Subscription Quarterly subscription program shipping fresh Original Heel Seats every 3 months at $23.95 per pair with free US shipping; can be paused or canceled.
• Gel Heel Seats Auto-Renew Subscription Quarterly subscription program shipping fresh Gel Heel Seats every 3 months at $23.95 per pair with free US shipping.

Quantifiable outcome

• 90%+ success rate reported
• +3 more outcomes

Named customers2 records

Segments4 records

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

One partnership is on record.

• Samaritan's FeetminorOthersCharitable partnership where a portion of customer purchases support the Samaritan's Feet charity organization. This is a giving-back program rather than a commercial partnership.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Dr. Scholl's: The dominant OTC orthotic inserts and foot care brand owned by Bayer. Heel That Pain explicitly benchmarks its Fascia-Bar technology against Dr. Scholl's in its University of Iowa clinical study, making it the most directly comparable competitor in the same shelf-stable orthotic insert category.
• Superfeet: Premium insoles and footbeds sold DTC and through specialty retail. Competes in the same premium-priced orthotic insert segment with similar focus on biomechanical design and is a credible substitute for Heel That Pain's Full Length and High Arch products.
• Powerstep: OTC and professional orthotic insoles with strong podiatry channel presence. Directly comparable product range (heel cups, full-length insoles, gel variants) and similarly targets plantar fasciitis sufferers, giving it overlapping customer acquisition channels.
• Sof Sole: Mass-market insoles and foot care accessories sold through sporting goods and retail. Competes on price accessibility across the same OTC orthotic insert category, particularly in athletic specialty retail.
• ProFoot: OTC foot care brand selling orthotic inserts, heel cups, and foot creams in mass retail. Overlaps Heel That Pain's core use case of plantar fasciitis and heel pain relief with broadly similar price points and shelf positioning.

Broad incumbents

• Birkenstock: Footbed-orthotic heritage brand integrated into footwear, with deep podiatry and consumer brand recognition. While much broader in product offering, the cork-latex footbed competes head-to-head with Heel That Pain's Full Length and High Arch inserts for foot-conscious consumers.

Emerging players

• OS1st: Performance-oriented compression and foot care brand with strong running and specialty retail penetration. Targets the same active consumer with plantar fasciitis-related pain and competes directly with Heel That Pain's Compression Health Socks and athletic-use inserts.
• FootPetals: Women's foot comfort products including inserts for high heels and ballet flats. Directly comparable to Heel That Pain's High Heel Seats product line and shares the same high-heel-wearing female consumer segment.
• Samurai Insoles: Niche athletic orthotic insert brand focused on performance and recovery. Competes for the same athlete-endorsement and word-of-mouth marketing territory that Heel That Pain has built around its NBA-player testimonials.
• KURU Footwear: Direct-to-consumer orthopedic comfort shoe brand with built-in orthotic technology. Competes for the same chronic heel pain and plantar fasciitis sufferer, though through footwear rather than inserts, making it an adjacent substitute.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/HeelThatPain
• Facebookfacebook.com/pages/Heel-That-Pain/129003760171
• Instagraminstagram.com/heelthatpain
• Pinterestpinterest.com/heelthatpain
• Xx.com/heelthatpain

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Heel That Pain