New FEET

What New FEET does

New FEET (ניו פיט) is an Israeli private company founded in 2013 that manufactures and sells custom orthotic insoles directly to end consumers through its own retail clinic network. The company operates over 20 branches across Israel, from Nahariya in the north to Be'er Sheva in the south, covering major cities including Tel Aviv, Jerusalem, Haifa, Rishon LeZion, Petah Tikva, Netanya, Beer Sheva, and Ashdod. Customers visit a branch for a computerized foot scan and consultation, and receive custom-fitted insoles within 20-30 minutes — same-day production is a key differentiator versus traditional orthotic workflows that require multi-day waits. The fitting methodology was developed by a group of 55 physicians combining European and Asian orthopedic techniques, and insoles incorporate PURON/Poron shock-absorbing materials.

The product portfolio comprises five distinct custom insole lines: Care+ (therapeutic correction for medical conditions and deformities), Hardcore (extra-thick three-layer support for heavy users and hikers), Boost (sports insoles with Poron cushioning for runners, basketball and tennis players), Casual (two-layer daily-use insoles for closed shoes), and Elegant (ultra-thin insoles for dress and high-heel shoes). Target customer segments include general population with foot pain, athletes and active individuals, military personnel, pregnant women, diabetic patients, individuals with flat feet, and heavy-weight individuals. Each segment is supported by dedicated content and SEO assets on the company website.

New FEET operates a pure direct-to-consumer retail health services model. There is no e-commerce channel, no third-party distribution, and no marketplace listing — all sales occur through company-owned branches after an in-person scan and consultation. Pricing is quote-based and not publicly disclosed. The offering includes a 2-year full warranty on premium insoles and free semi-annual follow-up appointments, positioning the product as a service relationship rather than a one-off transaction. The company is privately held by founders/owners with no disclosed institutional investors, funding rounds, or parent company. Headcount is in the 51-100 range, with corporate registration in Israel (company number 515882710) and corporate headquarters at Hadar 5, Nahariya.

Name

New FEET

Legal name

ניו פיט בע״מ

Website

https://newfeet.co.il

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

51–100 employees

Short description

New FEET is an Israeli custom orthotic insole retailer that sells five specialized insole lines (Care+, Hardcore, Boost, Casual, Elegant) to individual consumers via 20+ company-owned clinic branches across Israel, producing custom-fitted insoles on-site within 20-30 minutes using computerized foot scanning.

Ownership category

akta.pro rank

Product category

Custom Orthopedic Insoles

NAICS

Footwear Manufacturing (31621), Shoe Retailers (45821)

SIC

Orthopedic, Prosthetic & Surgical Appliances & Supplies (3842), Footwear, (No Rubber) (3140)

akta.pro primary industry

Footwear Components & Materials (Uppers, Soles, Laces, Insoles) (CRAAACAK)

akta.pro secondary industries

Footwear Accessories & Care Retail (Insoles, Laces, Shoe Care) (CRAAADAL), Shoe Stretching, Fitting & Orthopedic Modifications (HSAJAIAF)

Keywords

• Custom orthotic insoles
• Orthopedic insoles
• Foot biomechanics
• Computerized foot scanning
• Sports and medical insoles

Headquarters

HQ city

Tel Aviv

HQ country

Israel

HQ region

Middle East

Offices21 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Custom Orthotic Insole Sales: One-time purchase of custom orthotic insoles tailored to individual foot structure and medical conditions. Customers pay per pair of insoles, with pricing varying by insole type (Casual, Boost, Hardcore, Care+, Elegant) and intended use. The company also offers follow-up adjustments and periodic check-ups as part of the service included with purchase.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

New FEET manufactures and sells custom-made orthopedic insoles tailored to individual foot structure and medical conditions. The company operates more than 20 clinic branches across Israel where customers receive computerized foot scanning, professional consultation, and on-site insole fitting within 20-30 minutes. Its product range spans five lines — Care+ (medical/therapeutic), Hardcore (heavy duty/hiking), Boost (sports), Casual (everyday closed shoes), and Elegant (dress/high-heel shoes) — with each purchase accompanied by a 2-year full warranty and free semi-annual follow-up appointments.

Product overview

New FEET is an Israeli orthopedic insole company offering five distinct custom orthotic insole product lines — Care+, Hardcore, Boost, Casual, and Elegant — each designed for specific use cases and footwear types. The company provides custom insole fitting through computer scanning technology at over 20 branch clinics across Israel. Care+ targets patients with medical conditions and deformities; Hardcore serves heavy users and hikers; Boost is designed for athletes including runners and basketball players; Casual covers everyday use; and Elegant is tailored for dress and high-heel shoes. The products share a common foundation of personalized fitting and proprietary materials including Poron shock-absorbing foam, but differ in layer count, thickness, and material composition to address different foot conditions and activities.

Differentiator

Problem solved

Functional benefit

Products and services

• Care+ Custom Orthotic Insoles (קייר פלוס) Custom therapeutic orthotic insoles for patients with medical conditions such as foot deformities, featuring a thermo-plastic layer that self-adjusts to the foot structure while providing orthopedic correction without a painful adaptation period. Targeted at the medically-complex consumer segment.
• Hardcore Custom Orthotic Insoles (הארדקור) Extra-thick custom insoles with three support layers providing maximum cushioning and weight distribution, designed for heavier individuals, hikers carrying loads, and users combining running with additional weight. Sized for wide shoes.
• Boost Custom Sport Insoles (בוסט) Custom sport insoles featuring Poron cushioning as a shock absorber, providing energy return and impact reduction for runners, basketball players, tennis players, and hikers during high-intensity physical activity.
• Casual Custom Insoles (קז'ואל) Two-layer support custom insoles for daily use inside closed shoes, maintaining softness and comfort for up to 12 hours of moderate-activity workdays without needing removal, suitable for standing and walking.
• Elegant Custom Insoles (אלגנט) Ultra-thin single-layer custom support insoles for elegant and high-heel shoes, providing orthopedic support from heel to forefoot without adding bulk or disrupting the shoe fit.

Quantifiable outcome

• Insole production and fitting completed within 20-30 minutes at the branch
• +2 more outcomes

Named customers3 records

Segments7 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• SOLE: Custom-molded and heat-adaptable insoles sold through DTC and retail. Comparable in the custom-fit orthotic insole category with similar consumer positioning.
• Footbalance: Custom-molded insole system used by sports retailers and clinics worldwide; closely comparable scan/fit-to-custom model serving athletic and medical customers.
• Powerstep: Orthotic insole manufacturer distributing through pharmacies, specialty retail, and medical channels in the US. Comparable product positioning in the medical/comfort orthotic category.
• Currex: Sports-focused insole brand with dynamic fit system and multiple profiles for different foot types. Comparable as a sports orthotic insole specialist with retail distribution.
• Dr. Scholl's: Iconic footcare brand offering custom-fit orthotic inserts (including in-store kiosks) and OTC insoles. Direct competitor in custom orthotic retail and consumer insole marketing.
• Aetrex: Footwear and orthotics brand operating its own retail stores with foot-scanning technology (Albert 3D scanner) for custom orthotics and personalized shoe fitting — the closest direct comparable in scan-to-fit retail.
• Superfeet: Premium insole brand with custom-fit and shape-adapted products sold through specialty retail. Directly comparable as a custom/semi-custom orthotic insole company with retail distribution.

Broad incumbents

• Birkenstock: Global footwear and footbed incumbent whose contoured cork footbeds are an alternative to custom orthotics. Comparable on orthopedic/footbed consumer positioning but at much larger scale and broader product range.
• Scholl (SSL International / Bayer): Established footcare brand covering insoles, treatments, and orthopedic supports. Broad incumbent offering competing OTC and semi-custom insoles in the same comfort/orthotic category.

Emerging players

• Langer Biomechanics: Podiatric orthotic lab producing prescription custom orthotics distributed through clinicians. Comparable on the medical-orthotic side of the custom insole category, but serves clinicians rather than direct consumers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCJFsnGJNd_SL6rilNejH6qA
• Facebookfacebook.com/NEWfeetINSOLES
• LinkedInlinkedin.com/company/new-feet-ltd

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 New FEET