active feet

Athletic & Performance Footwear Retailactivefeet.com.au

Company typePrivate
Founded2002
HeadquartersCamberwell, Australia
Headcount—
GTM typeB2C
OfferingServices

What active feet does

Active Feet, operated by ACTIVE FEET NOMINEES PTY LTD, is an Australian direct-to-consumer omnichannel footwear retailer founded in 2002 and headquartered at 161 Camberwell Rd, Hawthorn East, Victoria. The company sells athletic and performance footwear organized by activity (running, trail, training, walking, performance/racing, tennis, netball, football, lifestyle) and demographic (women, men, kids), distributed across more than 25 international brands including Asics, Brooks, Hoka, Mizuno, Nike, New Balance, Saucony, On, Reebok, and Merrell. Active Feet also sells accessories such as technical socks, insoles, clothing, headwear, sunglasses, GPS watches, and recovery products. The company's stated differentiator is its podiatry-trained staff and a clinical fitting approach that organizes inventory not only by activity but also by biomechanical fit characteristics (neutral, stability, motion control, wide fit, super-cushioned, rocker sole, waterproof).

The business operates an e-commerce site at activefeet.com.au alongside at least one physical retail store in Sandringham, Melbourne, and ships Australia-wide. Pricing is per-pair one-time purchase, generally ranging from approximately $75 (sale items) to $420 (premium racing shoes), with most standard running shoes in the $140-$300 range. Free shipping is offered on orders over $189 and a 10% discount on first orders via newsletter signup. Payment options include Afterpay, American Express, Mastercard, PayPal, Shop Pay, Union Pay, and Visa. Marketing is primarily organic: SEO on the e-commerce site, a content blog covering footwear health topics, email newsletter, and social media on Facebook, Instagram, YouTube, and TikTok. The company is privately held by a nominee/family-style structure with no disclosed institutional investors, no funding rounds, and no public revenue or headcount figures.

active feet firmographics

Firmographics

Name: active feet
Legal name: ACTIVE FEET NOMINEES PTY LTD
Website: https://activefeet.com.au
Company type: Private
Founded year: 2002
Operating status: Operating
Ownership category
akta.pro rank

active feet industry classification

Industry

Product category: Athletic & Performance Footwear Retail
NAICS: Shoe Retailers (45821)
SIC: Retail-Shoe Stores (5661), Sporting & Athletic Goods, Nec (3949)
akta.pro primary industry: Performance Footwear (Running, Training, Court) (CRAAAEAI)
akta.pro secondary industries: Training & Cross-Training Footwear & Apparel Retail (CRAMACAD), Outdoor Performance Footwear & Apparel Retail (Trail/Hike) (CRAMACAI), Outdoor, Hiking & Trail Footwear Retail (CRAAADAE)

Keywords

Athletic footwear retail
Running shoes
Performance footwear
Podiatry fitting services
Footwear accessories

Where active feet is headquartered

Location

Headquarters

HQ city: Camberwell
HQ country: Australia
HQ region: Oceania

Offices2 records

Markets served

active feet business model

Business model

GTM type: B2C
Offering type: Services
Cost components: Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

Footwear Sales: Revenue is generated through the sale of athletic and performance footwear across multiple categories including running, trail, walking, training, tennis, netball, and football shoes for men, women, and children. Products are sold at one-time purchase prices ranging from approximately $75 to $420 per pair.
Accessories Sales: Revenue is also generated from the sale of accessories including technical socks, insoles, laces, clothing, headwear, sunglasses, gloves, GPS watches, and massage/recovery products.

Pricing tiers

Model	Billing	Price
One time/ perpetual license	Pay-as-you-go	Standard footwear pricing

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

active feet product offering

Product offering

Core offering

Active Feet is an Australian omnichannel retailer that sells athletic and performance footwear across categories including running, trail, walking, training, tennis, netball, and football for men, women, and children. The company distributes multi-brand athletic footwear (Asics, Brooks, Hoka, Mizuno, Nike, New Balance, Saucony, On, Reebok, Merrell) alongside related accessories (socks, insoles, GPS watches, recovery products), with podiatry-trained staff providing expert fitting services both online and in physical retail stores.

Product overview

Active Feet is a Melbourne-based online shoe store and retail business specializing in athletic and performance footwear for all ages. Founded in 2002, the company operates from podiatry origins, applying a clinical approach to footwear fitting. Their core product is a comprehensive range of athletic shoes organized by activity type (running, trail, training, walking, performance, tennis, netball, football), gender (women, men, kids), and fit characteristics. They distribute footwear across multiple international brands including Asics, Brooks, Hoka, Mizuno, New Balance, Nike, Saucony, On, Reebok, and Merrell. The company also offers an accessories category including technical socks, insoles, GPS watches, and recovery products. Their unique value proposition centers on expert podiatry-informed fitting services combined with free shipping on orders over $189 across Australia.

Differentiator

Problem solved

Functional benefit

Products and services

Women's Running Shoes Running footwear for women, available in various support levels (neutral, stability, motion control) and widths (standard, wide, extra wide).
Men's Running Shoes Running footwear for men, available in various support levels and widths.
Kids' Shoes Athletic footwear for children including school shoes, running shoes, and field/court sports shoes.
Trail Running Shoes Specialized footwear for trail running with enhanced traction, stability, protection, and cushioning for uneven terrain.
Training/Gym Shoes Footwear designed specifically for gym and cross-training activities with stability and cushioning.
Walking Shoes Comfortable footwear designed for everyday walking and casual use with tech-enhanced features.
Performance Running Shoes High-performance racing shoes for competitive runners, including carbon-plated and super shoe designs.
Lifestyle/Casual Shoes Casual athletic footwear for everyday lifestyle use.
Tennis Shoes Court-specific footwear designed for tennis play.
Netball Shoes Footwear designed for netball court sports with court-specific support.
Football Boots Soccer/football boots for field play on various grass and synthetic surfaces.
Footwear Accessories Athletic accessories including socks, insoles and laces, clothing, headwear, sunglasses, gloves, GPS watches, and massage/recovery products.
Technical Running Socks High-performance technical socks designed to prevent blisters, reduce sweat, and enhance comfort during runs.

Companies that use active feet

Customer profile

Segments8 records

Ideal customer profiles4 records

active feet technology and API

Technology

Technology focussed No

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

Integration7 records

active feet partnerships and signals

Strategic signal

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

active feet competitors and assessment

Company assessment

Broad incumbents

Foot Locker: Global athletic footwear and apparel specialty retailer with Australian operations. Foot Locker competes for the same performance and lifestyle footwear customers Active Feet serves, with significantly larger scale, marketing budgets, and brand relationships.
Decathlon: Global sporting goods retailer with private-label and branded assortment across running, trail, and team sports. Decathlon's aggressive Australian expansion and low-price positioning pressure Active Feet on value perception across multiple categories.
JD Sports: Global sports-fashion and athletic footwear retailer expanding aggressively in Australia. JD Sports overlaps with Active Feet on athletic and lifestyle footwear (Nike, Adidas, New Balance) and targets similar younger, sneaker-oriented consumers.
Rebel Sport: Australia's largest sporting goods retailer (owned by Super Retail Group), carrying a wide assortment of athletic footwear alongside apparel, fitness, and team-sport equipment. It competes with Active Feet on athletic footwear breadth, scale, and pricing, though it lacks the podiatry-led specialty positioning.

Emerging players

Subtype: Australian premium and technical sneaker retailer focused on performance and lifestyle footwear. Subtype overlaps with Active Feet on Hoka, On, and Asics and competes for the same specialty running consumer in the Melbourne and Sydney markets.
Up There: Melbourne-based premium sneaker boutique. While more lifestyle-oriented, Up There competes for the same premium athletic and lifestyle sneaker customer Active Feet targets, particularly around Hoka, On, and Nike offerings.

Others

On (direct-to-consumer): Premium running and lifestyle brand carried by Active Feet. On is opening its own branded retail stores globally and pushing DTC, which is competitively threatening to specialty running retailers.
Hoka (direct-to-consumer): Key Active Feet supplier increasingly investing in its own DTC website and branded stores. While not a direct retailer in Australia today, Hoka's DTC expansion is a strategic threat that could bypass specialty retailers like Active Feet over time.
Brooks Running (direct-to-consumer): Major running brand distributed by Active Feet and aggressively building its own DTC channel globally. Brooks' direct sales growth can reduce wholesale allocations and brand-driven traffic for Active Feet.

Direct peers

The Athlete's Foot: Australia's largest specialty athletic footwear retailer with a franchise model, carrying similar premium performance brands and offering fit-focused service. It is the closest direct competitor to Active Feet in the Australian running and athletic specialty category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

active feet financial estimates

Financial estimate

Revenue estimate

Valuation estimate

active feet leadership team

Management profile

Number of profiles

active feet funding detail

Funding detail

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

active feet M&A and investment

M&A and investment

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about active feet

What does active feet do?

Is active feet a public or private company?

active feet is a private company. It is classified as family owned and is currently operating.

When was active feet founded?

active feet was founded in 2002.

Where is active feet based?

active feet is headquartered in Camberwell, Australia, in the Oceania region.

How does active feet make money?

Two revenue lines are on record. Footwear Sales are the primary driver. The others are accessories Sales.

Who are active feet's main competitors?

Broad incumbents on record are Foot Locker, Decathlon, JD Sports and Rebel Sport. Emerging players are Subtype and Up There. Others are On (direct-to-consumer), Hoka (direct-to-consumer) and Brooks Running (direct-to-consumer). The Athlete's Foot is listed as a direct peer.

Does active feet have an API?

No public API is recorded for active feet.

What industry is active feet in?

active feet's product category is Athletic & Performance Footwear Retail. Its primary akta.pro industry code is CRAAAEAI, Performance Footwear (Running, Training, Court), with a secondary code of CRAMACAD, Training & Cross-Training Footwear & Apparel Retail. Its NAICS code is 45821 and its SIC code is 5661.