What STRUTZ, Inc. does

STRUTZ, Inc. is a privately held foot-care and orthotics company incorporated in New Jersey with operations centered in Fresh Meadows, NY, that designs, markets, and distributes cushioned arch support and compression products for consumers with plantar fasciitis, flat feet, fallen arches, heel pain, and general foot fatigue. Its flagship product is the patented STRUTZ® Sole Angel®, a cushioned arch pad developed by co-founder Steve Llorens in response to his own skiing-induced plantar fasciitis and clinically validated by podiatrist Dr. Spero Demoleas; the company has since broadened into BeachWalkers® waterproof arch support, Arch Compression Bands, 20–30 mmHg Compression Socks, oil-infused Compression Gel Socks, and a Soothing Foot & Hand Cream. The product family is built around a small set of mechanical innovations: cushioned arch support, graduated compression, waterproofing, and an olive/grape/mineral oil-infused gel pad, all manufactured to be worn with or without shoes.

The business operates a direct-to-consumer e-commerce model through its Shopify-hosted storefront lovemystrutz.com (DBA LoveMyStrutz), with additional distribution via Amazon and Walmart and "national distribution in major retailers." A separate STRUTZ PRO sub-brand is dispensed through podiatrists, orthopedists, chiropractors, and physical therapy offices as a clinical-grade alternative, supported by medical-consultant relationships with Dr. Spero Demoleas and Dr. Robert Conenello (President of the American Academy of Podiatric Sports Medicine). Revenue is generated entirely from one-time product sales in the $9.99–$19.99 range, with bundle pricing (two-pack Sole Angel at $29.99), free shipping over $50, and a 30-day return policy.

The company is co-founded and co-owned by Steve Llorens and Paul Mazzanobile, was initially capitalized by friends-and-family funding, and has no disclosed institutional investment, parent company, subsidiaries, or M&A activity. Marketing is anchored on doctor endorsements, customer testimonials (including Olympic runner Kara Goucher), earned media ("As featured in" placements), and organic social on Facebook, Instagram, and TikTok. The company claims 1M+ units sold cumulatively with a "millions worldwide" customer base, though no revenue, headcount, or growth-rate figures are publicly disclosed.

Name

STRUTZ, Inc.

Legal name

STRUTZ INC

Website

https://lovemystrutz.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1–10 employees

Short description

STRUTZ, Inc. is a privately held foot-care company that develops and sells patented cushioned arch supports and compression products (Sole Angel, BeachWalkers, Compression Socks, Gel Socks, Foot Cream) directly via lovemystrutz.com, Amazon, and Walmart for consumers with plantar fasciitis, flat feet, and general foot pain.

Ownership category

akta.pro rank

Product category

Foot Care Orthotics

NAICS

Shoe Retailers (458210), Shoe Retailers (4582)

SIC

Orthopedic, Prosthetic & Surgical Appliances & Supplies (3842)

akta.pro primary industry

Orthotics & Bracing (AFO/KAFO, Spinal, Soft Goods Supports) (HLAHAMAC)

Keywords

• Foot care products
• Arch support orthotics
• Plantar fasciitis relief
• Compression therapy socks
• Over-the-counter orthotics

Headquarters

HQ city

Englewood Cliffs

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations

Revenue model

1. Direct E-commerce Sales: Revenue from direct-to-consumer online sales through owned e-commerce storefront (lovemystrutz.com). Products sold at various price points with single and multi-pack options. Free shipping offered on orders over $50.
2. Retail Distribution: Wholesale distribution through major national retailers including Walmart. Products distributed through traditional retail channels alongside e-commerce.
3. Amazon Marketplace Sales: Sales through Amazon storefront as authorized reseller channel.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

STRUTZ designs, manufactures, and sells patented cushioned arch support and compression-based foot care products to relieve plantar fasciitis, flat feet, fallen arches, and general foot pain. The flagship STRUTZ Sole Angel arch pad is worn with or without shoes, and the product line extends to compression socks, gel-infused moisturizing socks, waterproof beach arch supports, compression bands, and a foot and hand cream. Products are sold directly to consumers through e-commerce, Amazon, and major national retailers.

Product overview

STRUTZ, Inc. is a foot care and orthotics company offering a focused portfolio of arch support and compression products designed to relieve foot pain. The core product is the STRUTZ® Sole Angel®, a patented cushioned arch pad developed after the co-founder's skiing injury and now prescribed by podiatrists. The product line includes the original Arch Compression Band for everyday support, BeachWalkers® Water-Proof Arch Support for wet environments, Compression Socks with graduated 20-30 mmHg compression, Compression Gel Socks combining shock absorption with moisturizing gel infusion, and Soothing Foot & Hand Cream for skin care. All products target conditions including plantar fasciitis, flat feet, fallen arches, and general foot fatigue, and are designed for use with or without shoes.

Differentiator

Problem solved

Functional benefit

Brands

• STRUTZ PRO: A more durable, performance-driven arch support product dispensed by podiatrists, orthopedists, chiropractors and physical therapy offices for elite athletes and weekend warriors.
• Sole Angel

Products and services

• STRUTZ® Sole Angel® Patented cushioned arch pad providing targeted arch support, promoting blood flow, and pairing with compression to accelerate healing from plantar fasciitis, flat feet, heel pain, and related conditions. Worn with or without shoes, one size fits all.
• STRUTZ® Arch Compression Band Lightweight, flexible compression band delivering gentle compression and firm arch support to reduce stress on soles, lessen fatigue, and promote faster recovery. Designed for all-day wear with or without shoes, sold in Black and Beige, one size fits all.
• Strutz® BeachWalkers® Water-Proof Arch Support Original water-proof arch support providing pain relief from plantar fasciitis, ball of foot pain, flat feet, fallen arches, and heel pain. Designed for use at beach, pool, and shower with maximum durability and performance, available in Opaque, Blue, and Beige colors.
• STRUTZ® Compression Socks Premium polyester compression socks with 360° stretch featuring 20-30 mmHg graduated compression, moisture-wicking breathable fabric, and reinforced heels and toes. Designed for performance, long flights, workouts, or extended time on feet, sold in sizes S/M and L/XL.
• STRUTZ® Compression Gel Socks Gel-infused compression socks with specially engineered gel padding made from olive oil, grape seed oil, and mineral oil infused gel, plus nylon and latex. Absorbs shock, reduces stress on heels, arches, and joints while moisturizing dry, cracked heels.
• STRUTZ® Soothing Foot & Hand Cream Therapeutic moisturizer enriched with Vitamins A, C, E, Pro-Vitamin B, green tea extract, peppermint and eucalyptus. Deeply nourishes and smooths rough, dry, or cracked skin on feet and hands without harmful acids or urea.

Quantifiable outcome

• 1,000,000+ units sold
• +1 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core and major.

• Dr. Spero Demoleas, DPMcoreStrategic or Co-development PartnerPodiatrist and medical consultant who co-developed the Sole Angel arch support. After seeing co-founder Steven Llorens wearing his homemade device during a follow-up visit, Dr. Demoleas was impressed and began prescribing the product to patients. He served as a medical consultant to the company during its founding.
• Dr. Robert ConenellocoreStrategic or Co-development PartnerPresident of the American Academy of Podiatric Sports Medicine (AAPSM) and Clinical Advisor to the Special Olympics Worldwide. Served as medical consultant to STRUTZ company. Provided professional endorsement and clinical guidance for product development.
• AmazonmajorChannel Partner/ Reseller/ DistributorAuthorized online marketplace reseller of STRUTZ products. One of three authorized sales channels along with lovemystrutz.com and Walmart.
• WalmartmajorChannel Partner/ Reseller/ DistributorNational retailer partner for product distribution. Authorized in-store and online reseller of STRUTZ products.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Powerstep: Podiatrist-designed orthotic insoles and arch supports sold through medical professionals, DTC, and retail. Closely comparable to STRUTZ on medical-channel credibility, compression/arch support technology, and price-point positioning.
• Superfeet Worldwide: Premium insoles and orthotics brand selling through DTC, sporting goods, and foot-health retail. Directly comparable to STRUTZ on arch support product, plantar fasciitis positioning, and multi-channel retail distribution.
• Orthofeet: Orthopedic footwear, orthotic insoles, and compression socks marketed to plantar fasciitis, diabetic, and foot-pain consumers. Comparable to STRUTZ in target condition, doctor-endorsed positioning, and broad SKU portfolio.
• Oofos: Recovery footwear and insoles brand targeting athletes and people with foot/joint pain. Comparable to STRUTZ on plantar fasciitis/foot pain positioning, DTC-led GTM, and athletic endorsement-driven marketing.
• Tuli's: Heel cups and arch supports designed by a podiatrist for plantar fasciitis and heel pain. Comparable to STRUTZ as a focused podiatrist-led orthotic brand with patented support technology and similar price band.
• Currex: Sport-specific insoles and arch supports with patented dynamic arch technology. Comparable to STRUTZ on patented arch support, multi-channel distribution, and podiatrist endorsement.

Emerging players

• Heel That Pain: Direct-to-consumer plantar fasciitis socks and arch support brand. Comparable to STRUTZ as a niche DTC competitor in the same condition-specific compression/support category.

Broad incumbents

• Birkenstock: Iconic comfort footwear and footbed brand. Overlaps with STRUTZ on foot health and contoured support messaging but operates at much larger scale across footwear manufacturing rather than OTC orthotics.
• Dr. Scholl's: Mass-market foot care and insoles brand owned by Bayer/Scholl. Comparable to STRUTZ as a broad incumbent in OTC arch support and foot pain products with much larger retail presence and R&D budget.
• Sof Sole: Mass-market insoles, heel cups, and foot support brand sold through sporting goods retail. Comparable to STRUTZ as a broader incumbent with deeper retail distribution in athletic channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/lovemystrutz
• Instagraminstagram.com/lovemystrutz
• TikToktiktok.com/@lovemystrutz

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 STRUTZ, Inc.