Save our Soles
Save Our Soles is a UK-based, DTC foot-health brand selling the Atacama warm-air-and-ozone shoe dryer (£95) and athletic toe tape (£25) to runners, cricketers, and active consumers via Shopify, supplemented by online podiatry consultations through AMNA Podiatry Ltd.
- Company typePrivate
- Founded2024
- HeadquartersLewes, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Save our Soles does
Save Our Soles Ltd. is a UK-based, founder-operated consumer brand founded in 2024 and domiciled in Lewes, East Sussex. The company positions itself as a foot-health brand for runners and other active individuals, built around two physical products: the Atacama Shoe Dryer, a mains-powered consumer appliance that combines warm-air circulation with ozone sterilisation to dry and deodorise athletic footwear in under roughly two hours, and Save Our Soles Toe Tape, a 3-pack of cotton athletic tape designed to prevent blisters, hot spots, and rubbing. The Atacama unit is priced at £95.00 and is sold in two colour variants (Sunset Orange and Oasis Blue); the Toe Tape is priced at £25.00 for a 3-pack. Hardware differentiation rests on the claimed combination of gentle warm-air drying and ozone-based odour elimination, plus dual-voltage compatibility, a ~30W energy draw, and overheat/auto-shutoff safety features.
The business model is direct-to-consumer e-commerce on a Shopify storefront serving the United Kingdom and Ireland, with self-serve checkout, mainstream payment options, and a 30-day return policy. Distribution is entirely online — no retail, wholesale, or marketplace channels are listed. The company complements the hardware revenue line with a service offering: 30-minute online podiatry consultations delivered through a strategic partnership with AMNA Podiatry Ltd., connecting customers with Royal College of Podiatry-registered clinicians for issues such as plantar fasciitis, bunions, and diabetic foot care. Marketing is content-led, with an SEO-focused blog covering running, trail running, cricket, and football topics, an email newsletter, organic social sharing, podcast guest appearances, and a roster of athlete ambassadors including Jeff Brazier, Simon Dent, Sophie Bennett, Jamie Peacock, and Sam Rents. Forward expansion is signalled for Europe and Australia in summer 2025, supported by the dryer's dual-voltage design.
Save our Soles firmographics
Firmographics- Name
- Save our Soles
- Legal name
- Save Our Soles Ltd.
- Website
- https://saveoursoles.com
- Company type
- Private
- Founded year
- 2024
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Save Our Soles is a UK-based, DTC foot-health brand selling the Atacama warm-air-and-ozone shoe dryer (£95) and athletic toe tape (£25) to runners, cricketers, and active consumers via Shopify, supplemented by online podiatry consultations through AMNA Podiatry Ltd.
- Ownership category
- akta.pro rank
Save our Soles industry classification
Industry- Product category
- Athletic Foot Care Products
- NAICS
- Footwear and Leather Goods Repair (81143)
- SIC
- Sporting & Athletic Goods, Nec (3949)
- akta.pro primary industry
- Shoe Deodorizing, Sanitization & Odor Removal (HSAJAIAI)
- akta.pro secondary industry
- Shoe Cleaning & Polishing Services (HSAJAIAA)
Keywords
Where Save our Soles is headquartered
LocationHeadquarters
- HQ city
- Lewes
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Save our Soles business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Infrastructure
Revenue model
- Atacama Shoe Dryer Sales: One-time hardware purchase of the Atacama shoe dryer. The product uses warm air circulation and ozone technology to dry and sanitize footwear. Price point of £95.00 represents the primary revenue stream.
- Toe Tape Sales: Sale of athletic toe tape in 3-pack format (£25.00). A consumable product designed to prevent blisters and hot spots during running and athletic activities.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Atacama Shoe Dryer - Single Product |
| Unit Pricing | Pay-as-you-go | Toe Tape 3-Pack |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
Save our Soles product offering
Product offeringCore offering
Save Our Soles designs and sells the Atacama Shoe Dryer, an electric device that uses warm air circulation combined with ozone sterilization to dry and deodorize footwear. The company also sells Save Our Soles Toe Tape (a 3-pack athletic cotton tape for blister prevention) and offers online podiatry consultations in partnership with AMNA Podiatry Ltd. Products are sold direct-to-consumer via a Shopify e-commerce site, targeting runners and active people in the UK and Ireland.
Product overview
Save Our Soles is a foot health brand selling two core products — the Atacama Shoe Dryer (a warm-air and ozone-powered electric shoe dryer) and Save Our Soles Toe Tape (a cotton athletic tape for blister prevention) — alongside an online podiatry consultation service delivered in partnership with AMNA Podiatry Ltd. The Atacama dryer is the flagship product, available in two colors (£95.00), while the Toe Tape is sold as a 3-pack (£25.00). The company targets runners, trail athletes, cricketers, and other active individuals in the UK.
Differentiator
Problem solved
Functional benefit
Brands
- ATACAMA: Shoe dryer product line - the Atacama Shoe Dryer is the company's primary product designed to remove moisture, sweat, and odors from footwear using warm air circulation and ozone technology.
- Athletic Toe Tape
Products and services
- Atacama Shoe Dryer An electric shoe dryer that uses warm air circulation combined with ozone sterilization to remove moisture, sweat, and odors from footwear. Dries most shoes in under 60 minutes (under 2 hours for heavily saturated pairs). Features overheat protection, auto-shutoff, dual voltage with plug adapters, and approximately 30W/hour energy consumption. Available in Sunset Orange and Oasis Blue colorways at £95.00 GBP with a 1-year warranty. Designed for runners, trail athletes, cricketers, and footballers who need to recover wet footwear quickly.
- Save Our Soles Toe Tape Athletic toe tape sold as a 3-pack (£25.00 GBP) designed to prevent blisters, hot spots, and rubbing during running and other physical activity. Made from durable, skin-friendly cotton adhesive that is sweat-proof, water-resistant, ultra-thin, breathable, and flexible to allow natural toe splay. Intended for runners and active people; one 3-pack is expected to last approximately one year if used twice per week.
- Online Podiatry Consultation (with AMNA Podiatry Ltd) 30-minute one-on-one online consultations with qualified podiatrists registered with the Royal College of Podiatry, delivered in partnership with AMNA Podiatry Ltd. Addresses foot health conditions including plantar fasciitis, bunions, diabetic foot care, and general foot pain. Includes follow-up support and targets runners and active individuals in the UK.
Companies that use Save our Soles
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles4 records
Save our Soles technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Save our Soles partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Amna Podiatry LtdcorePartnership with Amna Podiatry Ltd to offer online podiatry consultations for runners and active people. Customers can book 30-minute consultations with qualified podiatrists registered with the Royal College of Podiatry through Amna's booking system (cliniko.com). The service addresses foot health issues including plantar fasciitis, bunions, diabetic foot care, and general foot pain. This partnership extends Save Our Soles from product-only to a holistic foot health brand offering both products and professional services.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Save our Soles competitors and assessment
Company assessmentDirect peers
- DryGuy: US-based shoe and glove dryer brand offering forced-air and boot-specific dryers. Competes directly with the Atacama with a wider product range including glycol-based thermal models.
- Body Glide: Anti-chafe and blister-prevention balm brand widely used by runners and multi-sport athletes. Directly competes with SOS Toe Tape in preventing blisters and hot spots during athletic activity.
- 2Toms: Sports hygiene and blister/chafe prevention brand with anti-chafe balms and skin products used by runners and athletes. Overlaps with SOS Toe Tape on blister prevention for active users.
- Peet Dryer: Long-established US-based shoe and boot dryer manufacturer (since 1968) with multiple models for athletic, work, and family footwear. Directly competes with the Atacama across the same product category with broader distribution and longer brand history.
- SteriShoe: UV-based shoe sanitiser brand focused on eliminating fungus and bacteria in footwear. Addresses the same odor and athlete's foot use case as the Atacama's ozone mode, positioning it as a complementary or substitute technology.
Others
- AMNA Podiatry: Online podiatry clinic operated by Royal College of Podiatry-registered podiatrists. Partner (not competitor) of Save Our Soles, providing the professional foot health consultation service that the SOS brand resurfaces to its customer base.
Broad incumbents
- KT Tape: Largest kinesiology and athletic tape brand in the consumer sports market. Competes with SOS Toe Tape in the athletic tape category but addresses a broader range of body applications beyond the foot.
- Profoot: Foot care brand offering insoles, blister treatments, and foot health products with strong UK retail presence. Overlaps with Save Our Soles on foot care for active users and benefits from established retail distribution in the UK.
- Dr. Scholl's: Mass-market foot care brand owned by Bayer offering insoles, blister treatments, and foot health products. Overlaps with Save Our Soles' broader foot health positioning but at much broader scale and retail distribution.
Emerging players
- Squirrel's Nut Butter: Specialty anti-chafe and skin protection balm brand popular in the trail and ultramarathon community. Competes with SOS Toe Tape in the niche of long-distance foot care for runners.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Save our Soles social profiles
Digital presenceSave our Soles financial estimates
Financial estimateRevenue estimate
Valuation estimate
Save our Soles leadership team
Management profileNumber of profiles
Save our Soles funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Save our Soles 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 Save our Soles
What does Save our Soles do?
Save Our Soles designs and sells the Atacama Shoe Dryer, an electric device that uses warm air circulation combined with ozone sterilization to dry and deodorize footwear. The company also sells Save Our Soles Toe Tape (a 3-pack athletic cotton tape for blister prevention) and offers online podiatry consultations in partnership with AMNA Podiatry Ltd. Products are sold direct-to-consumer via a Shopify e-commerce site, targeting runners and active people in the UK and Ireland.
Is Save our Soles a public or private company?
Save our Soles is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Save our Soles founded?
Save our Soles was founded in 2024. It employs 1 to 10 people.
Where is Save our Soles based?
Save our Soles is headquartered in Lewes, United Kingdom, in the Europe region.
How does Save our Soles make money?
Two revenue lines are on record. Atacama Shoe Dryer Sales are the primary driver. The others are toe Tape Sales.
Who are Save our Soles's main competitors?
Direct peers on record are DryGuy, Body Glide, 2Toms, Peet Dryer and SteriShoe. AMNA Podiatry is listed as an others. Broad incumbents are KT Tape, Profoot and Dr. Scholl's. Squirrel's Nut Butter is listed as an emerging player.
Does Save our Soles have an API?
No public API is recorded for Save our Soles.
What industry is Save our Soles in?
Save our Soles's product category is Athletic Foot Care Products. Its primary akta.pro industry code is HSAJAIAI, Shoe Deodorizing, Sanitization & Odor Removal, with a secondary code of HSAJAIAA, Shoe Cleaning & Polishing Services. Its NAICS code is 81143 and its SIC code is 3949.