What Pedag USA does

Pedag USA is the US distribution and direct-to-consumer arm of the German pedag brand, which has manufactured sustainable insoles and shoe care products since 1955. The company sells handmade orthotic insoles, foot-care accessories, and shoe-care products to US consumers through its Shopify-powered e-commerce site and through retail partners across the United States. Pedag USA is headquartered in Seattle, Washington, operates with a 12-person team, and ships only to US addresses.

The product catalog is centered on the Viva family of orthotic insoles, with extensions for sports (Viva Sport, SPORTSLINE Energy), dress shoes (Viva Mini, Holiday), cold-weather use (Viva Winter, Keep Warm, Merino), and a medical-grade Sensitive insole designed for diabetes and neuropathy patients. Underlying technology relies on natural materials including vegetable-tanned leather, cork, lambskin, latex, sisal, bamboo, activated carbon, and the proprietary NORA foam, combined with semi-rigid arch support, metatarsal pads, and anatomically engineered footbeds developed in collaboration with orthopedists including Dr. Matthias Finkelstein. Many products carry the APMA Seal of Acceptance, and the company operates under a DIN EN ISO 13485 certified quality management system. The firm also markets what it describes as the world's first PFAS-free waterproofer.

The business model is a hybrid of direct-to-consumer e-commerce and US retail wholesale, with products priced between $10 (accessories such as Stop Odeur and toe-care items) and $50 (premium SKUs such as SPORTSLINE Energy and Sensitive). A Subscribe & Save program offers 10-15% discounts on recurring purchases, introducing a thin recurring-revenue layer atop an otherwise transactional catalog. The company serves four horizontal use-case segments — general foot-pain sufferers, diabetes and neuropathy patients, athletes, and dress-shoe wearers — and markets primarily through its own website, email newsletter, organic social media, and podiatrist referrals rather than paid performance channels. No funding rounds, acquisitions, or institutional investors are disclosed.

Name

Pedag USA

Legal name

Pedag USA

Website

https://pedagusa.com

Company type

Private

Founded year

1955

Operating status

Operating

Headcount range

11–50 employees

Short description

Pedag USA is the Seattle-based US arm of the 1955-founded German pedag brand, selling handmade natural-material orthotic insoles, foot-care accessories, and shoe-care products to US consumers via its Shopify e-commerce site and US retail partners. It serves general foot-pain, diabetes, athletic, and dress-shoe segments with APMA-certified, ISO 13485-compliant products.

Ownership category

akta.pro rank

Product category

Foot Orthotics & Insoles

NAICS

Shoe Retailers (45821)

SIC

Orthopedic, Prosthetic & Surgical Appliances & Supplies (3842), Retail-Shoe Stores (5661)

akta.pro primary industry

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

akta.pro secondary industries

Footwear Accessories & Care Retail (Insoles, Laces, Shoe Care) (CRAAADAL), Foot Care (Deodorizing, Anti-chafe, Callus Care) (CRADANAK)

Keywords

• Orthotic insoles
• Shoe care products
• Foot orthotics
• Natural material insoles
• Plantar fasciitis relief

Headquarters

HQ city

Seattle

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Revenue model

1. Direct Product Sales: E-commerce retail sales of insoles, orthotics, shoe care products, and accessories directly to consumers through pedagusa.com. One-time purchase model with subscription options offering 10-15% discounts.
2. Retail Distribution: Products sold through retail locations across the United States. Retailers purchase wholesale, providing secondary revenue stream.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Pedag USA sells handmade-in-Germany orthotic insoles, foot care accessories, and shoe care products to US consumers. The product range addresses foot conditions such as plantar fasciitis, metatarsalgia, bunions, over-pronation, and heel pain through anatomically designed arch supports and metatarsal pads made from natural materials including vegetable-tanned leather, cork, lambskin, latex, sisal, and bamboo.

Product overview

Pedag USA is a sustainable insole, orthotics, and shoe care company with products handmade in Germany using natural materials. The product portfolio centers on orthotic insoles and shoe care products organized into several product families: the Viva family (Viva, Viva Sport, Viva Sneaker, Viva Winter, Viva Summer, Viva Outdoor, Viva Mini) offering various arch supports and support levels; Comfort insoles for metatarsal support; Holiday classic 3/4-length insoles; SPORTSLINE Energy performance insoles; Sensitive products for diabetes and neuropathy; and Magic Step vegan leather options. Additional orthotic products include Correct Plus for over-supination, flexible support options (De Luxe, Relax, Siesta), heel solutions (Heel Lift, Point Plus, Ultra Heel, Point, Perfect), metatarsal pads (T-Form, Drop, Feel Good), and foot care items for toe conditions (Hammer Toe Cushion, Toe Strip, Toe Separator, Toe Spreader, Toe Cap, Bunion Protector, Bunion Cushion Sock, Toe Corn Pad). The company also offers a shoe care line including waterproofers, cleaners, and wipes, plus accessories like laces, shoe horns, and shoe trees. Sustainability is emphasized with natural materials including leather, cork, lambskin, latex, sisal, bamboo, lanolin, carnauba wax, and beeswax.

Differentiator

Problem solved

Functional benefit

Products and services

• Viva Sport German-made sports insole for running, training, and active lifestyles with anatomically designed semi-rigid footbed, diagonal bridge metatarsal arch support, shock-elastic surface, and substantial heel cushioning. Made from vegan closed-cell neoprene.
• Viva Ultra low-profile leather orthotic insole with arch support and metatarsal pad for dress shoes and boots. Made from premium vegetable-tanned leather with activated carbon odor control. Available in medium, high, and low arch options.
• Viva Sneaker Full-length orthotic insole for sneakers, hand-made in Germany from natural materials including cotton terry and sisal fibers. Features semi-rigid longitudinal arch, plantar vault, and built-in orthopedic metatarsal pad.
• Viva Winter Thermal orthotic insole with arch support designed for cold weather conditions.
• Viva Summer Breathable hygienic orthotic insole designed for hot weather conditions.
• Viva Outdoor Low profile orthotic insole designed for hiking, golf, and outdoor activities.
• Viva Mini Slim 3/4 leather orthotic insole designed for dress shoes and tight-fitting footwear with ultra-thin profile.
• Holiday Classic 3/4 orthotic insole designed for dress shoes and low-profile footwear with slim profile and orthotic support.
• Comfort German handmade 3/4 length insole designed to lift and spread metatarsal heads. Made of vegetable tanned leather and latex with soft heel padding. Awarded APMA Seal of Acceptance.
• SPORTSLINE Energy Premium performance insole with heel cup for high-impact sports featuring multi-layer shock absorption, stabilizing heel cup, and zonal performance support in medium and high arch options.
• Sensitive Super soft, extra cushioned, ultra-lightweight orthotic for diabetes and neuropathy patients using NORA orthopedic material. Awarded APMA Seal of Acceptance.
• Magic Step Vegan leather insole designed for arch support with memory foam cushioning.
• Correct Plus 3/4 orthotic designed for over-supination to help correct foot alignment issues.
• Correct Reversible heel wedge for pronation and supination correction.
• Heel Lift Leather heel raise designed for Achilles relief and alignment, helping with leg length discrepancies and Achilles tendon issues.
• Point Plus Heel spur pad designed to provide relief for heel spur conditions.
• Ultra Heel Silicone soft heel pad for cushioning and heel pain relief.
• Point Heel pad designed for heel spur relief and protection.
• Stop Odeur Foot care product designed to fight bad foot odor and maintain freshness.
• Keep Warm Natural wool and cork winter insoles for cold weather protection and warmth.
• Merino Merino wool insole utilizing natural materials for comfort and temperature regulation.
• De Luxe Flexible 3/4 orthotic insole with arch support and large metatarsal pad.
• Relax Wide-feet 3/4 length flexible orthotic insole for comfort and support.
• Siesta Flexible orthotic insole designed specifically for western boots with heels.
• Supra Suede tongue pad with memory foam cushion designed for loose fitting shoes.
• T-Form Leather metatarsal arch pad for ball-of-foot pain relief.
• Drop Metatarsal arch support pad with teardrop shape for ball-of-foot cushioning.
• Feel Good Gel metatarsal pad for ball-of-foot comfort and pain relief.
• Hammer Toe Cushion Silicone cushioning product designed to protect and align hammer toes.
• Toe Strip Silicone protector designed for toe protection and comfort.
• Toe Separator Product designed to separate toes for alignment and comfort.
• Toe Spreader Silicone soft toe insert designed to spread and align toes.
• Toe Cap Protective silicone cap for toe protection and comfort.
• Bunion Cushion Sock Bunion cushion sock for bunion pain relief and protection.
• Bunion Protector Silicone cushion designed to protect and relieve bunion pain.
• Toe Corn Pad Pad designed to protect toes from corns and reduce friction and pressure.
• Perfect Leather heel pad with latex cushion for comfort and shock absorption.
• Waterproofer PFAS-free waterproof and stain protection spray for shoes and gear, an eco-friendly shoe care product developed as the world's first PFAS-free waterproofer.
• Sneaker Cleaner Cleaner product designed for sneakers and athletic footwear.
• YES Wipes Cleaning wipes for sneakers and sandals.
• NO Wipes Cleaning wipes for shoes and boots.
• Organic Protector Eco-friendly waterproofer pump spray made with natural ingredients.
• Bambini Children's 3/4 length orthotic insole designed for kids' footwear.
• Laces Shoe laces accessory product.
• Shoe Horns Shoe horn accessory for easier foot insertion.
• Shoe Trees Shoe trees accessory for maintaining shoe shape and freshness.

Quantifiable outcome

• Products recognized by American Podiatric Medical Association (APMA) Seal of Acceptance

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered core.

• Dr. Matthias FinkelsteincoreStrategic or Co-development PartnerBerlin-based orthopedist specializing in Orthopedics and Traumatology. Collaborates with pedag to develop orthotic insoles and foot care products, contributing clinical expertise and patient-focused approach that has made pedag products among the best in the world.
• Hundreds of Podiatrists WorldwidecoreOthersHundreds of podiatrists worldwide recommend pedag products to solve foot-related problems for their patients. Professional trust is earned through proven results, anatomically correct design, and consistent quality.
• ShopifycoreTechnology or IntegrationShopify powers the pedagusa.com e-commerce platform, providing website hosting, payment processing, and infrastructure for the online store and customer data management.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Powerstep: Orthotic insole brand offering a broad range of arch supports and specialty insoles (including diabetic-friendly Pinnacle series). Directly competes with Pedag USA across orthotic, comfort, and medical foot-care use cases.
• Currex: Sport-specific premium insole company with arch profiles and dynamic fit technology. Closely comparable to Pedag USA's SPORTSLINE Energy and Viva Sport lines in the athletic insole category.
• Superfeet: Premium insoles and orthotics brand sold through specialty running and outdoor retail plus DTC. Directly comparable to Pedag USA as a performance- and comfort-focused insole company targeting similar foot-pain and athletic use cases.
• Profoot: Foot care product brand covering insoles, bunion/heel/toe cushions, and foot treatment products sold through mass retail. Comparable to Pedag USA across the orthotic-adjacent foot-care OTC category.
• Sof Sole: Performance and comfort insoles sold primarily through sporting goods retail. Directly comparable to Pedag USA across athletic, casual, and specialty insole SKUs.
• Aetrex: Orthotics, comfort footwear, and foot-scanning technology company with a strong medical/professional channel. Comparable to Pedag USA's APMA-endorsed, podiatrist-recommended positioning and orthotic product line.
• Spenco: Orthotic insoles, foot care, and body support products sold through retail and DTC. Comparable to Pedag USA across orthotic insoles, foot-care cushions, and shoe-care categories.

Emerging players

• Upstep: Custom-molded orthotic DTC startup that addresses plantar fasciitis and pronation online. Comparable to Pedag USA in the orthotic consumer use case but competes via a custom-fitting, direct-to-consumer model that may pull demand away from stock orthotic brands.

Broad incumbents

• Birkenstock: Iconic German-made footbed footwear brand that popularized contoured cork-latex footbeds. Comparable because of the shared Made-in-Germany natural-material positioning and the overlapping consumer pull toward cork/latex arch support.
• Dr. Scholl's: Mass-market OTC insoles, foot care, and shoe care brand owned by Bayer. Comparable because it addresses identical consumer use cases (plantar fasciitis, pronation, orthotics, foot pain) but at a much larger scale and broader portfolio than Pedag USA.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/shopify
• Facebookfacebook.com/shopify
• LinkedInlinkedin.com/company/pedag-usa

Compliance2 records

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 Pedag USA