pedag

What pedag does

Pedag (legal entity P & M PEDAG Czech s.r.o.) is a privately held Czech consumer goods company specializing in premium orthopedic insoles and footwear care products. The company manufactures its products in Germany using handcrafted processes and carefully selected materials, including memory foam, gel technology, active carbon, vegetable-tanned leather, and PFC-free impregnation formulations. Its product portfolio is anchored by the patented Viva® Family line of anatomically shaped insoles with cushioned heels, complemented by specialized insoles for sports, work footwear, outdoor activities, and orthopaedic conditions, plus a shoe care range covering cleaning, impregnation, deodorants, and accessories.

The company operates a direct-to-consumer e-commerce model through its owned storefront pedag.cz, which serves the Czech Republic, Poland, and Slovakia with localized languages and multi-currency support (CZK, EUR, PLN). It monetizes via one-time unit purchases across premium pricing tiers (114 CZK to 1,299 CZK per product), targeting four overlapping consumer segments: health-conscious individuals with orthopedic needs, workers requiring all-day standing support, athletes, and sneaker enthusiasts. Brand ambassadors (a physiotherapist and an ultracyclist) provide credibility, and a co-branded partnership with Tamaris extends distribution into a third-party footwear ecosystem.

With 51-100 employees headquartered in Prague, the company leverages a 50-year brand heritage as a key differentiator, supported by eco-friendly positioning (PFC-free chemistry, vegetable-tanned leather, biodegradable compositions) and German manufacturing quality. There are no disclosed funding rounds, acquisitions, M&A activity, or AI/ML capabilities in the source data, and revenue is not publicly disclosed.

Name

pedag

Legal name

P & M PEDAG Czech s.r.o.

Website

https://pedag.cz

Company type

Private

Founded year

1976

Operating status

Operating

Headcount range

51–100 employees

Short description

Pedag (P & M PEDAG Czech s.r.o.) is a Czech D2C brand selling premium orthopedic insoles and footwear care products, manufactured in Germany, directly to consumers in the Czech Republic, Poland, and Slovakia via its pedag.cz e-commerce platform.

Ownership category

akta.pro rank

Product category

Orthopedic Insoles

NAICS

Footwear Manufacturing (3162), Shoe Retailers (45821)

SIC

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

akta.pro primary industry

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

akta.pro secondary industries

Foot Care & Orthotics OTC (Corn/Callus Care, Insoles, Athlete’s Foot Treatments) (CRADAMAL), Footwear Accessories & Care Retail (Insoles, Laces, Shoe Care) (CRAAADAL), Comfort, Orthopedic & Medical Footwear (CRAAACAG)

Keywords

• Orthopedic insoles
• Footwear care products
• Memory foam insoles
• Foot comfort accessories
• Shoe care sprays

Headquarters

HQ city

Prague

HQ country

Czechia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. E-commerce Product Sales: Direct-to-consumer online sales of premium orthopedic insoles and footwear care products through owned e-commerce platform pedag.cz, serving Czech, Polish, and Slovak markets.
2. Premium Insoles: One-time purchase of premium orthopedic insoles including Viva family (patented), Gelaxy (gel), Worker (work footwear), and specialized insoles for various activities and orthopaedic problems.
3. Footwear Care Products: One-time purchase of footwear care products including impregnation sprays, cleaners, deodorizers, and accessories.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

pedag manufactures and sells premium handcrafted orthopedic insoles and footwear care products made in Germany. The core insole offering centers on the patented Viva® Family line with anatomically shaped skeletons, complemented by specialized insoles for sports, work footwear, outdoor activities, and foot health conditions, plus shoe care products including cleaners, impregnation sprays, deodorizers, and accessories.

Product overview

Pedag is a premium manufacturer of handcrafted orthopedic insoles and shoe care products made in Germany. The core product offering centers on the patented Viva® Family line of anatomically shaped insoles with various surface materials (leather, gel, memory foam), complemented by specialized insoles for sports, work footwear, outdoor activities, and foot health conditions. The shoe care portfolio includes cleaning products (Magic line, Sneaker Cleaner, Suede Cleaner), impregnation sprays and foams (Protector, Magic Protector), deodorants (Shoe Fresh, Sneaker Fresh), and accessories (brushes, shoehorns, stretchers). The company also offers dedicated product lines for specific footwear types and maintains a partnership with Tamaris for branded footwear accessories.

Differentiator

Problem solved

Functional benefit

Brands

• Rodina Viva: Patented series of insoles with anatomically shaped skeleton and perfectly cushioned heels
• Gelaxy
• Tamaris

Products and services

• Viva® Family (Rodina Viva)
• Sneaker Magic Step Orthopedic insole with innovative memory foam technology featuring viscoelastic surface for barefoot-like comfort. Designed for sneaker wearers seeking cushioning and arch support.
• Gelaxy Elastic gel insole with shock-absorbing properties using viscoelastic Hi-Tech technology to protect joints, ligaments, and spine from overload. Velvety soft surface wicks moisture.
• Worker Orthopedic insole for work footwear with extra durable surface, dual cushioning zones, anatomical construction, and active charcoal for odor control. Targets workers spending long hours in demanding footwear.
• Viva Sport Cushioned orthopedic insole with high-tech damping material for shock absorption during sports activities. Part of the patented Viva family.
• Viva Outdoor Hygienic stabilizing orthopedic insole for outdoor activities with high absorption properties. Designed for hiking and trekking.
• Viva Orthopedic insole made from beef leather with patented design offering superior comfort and cushioning. The flagship Viva product.
• Viva Low Slim orthopedic insole made from natural leather that softens steps for comfortable walking. Designed for footwear with limited depth.
• Viva Mini 3/4 orthopedic insole for narrow footwear, anatomically shaped with natural leather surface. Designed for women's narrow shoes and dress footwear.
• Magic Step Insole with memory foam that individually adapts to foot shape for maximum comfort and cushioning.
• Energy Mid Orthopedic insole designed for endurance sports with advanced cushioning technology. Targets long-duration athletic activities.
• Solar Winter insole with aluminum shield combined with insulating materials for cold weather protection.
• Active Hygienic textile insole with active charcoal for odor prevention, suitable for vegans.
• Aloe Vera Soft insole with plant extracts from aloe vera for gentle care and comfort with breathable microfiber surface.
• Soft Universal foam insole with breathable latex and pleasant lime fragrance for everyday comfort.
• Stop Odeur Odor-fighting insole with extra-strong active charcoal and dual-layer latex for double comfort and cushioning.
• Lady Gel Ultra-thin 2mm gel insole designed for high heels and women's dress shoes with self-adhesive washable construction.
• Royal Leather insole made from lambskin with active charcoal filter and foam layer for cushioning.
• Magic (Shoe Care Line) Shoe care technology line that attracts dirt like a magnet for quick, gentle cleaning without effort. Targeted at sneaker and premium footwear owners.
• Protector XXL Extra-strong waterproofing spray for shoes providing long-lasting moisture protection.
• Protector Foam Foam impregnation with avocado oil for smooth and suede leather, textile and synthetic materials.
• Magic Protector High-performance protection spray using lotus-flower structure technology without PFC, silicones, or propellants. Eco-friendly impregnation.
• Sneaker Cleaner Sneaker sole cleaner that thoroughly removes mud and dirt from rubber soles.
• Suede Cleaner Rubber block cleaner for dry cleaning suede leather that removes dust and stains without water.
• Shoe Fresh Deodorant spray for shoes to eliminate unpleasant odors and maintain hygiene.
• Sneaker Fresh Deodorant specifically formulated for sports shoes to combat shoe odor.
• Silky Touch Protective and refreshing foot spray for foot protection against chafing and sweating.
• Stop (Heel Grip) Leather heel grip made from soft suede leather to prevent heel slipping in shoes.
• Super Nubuk Special sponge brush for cleaning and reviving suede and nubuck leather with soft, flexible texture.

Quantifiable outcome

• Viva family provides perfect heel cushioning and anatomical support
• +2 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Zásilkovna (Packeta Czech s.r.o.)coreChannel Partner/ Reseller/ DistributorPrimary delivery and courier partner for shipping products to customers across Czech Republic and other markets. Handles package delivery with various delivery options available to customers.
• GoPay s.r.o.coreTechnology or IntegrationPayment gateway processing credit card and online payments. Customers enter payment details directly in secure GoPay interface; pedag does not store or have access to payment card numbers.
• Shoptet a.s.coreTechnology or IntegrationE-commerce platform provider powering the pedag.cz online store. Shoptet acts as a data processor and is required to handle customer data only according to pedag's instructions.
• Heureka Ověřeno zákazníkyminorGTM or Marketing PartnerCustomer satisfaction survey and review platform. After order completion, customers may receive satisfaction questionnaires. Unsubscribe option available directly in shopping cart.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Aetrex: Orthopedic footwear, insoles, and foot-scanning technology company with a similar premium, foot-health-driven positioning across consumer and professional channels.
• Superfeet Worldwide: Premium insole manufacturer with patented shape and foam technologies sold through DTC, retail, and athletic channels. Directly comparable to pedag's premium orthopedic insole positioning.
• Spenco: Orthotic and comfort insole brand sold globally with focus on athletic, medical, and casual footwear. Direct comparable in product and channel mix.
• Sidas: European (French) specialist in custom and off-the-shelf insoles for sports, work, and medical use. Closely comparable European-headquartered insole competitor.

Others

• Salomon (Amer Sports): Sports footwear and outdoor brand that develops its own insole systems. Adjacent rather than direct: competes for athletic-footwear consideration but does not sell standalone insoles at scale.

Broad incumbents

• Birkenstock: Iconic German-made footbed footwear brand with deep orthopedic heritage. Comparable premium German-manufactured positioning and foot-health authority, though primarily a footwear maker.
• Dr. Scholl's (Bayer / LSBI): Mass-market foot-care incumbent offering OTC insoles, orthotics, and foot treatment products globally. Comparable product portfolio but at much broader scale and price points.
• Scholl (RB / Salveo): Heritage European foot-care brand spanning insoles, treatments, and footwear accessories. Competitor in the OTC orthopedic and comfort category across European retail.

Emerging players

• Currex: Sport-focused insole brand with activity-specific profiles (runPRO, bikePRO). Comparable in specialty, activity-segmented positioning rather than broad orthopedic.
• FootBalance: Custom-molded insole provider with retail-kiosk and professional fitting model. Overlaps on orthopedic insole category but differentiated by custom-fitting delivery.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/pedag.czsk
• Facebookfacebook.com/about
• LinkedInlinkedin.com/company/pedag

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