KNEED FOOTWEAR INC.
KNEED Footwear Inc. is a Calgary-based, bootstrapped private company that designs and distributes seven activity-specific over-the-counter insoles through independent footwear dealers in the US and Canada, targeting runners, lifestyle users, skiers, and medical/pain-relief consumers.
- Company typePrivate
- Founded2016
- HeadquartersCalgary, Canada
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What KNEED FOOTWEAR INC. does
KNEED Footwear Inc. is a privately held, bootstrapped Canadian consumer-products company founded in 2016 and headquartered in Calgary, Alberta, that designs and distributes over-the-counter insoles and footbeds for athletic, work, lifestyle, and ski footwear. The portfolio consists of seven activity-specific SKUs — KNEED2Run, KNEED2Be, KNEED2Fit, KNEED2Ski, KNEEDO2, KNEED2Move, and KNEED2Live — differentiated by use case (running, lifestyle, performance, ski, outdoor, high-volume, and casual) rather than by size or material variation. Core technology combines medical-grade PORON Performance Cushioning, used by pedorthists and podiatrists in custom orthotics, with a moldable, transitional-density EVA base and medial arch support that conforms to the wearer's foot over time; some SKUs (KNEED2Ski) are heat-moldable for custom fit inside ski boots. Retail prices range from $37.50 (KNEED2Be) to $60.00 (KNEED2Live) per pair, sold on a one-time-purchase basis with no subscription component.\n\nThe business model is a channel-first wholesale and direct-to-consumer hybrid built entirely around independent footwear dealers in the US and Canada. KNEED actively routes online shoppers to its dealer locator (powered by Locally), and shares checkout proceeds with local retailers when customers indicate a dealer at checkout, treating its own e-commerce storefront as a fallback rather than the primary path. The dealer network spans specialty running stores (Brainsport, Ken Combs Running Store), ski shops (Ski West), independent shoe stores (Vince DeVito Shoes, Ted's Shoe & Sport), and cobblers (Daub's Cobbler Shop), with documented presence in New Hampshire, Kentucky, Colorado, Alberta, Saskatchewan, and British Columbia. End customers are segmented across runners, lifestyle users, medical/pain-relief users (Plantar Fasciitis, Tibialis Posterior Tendonitis, Metatarsalgia, Morton's Neuroma), skiers, and general athletes; some products are positioned as OTC alternatives to custom orthotics. Marketing relies on retailer spotlight content, customer testimonials, and community advocacy for independent retail rather than paid digital acquisition.\n\nThe company is led by co-founders Jonathan Koops (in the footwear industry since 1994) and Keira Henry, with no external venture funding, no disclosed headcount, no reported revenue, no patents, and no certifications or awards in the source material. Geographic reach is North American only, with US operations anchored at kneedfootwear.com and Canadian operations at kneedfootwear.ca.
KNEED FOOTWEAR INC. firmographics
Firmographics- Name
- KNEED FOOTWEAR INC.
- Legal name
- KNEED Footwear Inc.
- Website
- https://kneedfootwear.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- KNEED Footwear Inc. is a Calgary-based, bootstrapped private company that designs and distributes seven activity-specific over-the-counter insoles through independent footwear dealers in the US and Canada, targeting runners, lifestyle users, skiers, and medical/pain-relief consumers.
- Ownership category
- akta.pro rank
KNEED FOOTWEAR INC. industry classification
Industry- Product category
- Foot Orthotics / Insoles
- NAICS
- Footwear Manufacturing (3162)
- SIC
- Orthopedic, Prosthetic & Surgical Appliances & Supplies (3842)
- akta.pro primary industry
- Footwear Components & Materials (Uppers, Soles, Laces, Insoles) (CRAAACAK)
Keywords
Where KNEED FOOTWEAR INC. is headquartered
LocationHeadquarters
- HQ city
- Calgary
- HQ country
- Canada
- HQ region
- North America
Markets served
KNEED FOOTWEAR INC. business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations
Revenue model
- Insole Product Sales: Direct one-time purchase of insoles through their e-commerce platform or through independent footwear dealer partners. Products are sold at fixed retail prices with no subscription component.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | KNEED2Be (Lifestyle/Medical) - $37.50 |
| Unit Pricing | Pay-as-you-go | KNEED2Fit (Performance) - $50.00 |
| Unit Pricing | Pay-as-you-go | KNEED2Ski (Ski Boots) - $50.00 |
| Unit Pricing | Pay-as-you-go | KNEED2Run (Running) - $55.00 |
| Unit Pricing | Pay-as-you-go | KNEED2Move (High-volume) - $55.00 |
| Unit Pricing | Pay-as-you-go | KNEEDO2 (Outdoor) - $55.00 |
| Unit Pricing | Pay-as-you-go | KNEED2Live (Casual) - $60.00 |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
KNEED FOOTWEAR INC. product offering
Product offeringCore offering
KNEED Footwear designs, distributes, and sells premium over-the-counter insoles and footbeds for athletic, work, lifestyle, and ski footwear. The company offers seven distinct insole models built with PORON Performance Cushioning and moldable EVA foam bases for personalized support, distributed primarily through independent footwear dealers across North America.
Product overview
KNEED Footwear is a single-product-category company specializing in premium insoles for various footwear applications. The product portfolio consists of seven distinct insole models: KNEED2Run (running shoes, $55.00 with PORON cushioning), KNEED2Be (lifestyle footwear, $37.50, 3/4 length), KNEED2Fit (performance footwear, $50.00, 2mm thin with breathability perforations), KNEED2Ski (ski boots, $50.00, heat moldable), KNEEDO2 (outdoor footwear, $55.00 with PORON cushioning), KNEED2Move (high-volume footwear, $55.00), and KNEED2Live (casual footwear, $60.00 with microfiber top sheet). All products share common features including moldable EVA bases, injury relief capabilities for conditions like Plantar Fasciitis, Tibialis Posterior Tendonitis, Metatarsalgia, and Morton's Neuroma, as well as fatigue resistance properties. The company differentiates its products by activity type and footwear category rather than offering a modular software platform.
Differentiator
Problem solved
Functional benefit
Products and services
- KNEED2Run A running insole featuring PORON Performance Cushioning and breathability perforations, designed to upgrade support and cushioning in running shoes. Targets distance runners and casual walkers seeking injury relief, fatigue resistance, and improved performance.
- KNEED2Be A 3/4 length lifestyle insole with a tapered front edge for slim fit, designed to upgrade support and comfort in lifestyle footwear. Marketed for everyday comfort as well as medical/pain relief applications including Plantar Fasciitis, Tibialis Posterior Tendonitis, Metatarsalgia, and Morton's Neuroma.
- KNEED2Fit A 2mm thin performance insole with breathability perforations, designed to upgrade support and control in performance footwear such as rink, track, and field sports footwear.
- KNEED2Ski A 2mm thin heat moldable insole designed to upgrade support and control in ski boots, helping alleviate pain, reduce fatigue, and increase comfort on the slopes. Developed and tested with the staff of Ski West in Calgary.
- KNEEDO2 An outdoor insole featuring PORON Performance Cushioning, designed to upgrade support and cushioning in outdoor footwear for relief of injuries, resistance to fatigue, and improved performance on any adventure.
- KNEED2Move A high-volume insole with a spacious heel cradle and extra cushioning, designed to upgrade support and cushioning in spacious high-volume footwear. Provides a robust fit for the toughest environments.
- KNEED2Live A casual insole featuring a plush microfiber top sheet and a spacious heel cradle, designed to upgrade support and comfort in casual footwear for injury relief, fatigue resistance, and limitless comfort on any stroll.
Quantifiable outcome
- 70% win rate against competing insoles in dealer comparisons
- +1 more outcomes
Companies that use KNEED FOOTWEAR INC.
Customer profileSegments5 records
Ideal customer profiles4 records
KNEED FOOTWEAR INC. technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
KNEED FOOTWEAR INC. partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- Ted's Shoe & SportcoreIndependent footwear dealer in Keene, NH since 1999. Community-based footwear fitting expert. Dealer testimonials indicate Kneed insoles win against competing products 70% of the time in their store.
- Ken Combs Running StorecoreEstablished running specialty store in Louisville, KY since 1980, now operated by Larry. Strong partnership focused on local community support and running events.
- Ski WestcoreCalgary's largest alpine ski shop since 1974. Staff were crucial in the development and testing of Kneed2Ski insoles. Guarantees fit of every boot they sell.
- Vince DeVito Shoes and OrthoticscoreFamily business in Nelson, BC with over 90 years in the shoe business. Started as shoe repair shop, now full retail and Pedorthic clinic carrying Kneed insoles.
- Daub's Cobbler ShopminorFamily run business in Laconia, NH serving as cobbler, retail shop, and social hub. Brings craftsmanship to locals with active social media presence.
- BrainsportcoreSaskatoon staple for 30 years with trusted relationship with local medical practitioners. Fit specialists work with runners, walkers, and those seeking healthier lives. Supports local charity events.
- Rackets & RunnersminorIndependent footwear dealer in Vancouver referenced in dealer testimonials as enthusiastic Kneed insoles supporter.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
KNEED FOOTWEAR INC. competitors and assessment
Company assessmentEmerging players
- Upstep: Custom-fit insoles sold direct-to-consumer online, including medical/orthotic SKUs for Plantar Fasciitis and similar conditions. Overlaps with KNEED on medical/pain-relief positioning but competes via digital-only distribution.
- Wiivv: 3D-printed custom-fit insoles made from foot scans via smartphone. Represents the technological frontier KNEED faces on customization, with a digital-first model that targets the same activity and medical segments.
Direct peers
- Powerstep: OTC orthotic insoles covering running, dress, work, and medical/pain-relief use cases with similar price points and dealer plus e-commerce distribution. Comparable on activity-segment SKU breadth and orthotic-medical positioning.
- Superfeet: Premium over-the-counter insoles/footbeds marketed across running, hiking, skiing, work, and casual categories with similar dealer and DTC distribution. Closest analog to KNEED's positioning, technology tier, and channel mix.
- Currex: Sport-specific insoles engineered for running, hiking, skiing, golf, and cycling with dynamic arch profiles. Direct analog on activity-segment SKU strategy and athlete-focused positioning.
- Sof Sole: Athletic and performance insoles including sport-specific and comfort SKUs sold through sporting goods and running stores. Comparable to KNEED's running, performance, and high-volume SKUs at similar retail price points.
- Spenco: Foot care and insole brand spanning OTC orthotics, sports, and medical categories including Plantar Fasciitis relief. Comparable on medical/pain-relief messaging and broad-channel distribution.
- SOLE Footbeds: Moldable, heat-customizable footbeds with orthopedic and activity-specific SKUs. Highly comparable to KNEED's moldable EVA base technology and customizable configurability claim.
Broad incumbents
- Dr. Scholl's: Bayer-owned mass-market insole and foot-care brand with the deepest retail distribution and biggest marketing budget in the OTC category. Sets the commoditized price floor and reaches channels KNEED explicitly avoids.
- Birkenstock: Global footwear brand whose signature cork-latex footbeds deliver orthopedic support across casual and professional styles. Comparable as a footbed/orthotic authority with far broader brand reach and retail footprint.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
KNEED FOOTWEAR INC. social profiles
Digital presenceKNEED FOOTWEAR INC. financial estimates
Financial estimateRevenue estimate
Valuation estimate
KNEED FOOTWEAR INC. leadership team
Management profileNumber of profiles
Profiles2 records
KNEED FOOTWEAR INC. funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
KNEED FOOTWEAR INC. 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 KNEED FOOTWEAR INC.
What does KNEED FOOTWEAR INC. do?
KNEED Footwear designs, distributes, and sells premium over-the-counter insoles and footbeds for athletic, work, lifestyle, and ski footwear. The company offers seven distinct insole models built with PORON Performance Cushioning and moldable EVA foam bases for personalized support, distributed primarily through independent footwear dealers across North America.
Is KNEED FOOTWEAR INC. a public or private company?
KNEED FOOTWEAR INC. is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was KNEED FOOTWEAR INC. founded?
KNEED FOOTWEAR INC. was founded in 2016. It employs 1 to 10 people.
Where is KNEED FOOTWEAR INC. based?
KNEED FOOTWEAR INC. is headquartered in Calgary, Canada, in the North America region.
How does KNEED FOOTWEAR INC. make money?
One revenue line is on record: insole Product Sales.
Who are KNEED FOOTWEAR INC.'s main competitors?
Emerging players on record are Upstep and Wiivv. Direct peers are Powerstep, Superfeet, Currex, Sof Sole, Spenco and SOLE Footbeds. Broad incumbents are Dr. Scholl's and Birkenstock.
Does KNEED FOOTWEAR INC. have an API?
No public API is recorded for KNEED FOOTWEAR INC..
What industry is KNEED FOOTWEAR INC. in?
KNEED FOOTWEAR INC.'s product category is Foot Orthotics / Insoles. Its primary akta.pro industry code is CRAAACAK, Footwear Components & Materials (Uppers, Soles, Laces, Insoles). Its NAICS code is 3162 and its SIC code is 3842.