Current Pedorthics March-April 2016 | Vol.48, Issue 2 - Page 27

How an Epidemic of Equinus Created a Successful Retail Pedorthic Business "We should be recommending footwear that encourages the same stretching of the posterior compartment that we would get in our natural condition." Our success with zero drop shoes has not gone unnoticed by the other medical professionals in our market. We routinely get referrals from podiatrists, physical therapists, chiropractors and rheumatologists now for zero drop footwear and it is not hard to understand why. They want to refer their patients to someone who can help them. Today, I have nine employees and we have become one of the largest brick and mortar retailers of Altra footwear in the country. We are also the largest Birkenstock dealer in Idaho and one of the top in the Northwest. This is not because we are clever retailers; it is because we have gained a reputation for helping people. When we explain the benefits of zero drop footwear, and the patients experience the difference, they not only continue to buy shoes from us, they tell their friends and family as well. References: ¹ McDougall, Christopher. Born to Run: A Hidden Tribe, Superathletes, and the Greatest Race the World Has Never Seen, 2009 ² Clifford Craig. “Understanding the Biomechanics of Equinus,” Podiatry Today Vol. 27 Issue 9 September 2014 ³ Root ML, Orien WP, Weed JH. Clinical Biomechanics. Vol II: Normal and Abnormal Function of the Foot, Clinical Biomechanics Corp. Los Angeles, 1977 • Current Pedorthics March/April 2016 25