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