FitFlop

WHO WE ARE

IN MAY OF 2007, FITFLOP SANDALS HIT THE SHELVES.
(Over 12 million pairs have been sold since.)

Kilgore a one-time personal trainer and serial entrepreneur – found herself approaching 40 and feeling desperate to find a way to make it easier to stay in shape. Juggling motherhood and work with ‘working out’ was proving unworkable, so she summoned up her problem-solving skills and drummed up the concept for the FITFLOP.

“Answers to problems are quite often very simple— we just don’t always see them. So I asked myself (on behalf–obviously–of time starved women everywhere) which daily activity–done a little more intensively–could keep us in shape? Walking seemed the obvious answer. What if I could invent a shoe that would give you a workout while you walk?”

She enlisted two brilliant biomechanists – Dr David Cook and Darren James, from the Center for Human Performance at London’s Southbank University . James and Cook created the fundamental Microwobbleboard™ Toning Technology and after two-and-a-half years of research, prototype testing and product trials, Kilgore the first FitFlop flip flop in her hands.

Within weeks of launch, testimonials poured in from delighted first edition FitFlop sandal fans, one delighted wearer even wrote in to declare that her FitFlop sandals made her feel a whole lot happier!

The phenomenon was quickly picked up by the press. (In 2007 Newsweek named FitFlop the ‘must-have item of the summer’. In July 2007, an article introducing FitFlop was the ‘most read’ story on THETIMES.CO.UK (outranking serious news views of Putin and Blair). The Independent Newspaper (UK) hailed FitFlop sandals as ‘miraculous’ and in 2008, FitFlop sandals made OPRAH’S LIST of ‘Favourite Summer Things’. (Fashionistas take note: Our limited edition Gladiator Sandal – sold exclusively on high fashion site NET-A-PORTER – was their fastest-selling footwear item ever.) FitFlop sandals have since been spotted on countless celebs, have inspired tens of thousands of testimonials and have kick-started a global toning footwear trend.

FitFlop is now available in over 50 countries. And our original Microwobbleboard™ Toning Technology is built-in to the bottom of every sandal, slipper, clog, boot and shoe that we do.

Our goal? To be the world’s leading function- forward fashionable footwear brand.

OUR TECHNOLOGY

Dr David Cook and Darren James – both biomechanists at London South Bank University – collaborated with Marcia Kilgore (businesswoman and busy mum) to create the world’s first muscle-activating flip flop.  Over twelve million pairs have been sold since, and now we’ve branched out into clogs, sneakers, shoes and boots too.

FitFlop footwear features a patent-pending Microwobbleboard™ midsole which can help increase the time that your muscles are engaged every single time you take a step.

RESEARCH

OUR RESEARCH
London South Bank University

Case studies conducted by biomechanists at the Human Performance Centre, London South Bank University, show that wearing FitFlop™ footwear can:

Increase bottom muscle activation (up to 30% longer)
Increase hamstring muscle activation (up to 16% longer)
Reduce knee joint stress (up to 20%)
Reduce hip joint stress (up to 8%)
Reduce ankle joint force (up to 11%)

Salford University

Our Microwobbleboard technology was also tested independently in studies at Salford University by Dr Philip Graham Smith and Richard Jones, which showed that wearing FitFlop footwear reduces foot pressure concentration. Research is continuing with the university’s research team as part of an ongoing UK government-funded Knowledge Transfer Partnership to understand the biomechanical benefits of FitFlop footwear.

FOOT PRESSURE STUDIES

Results of a study conducted by Salford University – comparing a foot in a FitFlop sandal to a foot wearing a control shoe – showed average reductions in the overall pressure-loading rate* (-25%), pressure in the toes (-30%) and pressure in the heels (-15%). An average 8% increase in contact area between the foot and the midsole was observed in FitFlop wearers with the increase manifesting mainly under the arch area.

*The speed at which you apply forces to the body.