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Surefoot acquired Amfit in 2023 to streamline orthotic manufacturing for unlimited medical and performance-based possibilities. In 1982, the Shay brothers, Bob and Russ, started Surefoot in a closet-sized location in Park City, Utah with a goal to make ski boots more comfortable and do it in their own way: owned by two brothers, privately held, and American made. Now, the brand has grown to include 30 global locations and helped over 3 million skiers along the way.
Amfit—Surefoot’s newest acquisition—is headquartered in Vancouver, Washington, just across the Columbia River from Portland, Oregon. Amfit’s proprietary equipment, materials and process enable the PNW company to be a major player in myriad categories, from medical and military to mainstream sports and everyday people looking for custom orthotics. These custom orthotics not only improve people’s lives by providing comfort but also by properly aligning their bodies, enhancing overall well-being.
Now that Surefoot will control manufacturing, there will be quicker turnaround on product, direct access to raw materials, and continued innovation for customized footwear ranging from 3-D printing to their very own shoe production.
Customized orthotics make every step feel balanced, comfortable, and perfectly aligned. They achieve this not only by aligning your foot with the rest of your body but also by creating a neutral and healthy posture that alleviates pain and improves strength and stability. While over-the-counter footbeds offer some support, they fall short compared to the revolutionary technology behind Amfit’s 3-D digital mapping. This cutting-edge process ensures a precise fit, addressing your unique needs and unlocking a new level of comfort and performance.
More than 3.8 million foot scans have garnered devout customers ranging from recreational and professional athletes, veterans and active-duty military, practitioners, first responders, and people in pain looking for a remedy, among others.
Turnkey Soundbites from Surefoot and Amfit Stakeholders
Says Surefoot Founder and CEO Bob Shay:
“Surefoot has been Amfit’s biggest customer for many, many years. Our team has an intimate familiarity with their machinery through daily utilization, making the transition seamless and intuitive. We began by optimizing the fit of ski boots for much-needed comfort enhancement and prolonged performance. Our success has led us to create custom orthotics for a variety of needs and diverse sectors. We started with elite athletes and quickly found that everyone can benefit from customized orthotics. Now we help everyone from frontline healthcare providers to casual joggers and military personnel. Our custom solutions improve people’s daily lives, ensuring every step feels precise and comfortable.”
Says Amfit Director of Sales and Marketing Kyle Ballinghoff:
“Amfit’s move from the Silicon Valley to Portland in 2002 propelled growth in a fresh setting, buoyed by the city’s welcome of renaming a street as ‘Amfit Avenue.’ Amfit pioneered the world’s first digital foot scanner in 1980. Today, we operate in our 30,000 square-foot warehouse and hold the industry’s most extensive database with over 3.7 million foot scans. The fun part is leveraging our data to see how certain tweaks in our manufacturing or technology can make the end product more comfortable, last longer, and eventually end up in more and more peoples’ shoes worldwide. All of this testing and distribution is done right here in our Vancouver, WA headquarters.”
By The Numbers
- Surefoot has 30 stores in 6 countries and over 300 employees
- Surefoot acquisition of Amfit finialized in July 2023
- Amfit’s Portland location is 30,000 sq/ft with 30 employees
- Owned by two brothers and privately held
- Top Markets include Vail, Whistler, New York City, and Park City
About Surefoot
Founded in Park City in 1982, Surefoot has expanded to 30 locations across North America and Europe, fitting over a million custom ski boots to date. Maintaining their original vision and close-knit leadership, Surefoot is proudly still owned and operated by the founding brothers, Bob and Russ Shay, who ensure that the company remains true to its roots, eschewing the franchise model in favor of a family-oriented approach to business. For more information, please visit https://www.surefoot.com/
