Surefoot

About Surefoot

Founded by brothers Bob and Russell Shay in 1982 in Park City, Utah, Surefoot has grown to become the global leader in Custom Ski Boot Fitting. With 30 stores spanning the U.S., Canada, England, France, Switzerland, and Norway, Surefoot remains the largest dollar-volume ski boot retailer and the leading provider of sport-specific insoles in North America. Our custom orthotics, designed for comfort and performance, are used by athletes across a variety of sports, including skiing, golfing, cycling, and running. Recently, Surefoot expanded its offerings by acquiring Amfit in 2023, streamlining orthotic manufacturing and extending the benefits of custom orthotics to diverse sectors, from frontline healthcare providers to casual joggers and military personnel. FrontRunners operates in premium locations across Los Angeles under two store brands, FrontRunners and New Balance. These locations attract upscale and fitness-minded consumers who are willing to pay for a full-service retail environment. FrontRunners benefits from a partnership with New Balance, an international brand with instant consumer recognition. The Company’s iconic stores under the New Balance brand are the largest New Balance licensed stores in the country. For over 30 years, FrontRunners has been providing consumers with high quality products from the most recognizable brands in the industry. The company prides itself in building loyal customer relationships with its knowledgeable staff working closely with each customer. Super Runners Shops is New York City’s largest specialty running retailer with a selection of high performance major brand running shoes, clothing, and accessories. The company sells its products across New York’s metropolitan area with a strategic presence in many NYC consumer zones. SRS is the oldest niche running retailer in NY and for years has been actively involved in the running and podiatry communities.

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