Recommending footwear is simple: just find out your customers foot size and you are good to go. Or is it so? 

Studies have shown that 75% of us have foot imbalance. That imbalance can affect not only your feet, but other parts of your body too. That’s why we think there is one other factor you definitely should be considering when recommending footwear: foot functions. Because let me tell you- if you have misalignment in your feet, even the right-sized shoe without the features that support your own foot type and gait becomes the wrong choice.

 

In this article FootBalance’s Global Technical Director, Olli Lehtonen, talks about foot functions and why it is an important factor that should be taken into consideration when recommending footwear and gear, and how you can easily analyse foot functions with retail technology. 

 

What are foot functions?

 

When we talk about foot functions, we talk about the movement & structure of the foot, and how that affects the body. 

 

All our feet behave slightly differently, and although there is no one “correct” way to move, misalignments can cause imbalance in your body, causing unnecessary aches and pains.

 

When we walk and run our foot rolls inwards and outwards. These movements are generally called pronation and supination. Pronation and supination are natural movements of the foot, but when the foot rolls inwards or outwards excessively, it becomes a misalignment that is called overpronation and excessive supination. 

 

Overpronation occurs when the foot rolls inward excessively, distributing weight unevenly and exposing the body to injuries. Excessive supination is the rotation of the foot outward so that the outer edge of the foot bears too much of the body's weight. 

 

Arches of the feet also have an important role in your feet as they are part of your body’s natural shock absorbers. When you move, the arch acts as a spring that brings the foot cushioning it needs when walking and running. If you have low arches, the spring is too low and the impact from the ground comes too hard for the body. Additionally, if you have too high arches, the spring is too high, making the foot structure often rigid, also causing too high impact for your body. 

 

The reason why we are examining foot functions can be traced back to FootBalance's background: our origins are in the medical field and physiotherapy. I myself am also a trained physiotherapist, just like many of my colleagues. Helping customers in their health is of paramount importance to us, which is why we examine the foot in such detail. People may not be aware of the misalignments and how they affect the entire body, so we want to help people understand the uniqueness of their feet through our products and services.

 

Why foot functions are important when recommending footwear?

 

It is crucial to understand the customer's foot functions in order to recommend suitable footwear and related products that support an active lifestyle. If there is a misalignment in the feet, the customer may experience pain and issues that complicate normal mobility.

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Foot imbalances don't just affect the foot itself; they can potentially impact the entire body. Our body is a kinetic chain of interconnected parts where the feet and ankles form the foundation of this chain. For example, a misalignment in ankle requires shin, knee, hip, pelvis, and back to compensate. This can negatively affect the rest of the kinetic chain leading to discomfort, injury, or pain. 

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Boroughbridge Chiropody's Foot Scanning Service scans and creates a 3D model of the foot's shape, dimensions, and functions by capturing movement and pressure that mimics walking, which is then analysed. Based on the foot analysis, pain points, and activities, we can recommend relevant products to prevent strain and pain while supporting an active life. 

 

In order to provide the right type of shoe for a customer, simply scanning the foot size is not enough. Additionally, it's essential to understand the foot functions and recommend footwear accordingly, as well as customise insoles to support the foot's specific needs. Of course, the size must also be correct, but all brands offer varying levels of fit with different features for support and cushioning. Therefore, it's important to know how your foot functions so that the right products can be chosen.

 

For example, if a customer's foot severely overpronates inward, it often requires products that support the customers walking and running pattern more. This is taken into account when selecting footwear and insoles by recommending products that provide better guiding for the foot. A supinating, neutral or mildly overpronated foot can be guided with a lighter touch.

 

Also, if the arch of the foot is too high or too low, and the foot's shock absorption is not optimal, it's advisable to choose shoes with a higher amount of cushioning. This decision is also influenced by the amount of running, the surface, and what you are used to.

 

What happens when the shoe type does not match your foot type?

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The result of a customer selecting a wrong type of shoe for their foot can be pain and discomfort. 

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The most common running surfaces are asphalt and sandy roads, so it's important that especially for these terrains, the customer's foot receives the appropriate guiding features for their walking & running style. If the shoe yields when it should provide support or supports the foot when it should allow it to tilt, the foot cannot achieve its optimal position and may potentially worsen misalignment. The end result is not always just pain but also a decrease in performance. When the foot is guided towards optimal position, you can get the most out of your muscles and improve performance.

 

What is the role of custom insoles?

 

When shopping for shoes, it's important to remember that a shoe is same for all, but everyone's feet are different. Even your own left foot is often different from your right foot. Often same size shoe can offer a different fit with varying materials and structures with different brands, but YOUR comfort and fit are unique. FootBalance custom insoles provide personalised comfort and customise the shoe to meet your unique feet. 

 

A common criticism of insoles is that their stiffness can lead to muscle inactivity in the foot. However, all FootBalance insoles use dynamic materials, guiding the foot towards optimal position, but allowing foot to function normally at the same time. When that happens, we can also further help the muscles to activate and keep the foot structure in better alignment that helps reduce pain and injuries. ​