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Marcia Kilgore FitFlop Founder Secret to Comfort Style
Our Founder Marcia Kilgore on the Creation of FitFlop:
The Shoe Brand That Made Comfort Cool
By Lana Forth
Marcia Kilgore is no stranger to disruption. She’s the brains behind Bliss Spa, Soap & Glory, and Beauty Pie, all of which upended their respective industries with a mix of clever branding, high-performance formulas, and a refusal to accept the status quo. But today, we’re talking about FitFlop, the footwear brand she launched in 2007 that transformed “comfort shoes” from something ‘mature people’ wore into something even all the fashionistas had to have.
FitFlop Started as a Frustration Like All Great Ideas
Like most of us, Kilgore had been there—sprinting through life, destroying her feet in uncomfortable shoes. “I’d buy comfortable shoes, and they’d look terrible. Or I’d buy a cool pair of chunky heres and by the end of the day just know they were giving me bunions.”
So instead of accepting the trade-off she decided to reinvent the category entirely.
The Science Behind FitFlop: Why Your Feet Will Thank You
Enter Dr. David Cook, Head of Biomechanics at London South Bank University, who Kilgore teamed up with to design a shoe that wasn’t just comfy—it was engineered for movement. The result? The first-ever FitFlop sandal, which Kilgore called the Walkstar, featuring Microwobbleboard™ midsoles designed to:
- Absorb shock so your joints don’t have to and optimize body alignment
- Diffuse pressure (no more burning feet by the afternoon)
- Reduce muscle exertion so you have more energy throughout the day
Fast forward to today, and FitFlop’s range has exploded beyond sandals. Their lineup includes ergonomic sneakers, boots, and ballet flats—each designed with the same obsessive attention to how feet actually work.
So, What’s Next?
When asked if FitFlop is “done,” Kilgore chuckles, hinting at new designs, new technology, and ongoing experiments that make shoes that work for your body instead of against it.
With that, she’s off—most likely in a pair of FitFlop sneakers - walking comfortably into her next big idea.
Why FitFlop footwear?
- Scientifically designed for all-day comfort
- Officially approved by podiatrists (APMA-accredited!)
- Loved by celebrities, but made for real people
About FitFlop
We were born different. Unlike other brands in our category, we’re a smart engineering company that happens to make footwear. Through biomechanical engineering and ergonomic design, we help people achieve more and feel better with contemporary every-day footwear that helps maximise your energy as you move.
Founded in 2007 by entrepreneur Marcia Kilgore, we’ve been set apart from the pack from the get-go. Harnessing our unique scientific approach (fusing world-class biomechanics and advanced technology with bold, directional design) led to our first product – the WalkStar 1 sandal – quickly becoming a global phenomenon.
And it’s this unique, smart ethos – blending science and shoe-making smarts – that has created the fast-paced, celebrated brand we are today, with more than 65 million pairs sold across the globe
You can find us in 73 countries with a total of over 5,000 stores and stocked by more than 2,000 retailers and 31 distributors. Our 145 FitFlop concept stores are located in the UK, US, Europe, the Middle East, India, and the APAC region. As well as our growing head office in the UK, we have new showrooms in London and New York.
Our community of wearers spans motivations and generations, women and men who live intentionally – always looking for ways to help optimise their every-day
