Wiivv was founded in 2014 by Louis-Victor Jadavji and Shamil Hargovan. The 3D-printed insole startup raised a $3.5 million seed round in 2015 followed by a $4 million Series A financing round in 2017.
The new name brings with it the appointment of former Microsoft marketing executive Chris Jolley to CEO and promotion of footwear expert Brett Ritter to President.
With ten patents, FitMyFoot’s flagship technology is the ultimate solution in foot wellness. FitMyFoot uses photos of the customer’s foot via the Foot Science mobile app to create customized, biometrically optimized footwear for each unique foot, improving overall alignment, and reducing foot fatigue and pain.
The new leadership team is focusing on a direct-to-consumer revenue model under the FitMyFoot brand and a partnership program that includes private licensing of the award-winning FitMyFoot Foot Science mobile app.
FitMyFoot has an existing large and loyal customer base, with an incredibly high repurchase rate. The new leadership team will help the company expand its lead in the custom footwear and mobile space, and widen its reach to tap into the burgeoning health and wellness space, which is expected to grow $1.3 billion by 2024.
“The timing for this transformation is perfect,“ said Chris Jolley. “Trends like mobile ecommerce, customization, casual comfort, and health and wellness continue to rise — even more rapidly given the COVID-19 pandemic. FitMyFoot couldn’t be more aligned and poised for success.