The Fitflop brand is a new concept which was created in the UK over a two year collaboration between former Bliss spa-entrepreneur Marcia Kilgore, Senior Biomechanist Dr David Cook and a team of footwear engineering technologists, whose desire was to design and create footwear to help enable women specifically squeeze a little more exercise into their increasingly hectic schedules.

Their research led them to injecting the now patent pending “microwobble board” technology of destabilising the foot through a distinct three phased, single fused EVA foam midsole, designed to challenge your muscles more with every step you take.

Fitflop is a hybrid sandal that allows a more natural form of walking giving both comfort and improved performance in the calf and hip muscle groups in comparison to a training shoe. With the increased speed of movement and decreased time with which the foot is in contact with the ground, Fitflop gives the benefit of a faster and more energy-expanding walk.

Created in the UK, Fitflops were initially designed to help the modern person squeeze a little more exercise into their increasingly hectic schedules. The technology is centred on the midsoles that incorporate a micro-wobble board, which essentially create a natural instability, exercising core muscle groups from the abdomen downwards, giving you a work out while you walk.

Fitflops are engineered with a multi-density midsole that challenge hard to reach muscles more. Every step you take in your Fitflops helps tone and trim your legs and thighs, they are clinically proven to work your buttock muscles more. Fitflops help reduce the joint strain in the ankles, knees and hips by absorbing the shock with every step taken.