Fitness Footwear

Fitness Footwear

January 21, 2010 13:00 ET

Fitflops, the Flip Flop With the Gym Built In, Tops Fitness Footwear Sales

LONDON, UNITED KINGDOM--(Marketwire - Jan. 21, 2010) - With the snow gone and the New Year in full swing, those new years resolutions to get fit are being fulfilled as a new surge in the demand for Fitflops takes online retailer fitness footwear by storm.

As always, following the festive Christmas period comes a new focus on health and fitness as people seek to burn off the vast quantity of food consumed. The first item on anyone's shopping list to help them get in shape is typically a pair of Fitflops and with a new men's range of Fitflops available, it's no longer just women who are experiencing the calorie burning, muscle toning effects of fitness footwear.

The appropriately named UK retailer Fitness Footwear has experienced an even greater rise in the demand for Fitflops this year. Fitness Footwear Managing Director Luke Barlow explains why: "Rather than spend Pounds Sterling 50 a month on a gym membership, a Pounds Sterling 35 pair of healthy Fitflops is a far more cost effective alternative, especially when they can be worn while pursuing other activities." The Fitflop Company has captured a large proportion of the health and fitness market by promoting their products as an alternative to the gym, describing their range of Fitflop footwear as "the flip flop with the gym built in".

Recently the UK government has begun to increase awareness of heart disease, diabetes and cancer caused by obesity, which has spurred the pursuit of healthy and active lifestyles further.

"It's incredibly important to lead an active lifestyle" added Mr Barlow, "and while wearing a pair of Fitflops isn't a complete replacement for the gym or sports, it's a step in the right direction."

Developed in 2007 following a series of testing at the London South Bank University, Fitflop harness the health and fitness benefits of barefoot walking using a microwobble board midsole, which helped them achieve instant fame after an endorsement on the Oprah Winfrey Show. Since then, Fitflops became a weight loss sensation with a wide range of celebrities to Jessica Biel to Bruce Willis wearing Fitflops on their feet as a means of staying in shape. While being an incredibly comfortable and stylish sandal, Fitflops utilise their unique microwobble board midsole to slightly destabilise the foot as you step, creating a muscular reaction in the legs, bum, lower back and abs in order to maintain an upright posture.

This gives the body a greater workout while walking by employing more muscles for a protracted period, which in turn burns more excess energy and tones the muscles over time. The long term benefits of wearing Fitflops regularly have been reported to reduce cellulite, burn fat, tone muscles, improve posture and even relieve orthopaedic complaints from back pain to arthritis.

To give their healthy sandals a broader appeal, Fitflops are now come in a wide range of eye catching styles for summer, winter, evening and casual wear -all available from the UK's sports and outdoor shoes specialist.

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