For many busy modern women, the appearance of toning shoes must seem like the answer to their prayers. It’s no big surprise – after all, the prospect of getting a free lower body workout simply by wearing a different pair of shoes is very appealing? It’s a perfect example of the type of multi-tasking modern women carry out daily.
The theory behind toning shoes is that they introduce a small element of instability during normal walking as a result of a special design of sole. The lower body muscles in the legs and butt try to re-establish the body’s natural balance, which means that they do a little bit more work. This is how the free lower body workout is delivered.
All of the manufacturers have had various tests and trials and tests commissioned, and these seem to support the claims being made on behalf of toning shoes. There is no shortage of glowing testimonials from users. However, it almost goes without saying that there are those who doubt the validity of some of the test results and who query the entire concept of toning shoes.
Nevertheless, there is definitely an extremely high level of customer demand for toning shoes. Reebok Easy Tones and Skechers Shape Ups have both seen their market share rise. The Reebok share of the U.S. women’s fitness footwear market has doubled, to 6.7%. Skecher’s market share has increased threefold, to 17% – which equates to approximately $ 226 million. Meanwhile, market leader Nike – who have shied away from toning shoes – has seen their market share drop by 7.2% to 31%.
It might be a case of Nike considering that their footwear is targeted more towards “serious” athletes than toning shoes. Whatever the reason for their apparent reticence to get into the toning shoes market, it might prove to be a costly decision for them.
As little as a year ago, there were no toning shoes to be found in the top ten list of highest grossing athletic shoes. In May of 2010, toning shoes occupied six of the top ten slots – two Easy Tones and four Shape Ups. To be fair to Nike, the remaining four were all Nike brands. Over the course of 2008, U.S. toning shoe sales amounted to $ 17 million. During the first four months of 2010, sales sky-rocketed to $ 252 million.
The fact of the matter is that toning shoes are probably more likely to be worn when walking around Wal-Mart than they are when pounding around a running track. Some Reebok ads show pert women walking dogs, doing housework and redecorating. Skechers ads show professional women walking to work in their Shape Ups. There is an ever growing selection of toning footwear in the Skechers range which look more like normal footwear than fitness shoes. In the meantime, other companies such as Masai Barefoot Technology Shoes and FitFlops continue to supply toning shoes that are styled more like standard shoes than exercise shoes.
The other footwear companies appear to have a vision of the future which is radically different to that of Nike. Based upon the sales figures, it does look as if Nike may be the one who is out of step.
Cast your eye over the latest FitFlop winter boots. If you’re expecting wet weather you can still be cool and trendy in a pair of Hunter boots – as worn by royalty!