Global Custom Fit Surefoot is a global leader in custom ski boot fitting with an expanding international footprint and recent acquisition of Amfit, suggesting opportunities to cross-sell advanced orthotics and related fit technology to athletes and healthcare/adaptation markets.

Orthotics Expansion The integration of Amfit broadens orthotic manufacturing capabilities and extends reach into diverse sectors such as frontline healthcare, military, casual runners, and general fitness, presenting new B2B sales avenues for custom insoles and partner channels.

Retail Network A multi-store, premium retail presence across North America and Europe creates repeated consumer touchpoints; leverage loyalty data and high-touch service to upsell premium insoles, boot fittings, and sport-specific footwear enhancements.

Sports Footprint Strong positioning in skiing and related sports with adjacent markets in golf, cycling, and running via orthotics offers cross-category sales potential through bundled fitting services and cross-promoted product lines.

Tech & Data Active use of marketing and analytics tools (Klaviyo, AdRoll, Simpli.fi, Google Tag Manager) indicates readiness for targeted campaigns, retargeting, and personalized offers to store clients and email lists, driving higher conversion for orthotics and premium footwear solutions.