You don’t need to look very hard at the VivoBarefoot range of barefoot shoes to notice that unlike most of their competitors they only make shoes that are zero drop with a sole that provides a minimal amount of cushioning. If you start to try barefoot running with VivoBarefoot then they drop you right in at the deep end. Your feet feel every nuance of the running surface (good or bad) and if you were previously wearing traditional running shoes then your heels need to deal with being dropped from maybe 20mm of elevation to nothing.
VivoBarefoot competitors take the bite out of this shock by offering transitional shoes (often described as minimalist rather than barefoot). These shoes offer a modest amount of reassuring cushioning combined with a heel that is mildly elevated. The idea is that you get used to these shoes and then progress to something a bit more severe when you are ready for them. To the consumer this is an attractive solution, barefoot with less pain and hard work.
I mentioned this type of transitional shoe at one of my first encounters with Lee Saxby (world renowned barefoot coach and consultant to VivoBarefoot). The idea of a progressive journey that the customer can go on seems appealing to many especially as it enables the customer to decide on their own final destination, which might not be a pair of zero drop minimal cushioned shoes.
Lee was adamant that in his opinion transitional shoes were not something that he could endorse. “My objective is to enable my clients to enjoy injury free running. To achieve this I need to help them to stop heel striking and become a skilful forefoot striking runner. If I put them in a pair of shoes with a bit of cushioning I’m allowing their brain to detect that the odd heel strike is acceptable and everything that I am trying to achieve is wasted. A pair of shoes that makes heel striking feasible is not doing them any good”.
Lee then went on to explain that running is a skill that humans are particularly well designed to perform but we have forgotten those skills that need to be relearned. Ideally we would run barefoot but most of us feel the need for some form of protection for our feet. But if that protection includes superfluous cushioning it has a detrimental effect on our running form
When I suggested that this was a message some consumers would not want to hear Lee then explained further, “I’m a coach and an academic. My job is to tell the truth. Marketing people may feel the need to modify the truth to make it more palatable but I am not a marketing person”.
Even though Lee works closely with VivoBarefoot, he emphasis the need to effectively re- learn the skill of running. He’d rather you didn’t wear shoes, but if you must then they should come as near as possible to the barefoot experience….hence no cushioning.
So it’s clear where Lee is coming from but as he admits he is not a marketing man.
When I met recently with Galahad Clark, MD of VivoBarefoot it seemed an ideal opportunity to discuss this further and understand the perspective of the businessman.
So I asked Galahad “Why do you insist on making such uncompromising barefoot shoes? Surely your sales would increase if you added in some more conservative transitional shoes.”
Galahad answered “At Vivobarefoot we believe that barefoot is the gold standard and shoes should mimic the foot and the barefoot gait (not the other way round). Minimalist or ‘transitional’ shoes mimic the conventional running shoe (still with padding and motion control features) influence the gait and allowing heel striking. We believe the transition to barefoot is achieved through walking around every day as close to barefoot as possible with maximum sensory perception and your body and brain adapting at slower speeds before progressing to more dynamic activities like running.
We are an independent company with very clear principles and are latest debate is whether to even include a removeable footbed in our 3mm thick shoes? (we have opted to include!)
In a world where commercial objectives drive so many decisions it is refreshing to hear of someone who sticks to their principles and only does what they believe in.