They say, put your money where your mouth is and, in 2014, that’s just what The Good Feet Store’s Jonathan Cotten did. He believed in the product so much, that he bought the store and this past weekend, The Good Feet Store moved into a brand new, and much larger, location – with more on the way!

Jonathan Cotten in front of The Good Feet Store

Driven by the desire to help the community live an active and healthy lifestyle one step at a time, The Good Feet Store is more than just a shoe store – though they also sell those. Rather, The Good Feet Store’s primary focus is centered around fitting customers with individualized arch supports designed to correct poor biomechanics that are often the cause of common foot and foot-related problems.

The interior of The Good Feet Store

A close up of a foot

An arch support specialist maps out a foot

Tucked inside the new West Broad Marketplace, anchored by Wegman’s, The Good Feet Store’s new location features several bays where Arch Support Specialists quickly get to work assessing your needs – beginning with a custom mapping designed to illustrate the variances in how customers’ feet differ from the “ideal” position.

The ideal foot mapped out

Two customers hold their mapped feet

Once properly sized, an arch support specialist will guide customers through the actual 3-part arch support system. They will fit each arch in a shoe and allow customers to try them out during a test walk. Additionally they will provide an adjustment schedule designed to help ease the transition while a customer’s arches adjust to the supports.

An arch support specialist test out arch supports with a customer

A customer makes a purchase at The Good Feet Store

Dedicated not only to helping the community via their feet, The Good Feet Store also encourages civic engagement in its employees whereby they take an active role in selecting which community organizations the store partners with through its Step-Up Rewards program. Currently, The Good Feet Store is involved with Tragedy Assistance Program for Survivors (TAPS), Virginia War Memorial Foundation, Strategies to Elevate People (STEP), East End Pregnancy Center, Recovery from Everyday Addictive Lifestyles (REAL), and Into The Neighborhood.

Jonathan Cotten with a customer

A wall displays The Good Feet Store's community involvement

The Good Feet Store is located at 12276 West Broad Street. To schedule a fitting or for more information visit their website.