Rockin Feet

History and Founding

Rockin'Feet was created by a team that accumulated more than 55 years of combined experience working conventions and trade shows as distributors for other insole brands. Frustrated with the product quality and customer service of those earlier offerings, they decided to develop their own solution. The result is a patent-pending liquid orthotic insole that uses FDA-approved food-grade glycerin to simultaneously provide arch support, cushioning, and a massaging effect during movement. The company is family-owned and headquartered in Las Vegas, Nevada.

Business Model

Rockin'Feet operates as a direct-to-consumer retailer, selling its insoles primarily through its website and a toll-free phone line. The company emphasizes customer service, offering a one-year unconditional replacement warranty and a dedicated support line. Products are machine washable and treated with an antimicrobial agent. The business claims to have fitted over 500,000 customers, suggesting a strong repeat or referral base, though it does not publish financial data or employee numbers.

Products

Three product variants are offered. The Sport Model ($69.95) is reversible black/tan and primarily available in ladies' sizes. The Armed Forces Model features reversible camouflage/black, is the most durable, and is the default for men's sizes at a slightly higher price. The Dress Model is thinner, transparent, without absorbent layers, and available for both men and women; it is sold only by phone and contains sparkles in ladies' sizes. All insoles are designed to be no thicker than a quarter and work by redistributing body weight across the foot, providing shock absorption and a massaging effect that improves circulation.

Market Position

Rockin'Feet positions itself as a natural alternative for pain relief, targeting consumers seeking non-invasive solutions for foot, leg, and lower back pain. The company competes with other orthotic insole brands such as Superfeet, Dr. Scholl's, and custom orthotics. Its unique liquid-filled design and massaging effect differentiate it from standard foam or gel insoles. The direct-to-consumer model likely allows competitive pricing compared to prescription orthotics.

Customer Service and Warranty

The company offers a toll-free customer service line (888-591-7071) and a one-year unconditional replacement warranty, indicating confidence in product durability. The insoles are machine washable, adding to their convenience. The website includes a FAQ and a detailed "How It Works" page explaining the biomechanical principles behind the product.

Online Presence

Rockin'Feet maintains a modest online presence through its official website and a Facebook page. The site provides product information, purchasing options, and a company story. However, it does not disclose leadership names, founding date, or employee numbers. The company's social media activity appears limited, with most engagement likely coming from customer reviews and word-of-mouth.