Toning shoes must seem like a dream come true for many busy modern women. It’s hardly surprising – who wouldn’t be interested in the idea of a lower body workout just by wearing a different pair of shoes? It’s as fine an example of today’s modern multi-tasking mindset as you’re liable to find.
The idea behind toning shoes is that they introduce an element of imbalance whilst walking, thanks to a specially designed sole. The muscles in the legs and butt will try to re-establish the natural balance of the body – which causes them to do extra work. This is how the free lower body workout is delivered.
The various manufacturers have all had a variety of trials and tests conducted which support the efficacy of their products and back up the claims being made. Feedback from actual users is, by and large, very positive. Almost inevitably, there are many who cast aspersions on the validity of the trials performed, and who doubt that toning shoes are genuinely beneficial.
Even so, there is clearly a high demand for toning shoes. Reebok Easy Tones and Skechers Shape Ups have both seen their market share grow. Reebok’s share of the U.S. women’s athletic footwear market has doubled, to 6.7%. The Skecher’s market share has trebled, to 17% – which represents sales of approximately $ 226 million. In the meantime, market leader Nike, which has steadfastly refused to develop and market toning shoes, has seen its market share fall 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 much more likely to be worn when walking around Wal-Mart than they are when pounding around a running track. Reebok ads have been focusing on women walking dogs, decorating their apartments and even doing housework (scantily clad to be fair). Skechers ads show women walking to work in their Shape Ups. There are a growing number of toning shoes in the Skechers range which look like normal shoes as opposed to exercise footwear. In the meantime, other manufacturers such as FitFlops and Masai Barefoot Technology Shoes continue to offer toning shoes that are styled more like standard shoes than fitness footwear.
The other footwear manufacturers seem to have a vision of the future which is very different to that of Nike. Considering the sales figures, Nike seem to be the ones who are out of step with the market.
Find out why walking to lose weight is so effective. And if wet weather is forecast you can still be cool and trendy in a pair of Hunter boots – as worn by royalty!