All Press Releases for January 31, 2010

Affordable FitFlops Beat Recession at Fitness Footwear

An exciting new range of spring/summer FitFlops has arrived at Fitness Footwear to meet the fresh demand for affordable fitness alternatives to rising gym fees.

    HERTFORDSHIRE, ENGLAND, January 31, 2010 /24-7PressRelease/ -- On Monday 25th of January the British government announced a 0.1% economic growth which had an instantaneous effect upon consumer spending, changing shopping trends overnight.

Despite record consumer spending in the run up to Christmas 2009, news of the lingering recession has renewed public interest in saving money, resulting in a fresh search for more affordable alternatives in luxury items.

One example is FitFlops, a fitness sandal marketed as 'the flip flop with the gym built in'. Launched in 2007, FitFlops have been helping women to burn calories and tone muscles resulting in slimmer legs and a smaller bum.

With no real end of the recession clearly in sight, there has already been a dramatic cut in public spending with many shoppers are turning to the internet to find the best deals.

Online sports and outdoors specialist Fitness Footwear has been stunned by the sudden demand for FitFlops online.

"We sell a lot of FitFlop products at this time of year," said Fitness Footwear MD Luke Barlow, "but the slightest talk of recession and they become the must have alternative to joining a gym."

With gym fees on the rise due to the increase in VAT, more women than ever are responding to the economic changes and instead of renewing their gym memberships are investing in a pair of FitFlop sandals instead.

"When you consider that a gym membership costs GBP50 a month while a pair of FitFlop sandals can cost as little as GBP35, it's clear to see why so many are choosing a shoe instead of the gym." said Mr Barlow.

The secret to the success of FitFlops is not only excellent marketing and celebrity endorsement, but the patented FitFlop Microwobbleboard TM midsole which is designed to slightly destabilize the foot while providing a soft cushion to mimic the effects of barefoot walking.

This means that the foot rolls more naturally when walking, utilizing muscles more effectively while these same muscles in the legs, buttocks and core have to work that little bit harder to stabilise each step.

The end result is that more calories are burned and the muscles are worked harder whilst walking, but without the extra effort.

Naturally, this makes FitFlops ideal as a form of everyday exercise footwear for picking the kids up from school, going shopping and even doing the housework.

With their focus on both fitness and footwear, Hertfordshire based retailer Fitness Footwear has enjoyed year on year success as a stockist of the best selling FitFlop brand.

While the company's competitors on both the high street and the internet are fashion shoe retailers, Fitness Footwear continues to inspire customer confidence to purchase FitFlops through its specialist focus on sports and exercise.

With 5 years of online retailer experience Fitness Footwear is at the forefront of ecommerce in the health and fitness market, specialising in a selection of sports and outdoor shoes from watersport sandals to walking boots, running shoes and of course, FitFlops.

The new spring/summer range of FitFlop sandals is available to preorder now from

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Adam Smith
Fitness Footwear
Stevenage, Hertfordshire
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