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 generate an element of imbalance when 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 lower body workout is achieved.
All of the manufacturers have had various tests and trials and tests commissioned, and these seem to support the claims being made on behalf of toning shoes. There is no shortage of glowing testimonials from users. However, it almost goes without saying that there are those who doubt the validity of some of the test results and who query the entire concept of toning shoes.
Nevertheless, there is clearly a high level of customer demand for toning shoes. Reebok Easy Tones and Skechers Shape Ups have both seen their market share increase. The Reebok 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 is equivalent to sales of around $ 226 million. Meanwhile, market leader Nike – who have shied away from toning shoes – has seen their share of the market share reduce by 7.2% to 31%.
It may be that Nike consider their footwear to be targeted more at “serious” athletes than toning shoes. Whatever the logic behind Nike’s lack of participation in the toning shoe arena, it may turn out to be a costly decision on their part.
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.
Check out the latest Skechers toning shoes. If you’re expecting wet weather you can still be chic and cool in a pair of Hunter boots – as worn by royalty!
