FitFlops called a total lie and do not work
July 29, 2008
Contact: PêcheBlu Marketing
Tel. (212) 222-5919
[email protected]
The PêcheBlu Flip Flops website is here
FitFlops Are a Lie
July 29, 2008 – New York City – With 1.5 million pairs of FitFlops sold on the premise that they tone legs and butts, we at PecheBlu have news for you: it’s a lie. Working out tones your legs and butts and we don’t recommend working out in flip flops of any sort. Wear some solid athletic shoes and go for a brisk walk or a run. FitFlops may be comfortable when you slip them on, but they do not perform miracles. If something sounds too good to be true – it probably isn’t.
Don’t take our word for it, go see the 20/20 report, which tests the FitFlop, consults with physicians and exercise experts, and concludes that the claims are hogwash.
Claiming that just wearing them while walking will tone up your legs and butt is a nice marketing ploy touted by Marcia Kilgore, who previously founded Bliss Spas. With 1.5 million pairs of FitFlops sold at $50 per pair, that’s another $10 million or so for Ms. Kilgore who certainly has a lot of incentive to promote her product. But like the all-you-can-eat diet, they don’t work.
And it places the rest of us like PecheBlu flip flops in a bad position. It’s very hard to compete against a false claim, especially one so wonderful. We would like to be fit without working out, too, but there are NO shortcuts.
PecheBlu has been honest about our flip flops, which we make using sports shoe technology with arch support, traction, deep cushioning, an anti-microbial footbed, and a ZFLEX sole that moves with the foot to reduce the fatigue from traditional slab flip flops, which are too thin to provide any of the above and make the toes work harder to keep the flip flop on the foot.
Slab, flat flip flops are just bad for your feet. If you can twist a flip flop, don’t buy it: it offers no support. All you have to do is a search on recent stories on the web or go to http://www.pecheblu.com/healthproblems.php.
Physicians and podiatrists now see people in their twenties with the foot problems that used to occur to people in their fifties. Why? Because they wear slab flat flip flops all day for months. They may be comfortable when you slip them on, but your feet, legs and lower back may not be so comfortable at the end of your day. This is true, too, for FitFlops, which wearers complained gave them sore feet on the 20/20 report.
We started http://www.pecheblu.com to use what has been learned in sports shoe technology over the past ten years to create a better flip flop for your foot. We do it without lies or false claims. We believe honest is the best policy. We also want our customers to work out – but not in flip flops.
Not all flip flops are created equally. PecheBlu is the antidote to slab flat flip flops. We are happy to provide any additional information or photos for you.
PêcheBluTM are the only authentic sports flip-flops. The company incorporates the latest athletic shoe design technology to produce flip flops that perform like precision sports shoes. PêcheBluTM flip flops advanced, patent pending hard rubber Z-FLEX lug design provides stability that moves with the musculature of the foot. Only the “Z” touches the ground. The tough outside shell reduces abrasion and is non-slip and non-marking. Soft antibacterial footbeds with arch supports, heel wells and beautiful grooved anti-slip surfaces cushion and support the foot. Flip flops have a subtle rounded edge wall to protect toes from sliding off. Padded toe straps reduce friction for greater comfort. Elegant leather Nubuck uppers coordinate with the overall sports design.
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5 Responses to “FitFlops called a total lie and do not work”
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What a fair and balanced article! ;)
Chris from FitFlop Ltd here. I thought I’d best respond to this as there are several untruths throughout the article.
Firstly, it’s not a ‘total lie’. FitFlops increase muscle activation in your feet, legs and bums by about 10-12% as well as activating muscles you wouldn’t normally use. How do we know it works? Well, we tested them. And tested them. And then we tested them some more. We wouldn’t go around making claims that weren’t backed up by two independent university studies by two leading UK universities.
Of course we wouldn’t expect people to take our (or the scientists!) word for it, so we open up our website to testimonials and reviews from FitFlop wearers. We publish every review we get, good and bad. Take a quick look: http://www.thefitflop.com/why - I would suggest that a year’s worth of almost totally glowing feedback from thousands of happy wearers is a little more persuasive that the opinions of one woman on a television program.
That said, we haven’t ignored the 20/20 article. We take all valid criticism very seriously and always have it in mind when designing and developing new styles and features. If we were to sit still and ignore what our wearers were saying then that would be the ultimate act of hubris! We are our wearers. If they’re not happy, then we’re not happy. The good news is that we’re both over the moon and looking forward to the winter styles we hope to release in November!
Other points that need correcting include the seemingly plucked from the air figure of $10m going into Marcia’s pocket. Where did you get that from?! You’re not wrong in that we have sold over 1.5 million pairs of FitFlops, but you’re very wrong if you think that goes straight into Marcia’s pockets. To grow the FitFlops brand and to keep providing people with unrivalled comfort, relief from pain from conditions such as Plantar Fasciitis, tight thighs and toned bums we need to keep researching. With this in mind we’ve just signed up to a two year in-depth study of how to improve upon the current FitFlop technology, with London’s esteemed South Bank University. As they are, FitFlops are doing an incredible job but we want to see if we can make them even more comfortable and even more effective.
So there you have it. We have made no false claims and we have not lied. Equally, we would never resort to lying about competitors to try and get ahead. We believe in fairness, honesty and total transparency and will always welcome the same from our business rivals.
Happy walking!
Chris Gilfoy, FitFlop Ltd
If you welcome criticism, why complain about the article not being fair and balanced. 20/20 went to INDEPENDENT researchers and they found FitFlops claims were lies. Go take a look.
In the 20/20 piece, Kilgore says they did 2 studies with 6 and 8 subjects out of the 1.5 million who bought the $50 footwear. Where are these studies, who did them and how much were they paid? Moreover, who paid for them, FitFlops? That’s a bit like the tobacco companies claiming that they have lots of studies showing that cigarettes don’t cause cancer. When 20/20 asked if 14 people out of 1.5 million was a fair sample, Ms. Kilgore avoided answering.
It’s the old saying, “it is difficult to get a man to understand something when his job depends on not understanding it.”
If you want to say the footwear is comfortable, then so be it, but testimonials on science from the public who like the footwear is hardly a defense when you can find scientists to tout your product – and there are a lot of them, including physicians, who will do so for pay. Someone will always take money for something. Besides, with half our country overweight, people are desperate to grasp at straws.
Let’s be serious, Chris, you are selling a fantasy that you can wear a flip flop walking around and get a work out. You never heard the story, “The emperor’s new clothes” when you were a child?
Wearing flip flops activates the muscles you normally don’t use? Since when? We at PecheBlu go to the gym and work out a lot. We see people who work out a lot. And none of them work out in flip flops nor do they look good because of flip flops, even PecheBlu flip flops, which we don’t recommend wearing for a workout. Wear your product and get a tight butt, well, gee, who is lying now? Walk a lot and maybe get a tighter bum, well, duh, we know that. And throwing terms around like 10% and 12% are more lies dressed in science. That you found a scientist to say so, that we believe. We just don’t believe the science. Where did you go to school, Chris?
If you haven’t ignored the 20/20 piece, what valid criticism did FitFlops take? That the claims were false? That the experts said that the FitFlops don’t work? That they cause pronation (the foot turning in), which the sports medicine physician said could cause foot, knee and shin splint pain? That the physician also said that the soft midsole caused the pronation, which Kilgore says gives all the benefits and works you out? That Marcia Kilgore dissembled and didn’t answer directly that her claims are rubbish?
As for the testimonials, the physician pointed out that maybe customers were focusing more on working out or diet, but any beneficial results were not caused by the FitFlops.
Finally, on the financials. We’re in the business. If you sell 1.5 million pairs, the margin should be at least 10%, which is $15 million, which we reduced by another third. If Marcia doesn’t get that money, someone is. And if they reinvest to make more product, that doesn’t change that they earned the money in the first place. That’s some powerful incentive to keep a lie going, Chris Gilfoy, who seems to understand finance about as well as science.
Hi Steve,
I will get back to you properly tomorrow. It’s nearly home time here in London! I welcome your response and wouldn’t like to answer in a hurried fashion. I will quickly address a couple of your points, however. (I am choosing to ignore your personal insults - what are they about?!)
Again, we are not lying. Nor are we using ‘pseudo-science’. If you’re willing to dismiss the evidence put forward by UK universities then what can I show you to prove the science? We have a minimum standard of effectiveness required for each new model of FitFlop. If it doesn’t come up to scratch, it doesn’t reach the production line. This is a very expensive way of doing things, but we are not in the business of selling products that are not fit for purpose.
Also, if we’re being criticised by 20/20 for having only 14 subjects in the pre-trials, then surely it stands to reason that dismissing the effectiveness of FitFlops based on the evidence of 2 subjects, in limited trials over a limited number of days, is even less valid?
“Wearing flip flops activates the muscles you normally don’t use? Since when?”
You seem to be struggling with the difference between FitFlops and run-of-the-mill flip flops. Since when? Since we developed the triple-density midsole with that exact purpose in mind! FitFlops are not just another pair of sandals - they have a totally different sole construction and this is where the increased muscle activation comes from.
As for your attack on my grasp of finance? You forget that whilst you are guessing at the figures, I can actually see them!
Steve, do me a favour, if you insist upon using insults, name calling and claims of lying to try and promote your products without even having tried a pair for yourself, please email me your address and I’ll get a complimentary pair out to you in the mail. Wear them for a couple of weeks. If you can genuinely, hand on heart claim that they aren’t a) the comfiest shoes you’ve ever worn and b) that you can’t feel an extra workout going on, then we can talk further.
I’ll finish with a review we got on the website today. Stacey specifically states that she did nothing differently but wear FitFlops and can see a noticeable difference. I take your point about using consumers to prove science, but when you have a thousand people saying “They made a real difference!” stood next to one (paid) physician saying “I do not think they have made a difference” then I’m always going to side with the people. Are you really going to sit there and say that all these people are lying or wrong, as well?
Tracey, Bensalem, PA, USA
“I bought my first pair online from Bliss Spa in red and white in a size 10 right before Christmas, they were a lil big but I wore them around the house after work (sadly I couldn’t wear them to work), every time I cooked (since standing on ceramic tile hurt my back and this def helped ease the pain considering it was around the holidays and I like to cook I was wearing them for at least 4 hours a week just cooking in my kitchen) and on quick trips to the store (it was winter and cold) by march (when I happened to buy a 2nd pair in a size 9 in black that fit much better at bath & bodyworks) people were asking me constantly if I was loosing wieght. all of my pants were NOTICABLY looser in my butt and thighs. I did not change anything else in my habbits except instead of being barefoot around the house I wore the most comfortable shoe I’ve ever owned. I actually have exercised less (meaning not at all, I use to do at least 1 strenuous thing a week prior to owning these shoes) since I bought these shoes my diet has not changed and people are still asking me at least once a week if I’m loosing weight and I Say Thanks, I’ve done nothing but wear my FitFlops. I LOVE these shoes! I have not gone down any full clothing sizes, nor do I weigh myself to know if i lost weight, but I feel good and my clothes are definitely bigger on me than they ever were (even when I went to the gym 3 times a week), I can see my thighs are smaller and my butt has better shape and I’m actually wearing shoes outside this summer instead of being barefoot. Did I mention that I hate wearing shoes, If I ever have an opportunity to take my shoes off, anywhere, they are off. I am a barefoot girl always, well I was, now I’m a FITFLOP GIRL!! I recommend these shoes to everyone even if they do not believe that they can tone your body they are comfortable and honestly what is $50.00 for the last pair of flip-flops you’ll ever buy and take a chance at maybe loosing an inch or two. To the makers of FitFlops- Thank You!!! and Please hurry up and perfect your closed toe version so I can get a work out all day at work!!”
I hope that your response is a little less angry, personal and vindictive than your last. This is business, not the school yard!
For those who understand, no explanation is necessary. For those who don’t, no explanation is possible.
Steve, I meant what I said. Email me your address and I’ll get a pair in the mail for you. Then you’ll see what all the fuss is about. We’re good guys and we totally believe in what we’re doing. I would not have spent this long defending our name on a remote corner of the internet if I was not passionate about FitFlops and the difference they are making to people.
I sincerely wish you and Peche Blu all the best in your future endeavours.
Chris