Technology provider FootBalance recently appointed Atul Midha as chief executive officer. Midha joins FootBalance following senior leadership roles at companies such as Eton Shirts, Giorgio Armani and a number of fashion retail and tech startups, where he successfully drove growth and operational excellence. 

Running Insight recently reached out to Midha to provide more insight into his plans for run specialty

First, tell us a little bit about yourself — an “elevator pitch” on Atul Midha, both personally and career.

I grew up in the retail industry, as a young kid in my mother’s fabric store in Oslo. I started mopping the floors and worked my way up to the cash register and eventually sales and customer service. Her work ethic was exemplary.

During my career, I’ve been fortunate to live and work on three different continents, which has given me a global consumer mindset. I grew up in Scandinavia and developed my career in New York and parts of Asia, where I lived for almost 20 years working in the retail business. The kids are in school in Oslo, Norway, but North America will always be our second home.

How about your professional career?

My professional background is strongly rooted in retail business. Before joining FootBalance I held senior leadership roles in renowned fashion retail companies and tech startups where I have a proven track record in successfully driving growth, operational excellence and business transformation towards a more customer-centric approach.

Are you a runner?

I am a sports enthusiast and engage in sports in my free time. Most of my business metaphors are sports related. Even though my background is in fashion retail, it has always been my dream to work in the sports business. Now even better, with a meaningful company like FootBalance that improves people’s lives. 

What is your running routine?

I am a very competitive person, always running with a stopwatch, trying to beat my own times. In my head, I still think I am 20-years old. On the other hand, running is meditative for me. It’s my way to take a mental break from a busy workday and recharge my batteries.

What brought you to FootBalance?

My journey is quite interesting as it started before I joined FootBalance. Running is my way to get away from the busy workday. However, I started experiencing knee discomfort a few years ago and was unable to run any more. Then I discovered FootBalance. Thanks to its products I avoided surgery and recovered from my knee injury. But don’t challenge me to a race quite yet. 

What do you think your previous business experience brings to your current position?

I am used to working in the ever-fast-moving fashion industry, where product shelf life is three months before markdowns. Understanding the importance of fast and agile go-to-market strategies to achieve a competitive advantage is crucial. I have a strong retailer mindset, predominantly in DTC business, where it is imperative to put the end consumer at the center of our strategy and decision making. I am fully convinced of the importance of an elevated consumer experience and the need for personalized services.

What similarities and differences do you see between FootBalance and your previous companies?

FootBalance, like my former company, has a strong focus on delivering first-in-class, high-quality products. At FootBalance, we are 100 percent foot health nerds. We believe that wellbeing begins at your feet and then runs through your whole body. Pun intended.

What about the consumer aspect of the business?

FootBalance and my former companies are all very consumer centric. Our aim is to provide world-class service to our target audience, both retailers and end-consumers.

What do you see as the biggest challenges for you personally now at FootBalance?

Getting people to understand the importance of preventative foot health is one of our biggest challenges. We believe that your feet are the foundation of your body. You don’t often think about foot health until you start experiencing aches and pains. We want people to challenge themselves and not their feet. 

How do you accomplish that?

We are thinking outside the box and finding ways to get consumers on a scanner. It’s completely free for the consumer. The process from 3D foot scanning to biomechanical analysis and custom insole molding takes only a few minutes and the health benefits are huge. The role of the running specialty store staff is vital and we need to get them excited about our technology and custom products. 

What are the biggest opportunities?

Given that 75 percent of the population suffers from foot misalignment and there are eight billion feet in the world, the opportunity is huge. Our time is now, especially since we know that consumer spending on personal health is growing and will grow for many years. 

What is your favorite part of your new position?

It’s not so much the position but more about the company. We are in over 40 countries, touching almost 2000  points of sales. That is so exciting, but we have a lot of work to do. It is a very competitive space, and we have to be consistent, determined and willing to work for it.

How would you describe your management philosophy?

I love to play the role of a coach, challenge my team and help them reach their best. Team spirit is crucial to any success.

What is your goal for FootBalance in the U.S. run specialty business?

The goal is to keep runners active, fit and injury-free with our health technology and custom products. With our healthcare expertise, we support retailers in the best possible way to be forerunners in the foot health technology space. Naturally, I would love FootBalance to become a household name in the run specialty business. We have amazing partners and business on the West Coast, but need a larger presence on the East Coast.

What would be your message to run specialty retailers on why and how they should be open to adopting new technology for their stores?

Having worked over 25 years in the brick-and-mortar retail business, I have witnessed how the digital evolution has changed shopping habits and how physical stores have had to adapt to ever-changing consumer needs. Post-pandemic, we see a resurgence of physical retail, with consumers demanding experiences, expert service, and personalization supported by technology and products. 

What does that mean for run retailers?

FootBalance’s 3D foot scanning technology and custom products help retailers elevate the in-store experience to the next level. The technology is easy and intuitive to use, transforming store staff into authentic footwear and foot health experts. For retailers, this means enhanced customer experience, more revenue streams, fewer returns, higher conversion, better profit margins, increased customer loyalty and, more importantly happy, healthy consumers.  It is a clear win-win. 

What do you think is unique and interesting about the U.S. run specialty business?

I am surprised by how many influential smaller run specialty retailers there are in the U.S. market. These retailers are not only respected by the bigger players, but also very well connected with local running communities. 

Will we see you at The Running Event in Austin, Texas in November?

Yes, of course! We will be there stronger than ever before and we have big news for the running industry. We recently won the 2024 Sport Technology Awards in the medical category. In addition, we have selected TRE24 as the place to launch our new ground-breaking technology. It’s going to be amazing! I am very excited to meet and greet the run specialty retailers, brands, and other industry professionals in Texas.

Finally, what do you want to accomplish at FootBalance headed into 2025 and what is it going to take to get there?

People make the company. I am hoping to build a strong team of passionate team members.