New Balance Canada is taking its traditional commitment to fit and performance to a new level with the launch of the
Procare Service Brand. Through a network of dedicated Fit Specialists, the service intends to educate, guide and support designated footwear dealers so they can offer exceptional customer care and fit specialization.

“Fit has always been at the core of the New Balance philosophy,” explains Jonathan Ram, General Manager, New Balance Canada. “Our focus on multiple widths, sizes and technologies has demonstrated the important link between
fit, comfort and performance. This focus has evolved to encompass consumers with foot conditions and hard-to-fit feet. The only way for this approach to fully benefit these consumers is by educating the footwear retailer on the elements of a proper fit.”

The Procare Service Brand began with the establishment of an Advisory Council. This group is comprised of professionals from a variety of health disciplines, including pedorthics, sports medicine, podiatry, chiropody and physiotherapy, as well as affiliated specialties in fields such as aging and arthritis. The Council began working together in early 2004. “Their participation was paramount to understanding the issues and challenges that a
specialized fit service might encounter,” adds Mark Rosenthal, Procare Service Brand Coordinator. “Together, the Council helped develop the philosophy and approach to foot health, shoe selection and fitting that was to become the Procare Service Brand.”

“New Balance must be congratulated for the development of Procare,” says Dr. Jack Taunton, Director of the Allan McGavin Sports Medicine Centre, University of British Columbia and a member of the Advisory Council. “Health
Care Providers will have increased confidence in referring a patient to a Procare dealer with a staff educated in foot function, anatomy, biomechanics and overuse injuries. This will set a new standard in the footwear industry.”

The Procare Service Brand includes:

  • Education (manual and exam) leading to a Procare Fit Specialist designation;
  • Customer service / store operations support;
  • Relationship-building elements to network with local stakeholders; and
  • Targeted marketing elements to reach out to the healthcare community.

The service will launch with 24 New Balance dealers across Canada. It is anticipated that by 2006, there will be approximately 36 dealers certified. The styles carried by the Procare Dealers include those consistently referred to patients by the healthcare community, such as neutral cushioning and motion control styles for walking and running, as well as supportive cushioning and training styles for running.