Superfeet announced that the company’s Employee Stock Ownership Program (ESOP) has purchased the balance of the company's shares, making it 100 percent employee owned.

The specialist of over-the-counter insoles has been a partial ESOP since 2006 with employees owning 50.2 percent of the company’s overall shares.
In an ESOP, companies provide their employees with stock ownership, often at no up-front cost to the employees.

“Becoming 100 percent employee-owned is a huge milestone for Superfeet,” said John Rauvola, Superfeet’s president. “It reinforces our long-term commitment to preserving our culture and values as we continue to grow as an organization.”

Superfeet said becoming a 100 percent ESOP Company aligns with the brand’s values of “making a positive difference in the lives of everyone they come in contact with,” whether consumers with better comfort, pain-relief or performance in their shoes or offering employees more control over their careers. Ideally, ESOP companies allows employees to “perform at their highest levels, empowers individuals to create change within the organization and holds employees accountable for making the right decisions.”

Superfeet joins other notable 100 percent ESOP companies such as New Belgium Brewing, Dansko, and more.

“I can’t think of a more exciting time for our team,” added Scott Dohner, Superfeet’s chairman. “Ownership empowers and deeply connects the employees to the success of this organization. It’s just one more way to show that we are all in this together.”  

Separately, Superfeet launched its first-ever ambassador program. Called the Super Squad, the first 11 members in include professional mountain biker Lars Sternberg, mother of four and photographer Roxanna Froese, and avid hikers Justin and Patrice LaVigne.