Toning shoes are a relatively new innovation in the fitness market and are proving extremely popular with women everywhere. 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 an excellent example of the multi-tasking mindset we're becoming accustomed to.
The idea behind toning shoes is that, by the use of a specially designed sole, they introduce an element of imbalance whilst walking. The leg and butt muscles attempt to re-establish the body's natural balance, and this results in them doing a little extra work. This is how the lower body workout is achieved.
The various manufacturers have all had a variety of trials and tests conducted which support the efficacy of their products and back up the claims being made. There is also plenty of extremely positive user feedback. 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. Reebok's share of the U.S. women's athletic footwear market has doubled, to 6.7%. Skecher's share has tripled, to 17% - which represents around $ 226 million worth of sales. Meanwhile, market leader Nike - who have shied away from toning shoes - has seen their market share drop by 7.2% to 31%.
It could be that Nike consider their footwear to be aimed more at "serious" athletes than toning shoes. Whatever the reason for their apparent reticence to get into the toning shoes market, it might prove to be a costly decision for them.
Just a year ago, there were no toning shoes to be found in the list of top ten grossing athletic shoes. A survey in May of 2010 found that six of the top ten athletic shoes were toning shoes - two Easy Tones and four Shape Ups. In fairness to Nike, their shoes filled the remaining four slots. In 2008, U.S. toning shoe sales totalled $ 17 million. Toning shoe sales rocketed to $ 252 million during the first four months of 2010.
Toning shoes are probably more likely to be worn in Wal-Mart than for doing circuits around a running track. The Reebok ads show women decorating their houses and walking their dogs. Skechers ads show professional women walking to work whilst wearing 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. Meanwhile, other companies such as Masai Barefoot Technology Shoes and FitFlops continue to supply toning shoes that look more like normal shoes than exercise shoes.
The other footwear manufacturers seem to envisage the market developing in a different manner to Nike. On the basis of the sales figures, it is Nike who look to be out of step with the needs of the market.
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Get more details on FitFlops toning footwear. They have huge selection of sandals, winter boots, slippers and clogs which will provide you with a workout as you walk. And if you enjoyed this briefarticle why not have a look at over at Hubpages.
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