What’s happened 

Two members of the Society of Shoe Fitters, Tanya Marriott and Nadia Arden-Scott, have launched The Footwear Hub alongside a national campaign, Fit Well, Grow Well, to provide parents with practical guidance on children’s shoe fitting. 

The initiative follows longstanding concerns from shoe-fitting professionals about children wearing shoes that are too small, too narrow or poorly fitted. They report seeing increasing numbers of children presenting with foot pain, mobility issues and, in some cases, developing deformities. 

The campaign highlights a lack of access to appropriate fitting support, particularly for children with existing foot conditions. 

The founders suggest this has been exacerbated by the growth of online shoe purchasing and the decline of specialist fitting services on the high street, leaving many parents without access to reliable guidance. 

Arden-Scott said: “Parents have been led to believe that fitting shoes is simple and can be done at home, when the reality is that do-it-yourself shoe fitting is potentially causing long-term damage to their child's feet.” 

Marriott added: “What we are seeing is deeply concerning. Unlike other clothing, shoes directly affect how children move, develop and grow and the consequences of a poor fit can last a lifetime. We created this campaign because parents deserve clear, accessible guidance.” 

Why this matters to members 

For podiatrists, the campaign reflects a familiar clinical issue – children presenting with foot and lower limb problems where footwear may be a contributing factor. 

Paediatric podiatrists recognise that healthy foot development supports wider mobility, activity and long-term health. Timely access to podiatry can support effective management of foot pain and lower limb conditions and help prevent longer-term complications. 

The campaign also highlights a broader gap in public understanding. As access to specialist fitting services has declined, more responsibility has moved to parents, often without clear or consistent guidance. 

What happens next 

The Royal College of Podiatry’s Children’s Podiatry Specialist Advisory Group and Footwear Specialist Advisory Group are already active in this area. 

The College is in discussion with the campaign’s founders to explore how it might support the Fit Well, Grow Well initiative. 

Links and references 

You can find out more about The Footwear Hub here.

Email: info@footwearhub.org  

The Guardian: Children’s shoe retailers say closure of specialist shops is harming foot health

#FitWellGrowWell #FitComesFirst