They were the brainchild of Marcia Kilgore who was a beauty industry entrepreneur. Marcia collaborated with expert biomechanists Dr David Cook, and Darren James to create the 'Microwobbleboard' midsole unit. It is this unit which gives Fitflop their super comfort and support and can be found in the midsole unit of all FitFlop shoes, boots and sandals.

The Microwobbleboard uses a combination of high, low and mid density EVA materials to create a midsole unit that diffuses pressure and gives great shock absorption where you need it most for instant relieft for your feet. The Microwobbleboard works by using High Density materials at the heel to absorb up to 22% more shock, whilst the Low Density midsection created instability and provides cushioned support, completed with a Mid Density front section which helps to maintain pace as a sole unit it gives the complete package, comfort, support and cushioning. Originally FitFlop marketed their products as a shoe that would aid health and fitness, claiming that wearing FitFlop would increase leg muscle activity and tone the body. However in more recent years FitFlop have changed that ethos and now create and market footwear to give the ultimate comfort.

Since 2007 and more importantly the 2008 boom, FitFlop have far from rested on their laurels and now have a complete range for every season including wedge heels, simply, funky and ornate FitFlop flip flops, boots for both everyday and smart wear, with and without warm linings, and of course clogs and trainers for men, women and kids.

There has been alot of debate over the years about the benefits FitFlop do or do not give you by wearing them, but one thing everyone agrees on is they are superbly comfortable.