Running News Daily

This new tech startup aims to provide an expert fit, all from your phone

A shoe can make or break your run, no matter your fitness level. Ill-fitting shoes can cause blisters so bad you can’t run anymore, while some shoes just don’t serve your specific gait, compromising your performance. 

That was the case when pro marathoner Nell Rojas made headlines for breaking her coveted contract with Adidas. She cited issues with Adidas’ Adizero Adios Pro 2 for the split in 2022. 

“I know that shoe is an amazing shoe, and I know world records have been set in it and marathon winners run in it, but for whatever reason it didn’t work for me and my stride,” she told Women’s Running. “I raced in it and didn’t have good results. I was having a hard time recovering and dug myself into a huge hole, and I think a lot of it was because of the shoe change earlier this year.”

What if runners could save themselves from training in shoes that are ultimately bad for them? What if a software, powered by artificial intelligence (AI), could recommend the perfect shoe for you?

While pros are bound to a single brand, the rest of us are burdened with choice. Do you choose whatever your speediest friend is wearing? What looks the best? Do you choose one that has excellent online reviews? Or do you visit a running shoe store and rely on a random salesperson’s expertise? 

Maybe you’ve done all of the above and still felt disappointed with the performance of your footwear. For many runners, finding the right shoe is tricky and frustrating. It’s also paramount to success in the sport. 

“It’s the only equipment for running that needs to be perfect,” says Tim McConnell, who owns West Seattle Runner alongside his wife, Lori. Together, they’ve been fitting runners in shoes for more than a decade. Lori is also a certified running coach and licensed mental health counselor. They agree that wrong shoes can not only make running uncomfortable, but they can also cause serious injuries up the chain. 

So why is the perfect shoe so elusive? For one, just getting sizing correct is a complicated mess. To start, our feet change over time. As we age, feet flatten as ligaments and connective tissue loosen, causing feet to change size. Hormones during pregnancy do the same.

“Even as you get into that run, your foot swells,” says Mark Bouma, a Seattle-based physical therapist. This means your feet will be smaller in the store when you’re trying on shoes than they will be out on the pavement. 

Sizes are also not precise and vary from brand-to-brand. In women’s running shoes, for example, it is estimated that 40 percent are not true to label size according to data recorded from Volumental–a company that makes 3D foot scanners for shoe stores. 

Many running stores are equipped with 3D foot scanners that measure heel-to-toe-length, ball width, ball girth, heel width, arch height, and instep height. The scanners help store employees recommend shoe size, can generate custom insoles based on the readings, and use AI to recommend shoe models. 

While this is a quick, simple, and free service that stores provide to the community, it’s an extra step that some consumers aren’t interested in or otherwise don’t have access to if they don’t live near a retailer. Instead, consumers purchase shoes online, hope they fit, and return if they don’t. It’s a cycle that causes friction for all parties–retailers, manufacturers, and consumers. 

No one is surprised to hear that the trend of online running shoe shopping is not likely to go away. As Forbes reports, eCommerce continues to grow steadily and is expected to balloon to 24 percent of all retail sales by 2026. 

What if there were a way to buy shoes online better? According to research from Salesforce, product recommendations powered by artificial intelligence can potentially affect $194 billion in online sales. 

Artem Semjanow, founder and CEO of the running shoe app Neatsy.ai, agrees that artificial intelligence and augmented reality can ease pain points for shoppers. His app allows users to scan their foot from their phone to receive the kind of recommendations they’d get in a running store as well as physical therapy recommendations related to any pain they are having. 

As someone who suffered from debilitating foot pain, Semjanow wanted to create a tool that would help people, not just runners, get access to affordable foot care and personalized shoe recommendations. Prior to founding his tech company, Semjanow was at Prisma Labs developing AI photo-editing software.

“I decided that I got tired of improving people’s selfies,” he says. “It’s a cool job, don’t get me wrong. And people pay for self-improvement. But I wanted to make something more meaningful for the world.” 

Through his own experience and what he knew from doctors in his own family is that when you go in with a problem, doctors will always try to take a more conservative approach to addressing your problem before suggesting an invasive treatment. What if he could develop an app that went through those conservative approaches to save users time and money? 

What that looks like on Neatsy.ai is giving guidance about basic foot ailments, suggesting physical therapy treatments, and recommending the shoes that you can purchase from the app. 

The system uses augmented reality to create a 3D scan of the foot and artificial intelligence to make the recommendations and answer questions users have, similar to ChatGPT. Arguably more reliable than ChatGPT, Neatsy.ai has been trained using real medical cases in partnership with Harvard Foot and Ankle Research and Innovation Laboratory. 

“They helped us collect the anonymous set of data of different cases for people—pretty much all the 3D foot shapes, and what real doctors have thought that the problem might be and what treatment and shoes doctor recommends in that particular case,” says Semjanow. 

The team will soon publish research on the process of training AI using a mix of in-app scans and obtained medical cases. 

When a store associate is conducting a shoe fitting, they are taking a lot of qualitative data into consideration: your running goals, your history with injury. They are watching you run in the shoe to see how your gait is affected. 

“We even listen to the sounds of the runner,” says Lori McConnell. If the footfall is particularly loud or slapping, that might lead them to recommend a different shoe.

Shoe fit is an intricate puzzle when you consider the dynamic nature of the foot, says Craig Fox, D.P.M., an Illinois-based podiatrist. Then you add in the extra layer of performance goals or other tangible variables. “We know the size of your foot changes dynamically as you walk or run. What if you change socks? That may have an effect on shoe size. Even with 13 points of measurement, the challenge persists.”

It’s unlikely that any scan will understand how your foot moves under load, unless it is taken in motion, says Bouma. “If it’s just scanning your foot, you really don’t know what the other joints around the foot are doing.” 

Another complication comes in the changing landscape of shoe design itself. Jon Teipen, principal footwear product line manager at Brooks, notes that shoes are more dynamic than they once were, which changes what we know about fit. 

“You’re looking at more engineered materials that are a lot more intelligent, so they just have a little bit more give to them,” he says. In older designs, shoes would have a repeating mesh pattern with polyurethane (PU) overlays that made the upper more static and less accommodating to different feet. “[Now,] as you put your foot in there, the materials can expand out a little bit more than they used to be able to with all the extra overlays on it.”

He believes that extra level accommodation gives AI an advantage in spitting out a closer-fitting recommendation, as long as the internal measurements are right. 

“On the other side, too, is that the materials have some flexibility and stretch to them. There’s some variants of the actual shoe structure itself that the program’s probably not going to be able to decipher either,” says Teipen. Dr. Fox notes that the same issues persist with foot scanners in store that are designed to narrow in on foot size and not much more. “Just because the shoe ‘fits’ on your foot, does not mean it is the best footbed for your foot type.” 

Even running store owners agree in regard to the tech they use everyday. 

“The scan gives us credibility,” says Tim McConnell who is used to customers not believing him when he suggests they’re wearing the wrong sized running shoe. But many of his recommendations are based on his experience and not necessarily because of the technology. “A footscan might get you halfway there,” he says. 

A lot of that push back has to do with lack of education–adults not understanding that their feet can get bigger–and what industry experts call ‘vanity sizing’ –consumers holding on to a standard of femininity or masculinity attached to confining within a certain shoe size. 

Teipen also sees how a technology like AI can help runners get beyond vanity sizing issues. “Tools like this that are a little bit more objective, might be good for people to get over any mental barriers they have,” he says. 

Semjanow also recognizes the limitations of Neatsy’s use of AI in such a broad category. With so many new shoe models released each year, the app is unable at the moment to recommend the newest, perhaps most advanced shoe models, as it relies on user reviews to generate recommendations. 

“For example, HOKA introduced a new running model for summer 2024, and we just don’t have any data for that,” says Semjanow. Which means app users are more likely to be given recommendations for older models, rather than new ones. “We want to establish more partnerships with shoe brands to actually get the data for different kinds of shoes before they are launched.” 

It’s important to note that the company does receive a commission from shoes sold on the platform. But according to Semjanow, the commission is the same across the board, so there is no incentive for them to push one brand over another. 

AI may not be the perfect shoe conversion tool right now. But there are other ways AI will revolutionize the running shoe industry. 

“The future of footwear lies in reimagining the selection process, focusing not on the shoe as a whole but as a sum of its parts,” says Dr. Fox. “Analogous to selecting eyeglasses, where frames are chosen and lenses are made to specifications, the concept of prioritizing the insole before the shoe itself could revolutionize the shoe buying experience.”  

Brooks is in the early stages of utilizing AI in a generative design process. 

“It’s starting to open up where we can move faster,” says Taipen. When working on a blueprint of a shoe, for example, shifting from a 2D to 3D model, these technologies allow them to modify characteristics faster than the modifying hand drawn designs. “The hope is, as we move into the future, to be able to do actual digital testing.”

With the forthcoming Hyperion Elite 4, for example, Brooks has partnered with Arris, a manufacturing tech company focused on performance products, for the shoe’s carbon plating. 

“What they’re able to do is lay down each fiber individually, so they can add a little bit more stiffness in some spots, a little bit more flexibility in some spots. And then they can run it through their computer and test it and see what the performance and functionality would be. So they can do a lot of iterative testing before actually even building a part.” 

Teipen is encouraged that generative design in AI will only get better.Likewise, Dr. Fox is hopeful about AI and AR in shoe manufacturing and retail. 

“After three decades in podiatry, I’ve witnessed countless patients lugging shopping bags filled with shoes that didn’t quite work. Their stories often echoed the frustration of finding a temporary solution, only to return to the online marketplace in search of the elusive perfect shoe–the unicorn of footwear.”

At 67, Canadian runner Pete Benson is preparing to take on one of the most extraordinary endurance challenges in marathon running: completing seven marathons across seven continents in just seven days while raising money for a cause that reaches far beyond the finish line.

Hailing from Grand Manan, New Brunswick, Benson is set to participate in the Great World Race, an ambitious event that combines the physical demands of marathon running with a demanding journey around the globe. The challenge will require him to complete seven full marathons, each covering 42.195 kilometres, while travelling between continents on a tightly scheduled itinerary.

The challenge is scheduled to begin on November 15, 2026, with pre-event activities expected to start around November 12. Benson's adventure will begin in Antarctica, where the icy terrain and harsh conditions will provide a formidable introduction to the week ahead.

The opening marathon is scheduled for Wolf's Fang in Antarctica, where Benson will face the unfamiliar and potentially unforgiving conditions of the frozen landscape. Reflecting on the prospect of running through the ice and snow, he admitted that the experience is intimidating.

"That's pretty, pretty scary in itself," he said. "Through the ice and snow."

From Antarctica, Benson will travel to Cape Town, South Africa, for his second marathon on November 16. The journey will then continue to Perth, Australia, on November 17, followed by Singapore on November 18. On November 19, he is scheduled to race in the Algarve, Portugal, before heading to Cartagena, Colombia, on November 20. The challenge will conclude in Miami, United States, on November 21.

The demanding itinerary will leave little time for conventional recovery. After each marathon, Benson will need to travel to the next destination, navigate changing time zones and prepare for another 42.195 kilometres. Managing fatigue, nutrition, hydration and sleep will be essential as he attempts to complete the seven races within a single week.

Benson described the unusual routine that awaits him, highlighting the relentless cycle of running and travelling that defines the challenge.

"We run the race, get back on the bus, back on the plane, head to the next one and away we go around the world," Benson said. "That plane becomes our hotel and restaurant for the week, pretty much."

Beyond the physical demands, Benson recognises that taking part in such an ambitious international adventure comes at a considerable financial cost. He describes running as a personal investment, one that has provided him with valuable experiences and opportunities to discover more about himself.

"It's certainly a want, not a need," he said. "Some people go on river cruises and other things that they spend their money on and I spend my money on running and I've learned a lot from it."

Despite the expense, Benson believes the experience is worth the investment.

"So I think the investment is worth it, but it is extravagant," he said.

However, his motivation extends beyond personal achievement. Benson is also using the challenge to raise money for a nonprofit organisation that funds clean-water projects in countries around the world. The fundraising initiative is voluntary and is not a requirement for participating in the event.

By connecting his running adventure to a cause with a tangible impact on communities, Benson hopes to give every kilometre a greater purpose. His effort demonstrates how an individual sporting challenge can also become an opportunity to support work that improves lives.

"I'm happy that there's a purpose behind every mile that I run," he said.

That purpose adds another dimension to Benson's ambitious undertaking. While the seven marathons will test his physical strength, mental resilience and ability to recover between races, his fundraising mission will allow him to contribute to efforts aimed at improving access to clean water around the world.

As November 15 approaches, Benson is preparing for a demanding week that will take him from the ice and snow of Antarctica to the streets of Miami, with five other destinations in between. Each marathon will bring a new test, requiring careful preparation, determination and the ability to keep moving forward despite accumulating fatigue.

At 67, Benson is setting out to complete an extraordinary endurance challenge while supporting a cause beyond himself. Seven marathons, seven continents and seven days will test his limits, but his journey will carry a purpose that extends far beyond the finish line.

Kenyan twins Caroline and Purity Gitonga delivered outstanding performances at the 2026 Valencia Half Marathon in Spain, with both athletes setting new personal bests in a memorable display of endurance, determination, and sibling excellence.

Caroline led the way, clocking an impressive 1:04:59 to finish sixth in the women's race. The performance marked a significant breakthrough for the talented Kenyan, who improved her previous personal best of 1:06:26 by 1 minute and 27 seconds, underlining her continued progress among the world's leading half-marathon runners.

Her twin sister, Purity, was equally impressive, crossing the finish line in 1:05:56 to secure 11th place. She shaved 1 minute and 35 seconds off her previous personal best of 1:07:31, completing a remarkable day for the sisters as they both reached new milestones in their athletic careers.

Their performances highlighted the strength of Kenya's distance-running tradition while showcasing the individual talent and shared determination that have made the Gitonga twins athletes to watch. Competing on one of the world's fastest half-marathon courses, Caroline and Purity demonstrated their ability to translate hard training into significant improvements on the international stage.

Having a twin sister who understands the demands of elite athletics can provide a unique source of motivation. From the discipline required during training to the challenges of competing against the world's best, the sisters share a journey that extends beyond the finish line. Their latest achievements in Valencia offer another inspiring example of how ambition, perseverance, and mutual encouragement can drive athletes toward new heights.

For Caroline, finishing sixth in 1:04:59 represents another important step in her development, while Purity's 1:05:56 performance confirms her own impressive progress. Although they finished several places apart, their achievements tell the same powerful story: two athletes pushing their limits and continuing to improve against a highly competitive international field.

Valencia once again provided a stage for exceptional distance-running performances, and the Gitonga twins made the most of the opportunity. Their personal bests are not only a testament to their hard work but also an encouraging sign of what they could accomplish as they continue to gain experience and pursue even greater ambitions.

Two sisters, two personal bests, and one unforgettable day on the roads of Valencia. Caroline and Purity Gitonga have given Kenyan athletics another reason to celebrate, and their latest performances will undoubtedly strengthen interest in what the talented twins can achieve in the seasons ahead.

Australian endurance athlete Mick Marshall has achieved an extraordinary milestone at the 2026 Marine Corps Marathon in Washington, D.C., setting a world record for the fastest marathon completed on crutches after crossing the finish line in an incredible 5:35:50.

Representing Altra as an elite athlete, Marshall demonstrated remarkable determination and perseverance throughout the 26.2-mile (42.195-kilometre) race, turning one of the world's most celebrated marathon events into a stage for an inspiring display of human resilience.

Completing a marathon is a demanding physical challenge for any athlete, requiring months of preparation, mental strength and the ability to push through fatigue. Covering the same distance on crutches presents a different set of challenges, placing considerable demands on the upper body, coordination and endurance. Marshall's achievement highlights the dedication required to overcome obstacles and pursue goals that many might consider beyond reach.

The Marine Corps Marathon, renowned for its patriotic atmosphere, enthusiastic spectators and scenic course through the nation's capital, provided a memorable setting for the record-breaking performance. As thousands of runners pursued their own finish-line goals, Marshall carved out a special place in the event's history with his remarkable effort.

Beyond the record itself, Marshall's achievement carries a message that resonates far beyond the running community. Every movement toward the finish line required determination, patience and an unwavering commitment to the challenge before him. His performance is a reminder that greatness is not measured solely by how quickly someone reaches a destination, but also by the courage it takes to pursue a goal despite the difficulties along the way. For aspiring athletes and anyone facing personal challenges, his accomplishment offers a powerful lesson in perseverance, self-belief and the importance of refusing to give up when the journey becomes difficult.

His performance also serves as a reminder that marathon running is about far more than finishing times and podium positions. It is a test of courage, commitment and the willingness to redefine personal limits. Marshall's accomplishment demonstrates that the spirit of distance running extends beyond conventional expectations, inspiring athletes and spectators alike to reconsider what is possible through determination and hard work.

Marshall's remarkable run also reinforces the inclusive spirit of distance running, where the finish line belongs to everyone willing to take on the challenge. Whether competing for a championship, chasing a personal best or simply striving to complete the distance, every runner has a story worth celebrating. By setting a world record on crutches at one of America's prominent marathon events, Marshall has added an unforgettable chapter to that story, encouraging others to look beyond perceived limitations and pursue their ambitions with renewed confidence.

For Marshall, the 5:35:50 finish represents more than a time on the clock. It marks an extraordinary personal achievement and a moment that celebrates perseverance, resilience and the determination to keep moving forward. His performance has brought renewed attention to the remarkable possibilities within endurance sport and the many different ways athletes can challenge expectations.

Marshall's achievement at the Marine Corps Marathon stands as a powerful testament to the human spirit, demonstrating that success is not always about having the easiest path, but about finding the strength to keep going. His 5:35:50 performance is a reminder that the finish line can represent much more than the completion of a race: it can symbolise courage, possibility and the extraordinary things people can accomplish when they refuse to give up.

The 23rd edition of the Standard Chartered Nairobi Marathon delivered a spectacular celebration of endurance, determination and competitive excellence on Sunday, October 25, 2026, as Abraham Kiptum and Mercy Kandie Rotich claimed the men's and women's 42km titles in a memorable showcase of Kenyan road-running talent.

With thousands of runners taking to Nairobi's Southern Bypass, the full marathon provided a compelling test of physical strength, tactical discipline and mental resilience. For the elite athletes at the front, every kilometre presented an opportunity to gain an advantage, while the demanding distance required unwavering concentration from the starting gun to the finish line at Uhuru Gardens.

In the men's race, Kiptum produced an impressive performance to secure victory in 2:10:35, narrowly missing the course record by just 23 seconds. The 37-year-old Kenyan demonstrated his experience and endurance throughout the contest, ultimately establishing himself as the strongest performer over the 42.195-kilometre distance.

Kiptum's victory was particularly significant given his recent return to competitive marathon running. The athlete from Kapsabet had continued rebuilding his career and arrived in Nairobi following victory at the CRDB International Marathon in Dar es Salaam, Tanzania, in August. His latest triumph provided another encouraging chapter in his return to the forefront of distance running.

The men's contest produced an exceptionally close battle for the remaining podium positions. Fellow Kenyan Amos Kipkemoi Cheruiyot finished second in 2:10:37, just two seconds behind the champion, while Mark Kibiwott secured third place in 2:11:05.

Dismas Kiplimo finished fourth in 2:11:15, followed by Henry Kiprono Togom, who completed the top five in 2:11:55. The depth of the leading performances underlined the quality of competition on a morning when the front-runners pushed each other towards impressive finishing times.

Kiptum's performance also highlighted the importance of consistency and preparation in marathon running. Having invested months in training, the experienced Kenyan delivered when it mattered most, navigating the course with the composure required to emerge victorious against a competitive field.

The women's 42km race was equally captivating, with Mercy Kandie Rotich claiming the championship in 2:31:25 after a determined performance over the challenging distance.

Rotich demonstrated resilience and composure as the race unfolded, maintaining her challenge through the later stages before securing the victory. Her performance earned her a place among the latest champions of one of Kenya's prominent annual road-running events.

The battle for the women's title was decided by the narrowest of margins. Peris Jerono finished second in 2:31:27, only two seconds behind Rotich, while Ruth Wakabu completed the podium in 2:31:36. The three leading women finished within just 11 seconds of one another, providing a dramatic conclusion to the contest.

Shyline Jepkorir placed fourth in 2:34:55, while Dorothy Kipkilach finished fifth in 2:36:38, rounding out the leading performers in the women's division.

The narrow margins between the leading athletes reflected the unpredictable nature of marathon racing, where pacing, endurance and the ability to respond under pressure can determine the outcome after more than 42 kilometres of competition.

Beyond the podium battles, the full marathon represented a celebration of the determination that defines long-distance running. Every athlete who took on the distance faced the challenge of managing energy, overcoming fatigue and maintaining the mental strength necessary to reach the finish line.

The Southern Bypass provided the setting for these performances, with the runners navigating the Nairobi course before completing their challenge at Uhuru Gardens. The event brought together elite competitors and recreational athletes, united by the ambition to test their limits over the classic marathon distance.

The 2026 edition once again demonstrated the enduring appeal of road racing in Kenya, a country internationally recognised for producing exceptional distance runners. It also offered a platform for athletes to pursue personal ambitions, compete for prestigious honours and showcase the depth of talent within Kenyan athletics.

For Kiptum and Rotich, however, the day belonged to the pursuit of victory. Their respective performances secured them the coveted men's and women's marathon crowns, while the fiercely contested podium finishes ensured that the 42km races delivered the drama and excitement expected of a major road-running championship.

As the 23rd Standard Chartered Nairobi Marathon concluded, the achievements of the two champions stood out as the defining moments of the full-marathon competition, celebrating not only speed and endurance but also the preparation, perseverance and competitive spirit required to conquer 42.195 kilometres.

The true spirit of marathon running was beautifully displayed at the 2026 Mainova Frankfurt Marathon, where the celebration extended far beyond the elite athletes who crossed the finish line first. In a heartwarming tradition, the race's men's and women's champions waited inside the historic Festhalle Frankfurt to welcome the final finisher, reminding the world that every marathon journey deserves recognition.

As the final runner entered the magnificent venue, the atmosphere transformed into an unforgettable celebration. Confetti filled the air as music, dazzling lights and a red-carpet welcome created a moment usually associated with the sport's biggest stars. Standing alongside the champions, the last finisher received a hero's reception, demonstrating that the achievement of completing a marathon deserves to be celebrated regardless of finishing position.

Ethiopia's Jirata Lelisa Dinki, who won the men's race in an impressive 2:05:26, and compatriot Zeineba Yimer Worku, the women's champion in 2:19:45, were among those celebrating the final runner's remarkable achievement.

Their presence sent a powerful message about the values that make marathon running special. While elite athletes push the limits of human performance in pursuit of victory and fast times, thousands of other runners take on the same 42.195-kilometre challenge for deeply personal reasons. For some, the goal is to achieve a personal best; for others, it is to overcome adversity, fulfil a lifelong ambition or simply reach the finish line.

The final finisher's journey may have taken longer than that of the champions, but the determination required to keep moving forward deserves equal admiration. Every kilometre represents effort, sacrifice and perseverance, and crossing the finish line marks the successful completion of a challenge that demands both physical endurance and mental strength.

Frankfurt's special welcome captured an essential truth about distance running: a marathon is not only a race against the clock but also a personal battle against exhaustion, doubt and the temptation to give up. By waiting for the final runner, the champions helped ensure that the day's celebrations included someone whose achievement might otherwise have gone unnoticed.

In a sport often defined by world records, course records and podium finishes, this touching tradition offers a refreshing reminder that the value of a marathon cannot be measured by time alone. The fastest runners may make headlines for their performances, but every finisher has a story worth telling.

At the Mainova Frankfurt Marathon, the champions had already conquered their own challenges. Yet their decision to welcome the last runner created another memorable moment, showing that greatness in sport is measured not only by what athletes accomplish but also by the respect they show others.

Because when the final runner receives the same warmth, applause and celebration as the champions, the message is unmistakable: every runner matters, every finish line represents an achievement, and nobody should be left behind when it is time to celebrate.