Why Am I 30 and Suddenly Googling Arch Support?

There’s a moment in everyone’s late 20s or early 30s when your body delivers a memo. For me, it was waking up after a casual rooftop party feeling like I’d run a half-marathon—in slides. My feet were sore, my back was tight, and I was suddenly spiraling through Reddit threads titled “Best orthopedic inserts that don’t look orthopedic.”

Spoiler: It’s not just you. Our feet change, our footwear habits don’t. Enter Groov—a custom insole that doesn’t scream “podiatrist visit,” but still supports you like one. Designed with AI and a little bit of grown-up wisdom, it’s foot care that finally matches your evolving life (and outfits).

Arch support? It’s not giving “getting older.” It’s giving getting smarter.