Groov is proof that consumer tech can be beneficial and helpful.
MyGolfSpy
Groov in the news.
Shoes are made for a size. Feet come in a shape. Groov scans yours with an iPhone, no app, and builds the insole that makes your shoes fit the person wearing them.
What they wrote.
Updated
Interview
Sophie Cunningham Wants You to Step Into Groov
Pat Benson's joint interview with Cunningham and Dan Cataldi on her ownership stake and what comes next.
Roundup
8 Founders Who Built Businesses With No Marketing Spend
Jodie Cook on founders who grew without paid marketing, Groov among them.
Feature
This startup can measure custom insoles with just an iPhone camera
The first national feature on ShapeSense and the scan-to-insole idea.
Review
I let an iPhone app scan my feet, and my arches are thanking me
A hands-on review of the scan and the finished pair.
Review
This technology may change the future of footwear
MyGolfSpy's first look, followed by Footwear Product of the Year.
ReviewCustom Insoles Without the Podiatrist: Hiking in Groov Custom Insoles
Wesley Littlefield's six-month test, from the Montana backcountry to Oklahoma dove fields. Rated 8.8 out of 10.
In their words
I was pleasantly surprised by how well it learned the odd shape of my feet.
Gizmodo
To me, they're worth every penny.
GearJunkie
Press kit
Facts, numbers, photos and people, laid out for anyone writing about Groov. Downloadable versions are in the press kit folder.
We don't make your shoes.We make shoes yours.
Owner and ambassador
Von Miller bought in before we asked.
Super Bowl 50 MVP
He came up to me and was like, hey, can I see your feet? Can I make you some soles?
Von Miller, on his podcast
That was the pitch. Von wore the pair, put Groovs in everything he owns, and posted about it; nobody paid him. He says two ten-hour days in cowboy boots at the Houston rodeo would not have happened without the Luxe. A few months later he was an owner and ambassador, and Groov became an Official Product Partner of the NFLPA. Now he's the one making the pitch. On his podcast he put Brian Baldinger, NFL Network analyst and former NFL lineman, on the record about his own pair. Baldinger has since come on as an owner and ambassador as well.
I could walk five miles with no problem now.
Brian Baldinger, on Von's podcast
Owner and ambassador
She wore them first. Then she bought in.
Sophie Cunningham, Indiana Fever
Once I tried their product, I was a fan.
Sports Illustrated, Kicks On SI, September 18, 2026
Cunningham took an equity stake after wearing Groovs, not before. That order matters to us. Pat Benson's interview with her and Dan Cataldi covers how it happened and what's next.
By the numbers.
30,000+
Data points captured in every ShapeSense scan
<5 min
To scan on any iPhone with Face ID. No app to download
$149
Per pair, built to order and delivered in about a week
6
Pro leagues with players in Groovs: NFL, MLB, NHL, NBA, WNBA, MLS
The facts, copy-ready.
Everything a reporter needs to get Groov right, on one screen.
- Company
- Groov (Dante Virgil, Inc.), New York, NY
- Founder & CEO
- Dan Cataldi
- Product
- 3D-scanned custom insoles in five models Everyday (sneakers and daily shoes), Response (athletic footwear and cleats), Luxe (flats, heels and dress shoes), Blade (skates), Carve (ski and snowboard boots)
- How it works
- ShapeSense maps each foot from an iPhone scan, then AI designs the pair for the foot and the shoe it will live in
- Price
- $149 per pair, multi-pair savings, HSA/FSA eligible, free shipping
- Guarantee
- 30-day money-back guarantee
- Partners
- Official Product Partner of the NFLPA; Hospital for Special Surgery (bulk purchase for its nursing staff)
- Athletes
- Owners and ambassadors: Von Miller, Super Bowl MVP; Sophie Cunningham, Indiana Fever; Brian Baldinger, NFL Network analyst
- Recognition
- MyGolfSpy Footwear Product of the Year; Player's Choice Award, The Players Impact 2026 Super Bowl Business Kickoff; Wharton Launch Award; Wharton AI for Business Award
- Research
- Clinician-supervised workplace study with Dr. Krista Archer, DPM: over 90% of restaurant staff reported notable comfort improvement
Five models. One scan.
Every pair is designed from the same scan; the model decides which shoes it lives in.
The Everyday
Sneakers and daily shoes
The Response
Athletic footwear and cleats
The Luxe
Flats, heels and dress shoes
The Blade
Skates
The Carve
Ski and snowboard boots
Three stories worth telling.
Three angles you could pitch an editor tomorrow, with the sources to back them.
Athletes and ownership
A WNBA star did not endorse an insole company. She bought into one.
Several athletes hold equity in Groov. Three have said so publicly, and each wore the product before putting money in: Sophie Cunningham, Von Miller, and Brian Baldinger, who Von brought in himself. It's the pattern that started the company: the best athletes in the world give away their shoes and keep their insoles.
Sources: Sports Illustrated, Sept 2026; Von Miller's podcast; Our Story
Technology
The metal slide at the shoe store is from the 1920s. It measures two things.
Length and width. That's how every shoe has been fit for a century. Groov measures the whole foot, 30,000 points of it, and designs the surface inside the shoe to match.
Sources: Fast Company, Feb 2025; Gizmodo, Mar 2025
Feet at work
The people who need custom support most have never had access to it.
Nurses, line cooks, farmers, construction crews: on their feet all day, buying insoles off a shelf. A clinician-supervised study of restaurant staff, a hospital buying pairs for its nurses, a teams program for whole organizations, and a former NFL lineman back to five miles a morning are where that starts to change.
Sources: Dr. Krista Archer study; Hospital for Special Surgery; Groov for Teams; Brian Baldinger on Von Miller's podcast
Partners and recognition.
NFLPA Official Product Partner
Endorsed and distributed to players across the NFL through the Players Association.
Hospital for Special Surgery
The top-ranked orthopedic hospital in the U.S. made a bulk purchase for its nursing staff.
Athletes across six leagues
Players in the NFL, MLB, NHL, NBA, WNBA and MLS compete in Groovs, including Super Bowl MVP Von Miller.
Awards
MyGolfSpy Footwear Product of the Year. Player's Choice Award at The Players Impact 2026 Super Bowl Business Kickoff. Wharton Launch Award and Wharton AI for Business Award.
I tried Groov myself before I put a single player in them. Shoes I already thought were comfortable went to a whole new level.
Trevor Kovacs, Head of Medical, New York City FC. Advises Groov.
Founder
Dan Cataldi
Founder and CEO, Groov
Dan's father sold orthotics, and Dan wanted nothing to do with them, right up until he threw out his back and a custom pair fixed it. The question that became Groov came next: why doesn't every shoe feel like this? He wrestled Division I, studied theoretical math and poetry at Brown, did corporate strategy at Capital One, and put his Wharton MBA on hold to build Groov full-time.
- Footwear personalization
- Athlete partnerships and ownership
- Consumer AI and 3D scanning
- Building a hardware and software brand
About Groov.
Boilerplate, 50 words
Groov makes custom insoles from a 3D scan of your feet. Scan with an iPhone, no app required, and ShapeSense maps each foot in 30,000+ points, then designs a pair for your feet and the shoes you already own. Delivered in about a week, $149 a pair. We don't make your shoes. We make shoes yours. groov.me
Boilerplate, 100 words
Groov makes custom insoles from a 3D scan of your feet, so the shoes you already own fit the person wearing them. A ShapeSense scan on any iPhone with Face ID, no app required, maps each foot in 30,000+ points and designs a pair for that foot and the shoe it will live in. Five models cover everyday wear, sport, dress shoes, skates, and ski boots. Pairs are built to order and delivered in about a week for $149. Groov is an Official Product Partner of the NFLPA, MyGolfSpy's Footwear Product of the Year, and worn by players across six pro leagues. Founded by Dan Cataldi. Based in New York. groov.me
All coverage.
Every piece, newest first. Pickups and syndications included.
- GGearJunkieCustom Insoles Without the Podiatrist: Hiking in Groov Custom InsolesA six-month test rated 8.8 out of 10.Review
- CChiCitySportsSophie Cunningham announces personal news outside FeverPaolo Songco on the SI interview and Cunningham's investment in Groov.News
- YYahoo SportsSophie Cunningham discusses future plansAthlon's report on the Groov ownership stake, syndicated to Yahoo.Pickup
- AAthlon SportsSophie Cunningham announces future plans after move outside WNBAChris Phelps on Cunningham's ownership stake and her plans for Groov. Syndicated by Yahoo Sports and Yardbarker.News
- SSports IllustratedKicks On SISophie Cunningham Wants You to Step Into GroovPat Benson's joint interview with Cunningham and Dan Cataldi.Interview
- WWeeViewsGroov Everyday custom insole review: tested by two runnersTwo testers, 77 miles and several eight-hour workdays in the Everyday.Review
- PProfluence SportsDan Cataldi, Founder & CEO of Groov: How AI is reinventing footwearEpisode 323 of the sports-business founder podcast.Podcast
- FForbes8 Founders Who Built Businesses With No Marketing SpendJodie Cook's roundup, Groov among them.Roundup
- GGrit DailyGroov is redefining shoe fit by putting your feet firstOn ending the era of shoes that almost feel right.Feature
- AAuthority MagazineThe future is now: Dan Cataldi on how Groov will shake up footwearA long-form founder interview: the orthotics his father sold, the Wharton pivot, and why custom fit should not cost $600.Interview
- MMyGolfSpyThis technology may change the future of footwearThe first look that preceded Footwear Product of the Year.Review
- WWhartonMarketing MattersGroov founder Dan Cataldi on reinventing custom orthoticsKnowledge at Wharton's Marketing Matters.Podcast
- MMyGolfSpyBest of Golf Awards 2025Groov among the staff's picks of the year.Award
- WWeeViewsThe Groov Response insole reviewTwo runners test the Response model on varied terrain and mileage.Review
- CClear AdmitReal Humans of Entrepreneurship: Dan Cataldi, Wharton MBA '23The path from Capital One to Wharton to going all-in on Groov.Profile
- GGizmodo JapanCustom insoles from an iPhone appGizmodo's review, translated for its Japanese edition.Pickup
- GGizmodoI let an iPhone app scan my feet, and my arches are thanking meA hands-on review of the scan and the finished pair.Review
- FFast CompanyThis startup can measure custom insoles with just an iPhone cameraThe first national feature on ShapeSense.Feature
- WWhartonBaker Retailing CenterAlumni spotlight: Dan CataldiAn early look at the plan to bring custom insoles to the mass market.Profile
More coverage
- VValiantCEODan Cataldi of Groov: navigating the challenges of scaling and upholding company culture
- SSteph's Cheers and Jeers2026 Back to School Guide
- CCEO WeeklyFrom wrestling mats to biomechanics: the unconventional rise of Groov CEO Daniel Cataldi
- UUS Insider80% of people live with foot discomfort, so why are we still calling it normal?
- PPowerHomeBizHow Groov founder Dan Cataldi built his startup
- SStarting Up TipsGroov founder Dan Cataldi on building startup conviction
- TTheCelebrity.OnlineDan Cataldi exclusive interview: success begins before you feel ready
- EEntertainment Monthly NewsWhy performers are rethinking the insoles in their shoes
Media inquiries
press@groov.me
Interviews, fact checks, and assets. We answer within one business day.