Walk, run & ski in comfort with Bicester’s Solutions 4 Feet

People travel from all over the world to get to Bicester – but many of them aren’t headed for Bicester Village. In fact, it’s not fashion they’re thinking about, but feet.

That’s because Bicester is where foot specialist Colin Martin C.Ped. chose to set up his business, Solutions 4 Feet.

Our customers range from people who have been in traffic accidents and want pain relief or specialist shoe adjustments, through to Armed Forces Para Athletes, blind Paralympic skier Menna Fitzpatrick (and her guide, Jen Kehoe) and Olympic Gold Medallist skiers like Swiss athlete Sarah Höfflin.

“Working with the Olympians and Paralympians has been the highlight of my career, as well as watching the business grow over time,” Colin says, “Sarah flies in from Geneva any time she needs an adjustment to her ski boots, and I was so, so happy to watch her win Gold while wearing them.”

Colin works with a colleague, Keith, who also brings 30 years’ experience to the table.

“We do everything in-house,” Colin says, “Anything that needs adjusting on ski boots and shoes, we do right here.”

Suits from Saville Row

Why would you see a specialist like Colin or Keith for ski boots? It’s a bit like buying a suit, Colin tells me. You can get one from Primark, or you can go to Saville Row and get it tailor made. Of course, the latter fits better, like a glove for your foot, resulting in a comfier time on the slopes, particularly if you are a frequent skier. And as for foot pain:

“There’s usually a six-month waiting list on the NHS. If you want to solve painful conditions like plantar fasciitis more quickly, you can come to us and get immediate relief for as little as the cost of a £30 off-the-shelf insole or a £75 custom-made one.”

A change of career

Colin wasn’t always at the heel end of his clients: he started his career as a carpenter. But in 1991, 16 major contractors in Glasgow went bust within month, including Colin’s employer. Many of them had been established for over 100 years.

“After that, I went back to what I knew – skiing,” Colin says, “I worked for a dry ski slope, moved south and joined the team that opened the very first snow dome, back in 1994.

“Then I worked for a retailer in Leamington Spa, running the boot sales floor. A few years later, I did my Certification in Pedorthics – basically becoming a pharmacist but for footwear. I was the first to certify in the UK, and I’m the only one who has maintained my certification, which involves annual training in the USA.”

New start in Bicester

Colin and his wife moved to Bicester in 2000. His wife had a new job in London, and Bicester was as far south as the pair could afford. In 2005, he used their savings to open up Solutions 4 Feet, in a smaller unit opposite where they are now.

“Bicester was incredibly well-located, and I anticipated that clients might travel in from afar. However, I had no idea how far they would be willing to come to get the perfect fit.”

The business expanded every year, before moving into the current unit and investing in offsite storage, too.

An ethical approach

“I’ve been running Solutions 4 Feet for 14 years. I think I’d be unemployable now!” Colin laughs, “I love making all the decisions for the business, and making the right, ethical choices for the customer, too – we don’t take any shortcuts here, even if it would be quicker and easier to do so.”

For local customers, the most surprising thing about Solutions 4 Feet is the calibre of service available on their doorstep.

“My Bicester clients are always telling me that they didn’t know I was here, until they heard about me from a friend or did some research online. We’re slightly tucked away in Gobles Court, but still close to all the town centre action.”

So if you’re in pain, or if you ski regularly, consider checking in with Colin and Keith.

“Our clients tell us that we make their lives better by taking away foot pain or enabling them to have a comfortable, worry-free time on the ski slopes. For me, that’s what it’s all about.”

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Interview and portrait by Sarah Plater. Sarah Plater is a qualified professional portrait photographer and published freelance writer. She is the co-author of Foundation Portrait Photography and Mastering Portrait Photography and the writer/editor/publisher of Go To Sleep: Peaceful Thoughts for Anxious Minds. Find out more at sarahplater.com.

For more information about Solutions 4 Feet Flowers, head over to their website.

This piece was created for the ‘#SEEBicester – Shop Enjoy Experience’ campaign led by the Mayor, Sean Gaul, to promote and support the town centre.