Built For Her: How Hettas Is Redefining Running Shoes For Women (Win!)

Most athletic footwear is designed for men, then “shrinked and pinked” for women. But what if a running shoe started with the female body in mind? Enter Hettas, a groundbreaking new Canadian brand founded by Vancouver’s Lindsay Housman. Inspired by her daughters, her own athletic journey, and a mission to close the performance gap in women’s sports, Lindsay created a high-tech, high-comfort shoe built exclusively for women—every arch, stride, and splay considered. In this Q&A, we chat with Lindsay about biomechanics, building a brand from scratch, and why the future of running starts with women’s feet. —Noa Nichol

What inspired you to launch Hettas, and when did you realize there was a major gap in the market for performance footwear designed specifically for women? 

The inspiration to launch Hettas came from my own experiences as a recreational athlete and a mother of two daughters. As someone in my late 40s, I struggled with foot pain caused by athletic shoes that were primarily designed for men’s feet, leaving women’s unique needs unaddressed. At the same time, media discussions around the lack of resources for female athletes really resonated with me. I realized there was a significant gap in the market for performance footwear tailored specifically for women. This personal experience, combined with the market gap, led me to launch Hettas in 2021 and officially introduce it in late 2023. 

Many athletic shoes for women are still built using male biomechanics. Can you walk us through how Hettas approaches design differently—and why that matters for comfort, injury prevention, and performance?

Many athletic shoes for women have traditionally been designed using male biomechanics as the baseline, which can lead to discomfort and a higher risk of injury for women. At Hettas, we take a different approach by focusing on female-specific biomechanics. Our mission is to ensure that the unique needs of female athletes receive the attention, research, and innovation they deserve. 

We understand that women’s feet are physiologically different from men’s, which is why we prioritize a proper fit to enhance both performance and safety. Our shoes are designed with features that cater specifically to women’s unique foot structure, such as: 

• Reductive Heel Cup: Provides a secure heel fit without putting pressure on the Achilles. 
• Redesigned Instep: Custom fit that accommodates the contours of women’s feet. 
• TPU Mesh Toe Box: Stretchy and shape-retaining for optimal toe space. 
• Lower Ankle Collar: Prevents rubbing on the ankle bone for added comfort. 
• Velopropulsion Midsole: Dual-layer foam and a Pebax plate for better performance. 
• Flexible Pebax Plate: Reduces joint impact for a smoother stride. 

These features are not only designed to maximize comfort but also to reduce the risk of injury, especially as women age and their biomechanics change. With the support of a 3-year research grant from Simon Fraser University’s Run Lab, we’ve been able to integrate science-backed solutions that cater to women’s specific needs. This ensures our shoes provide the comfort, performance, and longevity women require for optimal athletic performance. 

You’ve mentioned that Hettas was inspired by your daughters. How does your role as a mom shape your vision for the brand and your mission to support girls and women in sport?

As a mother of twin daughters, my experiences have deeply influenced how I design products and run Hettas, which is named after them. I want to create shoes that not only enhance women’s performance but also inspire young girls to stay active and confident in sports. Watching my daughters get into sports has shown me how important it is for them to have the right gear that supports them and gives them the same opportunities in sports as anyone else. 

With Hettas, I aim to ensure future generations of women have footwear that fits well, performs at its best, and encourages young girls to stay active, knowing their needs are taken seriously in sports. 

Hettas operates with the philosophy of ‘moving with women through life.’ What does that look like in terms of design, storytelling, and brand identity?

At Hettas, our philosophy of “moving with women through life” shapes everything we do. In design, we create high-performance running shoes that provide comfort, support, and durability for active women—whether they’re training for races or running regularly. 

Storytelling is at the heart of our brand, celebrating women who make running a core part of their lives. We highlight their strength, resilience, and connection to communities through run clubs and platforms like Strava. 

Our brand identity is focused on empowering women to perform at their best, supporting them with shoes that enhance their running experience and help them achieve their goals. 

From Cruise to Tempo to Speed, each collection is engineered for a different experience. How do you guide women toward the right “ride” for their unique needs and lifestyles?

At Hettas, we understand that every runner has unique needs, which is why we design our collections—Cruise, Tempo, and Speed—to cater to different running experiences. To help women choose the right “ride,” we focus on their goals, running style, and lifestyle. 

The Cruise collection is perfect for comfort and support on daily runs or long distances. The Tempo collection offers a balance of speed and cushioning for regular training and racing. The Speed collection is designed for performance-driven runners, providing a lightweight, responsive feel for fast-paced runs and competitions. 

We guide women through their selection by considering factors such as running distance, terrain, and their preference for cushioning or responsiveness. Additionally, our Fit Specialists in retail stores are trained to provide personalized recommendations, ensuring every woman finds the perfect fit for her needs. 

Customers can reach out to customer care, who will contact a local store. We offer a 90-day free trial with free returns, and some stores also organize demos where customers can try the products firsthand. 

Hettas is proudly Canadian—from research partnerships to supporting Canadian athletes. How important is it for you to build a brand that reflects your roots and contributes to local innovation?

As a proud Canadian, it’s incredibly important for me to build a brand that reflects my roots and shows that successful Canadian startups can thrive in the consumer space. Hettas is deeply committed to supporting Canadian athletes by providing footwear specifically designed for their needs. 

Our connection to Canada goes beyond our heritage. We actively contribute to local innovation through research partnerships, such as the 3-year NSERC grant we received with Simon Fraser University (SFU) in 2022. This grant allows us to study female biomechanics, anatomy, and hormones to develop running shoes that truly cater to women’s unique needs. 

By combining local innovation and supporting Canadian athletes, Hettas strives to lead the way in performance footwear that represents our values and commitment to women in sport. 

The NSERC grant with SFU allows you to conduct extensive research into female biomechanics and hormonal influence. What has been one of the most surprising or validating findings so far?  

The most surprising insight to date has been the lack of research surrounding hormonal impacts on performance and the exclusion of women from research due to their hormonal variation. We have just started conducting research inclusive of hormonal variation both on lower body biomechanics during the menstrual cycle and also a feasibility study to conduct broader research on hormonal impacts on injury and biomechanics while training for a ½ marathon or marathon.  

As an athlete in your late 40s, how has your personal experience influenced Hettas’ commitment to supporting women’s movement at every stage of life?

As a recreational athlete in my late 40s, my personal experience has played a key role in shaping Hettas’ commitment to supporting women at every stage of life. I’ve felt firsthand how our bodies change as we age—how recovery takes longer, how joint pain can increase, and how crucial it is to have the right footwear to stay active. This experience made me realize that women need shoes designed to meet their evolving needs, whether they’re in their 20s, 40s, or beyond. 

Hettas is built with the understanding that women’s movement changes over time, which is why our shoes offer the perfect balance of comfort, support, and performance. I want to ensure that women can continue to be active, confident, and comfortable, no matter where they are in their fitness journey. 

Footwear is such a crowded market—what’s been the biggest challenge in carving out a space for Hettas, and what do you think makes the brand truly stand out?

The biggest challenge in carving out a space for Hettas has been differentiating ourselves in a market dominated by brands that often overlook women’s unique needs, while also securing funding to bring our vision to life. Many athletic shoes are designed with men in mind, leaving a significant gap in footwear that truly supports women’s biomechanics. 

What makes Hettas stand out is our focus on designing shoes specifically for women. Through research partnerships like our work with SFU, we create footwear that blends comfort, performance, and science-backed support. Hettas empowers women to perform at their best, no matter their stage in life. 

Looking ahead, what’s your vision for the future of Hettas—are there new categories or innovations you’re excited to explore next? 

Looking ahead, my vision for Hettas is to continue advancing through research-driven innovation. Our ongoing studies into female biomechanics will drive new technologies that improve comfort, performance, and injury prevention. By focusing on science-backed design, we aim to empower women to move confidently, in both sports and daily life. 

Since launching in November 2023, we’ve been focused on raising capital as a female-founded brand. We’re developing two new shoes, refining our core product, and supporting organizations and events that align with our values. Our collaboration with Simon Fraser University continues to shape our product development and research. 

Win! A Pair of $238 Hettas Alma Cruise in Weathervane & Mock Orange Running Shoes!

One lucky Canadian winner will receive a pair of $238 Hettas Alma Cruise in Weathervane & Mock Orange running shoes! To enter, head over to Vita Daily on Instagram, follow @wear_hettas and @consciouslab and @vitadailymedia and make sure to fulfil all the entry rules in the caption of the corresponding contest post. Contest opens May 9, 2025 and closes May 16, 2025. Complete contest rules and regulations here. Please note: if you are the winner, you will receive a DM (direct message) in Instagram directly from @vitadailymedia. Please be wary of fake accounts, which often use similar handles with an extra or missing letter, number or symbol. We will never ask for a payment or for your credit card number, and we will never ask you to click through a link. If you are unsure whether you have been contacted, via Instagram, by us or a fake account, email us before responding.