At The Heel, we’re all about comfort, support, and finding your perfect fit. Since 1970, we've been helping people walk easier, feel better, and discover footwear that actually fits their life.

Here’s what we offer:

The Heel began in 1970 as a small comfort shoe store in Green Bay, Wisconsin, with a big mission: to help people find shoes that actually feel good to wear. Over the years, we’ve grown into a trusted destination for high quality footwear, both locally and across the country.

In 2009, I came aboard as a partner to run the business. My pedorthic training and 10 years of experience allowed us to start focusing on foot health and carrying higher quality brands. In 2012, I took full ownership of the business. What started as a family-run business is still proudly family-owned today.

Let’s just say—we’re not your average shoe store. In fact, The Heel is believed to be one of the largest independent shoe stores in North America. What sets us apart? Our incredible selection.

We carry over 100 brands, including favorites like UGG, Birkenstock, and On Running, plus exclusive styles you won’t find anywhere else. Thanks to our regular trips to international shoe shows in Italy and Germany, we even import unique European brands you won’t spot at the mall. It’s a global search for the world’s most comfortable (and fashionable) shoes—all under one roof in Green Bay.

And we don’t stop at shoes. We also carry premium apparel brands like Vuori and Kühl, because we believe comfort should go from head to toe.

One of our proudest moments? Our annual Birkenstock event. It's kind of a big deal—we’re told we may have set the record for most Birkenstocks sold in a single day. (We’re still waiting on the trophy.)

At The Heel, it’s not just about having the biggest selection—it’s about curating the best one, and delivering it with expert advice, small-business care, and a true love for what we do.

Don’t chase the money—chase the mission. Put your energy into doing your best work, building something meaningful, and showing up with integrity every single day. In my experience, when you focus on creating something truly special, the financial rewards tend to follow.

Success isn’t about shortcuts; it’s about consistency, care, and a genuine passion for what you do. Whether you're opening a business, raising a family, or just trying to make your mark, pour your heart into it. That’s where the real payoff is.

As a certified pedorthist, one of the most rewarding parts of our work is helping people find real relief from foot pain—especially when they’ve tried everything else. We often work with customers who come in through medical referrals, sent by doctors who know we can help when others can’t.

There have been countless moments where a proper fitting and the right pair of shoes have brought someone to tears, not out of frustration, but because they finally felt hope. Hope that walking could be pain-free again. For many, it’s life-changing.

Hearing a customer say, “I never thought I’d walk comfortably again, but you changed that,” reminds us why we do what we do. It’s not just about shoes, t’s about restoring comfort, confidence, and quality of life.

I grew up in Kingsford, a small town in Michigan’s Upper Peninsula, where community values and hard work ran deep. After high school, I headed to Marquette for college—and that’s where the adventure began. My career in the shoe industry took me all over the map, moving five times for opportunities with a national footwear company.

I actually started out studying aviation maintenance at Northern Michigan University—but like a lot of people, I discovered my real passion somewhere unexpected. During college, I took a summer job at a local shoe store, and to my surprise, I loved it. The customer interaction, the problem-solving, the satisfaction of helping someone walk out feeling better—it all clicked.

I kept coming back, summer after summer, and eventually realized that sales and customer service were where I truly thrived. That one summer job turned into a decade-long career in footwear, working across different cities in the U.S. and learning every corner of the business.

In 2009, life brought me to Green Bay to take over The Heel, and I’ve been proud to call this community home ever since.

Outside of the store, life is full in the best way. I have an amazing blended family with my fiancée, Jessica Diederich, and together we’re raising four awesome kids between the ages of 13 and 18. It’s a busy, beautiful life—and I wouldn’t trade it for anything.

One organization that’s especially close to my heart is Greater Green Bay Habitat for Humanity. My fiancée, Jessica, is the CEO, so I’ve had a front-row seat to the incredible impact they’re making in our community. Their work goes far beyond building houses—they’re helping hardworking individuals and families achieve the dream of homeownership through support, education, and a true sense of partnership.

We’re proud to support their mission and be part of a community that believes in lifting each other up.

One thing I always try to share is just how important it is to shop local. Supporting a neighborhood business isn’t just a transaction—it’s an investment in your community. When you choose to shop with us, you’re helping keep jobs local, families supported, and the local economy thriving.

What many people don’t always see is the ripple effect. When you support The Heel, it allows me and my team to turn around and support others—whether that’s through donating to local causes, shopping at other small businesses, or using local vendors for things like printing, supplies, and packaging.

It’s a full-circle kind of impact, and I truly believe our community is stronger when we lift each other up. So when you shop local, take pride—you’re making a bigger difference than you might realize.