About BootSure
About the owner
With a passion for skiing, the outdoors, and everything with two wheels, I have enjoyed a lifelong career working and, if I am completely honest, playing in the ski, outdoor, and cycle industry for the last thirty years. This passion has taken me all over the world working with some of the world’s leading, outdoor industry innovators, mechanics, boot and bike fitters, educators, manufacturers, and professional athletes.
When I first began to help clients select gear and equipment, it became apparent that finding the right gear it was going to be vastly more complex than I had ever imagined. Thus, began my lifelong apprenticeship in the biomechanics of sport, boot fitting, cycle fitting and insole fabrication.
While based in the United States, I attended the globally recognized Masterfit University beginning an ongoing eighteen-year relationship. I initially attended as a student of their mid-stance sports alignment, boot fitting and advanced orthotics fabrication program. I continued my education with Masterfit University earning the Masters Plus certification and was later given the honor of becoming an instructor and Director of Operations for Masterfit University in Europe.
After moving to Oxfordshire in 2007, I founded UK-based specialist retailer and distributor Outdoor Traders. Our goal at Outdoor Traders was to provide our clients with the best products and fit solutions. To stay on the cutting edge, I qualified as a Cytech level two bike mechanic and wheel smith and attended Retul University, qualifying as a specialist 3-D motion capture cycle fitter. I graduated to become an instructor at Retul University’s advanced cycle fitting training seminars specializing in orthotics and footbed fabrication and podiatry assessment.
In recent years, I have helped hundreds of people, many referred to me by podiatrists, chiropractors and colleagues, to deal with the challenges of choosing footwear in a world where online retail is proliferating and high-quality knowledgeable retailers are disappearing. My latest venture, BootSure was born to fill this gap with the simple goal of providing people from all walks of life the ability to enhance the fit of their existing footwear, address underlying issues that can cause pain and discomfort, and to provide them with the knowledge and advise they require to purchase the right product from the ever-changing retail supply chain.
I look forward to hearing from you with your questions and hope to see you in our boot fitting chair soon
James Choularton
Our Approach
Our service includes a comprehensive one-hour consultation to help identify each client’s foot type, size and the potential causes of discomfort and loss of performance that arise from poor fit and footwear selection.
Focusing on the specific requirements of each individual and activity, we conduct a highly detailed assessment and make recommendations for internal support, specific products and referrals made to trusted retail partners where products may be purchased.
A copy of the fit findings, Plantar pressure mapping and recommendations are provided to each client for their reference and that of their chosen retail fitters. Clients who choose to purchase through web-based suppliers can take advantage of a second fitting to make specific shell, liner, cuff and boot modifications to tailor their new boots to their own requirements.
Why Us?
Because we care about your needs! They echo everything we have endured, learnt and experienced.
With thirty years of experience we continue to educate ourselves in all thing feet and how to fit them into a wide variety of sports and lifestyle footwear.
We have developed and extensive range of referrals across four continents and in many resorts who can offer slope-side and regional support.
Understanding your feet and footwear requirements are key to selecting the correct, ski, cycle and outdoor footwear. With more than thirty years of experience in boot fitting, custom orthotics and insoles, retail, and the outdoor industry, BootSure’s team knows how to maximize comfort and performance. Taking advantage of BootSure's footwear and insole consultation, each client gets the knowledge and confidence to purchase the best solution for their needs no matter where they purchase their footwear.
Our facilities
At the heart of everything we undertake is our knowledge and the tools we use to perform detailed consultations for our clients. Our goal is to provide simply the best solution for anyone who wishes to enhance their experiences in the great outdoors. To that regard we constantly furthering our education we have invested in state of the art clinical and traditional tooling to assist us in providing the the very best one on one service for our clients. All tucked away in a specially built fit studio we look forward to finding the best results for each and every client.
Clinical assessment devices such as our RS-Scan P.P.M. footscan which provides a detailed pressure map of the base of a clients foot, our BikeFit and Retul 3-d motion capture device which allow us to generate real time three dimensional information about a riders position and our InstaPrint custom insole system which delivers unparalleled capture of the clients feet for bespoke orthotic devices. All form only a small part of the assessment tooling we have to draw upon to refine the fit requirements of each individual situation.