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First Ray Athletics


We are in the continual pursuit of the ultimate natural running experience.

We believe the body’s design gives us all the natural ability to run and run well. We create products designed to mimic the natural running experience, bridging the gap between our physiology and the man-made world we live in.

Three reasons runners love us.

1. Heart

We are guided by a deep-seated passion for running, runners, and the running communities that are emblematic of our sport.

2. Innovation

We encourage a culture that inspires exploration, in order to continually create the best running experience.

3. Natural by Design

We have a singular focus on creating products that improve the experience of running by leveraging our natural bio-mechanics.

VJ Shoes

VJ shoes were born in the dense forests of Finland almost 40 years ago from a need for a better shoe for the rough and slippery terrain. We began by making shoes for orienteering and other extreme athletes where VJ shoes proved themselves with exceptional durability, superior grip, and high quality. Today, VJ shoes continue those standards with cutting-edge technology, the latest materials and uncompromising values to produce shoes with the best grip on the planet.  VJ makes shoes for summer and winter running, as well as boots for walking and hiking.  
VJ shoes have helped athletes in various all-terrain sports including trail running, obstacle course racing, and sky running achieve their dreams and win world championships. With VJ, it's all about pure performance and well-designed products that will stand the test of time. That's why the world’s best athletes and adventurers choose VJ shoes. 


Fulton is a modern brand of insoles offering comfortable, supportive, and sustainable insoles. Fulton insoles cork base molds to the users arch to provide customized support, unparralleled comfort and prevent injury. A few benefits of Fulton insoles include:

  • Custom molding cork footbed: Fulton insoles mold to the user's arch as they walk or run to provide customized support that aligns the body and prevents overpronation and supination.
  • Shock absorbing materials: which reduce fatigue from high impact activity
  • A deep heel cup: provides additional stability and protects joints
  • Cushioning foam: provides supreme comfort and absorbs impact
  • Carbon negative footprint: Made from entirely natural and sustainable materials 
  • No trimming required: just slide them into your shoes!


XACT NUTRITION started with a simple goal: create a better-tasting alternative to an energy gel or chew.

We achieved our goal when we created XACT ENERGY fruit bars back in 2012; even if our business was tiny back then, athlete feedback was thunderous and positive. Endurance fuel you can actually look forward to eating. A bar so easy to eat you can enjoy it even while running and exerting yourself physically.

It is the same for beginners as it is for elites; whether it is the energy we get from our friends and family, or the crowds cheering at the finish line, we thrive off it.  When XACT NUTRITION turns up to events it brings energy, and it is what has being involved in so many, from local shop rides to big city marathons, and has us returning year after year. 

We can't be there to cheer you on every time but our tasty bars can still fuel your body and that moment can still fuel your soul. So enjoy that moment of fueling, it is what helps you get to your goals.


Tanri Roots

SWET Athletix - Hygiene Care for Athletes

Athlete Tested + Approved

We offer healthy and sustainable solutions to hygienic challenges faced by athletes every day. Achieving athletic goals take time, dedication and hard work. SWET Athletix wants to support athletes in this journey. With our post-workout solutions, we take care of the hygiene part, so athletes can stay focused on reaching their goals, all fresh and clean.

SWET Athletix was created by athletes for athletes in the hot and humid climate of South Florida. After a hefty workout we often found ourselves in need of products that would take care of our sweaty bodies and protect our car and gear from bad odors and germs. Never really satisfied with the quality standards of some of the products out there, we started to think of ways to make our active lifestyles cleaner, fresher and more hygienic. As a result, SWET Athletix was created: a brand that is committed to offer products that are essential to the avid athletes who are health and hygiene conscious about their body and gear. SWET Athletix is committed to help athletes in reaching their goals by providing premium post-workout hygiene care solutions that keep gear and body fresh and clean. 



At SWET Athletix, we not only care for a healthy body, we also care for a healthy planet. We are not perfect, but as much as we can we strive to offer products that are environmentally friendly and sustainable without jeopardizing quality and functionality. Where we can we use fabrics that are made of recycled materials. We use natural ingredients that are not harmful to your body or the environment and we package our products in recyclable materials. 


1% For The Planet

As athletes that love to workout in a beautiful outdoor environment, we care for our planet. SWET Athletix is a proud member of the 1% For the Planet organization. This means that, in our efforts to contribute to a healthier planet, we donate 1% of our annual sales to environmental non-profit organizations that are working to make our planet cleaner and better for our children and generations beyond.


SPECIAL INCENTIVE:  We Offer Free Shipping On All Opening Orders

For more details: See our website 

For all inquiries contact: Thomas Hartensveld at This email address is being protected from spambots. You need JavaScript enabled to view it.

Roll Recovery


“Our mission was to create exceptionally designed, functional tools, unlike anything on the market – and mobile enough to use anywhere. This is something we needed while traveling to international races.” —Founder Jeremy Nelson

For ROLL Recovery founder, Jeremy Nelson, life is better lived when you feel better.  In 2011 Jeremy, a Mechanical Engineer, tinkered with prototypes to help his professional marathoner wife, Adriana Nelson recover faster between training sessions.

Born in a garage in Boulder, CO, ROLL Recovery has grown to be a leader in recovery and athletic performance and innovators in deep tissue massage therapy.  Founded, owned and operated by athletes, ROLL Recovery’s mission is to create exceptional products to help athletes recover more efficiently and perform at their highest level.  

Headquartered in Boulder, CO, our products are used by athletes across many different sports and industries - from Olympic Champions, professional athletes, NASA Astronauts, to outdoor enthusiasts and everyday weekend warriors.  

We strive for an exceptional customer experience at all levels.  Our products are thoughtfully designed using the highest quality materials that are ethically sourced.  ROLL Recovery is a Member of 1% For The Planet.

SFuels. Go Longer.


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Our story began in 2001 when Australian Podiatrist Dan Thomas was inspired to design and create a library of cost effective orthotics – for the specific purpose of offering affordable solutions for orthotic patients.

Originally the orthotics were ONLY AVAILABLE TO PRACTITIONERS in AUST, NZ, UK and the US. However, in 2006 Dan expanded the company to develop a RETAIL RANGE – and the LIGHTFEET brand was born.

Since then, Lightfeet has grown into one of Australia’s leading brands of Sports Performance SOCKS, INSOLES and THONGS with Arch Support.

All of our products are designed by Australia Sports Podiatrists, using expert knowledge to ensure ALL of our products deliver on our promise of –

  1. Super Comfortable
  2. Performance Enhancing
  3. Pain Prevention
  4. Pain Relieving

Whilst Lightfeet expands globally, we still maintain a strong community focus, and we fully acknowledge and appreciate our growing Lightfeet community.

Our professional pride continues to drive us to design and produce the highest quality products – ethically and as eco-friendly as possible.


Sport has the power to transform and empower us. As one of the world’s leading sports brands, it’s only natural that we want to stand on the same playing field as the fastest athletes on the planet. To achieve that, the PUMA brand is based on the very values that make an excellent athlete.

We strive to always bring new, better, different – meaningful innovation for game changing athletes.