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Lindsay Housman, founder and CEO of Hettas, has over 20+ years in finance and technology senior leadership and 10+ years of scaling retail businesses through digital transformation across DTC, B2B and international markets.  

Hettas performance running shoes are designed from a female-only perspective. Their first product, a high-performance running shoe, comes in three models each with the same female-specific fit but different foam densities, allowing for choice based on the wearer’s workout, cushion preference, and foot anatomy. Hettas' midsole and plate construction are patent-pending.

Aside from technology, Hettas is also dedicated to furthering research into female physiology and performance in sports and applying that research to shoe design.  Sports science has historically neglected females. A review of 6 major journals revealed that of over 12 million participants in sports science studies between 2014 and 2021, 34% identified as females, and only 6% of the studies focused exclusively on women. Before beginning shoe design, Hettas partnered with Simon Fraser University in 2022 to research female physiology and biomechanics. They now have a three-year research grant through a Canadian government program. Hettas launched in November 2023 and sells online and through specialty retail in North America. They are starting to explore international distributor opportunities as well.

Join us for an evening with Lindsay to hear about her personal journey, the science behind Hettas, and the journey that Hettas has taken from its founding through today.