Independent performance footwear brand beats the odds

Bite, the upstart independent performance footwear company, who introduced the world to the first technical golf sandal, is celebrating its 10th year in business. Bite was launched in 1997 by founder and president Dale Bathum and several associates. Bathum spent a decade in Asia working for Nike and Deckers Outdoor Corp and also was partner in a factory that made shoes for athletic companies like Adidas and K-Swiss. Instead of designing traditional saddles and wingtips golf shoes, Bathum tapped into his sports and outdoor background designing a distinctively new, edgy and moderately priced product unlike anything else in the market.

“My golfing buddies and I were average golfers and couldn't find shoes we wanted to wear,” explained Bathum. “Comfortable golf shoes were an oxymoron back then; golfers spend a lot of time walking and on their feet. I believed there was an opportunity for a young, fun, athletic golf shoe company. Two of the first models and hottest sellers were Bite's ATV golf sandal and the skateboard-inspired shoe – Fast Fogey. The sandals proved to be an incredible hit because of their quality, comfort and functionality. These sport sandals with alternative spikes were no gimmick. Originally targeted for young golfers, Bite sandals became a hit with all age groups and tapped into an unanticipated market helping thousands of golfers with foot problems.

The Fogey, simply put, was the conventional saddle on steroids. Bite got some great traction in the first few months with retailers who liked the line, which retailed from $70-$90 and who bought into the look, comfort and unique name. More than 150 accounts tested the products including such notables as Carl's Golfland in Michigan, Van's Pro Shop in Arizona and the likes of Seattle-based Nordstrom's.

After its first year in business Bite was doing $800,000. Now, a decade later, Bite is doing more than $8 million. Bathum, believes there's one main ingredient that keeps customers coming back for more Bite shoes - comfort! “We've always focused on making the best most comfortable shoes in golf” he said. “Performance, comfort, stability and fit will continue to be first and foremost in our company.” Bite continues to spend its resources and energy on innovation and foot health. Bite shoes are designed with wide toe boxes and generous foot flex to ensure a biomechanically correct fit. Bite's Orthosport series are engineered to work with all types of orthotics, footbeds and inserts. At this year's PGA Merchandise Show, Bite continued to raise the bar in footwear design by launching the Cirrus line, the lightest shoes in golf. The company's unique patent-pending “lite ring technology” allows Bite to assemble the shoes with less material, while still providing ultimate support and comfort. A Bite shoe in the Cirrus line weighs on the average of five to six ounces less than a standard pair of golf shoes. That's a lot of extra ounces to carry around the course. Bite's Cirrus technology is currently available in four different women's shoes and will be made available in a men's line around Father's Day.

With 10 PGA Shows behind them, Bite has grown from a young start-up to the #1 comfort and performance brand, according to an independent survey, and has beat the odds against industry giants such as Foot Joy, Nike and Adidas. “We will to continue to innovate and grow our golf line for men and women,” Bathum said. “Historically we have been perceived as the alternative to traditional golf footwear. But we have created our niche and dominated it and that's something we're proud of.”