Today we’d like to introduce you to Teresa Joerger.
Hi Teresa, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
I’m a mom, a builder at heart, and someone who believes small, thoughtful changes compound into big impact. KindlySteps started as a very practical problem at home: my toddler’s feet were growing fast, and every 2-3 months I was buying new shoes that didn’t quite fit right or let him move naturally. I kept thinking – there has to be a healthier, less wasteful way.
By day I work in HR and leadership for a manufacturing company, so I’m used to digging into systems, data, and how people actually use things. Nights and weekends, I went deep on early foot development – talking with pediatric professionals, reading studies, and interviewing parents. The themes were clear: kids’ feet need freedom to splay, bend, and feel the ground. Most shoes are stiff, narrow, and heavy. And parents hate the constant churn of sizing up.
That’s where the core idea came from – a health-centered, expandable shoe that supports natural movement and covers multiple sizes in one pair. I teamed up with designers and engineers to prototype a flexible sole that expands as kids grow. We prioritized three things from day one: natural play, early foot health, and less waste.
It wasn’t a straight line. I learned how to navigate prototyping with limited budgets, to translate medical research into design decisions, and to sprint through a lot of “almost right” versions. I also got a crash course in IP – analyzing patents and working with counsel to make sure our approach is both novel and responsible. Along the way I kept a simple filter: would I put this on my own child’s feet and feel proud of the choice?
Community has been a constant thread. Parents, makers, podiatrists, textile folks, 3D printing nerds – so many people contribute knowledge, time, and honest feedback.
Where we are now: iterating on early prototypes for ages 1-5, dialing in durability and comfort, and planning small-batch pilots so we can learn in the real world. The vision is bigger than one product – KindlySteps aims to shift kids’ footwear from mini adult sneakers to tools for healthy growth and joyful play.
If there’s a throughline to my journey, it’s this: do the simple thing really well. Let kids move. Build with care. Invite parents into the process. And keep the long view – fewer, better things that grow with our children and respect the planet they’ll inherit.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Short answer – no. Worth it – yes. A few honest bumps – and what I’m learning:
Prototyping on a shoestring – Early models looked great on screen and struggled in practice. Moving from 3D prints to something toddlers can scuff, bend, and drag is teaching me a lot about materials and geometry – I’m still learning!
The IP maze – I’m actively studying prior art so I can build responsibly. It’s pushed me to document carefully, make deliberate design choices, and involve expert counsel early.
Fit isn’t one-size-fits-most – I’m exploring how to balance expandability with stability. I’m rethinking edges, toe-splay allowance, and volume management. Each prototype cycle informs the next.
Health vs durability tradeoffs – Thin, flexible, zero-drop supports natural movement, but sidewalks are unforgiving. I’m tuning the shoe step by step to find the right balance.
Wearing two hats – Balancing my day job and an early-stage startup means protecting deep-work windows and asking for help. I’m prioritizing learning-ready versions over perfection.
Collaboration boundaries – Not every partnership is a fit. I learnt to clarify roles, IP ownership, and expectations early – respectfully, in writing – to protect relationships and the venture.
What keeps me going: feedback from parents that the problem is real, early signals from trials that the direction has promise, and the mission itself – healthier steps, less waste, more play. The product is still in development, and I’m committed to building it carefully.
Alright, so let’s switch gears a bit and talk business. What should we know?
What we do – health-centered, expandable shoes for ages 1–5 that support natural movement and reduce waste.
How they work – flexible, zero-drop feel with a wide toe box, a flexible sole + upper, and simple fit indicators.
What sets us apart – science-backed, parent-led design built for growth, not mini adult sneakers.
Where we are now – iterating prototypes and planning small-batch pilots to learn in the real world.
What we offer today – a free foot health + sizing guide, updates, and a chance to join our parent tester list.
Our promise – freedom to move, freedom to play, built to grow.
What has been the most important lesson you’ve learned along your journey?
Build with the child’s foot as the north star. Everything else – materials, cost, timelines, even cool ideas – has to serve healthy movement first.
A few sub-lessons that made that real:
– Progress over polish – start with learning-ready prototypes, not perfect ones.
– Design by subtraction – remove anything that doesn’t help toes splay, bend, or feel.
– Write it down – rigorous notes on what changed and why prevent circular mistakes.
– Name the tradeoffs – be explicit about comfort vs durability vs sustainability, then choose.
– Co-create with parents and clinicians – real use beats assumptions every time.
Contact Info:
- Website: https://www.kindlysteps.com
- Instagram: @kindlysteps
