After completing their education, they were invited to become teachers at their personal training school. The school was expanding rapidly, and as young, ambitious trainers hungry for a place in the fitness industry, they seized the opportunity. They soon found themselves educating students across the Nordic countries.

It was an exciting time, but everything changed when Joseph met with the Vivobarefoot distributor in Malmö, Sweden.

Lee had worked closely with Vivobarefoot on their education system, and Joseph was eager to learn more. Determined to bring this knowledge to his team, he arranged for Lee and his team to travel to Sweden. It was clear to Joseph that he had to be involved. With his deep passion for movement and self-taught strategies for growth, he saw an opportunity to dive into a subject that had already been consuming his thoughts—foot health and function.

From 2012 to 2017, we developed Born to Run Sweden, delivering 240+ seminars per year 50+ educational programs annually. During this time, Joseph shadowed Lee Saxby, forming a close mentorship.

Lee’s education became a pivotal part of what MFF is today, and we are forever grateful for his influence. As Joseph’s understanding deepened, his focus shifted beyond just helping those already in pain—he saw the need to educate parents through BTR Family Race.

BTR expanded into multiple countries, Sweden remained our strongest success story. While the concept gained traction, nowhere else matched the impact we had built at home.

During this time, we gained invaluable knowledge, educated countless instructors, and developed products still used today by Lee Saxby and major shoe brands.

Between 2014 and 2016, we took on the challenge of creating an obstacle race designed for the entire family. The mission was to get families moving more, for children to be educated by their parents on the importance of movemnt.

To spread the word, we went straight to the source: schools and parents. Standing in front of thousands, we educated families on movement, footwear, and foot health, inspiring them to get involved. When race day arrived, over 1,500 participants showed up.

In 2015, we began working with Joe Nimble, a German shoe brand. As Lee Saxby started collaborating with them, we explored ways to bring BTR and Joe Nimble together. They sponsored our races & provided us with education on shoe manufacturing.

Taking over responsibility for Joe Nimble in Sweden, we immersed ourselves in shoe manufacturing, gaining knowledge that we are incredibly grateful for today.

In 2016, we discovered that a much larger race organizer had adopted our family race concept. Already seeing our future elsewhere, we took it as a compliment and shifted our focus entirely back to in-person education.

Recognizing the critical role of footwear in everyday life, we designed a new workshop, invested in plantar pressure plate technology, and began traveling across the Nordic countries and the UK, offering in-person consultations.

With a dream to bring our education to a bigger audience, our small team took the first step—creating posts and sharing our knowledge on social media. Not knowing what to expect, we started small, celebrating every like and engagement & building a studio to film content.

At the same time, we knew it was time for a rebrand. Tired of constantly clarifying whether Born to Run was linked to the book or song, and so, My Foot Function was born.

After a successful first year of education and offering more workshops than ever before, we were suddenly hit with the pandemic. While Sweden remained calmer than most of the world, attendance dropped, and it didn’t feel right to continue hosting live events.

Determined to keep education accessible, Joseph rushed to the store, grabbed the best off-the-shelf camera he could find, and filmed our popular weekend course, restructuring it for online learning.

With our focus shifting to online education, we saw an opportunity to provide high-quality products to complement our courses. This led us into the world of product development, sourcing, and design—a whole new learning experience.

We started by buying existing products, but as our expertise grew, we began replacing them with our own designs, built from the ground up.

As our online presence grew, we quickly became an integral part of the barefoot movement, collaborating with companies to improve shoe development, enhance workplace environments, and contribute to small-scale studies. We embraced every opportunity, never saying no, because our mission was simple—to make an impact in everything we do.

Our journey led us to a close collaboration with a local shoe brand, Wyde Footwear. Like many brands, they sought our expertise on a newly developed shoe. Joseph saw an opportunity—identifying a gap in the market for a shoe that simply didn’t exist yet.

Together, we worked on bringing this vision to life, traveling to Portugal and using My Foot Function’s extensive experience to design a shoe we had long dreamed of.

After a trip to Sri Lanka, Joseph saw an opportunity—observing the exceptional foot health of the local people. Up until now, most studies had compared different ethnic groups, often leading to discredited hereditary conclusions. Joseph proposed a new approach, and with the Wyde Footwear and My Foot Function teams on board, the project took shape. Over the course of one month in Sri Lanka, we studied over 1,000 people, making it the largest study ever conducted on a single ethnic group.

This past year has been one of growth and evolution. We’ve expanded our team, launched a multi-language website, and built a dedicated research division. With new products in development, upcoming private and funded education initiatives, and a major study planned for 2026, we’re pushing boundaries like never before.

Our collaborations are deepening as we refine our products alongside key partners, and we’re excited to welcome new talent to our team.