About us

Welcome to The Heel Shoe Fitters, locally owned and operated in Green Bay, WI since 1970!

Treat yourself to a truly unique shopping experience and see what you have been missing! Our team of expert shoe fitters as well as on-staff, board certified pedorthists are here to fit you with the perfect pair from our vast inventory of over 40,000 pairs of footwear! At The Heel Shoe Fitters you will find your favorite brands like Birkenstock, Pikolinos, Haflinger, Aetrex, Ecco, On Running, Brooks, New Balance, The North Face, Kuhl, and over 100 more!

THE BEGINNING

 The Heel originally opened in 1970 on University Avenue in Green Bay, Wisconsin. It then briefly moved to a former Buick dealership at the current Baylake City Center. Originally owned by Bob Sanderson, The Heel specialized in leather goods and western style footwear. Frye and Zodiac boots were the highlights of the store, and were very popular in the 1970s. In 1982, The Heel took residence in the historic Rockstroh Bakery building on Adams St, in downtown Green Bay. 

A NEW CHAPTER

In 2009, Troy Dempsey came aboard and partnered with Bob to run the business. Troy’s pedorthic training allowed The Heel to start focusing on foot health, and carrying higher quality brands.  In 2012, Troy took full ownership of the business from Bob. Between 2012 and 2016, Troy added 13 people to his staff, including a full time shoe cobbler.

OUR NEXT ADVENTURE

In March 2017, The Heel relocated to it's new home, located at 930 Waube Lane in Green Bay. This new space has more than three times as much sales floor space, has easy access to Highway 41, and offers convenient parking.  Our new store has become a "destination" shopping experience, and has enabled us to help our customers even better than we could previously!