The Origin story.
Joey's journey into bootfitting began in 2004, working in a snowboard shop on Long Island, New York. But it was in 2010, while working at Boot Doctors in Telluride, Colorado, that he discovered the craft that would shape his career.
Under the guidance of renowned bootfitter Nicko Ferguson and Boot Doctors founder Bob Gleason, Joey immersed himself in the world of boot fitting, custom insoles, ski boots, and biomechanics. What started as a desire to better understand equipment quickly became a passion for solving problems that were holding skiers and snowboarders back.
In 2014, Joey brought his expertise to Australia, joining the team at ESS Boardstore in Jindabyne. His reputation and skill quickly earned the trust of the owners, who sponsored his return to continue helping customers find better-fitting boots and more enjoyable days on snow.
More than just comfort.
Like many snowboarders, Joey spent years struggling with his own boots before discovering that comfort and performance weren't simply about buying a different model.
"The biggest lesson I learned was that there are far more variables involved than most people realise."
That experience sparked an obsession with understanding how boots, foot shape, support, and biomechanics work together. What began as a personal quest to solve his own problems evolved into a career helping others solve theirs.
For Joey, bootfitting transformed snow retail from selling products into solving real problems. Whether it's reducing foot pain, improving control, or helping someone enjoy their first comfortable day on snow, the reward remains the same.
Nothing compares to seeing a customer return after a trip and say, "My feet didn't hurt for the first time ever."
The problem with most boot setups.
People buy boots that are too big.
Most riders are used to everyday shoes that feel roomy and comfortable. Snowboard and ski boots work differently. A properly fitted boot should eliminate excess movement while remaining comfortable enough to ride all day.
As boot liners naturally compress and pack out over time, a boot that feels snug in the shop often becomes the perfect fit on the mountain. Unfortunately, many riders size up too early, creating movement, reduced control, and unnecessary discomfort.
Finding the right fit requires more than choosing a size. It requires understanding foot shape, riding style, boot construction, and individual biomechanics.
Why Joey created his own footbeds.
One thing became clear throughout Joey's years of bootfitting: most boots come with little to no meaningful arch support.
Boot manufacturers focus on creating a shell and liner that works for as many people as possible. But no two feet are the same.
Our feet are designed for walking, flexing, and adapting to uneven terrain. Skiing and snowboarding place those same feet into a rigid environment where stability, alignment, and support become critical.
Custom orthotics solve this problem exceptionally well, but for many riders they remain prohibitively expensive.
He developed Joey's Footbeds to provide the support, stability, and alignment benefits riders need at a fraction of the cost of fully custom orthotics.
Help more people get into the correct size boots, reduce foot pain, and improve comfort and control on snow.
Because great days on snow start from the ground up.
