Building a Custom Orthotics Startup From the Ground Up
- Mar 13, 2026
- 28:07
- Full Episode
ABOUT THE EPISODE Dan Cataldi, Founder of Groov, joins Barbara and Americus to explain how the company uses iPhone-based 3D scanning to create custom inserts, why proprietary data and speed matter for defensibility, and how brand identity and packaging help build long-term advantage.
ABOUT THE PODCAST Marketing Matters is hosted by Wharton marketing professors Barbara Kahn and Americus Reed. Each week they discuss marketing and advertising trends, consumer behavior, data and analytics, the latest in retail marketing, brand-building, and much more with their expert guests. Episodes are recorded at the Wharton School.
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Brief Summary
Dan Katali discusses his innovative footwear technology company Groove, focusing on customized shoe inserts for comfort and performance.
Key points
- The Beauty in Brokenness. Exploring the concept of Wabi-Sabi, the beauty found in imperfection and repair.
- Introducing Groove. Dan Katali discusses his innovative footwear technology designed for personalized comfort.
- The Journey to Better Footwear. Dan shares his personal journey from traditional orthotics to creating Groove.
- The Disconnect in Footwear Industry. Dan highlights the gap between what athletes use and what consumers are sold.
- Unlocking iPhones in the Dark. Discover how iPhones use infrared to unlock in pitch black conditions.
- The Groove Brand Story. Learn about the origins of the Groove brand and its unique approach to footwear.
Episode highlights
- The Beauty in BrokennessExploring the concept of Wabi-Sabi, the beauty found in imperfection and repair.“Real beauty in life comes from uniqueness and how we shatter and build back stronger.”0:24Mar 13, 2026
- Introducing GrooveDan Katali discusses his innovative footwear technology designed for personalized comfort.“Groove is a footwear technology company that develops customized services for your body.”1:47Mar 13, 2026
- The Journey to Better FootwearDan shares his personal journey from traditional orthotics to creating Groove.“I hated it. I never took it.”8:05Mar 13, 2026
- The Disconnect in Footwear IndustryDan highlights the gap between what athletes use and what consumers are sold.“There was a disconnect between what the footwear industry was selling to consumers.”13:14Mar 13, 2026
- Unlocking iPhones in the DarkDiscover how iPhones use infrared to unlock in pitch black conditions.“You can unlock your iPhone in bed in pitch black, right?”19:36Mar 13, 2026
- The Groove Brand StoryLearn about the origins of the Groove brand and its unique approach to footwear.“Everything's built from scratch. Everything's proprietary.”21:23Mar 13, 2026
- Von Miller's EndorsementNFL star Von Miller shares his experience with Groove shoes.“These mugs are so comfortable.”25:53Mar 13, 2026
