We’re looking forward to introducing you to Laina Gossman. Check out our conversation below.
Laina, we’re thrilled to have you with us today. Before we jump into your intro and the heart of the interview, let’s start with a bit of an ice breaker: What battle are you avoiding?
Recently our website was attacked by a bot that is testing credit card numbers, creating fraudulent orders and adding hundreds of fake emails accounts. I stayed up until 2 or 3am for a couple nights in a row to go down an internet rabbit hole to find others that have dealt with the same situation and how they have resolved it. Shopify support does not have a solution and there is no approved shopify website security app designed to solve this particular type of attack. I’ve found a temporary band-aid for the situation and I’ve found a couple of people mention an app that’s not approved by shopify as a solution to this issue. Problem is, it requires you to make changes to the DNS – it’s a risk of causing other types of website issues. I’m to a point where I want to wait it all out for a few more weeks to see if the bot attacks will eventually run their course and stop on their own before taking any additional steps which might risk further website issues. When I designed a insole to help heal foot pain many moons ago, I had no idea that it would lead to learning website security among all of the other daily tasks that I get to do as an entrepreneur. It’s all part of the joys of running a small business!
Can you briefly introduce yourself and share what makes you or your brand unique?
Hi, I’m Laina Gossman, founder and CEO of Soul Insole. I’m a biomechanics enthusiast and entrepreneur with a passion for helping people move better and feel better — starting from the feet up. At Soul Insole, we design innovative, high-performance shoe inserts that are not only incredibly effective but also minimalist and easy to use.
Our flagship product, the Shoe Bubble micro-size orthotic, has helped thousands relieve foot pain from issues like plantar fasciitis, flat feet, and more — without needing bulky or expensive custom insoles. What makes our brand special is that we blend science, comfort, and simplicity in a way that empowers people to live active, pain-free lives.
Soul Insole began as a personal mission to solve problems I saw in the footwear and orthotic industries — and it’s grown into a business that helps people all around the world. Right now, we’re continuing to expand our product line and research, aiming to design a wider assortment of effective and affordable solutions for foot health. We are excited to introduce our newest product, our Instant Custom Orthotic. It is a full length, cushioned, soft insole that can be fully customized to any individual foot needs.
Appreciate your sharing that. Let’s talk about your life, growing up and some of topics and learnings around that. Who saw you clearly before you could see yourself?
The summer after high school, I applied for a retail sales job at a local shoe store — not knowing it would shape the rest of my life. My boss, Michael Kendall, happened to be a biomechanist who made custom orthotics, and I quickly noticed the backlog of orders piling up in the back room. Wanting to help, I offered to assist with the preparation work. Over time, he recognized potential in me and began teaching me the full process — from using the sander to understanding the biomechanics behind each design. His mentorship sparked my passion for helping people through foot health. That experience set me on the path to building my career — and eventually founding Soul Insole.
Was there ever a time you almost gave up?
Yes, there was definitely a time I almost gave up. After filing the provisional patent for my first product, I dove into the manufacturing process, starting with a manufacturer in the U.S. Unfortunately, communication was painfully slow — it took months to get responses or samples. I invested thousands of dollars and over two years, only to end up with no fully functional prototype and a cost estimate that had suddenly quadrupled.
Determined to find a solution, I went to León, Guanajuato, Mexico — a hub for footwear manufacturing — but discovered that the facilities there primarily used compression molding, which wouldn’t work for my design. At that point, I was exhausted and discouraged. I took a break and seriously considered walking away from it all.
But during that time, I kept meeting people who were in pain — people who needed exactly what I was working to create. Their stories re-ignited my passion. I decided to expand my search globally, reaching out to hundreds of manufacturers online, reviewing samples, and refining my process. Eventually, I found the right partner — a company that could bring my vision to life with precision. We’ve been working together ever since.
Alright, so if you are open to it, let’s explore some philosophical questions that touch on your values and worldview. Whom do you admire for their character, not their power?
I admire John Morgan of Morgan & Morgan for his character. He comes from humble beginnings and has maintained a strong sense of purpose and integrity throughout his journey. I’ve watched several of his interviews, and what stands out is his drive, generosity, and clear-headed logic. Despite his achievements, he remains grounded and genuinely cares about helping others.
Okay, so let’s keep going with one more question that means a lot to us: What is the story you hope people tell about you when you’re gone?
I hope people remember me as someone who truly cared — someone who was kind not only to those closest to me, but also to those who never even met me. I want my impact to reflect compassion, generosity, and a genuine desire to make life better for others, whether through my work or everyday interactions.
Contact Info:
- Website: https://soulinsole.com
- Instagram: https://instagram.com/soulinsole
- Twitter: https://twitter.com/soulinsole
- Facebook: https://facebook.com/soulinsole
- Yelp: https://www.yelp.com/biz/soul-insole-san-diego-3
- Youtube: https://www.youtube.com/@SoulInsole
