Meet Yifan Li, CEO of Folg AG

Tell us about Folg AG

Folg is redefining footwear with foot-shaped designs that prioritize natural comfort. Over 75% of people suffer foot pain from tapered shoes that distort foot shape. Our vision is to push foot-shaped shoes into the mainstream market, expanding from everyday shoes to more types in the future.

Please give some more details of your startup story

In 2021, after trying foot-shaped barefoot shoes by accident, I ditched my entire shoe collection. Seeing the potential of foot-shaped designs and the limits of barefoot shoes, I founded my company with a vision to make foot-shaped shoes mainstream.

Currently, it’s just me in-house, supported by contractors, with plans to hire more in 2025.

Tell us more about your plans and what is your long-term vision.

In 2024, our goal was to finalize our production-ready prototype, raise funds for tooling costs, and create a small batch for early testers. This year, Flog aims to produce a larger batch and explore new upper versions.

Looking longer term, we aim to use a hybrid store model (a physical shop and e-commerce) to bring foot-shaped shoes mainstream while offering a tailored fit experience.

What has been the biggest success that you have achieved in your startup?

In 2023, we developed a prototype with multiple widths to find the best shoe shape. We hosted a pop-up shop at Pedipower Barefoot Shoe Shop in Zurich, made sales, and gathered valuable feedback. This helped us refine our design, selecting the best width while preparing for future options if needed.

If you could do it all over again, what would you do differently? What are your biggest learnings?

If I could do it again, I’d focus on solving the problem, not just providing a solution. I initially targeted gym-goers with a light foot-shaped shoe, but it didn’t convert well. The data we collected was wasted after pivoting. Focusing on a problem like foot discomfort caused by tapered shoes keeps the brand consistent, even if solutions evolve.

What motivates you to continue your business every day?

Initially, my motivation came from my personal experience—foot-shaped shoes made me, a shoe collector, give up my entire collection. Now, after wearing our production prototype, I believe it’s the most comfortable everyday shoe I’ve ever tried. I’m confident that with the right promotion, we can reach many people who need this solution.

One piece of advice for someone who is just starting out with their startup?

If you have a problem to solve, start working on it—whether you have a company or not. The key is to take action. You’ll gain more understanding and clarity as you keep moving forward, even if the path changes along the way.

What does it mean to you to be a member of the Swiss Startup Association?

As a newcomer, being a member of the Swiss Startup Association means joining a supportive community where I can learn from others’ experiences. It’s a chance to connect with fellow entrepreneurs and grow both personally and professionally through shared knowledge and insights.

Would you recommend joining the Swiss Startup Association? Why?

Yes, I’d recommend joining for the valuable events and the supportive community. It’s a great opportunity to connect with like-minded entrepreneurs, share experiences, and learn from each other’s journeys.

Have you ever visited the events of the Swiss Startup Association? If yes, which ones? Would you recommend them?

Yes, I attended the IP strategy event. I highly recommend it! I made mistakes when registering a trademark on my own, and if I had attended the event earlier, I would have approached it differently. It’s a valuable resource for avoiding costly errors.

Is there anything that we haven’t asked you that you would like to share with us/the community?

For non-tech startups in traditional industries like shoes or clothing, most training is tailored to VC-backed tech ventures. Traditional startups have their own space too. I recommend exploring diverse resources, like designer or art support, beyond typical startup advice to find what truly fits your needs.

Connect with Yifan Li on LinkedIn!

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About the Swiss Startup Association

The Swiss Startup Association (SSA) is the umbrella organisation and the voice of Swiss startups. As a sector-independent non-profit organisation, the SSA gives startups a strong voice vis-à-vis politics, business, and works to improve the conditions for startups in Switzerland.
Beyond its political engagement, the SSA fosters a community for startups, recognizing the unique challenges they face. Through networking opportunities, educational sessions, and practical services, the SSA collaborates with industry partners to offer tailored support and valuable resources to guide founders on their entrepreneurial journey.

Join the Swiss Startup Association! Tap into our member benefits, the comprehensive Investor List and get full access to our events. By becoming an SSA Member you enjoy discounted tickets to our Big Founders Dinners and the SSA Founders Day.