Jonathan Cotten and Barry Moore on Virginia This Morning

Local Good Feet Store owner and BBB CEO discuss customer care, the in-store experience, and community support 

RICHMOND, Va. (October 14, 2026) – Jonathan Cotten, owner of The Good Feet Store in the Richmond area, recently appeared on Virginia This Morning alongside Barry Moore, CEO of the Better Business Bureau, to discuss how The Good Feet Store approaches customer care and what sets the brand apart. 

A central theme of the conversation was Good Feet’s customer satisfaction guarantee. Cotten described it as more than a policy. “It’s our way of saying we are going to be working with you and supporting you,” he said. “It’s the start of a relationship, not the end of a sale.” The guarantee reflects Good Feet’s commitment to supporting customers throughout their entire journey, from the first fitting through every follow-up visit. 

The segment also gave viewers a look at what to expect when walking into a Good Feet Store: 

• A personalized fitting where the team takes the time to understand each customer’s needs and activity level 

• An arch support system designed to work with the body over time, which is why Good Feet encourages anyone dealing with foot, knee, hip, or back discomfort to give it a try 

Moore closed the interview by pointing to the role businesses like Good Feet play in the community. He noted that an organization and owner like Cotten, who stands behind his promises and actively supports the people he serves, is exactly the kind of business the BBB is proud to recognize.  

About The Good Feet Store 
Founded in 1992, The Good Feet Store is the market-leading manufacturer and retailer of premium, personally fitted arch supports, with more than 250 retail locations in the U.S. and abroad. Engineered for comfort and pain relief in more than 400 styles, flexibilities and sizes, Good Feet Arch Supports are personally fitted to the precise needs and preferences of its customers and are backed by a Manufacturer's Lifetime Limited Warranty. The Good Feet Store operates with an end-to-end approach to maximize performance and ensure consistent quality standards. Good Feet Arch Supports are manufactured in a state-of-the-art facility in Carlsbad, California, and supplied exclusively to its retail locations. Each Good Feet Store location is staffed with well-trained Good Feet Arch Support Specialists who provide customers with a no-obligation, free, personal fitting. To learn more about The Good Feet Store and Good Feet Arch Supports, and to see Good Feet Store reviews from actual customers, visit goodfeet.com.