Friendly Foot emerged out of the dark, damp soles of climbing shoes back in 2002.  Rock Climbing is a market where you will inhale the most rancid smells an outdoor enthusiast can produce.  I was one of the unfortunates that would fill a room or car quickly with my smelly shoes.  As a manager of a climbing gym, I had tried every shoe deodorizer on the shelves available, both in my shoes and our rental shoes.  Nothing worked!  I figured how hard could it be to come up with something natural that is effective? Shoe odor is primarily caused by bacteria, so if I get rid of bacteria, I get rid of smells, right!?  Absolutely!