SHFT was founded by Tony Motzfelt, Andre Dommer, and Stefan Barfred. They wanted to create a device that would help runners all over become happier and more efficient runners. From the first brainstorm session to the development of SHFT, they have held a continuous focus on improving the average running experience. SHFT's ambition is to give every runner access to their very own private running coach on a daily basis. SHFT wants to change your mindset so you don't just run, you run right.