About FitX
FitX is building a new approach to performance footwear by combining mobile 3D foot scanning, fit intelligence, and modern product development.
Most shoes are still designed around standardized sizing and the concept of an average foot. We believe that approach leaves too many people compromising on fit, comfort, and performance. FitX is designed to shift that model by starting with the individual.
Our process begins with a mobile foot scan and user fit inputs, which together help us create a more personalized footwear experience. Our goal is not just to improve first-pair fit, but to build a system that can continue learning over time as customers share additional feedback.
FitX brings together expertise across footwear, manufacturing, product, and technology to build a more precise and more individualized approach to performance shoes.
Our Team
FitX brings together experience across footwear design, manufacturing, product development, and technology.
Wenhong Ji — Founder & CEO
20+ years owning and operating footwear factories supplying Merrell and Columbia. Serial entrepreneur; founder of an e-commerce platform backed by Kleiner Perkins and Warburg Pincus. LinkedIn
Lee Banks — Chief Product Officer
20-year career at Nike across global product and business leadership roles. Former Global Footwear Head of Nike By You; scaled personalized footwear delivery for the world's largest footwear brand. LinkedIn
Jennie Chen — Co-Founder & COO / Strategy
Systems engineer with large-scale distributed infrastructure background (Goldman Sachs). 5+ years of multinational supply chain experience; specialist in aligning Asian manufacturing yield with Western brand requirements. LinkedIn
Song Liu — Founding Technical Architect (AI & Optimization)
Former Head of Applied Science at Snap; managed optimization for a $4B+ ad ecosystem via Reinforcement Learning. Former Principal Scientist at Amazon and Google; led the $3B transition of TV budgets to digital-performance platforms. LinkedIn
Pengcheng Liu — Founding Technical Architect (AI & 3D Systems)
Former Senior AI/ML Lead at FICO, Siemens, and Wells Fargo; 15+ years in large-scale machine learning. Expert in 3D reconstruction and computer vision; translates foot geometry into the FitX parametric system. LinkedIn
Pedro Rodrigues — Strategic Advisor (Biomechanics)
Co-founder of the New Balance Sports Research Lab; translated biomechanical data into 500+ commercial products. LinkedIn