Podium Podiatry & Footwear was set up three years ago by owner Matt Fraser, who is based in Whakatane.
The first outlet opened in the Bayfair Mall, Tauranga, followed by shops in Whakatane and Bethlehem, with the most recent opening in Rotorua in June.
"We've had our foot in the door in Rotorua for a while and have been involved with the off-road running community," said Podium communications manager Sophie Jaggs.
The company recently took sponsorship naming rights to Rotorua's Ekiden relay, has been active with other events, and works closely with Tarawera Ultramarathon organiser Paul Charteris on events and competitions.
Mr Charteris said there was a strong underlying message that trailrunning was good for business.