It’s a common foot problem that nobody can pronounce—unless you’re one of the 2 million Americans who have it. Plantar fasciitis (pronounced PLAN-tar fashee-EYE-tiss) sidelined LA Dodgers' leftfielder Scott Podsednik and New York Giants cornerback Aaron Ross this year. Closer to home, Bill Golden of Golden Shoes says he has as many as seven customers every day come into his Front Street store with the condition.

“I guess it started about seven years ago,” says Golden. “People all of a sudden people started coming in saying they have plantar fasciitis. Now we even sell shoes specifically to help people with the condition.”

According to Birchtree Podiatry Group’s Dr. Dan Lathrop, the plantar fascia is a band of ligament-like tissue that runs from the ball of the foot to heel.

“Shaped like a hunter’s bow, it’s the thickness and size of a violin string,” he says. “If the arch of the foot isn’t supported correctly, the plantar fascia can develop minor tears, which cause inflammation.”

Professional athletes, recreational runners, the elderly, the overweight, people who do a lot of walking and those always on their feet are typically at greater risk.

“Put it this way,” says Lathrop. It’s the most common skeletal foot problem we see—about ten cases every week. Even I have it.”

Lathrop blames cases of plantar fasciitis on a host of reasons.

“People are walking a lot more, especially into older age, and that along with spending a lot of time barefoot or clad in flimsy, unsupported footwear doesn’t help.”

Plantar fasciitis—not to be confused with “heel spurs,” which Lathrop says are quite rare and account for only one percent of patients he’s treated—is signaled by three progressively acute forms of pain:

“The first is pain in the foot upon waking in the morning then a lingering pain when walking, and, finally, pain even when you’re off your feet lying in bed at night.”

Lathrop has prescribed oral medication, special taping techniques, and custom orthotics for patients diagnosed with plantar fasciitis. Severe cases sometimes require physical therapy and, sometimes, cortisone shots. Treatments vary, but the condition is not new.

“I think maybe shoe store owners are hearing about more cases of plantar fasciitis because the economy is so bad people are seeking advice from shoe store owners instead of going to see a doctor.” And that’s okay with Lathrop.

“Area shoe stores like Gauthier's, Running Fit, and Golden Shoes all have a very knowledgeable staff,” he says, adding people experiencing symptoms of plantar fasciitis should look for tie-shoes rather than slip-ons. Everybody is different when it comes to what kind of shoes brings them relief but, generally, Lathrop recommends people stay away from shoes with a flexible arch.
“Sometimes it’s just a matter of getting fitted with a good quality running shoe.”

And of course you knew it would happen sooner or later. About a year ago, Bill Golden woke one morning with a little soreness in his foot. He figured it was nothing; after all, he’s a business owner on his feet everyday. But the every-morning-pain began to linger all day.

“I knew I had it,” says the shoe store owner, “but it wasn’t until two months ago that I was diagnosed.”

Golden describes a crippling pain that starts on the outside of the heel and goes straight up his leg. Pain shots have helped and, of course, getting a new pair of Birkenstocks from his store to wear around the house.