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Footwear designed to improve your well-being
Because your health starts with your feet
The Chung Shi ®story –
a crazy notion becomes a success story
ME & Friends AG, with its headquarters in Holzkirchen in
Upper Bavaria, is a quality leader with the Chung Shi® brand
in the functional health shoes segment. The company was
founded in 2001 by Mr. Michael Ertl and has been managed
since then by him, together with his wife, Alexia Ertl.
The idea of developing the Chung Shi®
brand comes from Michael Ertl, who
wanted to meet the growing need
for holistic and gentle Asian
methods to improve wellbeing and help contribute to
health and inner harmony.
The result is a unique collection of healthy footwear products, which
combines a holistic understanding of Asian philosophy with profound
knowledge of bio-mechanical science. The brand and
all Chung Shi® products stand
out with genuine functionality,
reliable quality and social responsibility. These three brand principles
also characterize the entire company
philosophy and are guided by the innovation
and dynamism of the company founder, Michael Ertl.
Company headquarters, Holzkirchen (Germany)
Interview with founder, Michael Ertl
It all began with the AuBioMo® line, which encourages an
aware and upright gait and so counteracts problems with
joints and the back. The modus operandi of AuBioMo® is supported by medical studies: In 2010, the line was scrutinized by
the Aktion Gesunder Rücken e.V. (AGR) and given their
‘Tested and Recommended’ stamp of approval.
In the pursuit of genuine function, reliable quality and social responsibility,
the next product family was the
Duflex® line. This line is distinguished by the use of lighter,
softer, and non-polluting
EVA materials. In 2008, the
model DUX® in red from this
product category was the
only one of 22 comparable
products from well-known
manufacturers to receive
a ‘very good’ rating in tests
carried out by the magazine
Öko-Test (- a consumer product
research organization -).
ME & Friends AG with their Chung
Shi® brand are aware of their social
responsibility and underpin this time and
again with new and innovative products that
offer genuine functionality and quality you can rely on.
The Asians often have stories to go along with descriptions
in words to explain a meaning more accurately. For Chung
Shi® there is a story about a master and his student that I’ll
tell briefly as it gets across very well the meaning mentioned
above: A master asked his student to use a metal plate to
scoop up running water. The student tried scooping with the
plate at different angles to catch the water, but it kept running off. So he went back to his master and said that the task
could not be solved.
“Since the founding of the company, I and my staff have been
asked time and again what Chung Shi ®actually means and
where the idea for this brand name came from. Anyone who
knows me knows that I like to go where others do NOT... That’s
where I got the idea of an Asian brand with Asian philosophy.
Along with close Chinese friends from Hong Kong, we then developed the brand name Chung Shi. The term ‘Chung Shi®’ is
Cantonese and means ‘evolve’ / ‘personal growth’. If I could describe the meaning more accurately, I could say the guiding
principle for me is:
LEARN from your experiences,
LIVE in your present and
PLAN your future actively.
The master then put a hammer into his hand and told him to
work the metal plate with it. Using the hammer the student
shaped the metal plate into a bowl, which could collect the water. The metal plate first had to be formed with a hammer to retain the water. I find this story so telling, because it can be applied to so many things in our everyday lives. Our spirit must
first be shaped, e.g. through school/training, before we are ready
to absorb more knowledge, in order to give it back to society or
hand it down to our descendants.
This is the vision I have for the development of our footwear
concepts, which are simple aids to achieving correct posture and
biomechanically correct movement, and so help the wearer to do
something good for his or her own health every day.
The success of this concept speaks for itself: Several excellent
products and a global sales and brand system established in
more than 20 countries have made us a leading quality provider of functional health shoes. Chung Shi® has written its
own success story!”
Genuine function
Health problems affecting the musculoskeletal system are all
too common in society today. The causes are many: Obesity,
just plain bad everyday habits, non-ergonomic working conditions, lack of exercise, overwork or mental stress, to name
just a few. Often it’s a combination of several factors that trap
people in a vicious circle of pain. Based on this development,
health promotion and the prevention and treatment of diseases of the musculoskeletal system have come into the spotlight more than ever before.
Multimodal approaches to prevention and treatment have
established themselves over the years. As a consequence,
more innovative, supportive approaches within health promotion and within primary, secondary and tertiary prevention are a fundamental requirement. However, each new additional treatment option must also be considered critically.
The Duflex® product range stands for functionality with a wellbeing guarantee and offers application possibilities for reducing pressure peaks, as well as for treating injuries caused by
excessive stress and compression.
The AuBioMo® models combine functionality and health,
because health starts with the feet. The models support a biomechanically correct gait and standing posture and can be
used therapeutically to treat chronic back and knee pain. In
addition, they are often used preventively as training support
in both popular and competitive sports.
The Chung Shi® products:
✔ are easy to use.
✔ have been independently tested and certified.
✔ have enduring effects and bring tangible
benefits to health and well-being.
✔ are medically recommended.
Sport scie
ntist Ma
tthias La
“I pick and pack hundreds of chung shi shoes for our customers every day. Therefore I have to walk quite a lot.
In the evening, I look forward to putting on my comfortable DUX shoes. Then I can relax immediately.“
ar
ichsner
ilian Me
Maxim
Dr. med
An optional component of the multi-modal approach is the use of ‘functional or active footwear’. The Chung
Shi® brand, which specializes in this segment of the shoe market, features a range of different shoe products
(Duflex® and AuBioMo®), which are used in prevention and treatment.
Dr. med. Maximilian Meichsner and qualified sport scientist Matthias Laar
Tanja Bornstein née Maderholz,
Miss Bavaria 2011
The successful luger Natalie Geisenberger is also a fan of
the Chung Shi® products and makes use of the activating
and regenerative capabilities of the Chung Shi® shoes.
Christian Rusch, warehouseman
Reliable quality
Chung Shi® studies:
2006
University of Calgary; Darren Stefanyshyn, Sean Osis,
Larie Tremblay, Sang Kyoon Park
Biomechanical analysis of standing and walking in CHUNG SHI
AuBioMo® shoes. The purpose of the study was to compare the
motion, forces, and muscle activity between the novel shoe
concept of AuBioMo® and a standard shoe while standing and
walking.
Chung Shi® shoes are shoes that do good things for the whole
body. We have dedicated ourselves to the pursuit of this wellbeing, and we offer reliable quality in addition to genuine
functionality. Our 2008 Öktotest and Aktion gesunder Rücken
(AGR) 2010 awards attest to this. And this is despite the fierce
competition and the threat posed by low-cost sellers in our
traditional field of activity.
experts examine the production procedures of the suppliers.
Our products are developed in Germany (German technology).
The products we develop are manufactured in South Korea,
where working conditions are good and quality high. External
testing companies with direct lines of communication to the
Executive Board oversee compliance with the quality and environmental standards set by Chung Shi®.
Our sales staff are out there every day talking to customers
and observing at first-hand how the market is constantly
changing. Many competitors try to gain a market share via
pricing. As Chung Shi®, we take up a deliberate stance against
this trend. We focus on performance, innovation, quality and
environmental sustainability.
What is crucial is that, after all the work we do, our customers are satisfied with our products and services. That’s why we
offer our clients, in addition to the telephone lines, a 24-hour
contact option via our B2B platform with easy-to-use features
and fair handling of any customer complaints. All Chung-Shi
products® come with a full two years of warranty service. By
registering the warranty at www.chung-shi.com, our customers gain not only direct contact with the manufacturers, but
also exclusive and the latest product information.
To make sure we can deliver on the quality and performance of
our products that we promise our customers, our development
Ewha Womans University Department of Human Movement
and Performance: Yi Kyung ok
The Effects of Chung Shi Walking Shoes on Posture, Foot
Shape, Balance, Flexibility, Body Composition, Menstruation, Pain and Gait
Sportmedizin Oberland, Creative Kinetics:
Dr. Meichsner, Mr. Laar, qualified sport scientist
A prospective study on the impact of the Chung Shi AuBioMo®
technology on the spine-stabilizing muscles
2011
Medical Director Lutrina Clinic in Kaiserslautern,
Dr. Wolfgang Franz
Rehabilitation after knee surgery with angled sole shoes
(Chung Shi AuBioMo®)
2008
Ewha Womans University, College of Health Science Department of Exercise, Sport and Leisure Science: Lee Geyeong Ok
A Basic Study on Assessment and Development of Rocker Sole
Shoes for Arch Support
Reliable quality from Chung Shi ® stands for:
✔ Reliability
✔ Distinguished products
✔ Function documented by product studies
✔ Two-year warranty on all CHUNG SHI® products
✔ Accommodating and uncomplicated complaint handling
✔ Quality assurance through external audit companies
✔ German technology
✔ 24-hour contact option via B2B
✔ 48-hour delivery service
“We are reliable and carry out
our tasks with passion. That’s
what we stand for.”
Michael Ertl, company founder
“My favourite
chung shi shoe is
the new model
Duxfree Nassau,
which I wear
during work as
well during leisure
time.”
Thomas Arndt,
head storeman
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Product info
Chung Shi® out in front of the functional shoe market
as an innovation leader
Duflex® – Functionality with a well-being guarantee
AuBioMo® – Because your health starts with your feet
In the Duflex® product group, we combine a unique portfolio
of non-toxic EVA clogs and shoes with thermo-elastic properties and unique pressure relief. The product diversity of the
Duflex models offers many different application options:
The AuBioMo® product group combines functionality and
health while walking and standing. AuBioMo® stands for automatic biomechanical movement. AuBioMo® shoes have in
the sole, depending on the model, a forefoot-rearfoot angle of
15° (label: ‘Comfortstep’) or 20° (label: ‘Balancestep’). To maintain the constant sole angle under pressure, a steel plate lies
under the pivot point. Through that pivot point, the wearer is
actively guided during the ‘rolling forward’ process when walking to overcome the light resistance of the angle and also the
‘mid-foot roll’. This leads to a more active stride. Another goal of
the angle is to reduce the footprint, in order to enable the selfstabilization of the wearer’s muscles. The muscle-activating effects in standing position were verified by Stefanyshyn (2006).
DUX® Clog – the test winner
An EVA sandal consisting completely of the thermo-elastic Duflex material and conveying incredible soft and lightweight
wearing comfort. The Chung Shi DUX® sandal in the color red
was the only footwear in the July 2008 ÖkoTest to come out
with the test result ‘very good’. DUX® not only comes in many
different colors, but also in some other design variations for
different applications and different target group interests:
• With the same design as the DUX® Clog but with up to 30%
bio-based plastics: Model DUX® Bio
• Of the same design, but with even softer EVA material. A real
caress for the feet: DUX® Sensi
• As thong sandals or high-heeled sandals for warm summer
weather: The Zori and Duxilette models
• A dainty ballerina style for a lady: Model DUX® Ballerina
• A padded fleece variant for the cold season: Model DUX®
Winter
• And now, brand new from March 2014, the DUX® Ortho. An
EVA shoe, open as a clog with heel strap or closed as a slipper,
which can be worn with a removable sole insert.
Both the DUX® Clog and the Zori are available in children’s
sizes. Because it is precisely children’s feet, which are not yet
fully developed, that should be very well looked after. The
thermo-elastic and non-toxic properties of the Duflex® material perfectly support the natural development of children’s
feet.
There is also a complete collection (Duxfree®- + DUX Trainer ®-)
of closed shoes, where only the sole is of the light, soft, pollut-
“It is fantastic to see our employees confidently
wearing our chung shi shoes. This demonstrates
the function and the quality of our shoes.”
Alexia Ertl, CFO
In 2010, the AuBioMo® shoes went under the microscope of the
Aktion Gesunder Rücken e.V. (AGR) and were given their ‘Tested
and Recommended’ stamp of approval.
ant-free EVA material and the upper material is synthetic textile. The function of this model series lies in the mobility of the
foot in all directions with concurrent stimulation of foot receptors. What’s more, the ease and the palpable wearing comfort are the best selling point!
“ I do have two pairs of DUX shoes: one pair at
home and one pair in the office. During the warm
months I change to the summer models DUX Ballerina
and Zori.”
Nadine Edenhofer, Customer Service
The highly diverse AuBioMo® collection ranges from sporty
models to sandals, from casual shoes to outdoor shoes with Vibram soles and a breathable Sympatex lining.
The model line ranges from sporty models to everyday leather
models.
Precisely because the freedom of movement with simultaneous stimulation matters for our increasingly neglected feet,
for both big and small, the Duxfree® series is expanding into
casual design, as well as into children’s sizes. Some new models will be coming out during 2014 and in spring 2015 yet more,
in the fashionable multi-toned look.
The Duxfree® Kids were awarded the 2013 ‘Healthy children’s
backs’ seal of approval from Aktion Gesunder Rücken e.V.
(AGR).
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An affair of the heart!
Social responsibility
The Chung Shi® brand brings together various shoe concepts
that build on well-founded bio-mechanical knowledge combined with creativity, emotionality, momentum, and a flair for
product design. Product development is the prerogative and an
affair of the heart of the company‘s founder, Michael Ertl.
Chung Shi® shoes stand for healthy walking and standing, as
well as holistic, physical well-being. Communicating this wellbeing, whether that’s through our products, our services for our
customers or for our employees, takes top priority for me and
my wife.
Chung Shi® shoes stand for healthy walking and standing, as
well as holistic, physical well-being. We want to convey this
sense of well-being not only to the wearers of our shoes, but
also to the people we work for – our customers – and those
who work for us – our employees and suppliers. We see this as
a social responsibility of the Chung Shi ® brand. Below, you can
read what this means for us:
“ For us, Chung Shi® is not just a brand and product
concept. It encompasses our values and makes up an
important part of our family!”
● Many of our employees and customers have been with us
from the very beginning. We see it as our responsibility to
plan for and to carry the Chung Shi® brand forward for the
next generations.
Michael Ertl, January 2014
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● We have gone through growth and consolidation phases
and have emerged stronger and more capable. In an intensely competitive field we have strengthened our position as a
quality leader in the field of functional health shoes.
● We have been training staff for years and offer our employees the opportunity for further training with dual courses
of study.
● Today, we are active in more than 20 countries worldwide.
But we feel closely bound to our home market of Germany.
Therefore, corporate headquarters, as well as the core of
product development have been located from the very beginning in Germany.
● We employ no child labor, neither at the company’s headquarters nor at our production facilities in South Korea.
● A written Code of Conduct guides us in our business.
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● Whenever possible, we use ships and railways for transport.
● In 2013, we demonstrated our environmental awareness
with our products and, with DUX® Bio, set down our first
‘ecological footprint’. DUX® Bio is made from up to 30 percent bio-based plastics and so reduces the consumption of
fossil hydrocarbons, which in turn protects the environment.
● In the ‘Non-toxic materials’ category, with DUX® we were
the sole test winner in the Oeko Test Awards of 2008.
● A portion of our profits goes towards supporting the ‘Ein
Herz für Kinder e.V. (A heart for children)’ action, a project
that is very close to our hearts. We started this project in
2008 and remain committed to it. The expansion of our children’s shoes collection shows how important children are
to us: because they are the next generation – our children,
our future.
ME & Friends AG
Rudolf-Diesel-Ring 11
83607 Holzkirchen
Telephone
Fax
Email:
Internet:
Because your health starts with your feet
+49 (0) 8024 / 608 98 0
+49 (0) 8024 / 608 98 20
info@chung-shi.de
www.chung-shi.com
• Concept: JS Media Tools A/S • 71862 • www.jsdeutschland.de
Footwear designed to improve your well-being