Born From Brooke Wells’ Injury & Fraser’s Frustration: Two CrossFit Stars Reinvent the Training Shoe With While on Earth

Mat Fraser, a five-time CrossFit Games champion, and nine-time CrossFit Games athlete Brooke Wells have teamed up with Todd Meleney, former Chief Marketing Officer at No Bull, to launch While on Earth, a groundbreaking new sneaker brand.

Their debut product, the Move Trainer, is designed to seamlessly blend performance and style, offering a versatile shoe that’s as effective in high-intensity workouts as it is comfortable for everyday wear.

Overview of the Brand

Who’s Behind While on Earth?

While on Earth is the result of a unique collaboration between some of the most respected names in the fitness world. Mat Fraser, known for his unparalleled dominance in the CrossFit Games, and Brooke Wells, a seasoned competitor with nine CrossFit Games appearances, bring their extensive experience and athlete-driven insights to the brand. Joining them is Todd Meleney, the former Chief Marketing Officer at No Bull, whose expertise in brand development and marketing has been pivotal in bringing this vision to life.

The trio’s connection goes back years, with Fraser and Meleney having crossed paths within the CrossFit community and Wells working closely with Meleney during her time at No Bull. The idea for While on Earth emerged from their shared passion for fitness and a desire to create something new and impactful in the footwear industry. Fraser and Wells, both of whom have worn and critiqued countless pairs of training shoes, were eager to collaborate on a product that met their exacting standards.

The Brand’s Mission

The mission of While on Earth is simple yet ambitious: to create versatile, durable, and stylish footwear that can handle the demands of both the gym and everyday life. The founders live the lifestyle they’re designing for, ensuring that every product reflects their commitment to fitness, comfort, and functionality. They aim to build a brand that not only meets the needs of elite athletes but also resonates with anyone who values a healthy, active lifestyle.

Product Details: The Move Trainer

Design and Features

The Move Trainer, the flagship product of While on Earth, is crafted with versatility and performance in mind. The shoe features a knit upper that provides a flexible yet supportive fit, allowing for a wide range of motion during various types of physical activity. The midsole, one of the shoe’s standout elements, is engineered using a combination of four different manufacturing molds—one each for the midsole, outsole, TPU guard, and heel clip. This meticulous design approach ensures that the shoe delivers both stability and cushioning, critical for high-intensity workouts and long days on your feet.

Performance and Versatility

Designed to be more than just a training shoe, the Move Trainer is built for those who want to transition seamlessly from the gym to everyday activities without changing their footwear. The shoe’s versatile design makes it suitable for a variety of movements, from lifting and running to more casual wear. Meleney describes it as the one shoe you’d pack for a weekend trip—perfect for a workout but stylish enough to wear out to dinner.

Mat Fraser, who played a significant role in the shoe’s development, emphasized its comfort compared to previous training shoes he’s worn. Unlike the hard-bottomed shoes he used during his competitive CrossFit career, the Move Trainer is designed with a more cushioned sole, making it suitable for all-day wear. For Brooke Wells, recovering from a torn plantar fascia, the shoe’s softer bottom has been a game-changer, allowing her to train effectively without aggravating her injury.

The Founders’ Experience with Footwear

Mat Fraser’s Experience

Mat Fraser’s journey with athletic footwear is marked by a decade-long relationship with Nike, where he served as the face of Nike Training from 2014 to 2023. Throughout this period, Fraser was closely involved in the development of his signature shoe, the Nike Metcon—dubbed the “Matcon” in his honor. Despite the commercial success of these shoes, Fraser often found them too rigid for anything beyond his rigorous training sessions. He rarely wore them outside of the gym, highlighting a gap in the market for a versatile shoe that combined performance with everyday comfort. This experience fueled his desire to create a shoe that he could wear from morning to night, whether he was training, running errands, or heading out for the evening.

Brooke Wells’ Experience

Brooke Wells also brings a wealth of experience to While on Earth. Having spent years with No Bull, a brand known for its no-nonsense, performance-focused footwear, Wells was accustomed to training in shoes that were designed for the rigors of CrossFit. However, after sustaining a torn plantar fascia, Wells found that the traditional training shoes were no longer comfortable or supportive enough for her needs. This led her to collaborate closely with Meleney and Fraser on designing the Move Trainer, ensuring it provided the right balance of support, cushioning, and versatility. For Wells, this shoe represents a significant improvement over the footwear she had been wearing for nearly a decade, offering both the performance she demands and the comfort she now requires.

Market Reception and Future Plans

Sneaker Community’s Anticipation

Even before its official launch, While on Earth had already generated significant buzz within the fitness and sneaker communities. The anticipation grew when Brooke Wells was spotted wearing the Move Trainer during the 2024 CrossFit Games. Her Instagram was soon flooded with comments from curious fans eager to know more about the mysterious shoes she was sporting. This early interest indicates that the brand has already struck a chord with its target audience, thanks in large part to the credibility and influence of its founders.

Upcoming Releases and Expansion

The Move Trainer is just the beginning for While on Earth. The brand is set to roll out additional colorways of the shoe starting this holiday season, catering to a wide range of style preferences. Mat Fraser teased that he’s already wearing one of the unreleased colorways, which he described as his favorite. In addition to footwear, While on Earth is expanding into apparel, with a collection launching in early November. Brooke Wells has been heavily involved in designing the women’s line, which will include options for both high-intensity workouts and more relaxed activities like yoga or casual outings.

Looking ahead, the brand has a robust pipeline of products planned for the next 18 to 24 months, including new footwear models and apparel lines. The founders envision While on Earth as a timeless brand that resonates with those who live a fitness-focused lifestyle, offering products that are both functional and stylish. Their ultimate goal is to build a brand that not only stands the test of time but also makes a meaningful impact on its customers.

How Does That Fit Friend Feel About the While On Earth Move Trainer?

Jake Boly, founder of That Fit Friend, shared a mixed review of the While On Earth Move Trainer. While he acknowledged the shoe’s potential and praised its suitability for certain scenarios, it ultimately fell short of his expectations.

Key Highlights of His Review:

• Not a Top Contender: Boly didn’t find this shoe to stand out, especially compared to similarly priced alternatives like the RAD ONE or Adidas Dropset 3.
• Strength in Specific Use Cases: He appreciated the shoe for general strength workouts, light running, and daily wear. However, its performance for CrossFit, powerlifting, or minimalist training left much to be desired.
• Fit and Comfort Issues: While the shoe works well for those with wider feet, individuals with narrow or blocky forefoot shapes may find it uncomfortable.

Despite his reservations, Boly recognizes this is While On Earth’s first iteration of the Move Trainer. He’s optimistic the brand could refine future releases and deliver a more compelling product.

An Honest Review:

Joel’s Perspective on the While On Earth Move Trainer

Joel from his YouTube channel As Many Reviews As Possible provided an in-depth look at the While On Earth Move Trainer, praising its comfort, versatility, and breathability while acknowledging a few significant shortcomings. Overall, he views the Move Trainer as a solid first attempt from a new brand, though it may not suit everyone’s needs.

Key Takeaways From Joel’s Review:

• Strengths of the Move Trainer:
  • Unmatched Comfort for Daily Wear: Joel emphasizes that the Move Trainer is ideal for those who wear their training shoes throughout the day. Its breathable Thrive knit upper and cushioned EVA midsole provide excellent comfort and flexibility.
  • Great for Agility and General Movements: The Move Trainer excelled in bodyweight and agility-based exercises, such as burpees and running intervals. Joel praised its light, flexible chassis, making it one of his top picks for mobility workouts.
  • Grippy Outsole: The flat, full-rubber outsole provided reliable traction on various surfaces, enhancing performance during dynamic workouts like box jumps and burpees.
• Weaknesses of the Move Trainer:
  • Not Ideal for Maximal Lifting: The midsole’s softness becomes a disadvantage during heavy lifts. Joel noted a lack of stability for back squats, power cleans, and deadlifts at heavier loads (above 80-85% of one’s max).
  • Heel Slippage: Despite its plush ankle collar, the heel design felt overly vertical, causing occasional slippage. He suggested using a lace-lock technique to mitigate this issue.
  • Durability Concerns for Rope Climbs: Rope climbs caused noticeable damage, including outsole delamination and TPU scuffing. While this may not affect every pair, Joel recommended avoiding rope climbs in these shoes.

Who Would Like These Shoes?

• All-Day Trainer Wearers: Joel recommends the Move Trainer for those who stay in their gym shoes throughout the day, whether coaching, commuting, or performing light to moderate gym work.
• Agility Workout Enthusiasts: Exercises like burpees, kettlebell work, and running intervals feel natural and comfortable in this shoe.

Who Should Skip These Shoes?

• Heavy Lifters: Athletes who focus on maxing out lifts or need a stable platform for powerlifting should explore alternatives like the Reebok Nano or Adidas Dropset.
• Rope Climb Fans: Durability issues make these a poor choice for frequent rope work.

Joel’s Final Thoughts

Joel described the Move Trainer as one of the most comfortable training shoes of 2024, but it’s not without flaws. For general gym-goers and fitness enthusiasts who prioritize comfort and versatility, this shoe is worth trying. However, serious lifters and durability sticklers may want to wait for future iterations.

Conclusion

While on Earth is poised to make a significant impact on the fitness and lifestyle footwear market. With Mat Fraser, Brooke Wells, and Todd Meleney at the helm, the brand brings together a wealth of experience, credibility, and a deep understanding of what athletes need from their gear. The Move Trainer is more than just a shoe—it’s a testament to the founders’ commitment to creating products that excel in both performance and everyday wear. As they continue to expand their offerings, While on Earth is set to become a go-to brand for anyone who values a blend of fitness, functionality, and style in their footwear and apparel.