The Emperor's New Shoes is run by avid runners Jeff Pyrah and Sam Murphy, a husband and wife team based in Rye, East Sussex.

Between us, we have more than 50 years running experience, not to mention a serious shoe habit. Over recent years, we’ve both come to believe that ‘less is more’ when it comes to running shoes and believe the best shoes disappear when you put them on.

Discovering the joys of barefoot running and ‘barely there’ shoes is what spurred us into creating the company.


Jeff is a lifelong runner with a marathon PB of 2.28, a former British orienteering champion and ultra runner. He is a qualified running leader.

Together Sam and Jeff coach their local running group, Rye Runners.


Sam is a qualified running coach and one of the first certified barefoot coaches in the UK. She is also a well-known sport and fitness journalist who has written three books on running (including Run for Life which sold 200,000 worldwide) and writes widely for national newspapers and magazines.

Sam is a longstanding runner with 16 marathons under her belt to date and a PB of 3.22. She runs training workshops and camps which you can find out about here.

Please get in touch if you need any assistance or if you would simply like to chat about Correct Toes.