The SoCal French-American Chamber of Commerce Fuels Innovation and Growth in Southern California: Spotlight on SoleCooler
The SoCal French-American Chamber of Commerce Fuels Innovation and Growth in Southern California: Spotlight on SoleCooler
San Diego, CA – The French-American Chamber of Commerce SoCal (FACC SoCal) champions entrepreneurial innovation, forging connections that empower French and American businesses to thrive in Southern California. Operating from its San Diego headquarters, the Chamber’s mission is evident in the success story of Bruno Aubert, the inventor and CEO of SoleCooler, whose revolutionary thermal insoles are redefining footwear technology and making strides in the U.S. market
Founded in 2018 in Perpignan, France, SoleCooler emerged from Aubert’s vision to create a practical solution for workers exposed to extreme temperatures. “Our insoles transform the pressure exerted by the foot into heat or cooling, like an air conditioner powered by movement,” explains Aubert. This innovative product has attracted attention globally and is now set to establish a strong foothold in the United States, thanks to the strategic support of FACC SoCal.
Building Local Partnerships for Global Impact
In 2022, SoleCooler joined FACC SoCal to prepare for the prestigious Consumer Electronics Show (CES) in Las Vegas. The Chamber’s Managing Director, Sylvie Almeri, and Business Development Specialist, Trevor Rameil, provided indispensable guidance. “Their support helped us secure 250 valuable contacts at CES 2023,” says Aubert. The connections paved the way for fruitful discussions with prominent organizations, including the U.S. Army, which has expressed interest in SoleCooler’s technology for military applications.
Beyond CES, FACC SoCal has been instrumental in facilitating partnerships with American manufacturers, a critical step toward local production to meet U.S. military standards. Additionally, Aubert showcased SoleCooler’s latest innovation, WarnFeet, at the BIO International Convention in San Diego. This sensor-equipped insole offers groundbreaking applications for both medical and military use, including aiding diabetic patients and monitoring soldier fatigue.
Their products, designed, manufactured, and packaged in France until now, also meet the growing demands for sustainability. 'Our insoles work without batteries or chemicals, but solely using the energy from your steps, so they produce no CO2 during use. They are assembled without glue, allowing us to recycle them when they are sent back for replacement,' explains the founder.
Leveraging Southern California’s Ecosystem
Aubert credits FACC SoCal with accelerating SoleCooler’s entry into the competitive U.S. market. “The Chamber’s network and expertise opened doors we couldn’t have accessed on our own,” he notes. The Chamber’s efforts extend to fostering collaborations with local universities, research institutions, and skilled labor resources, leveraging San Diego’s ecosystem to support innovation and business growth.
Looking ahead, SoleCooler plans to expand its operations further. “We aim to establish a second U.S. office in New York City and begin clinical trials for WarnFeet,” shares Aubert. The company is also in discussions to integrate its insoles into the product lines of global footwear brands.
Bruno Aubert’s story exemplifies the impact of the FACC SoCal in promoting business development and transatlantic collaboration. By connecting entrepreneurs with vital resources, opportunities, and networks, the Chamber plays a pivotal role in driving innovation and economic growth in the region.
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About the French-American Chamber of Commerce SoCal
The Southern California French-American Chamber of Commerce (FACC SoCal), based in San Diego, has fostered strong business ties between France and the United States since 1996. As a vibrant platform for French and American professionals, the chamber supports local entrepreneurs and businesses with networking, business services, and market insights. A representative in San Diego of La French Tech, a global network across 100 cities, FACC SoCal connects startups, investors, and policymakers to advance innovation and entrepreneurship. With extensive resources and strategic connections across Southern California, FACC SoCal empowers companies to grow in the global market.
For more information and to learn how to get involved, please visit france-socal.org
About SoleCooler:
Founded in 2018, SoleCooler develops innovative, eco-friendly insoles designed to improve comfort and performance. The company’s products are available online and soon in stores across the United States.
Interview with Bruno Aubert by Clément Thiery
How would you describe your business?
Bruno Aubert: I’m a thermal and materials engineer. SoleCooler, my third startup, was created in 2018 to address a specific need: A friend of mine worked in refrigerated warehouses in Atlanta and always had cold feet. After some research, I found that safety shoes offer only 30 minutes of protection – while a worker can spend up to eight hours in the cold – and no one was producing shoes that could keep your feet warm for more than one or two hours. So I came up with the idea of an insole made of cells that could capture the pressure exerted by the foot in the shoe (30 watts with each step) and convert it into heat or cold. Like an air conditioner, but with the movement of the foot serving as the compressor! The insoles are currently produced and assembled in China, but I plan to open production units in France and the United States soon.
Why did you decide to join the FACC SoCal?
My two previous startups were successful in the U.S.; that’s where we needed to be! So we joined the French-American Chamber of Commerce in 2022 with the goal of participating in the Las Vegas Consumer Electronics Show (CES) in 2023. [FACC SoCal Managing Director] Sylvie Almeri and her French-American colleague, [Business Development Specialist] Trevor Rameil, went above and beyond to support us. They did a lot to help us prepare for the trade show, identify prospects, and arrange meetings for us. When you send an invitation through the French-American Chamber of Commerce, it carries more weight: It helps initiate contact, convince visitors, and reassure partners and investors. Thanks to them, we collected 250 contacts during the show, which is huge! This support has been extremely positive. It gave us a foot in the door, and we got twice as many contacts at CES in 2024.
The FACC SoCal also helped you meet the U.S. Army!
Yes, they visited our booth four times during CES in 2023. They’re very interested in our technology and would like to equip soldiers going on high-altitude or desert missions with our products. Thanks to the FACC SoCal, I also talked with people working with the Navy SEALs, and they too are interested in our heating insoles to protect their commandos.
Is working for the government a prerequisite to succeed in the U.S.?
It’s not mandatory, no. It just so happens that all my innovations could have military applications. And landing a prestigious client like the U.S. Department of Defense opens up many possibilities. It has helped my career a lot. My first startup supplied U.S. Navy aircraft carriers, the second worked with clients like NASA and the Environmental Protection Agency, and now my third is attracting the U.S. Army. Since then, I’ve sold machines all over the world: in Egypt, Japan, South Korea, and even to the French Navy!
Are you concerned that political trends and changing administrations in the United States might negatively impact your development?
In the case of breakthrough innovations, Americans are very pragmatic. If your product is good and unique on the market, your installation will be facilitated. People will make an effort to help you. In 1996, I approached the U.S. Navy with my first company, OcciGerm: We won the contract because our medical waste disinfector was 10 million times more effective and only weighed 330 pounds, compared to 3 tons for the American solution! SoleCooler’s insoles are just as disruptive, and the Americans want them. They need them. Last June, we were invited to the SelectUSA Investment Summit near Washington D.C., and five U.S. states are rolling out the red carpet for us to open a factory. I don’t think taxes or diplomacy will be an issue for our high-tech products. However, for more competitive sectors like wine or food, I think the tariffs announced by Mr. Trump will have a significant impact on transatlantic trade.
You first considered setting up your business in San Francisco but ultimately chose San Diego. Why?
For my innovations, I need significant scientific and academic support. I worked with North Carolina State University for my first startup. To increase the efficiency of our insoles, I’m now looking to model in 3D the principle of cells and heat transfer. I was initially considering Silicon Valley, with Stanford University. But proximity to the military is essential for us to develop new products. Our lawyers confirmed that with high-value-added products, we would be better off working with local partners rather than registering in Delaware for tax reasons, as many companies do. San Diego also has the advantage of being close to the Mexican border, where there’s an abundance of skilled labor. It’s also at the heart of California’s ecosystem, with renowned universities, hospitals, laboratories, and research centers. Last but not least, I got along with Sylvie and Trevor right away. Thanks to their kindness and expertise, everything moved quickly!
What other things has the FACC SoCal helped you with?
The Chamber is helping us build a partnership with an American factory to produce and assemble our insoles locally. This is a requirement for supplying the military. Thanks to the FACC SoCal, I also participated in the BIO International Convention in San Diego last June, where I presented my latest product: WarnFeet, an insole without a battery but connected to your phone, equipped with 150 sensors that measure the pressure under your foot in real time. This technology could help the 270 million diabetics worldwide who suffer from neuropathy and have no feeling in their feet, which increases their risk of developing ulcers. During the show, I had the nerve to present this insole to the U.S. Army: They’re interested in our technology to detect if a soldier is tired or walking with difficulty. My innovations have always been successful in the U.S. before being adopted in France.
Why do you think this is?
We always come back to American pragmatism. The importance of an effective and affordable product. With my reversible and eco-friendly insoles, free of chemicals and batteries, 100% recyclable, and sold at 83 dollars, it’s much easier for me to convince Americans – despite my bad English – than the French, who speak my language! The CEO of the CES organizing body, who visited our booth two years ago, gave me the nicest compliment: “We should have given you an award.” To me, it felt as though we had received one!
What are your next goals for strengthening your presence in the U.S.?
We’re very likely to open a second U.S. office at the Maison de l’Occitanie in New York City to begin clinical trials of WarnFeet with a local hospital. As for ClimFeet, our products are sold on our website, on Amazon, and I’m hopeful that an American store will soon carry them. We’re also in talks with U.S. and Chinese brands to integrate our insoles directly into their shoes. However, one of them wasn’t fair play and tried to block our patent in the U.S. for eight months... I ended up petitioning the Patent Trial and Appeal Board, and within 48 hours, we got our patent! Our relations with this brand have improved since. Meanwhile, I’ve just designed a sleeve that fits onto your bike handlebars and warms (or cools) your fingers with a simple press. It also works with ski and Nordic walking poles! We’re now working on gloves, but that’s much more complicated.
After a day at work or on the weekend, what’s your favorite place to relax in San Diego or the surrounding area?
I have poor blood circulation and suffer from Raynaud’s disease, so I can’t walk much. I often take an Uber to get around, but I still enjoy a short walk by the water. I especially like the promenade along the harbor, where the Midway aircraft carrier and museum is docked. The city is very beautiful!
Clément Thiery is a San Diego-based freelance content writer & copywriter with 10+ years of journalism experience between France and the United States, and he produces true stories to help brands, companies, and institutions showcase their services and successes. Fore more information, visit www.mrclementthiery.com
