That's the concept behind a pair of shoes designed to give you a workout just by walking around.
They're made by The Walking Company, based in Hailey, Idaho.
If you can get past the looks, the makers promise walking an hour in these shoes is equivalent to working out for two hours at the gym.
Their promotional video preaches about what we can learn from the Masai Tribe of Africa and it starts with their shoes or lack thereof.
Turns out the Masai may hold the secret to getting in shape without really trying.
"As they walk on natural uneven terrain, they develop toned, lean leg muscles," says the video.
That's the science behind MBT shoes - Masai Barefoot Technology.
It starts with posture.
The curved heel makes you stand up straighter.
Better posture means less stress on your joints, working your muscles more and therefore making you more fit.
"You don't even realize you're doing exercise just by walking in them," said Larry Ryan, The Walking Company.
Kristie Wehe feels like she's walking on air when she's walking in the shoes with her dog Gino.
A knee injury inspired her to try them out and found the benefit goes beyond comfort.
"Especially if I take him for a long walk and it's been a while since I've worn them, you can definitely tell. You get tired faster, you feel like you're getting more of a workout," she said. "They look a little goofy though."
Fashion may be the price you pay for fitness.
The curved heel just looks weird, but it's that curve that could help shape your curves in a shoe inspired by people who don't wear any shoes at all.
Other people who've worn the shoes describe it as walking in sand.
One pair of the MBT shoes costs $250.