The Brannock Device is an accurate time-saving tool for fitting cycling shoes and insoles. Shoe sizes and foot sizes are obviously not the same and an accurate measurement needs to be taken rather than relying on what a customer may think their size is. The foot needs adequate room within the cycling shoe for comfort and performance. The Brannock Device is designed to quickly indicate the correct shoe size. By providing a starting point for fitting, this device eliminates guesswork. Three functional aspects are: heel-to-toe, arch, and width measurements. These three measurements are critical for properly fitted footwear.