Personal Training Tip- Heel pain or plantar fasciitis can be the result of a bone spur or inflammation of the plantar fascia, the firm tendonlike band of tissue that attaches the muscles of the arch to the heel.  Overuse and lack of shock absorption is the culprit, often made worse by a flat foot or a foot with a high arch.  I reccomend calf  and arch stretching, try to hold for 20 seconds 2-3 times a day.  Do arch strengthening (put soup cans on a towel on the floor, pull toward you with your toes).  Try heel gel pads and over-the-counter inexpensive inserts before taking the plunge to an expensive custom orthotic.  When your at home try arch massage with a golf or tennis ball, this helps stretch and massage the tendon.  Good Luck!