The husband and wife duo, Steven Sashen and Lena Phoenix, started their barefoot-making shoe journey in 2009, and since then have grown their business to become a leader in the barefoot shoe industry.
Steven Sashen, a Master All-American sprinter and former gymnast, was looking for ways to improve running and exercise as he was experiencing injuries when he got back into sprinting. Through the recommendations of a friend to try barefoot running, Steven joined a local barefoot running club in Boulder, Colorado.
After reading the best-selling book Born to Run by Christopher McDougall, Steven was transformed by the benefits of barefoot running and wanted to share this with the rest of the world. With inspiration that led to innovation, Steven made his first barefoot sandal for his wife, Lena, and the two realized the potential this could have on runners across the globe.
In 2009, the couple launched their business, Invisibleshoe.com, to sell DIY sandal kits, and in 2013, they were featured on the hit reality business T.V. show Shark Tank. Soon after, they launched a Kickstarter that raised over $250,000 to fund the production of their new Prio running shoe, which became one of their best sellers and helped to establish Xero Shoes as a major player in the barefoot shoe game.
In March of 2023, Xero Shoes was featured on the popular podcast “How I Built This” with Guy Raz.
Xero Shoes’ philosophy is grounded in the belief that the human foot is designed to be strong and flexible, and that traditional shoes with thick soles and arch support act as a cast and actually weaken our feet over time. They believe in creating shoes that are simple, functional, and sustainable, while allowing the feet to move and function naturally, leading to better posture, balance, and overall health.
Transitioning to barefoot shoes may be a transformative decision. If this sounds intriguing to you, Xero Shoes has an abundance of great products ranging from transitional shoes for beginners to advanced, barefoot shoes for runners. For beginners, it is recommended to start phasing in barefoot shoes about 10% each week rather than jumping right in to prevent aches and pains due to adjustments.