Company Profile – Xero Shoes – Gear Reviews & Healthy Aging

Last Updated: September 14, 2025

Xero Shoes co-Founders Steven Sashen and Lena Phoenix are husband and wife and life-long entrepreneurs.

Steven is the visionary and marketer for Xero Shoes. He is a Master’s All-American sprinter (one of the fastest men over the age of 50 in the US) and former All-American gymnast. He was also a professional stand-up comic, and cognitive psychology researcher, and taught Tai Chi and Zen Archery. Steven is also the creator of Scriptware, the industry-standard word processor for film and TV writers.

Lena is an avid hiker. In her previous life, she created and sold a home mortgage company and has managed the back end of numerous companies. She’s the glue that keeps Xero Shoes from busting at the proverbial seams as it grows, taking care of all things logistical and numeric.

I first met Steven in Boulder, CO, to talk about shoes and track & field, specifically 400m sprints! I was competing in the California Senior Games and getting some valuable advice from him. Fast forward to 2025, Xero Shoes have grown from Shark Tank appearance (2013) to an international business with over 50 styles and over $50M in sales!