Xero Shoes: Steven Sashen and Lena Phoenix

Loren Castle started baking cookies after surviving cancer in her early twenties. Five years later, Sweet Loren’s refrigerated cookie dough was generating just $350,000 a year. But instead of giving up, she listened to customers, and reinvented the dough without gluten, dairy, eg ...  Show more

Today’s callers: Lindzi from Chicago wants to expand her gourmet marshmallow brand into retail without cannibalizing her high-margin DTC sales. Then, Vivi from Hawaii considers how to best tell her sustainable swimwear brand’s story to a digital audience. And Aly from Los Angeles ...  Show more

In this episode, I'm speaking with Steven Sashen, who founded minimalist shoe company Xero Shoes with his wife Lena Phoenix in 2009.

His philosophy? Modern footwear is actively hurting you. 

In this discussion (which was so fun and i ...

Once a niche product for runners, footwear that makes you feel like you’re not wearing any is now crossing into the mainstream. We’ll hear from fans chasing everyday health benefits as well as from brands in the UK, India and US. And we’ll ask whether the barefoot movement is her ...  Show more

The running shoe set to compete with Nike isn’t who you think it is.  Move over, Under Armor, because you had your chance and couldn’t cut it.  Aidan dives into the tale of trail running’s greatest brand, and unpacks how two former Saloman employees crafted one of the most comfor ...  Show more

David Alleman is the Co-Founder and Co-Chairman @ On Running one of the fastest-growing global sports brands with over 17 million products sold in 60+ countries. In 2021, On went public on the NASDAQ and t ...