$13M in Annual Revenue – Steven Sashen, Xero Shoes

$13M in Annual Revenue – Steven Sashen, Xero Shoes

August 7, 2019

 Joining us today is Steven Sashen, the founder and CEO of Xero Shoes, a thriving business generating a staggering $13 million in annual revenue.

Learn about the distinct roles of a CEO and founder and the pride they take in ensuring exceptional customer service. Discover how barefoot running led to the creation of the model of Xero Shoes.

About Steven Sashen: 

Steven Sashen is a serial entrepreneur, a former professional stand up comic and award-winning screenwriter. He is also a competitive sprinter — one of the fastest men over 55 in the country. He and his wife, Lena Phoenix, co-founded the footwear company Xero Shoes, creating “a MOVEMENT movement.” It has helped hundreds of thousands of people Live Life Feet First with happy, healthy, strong feet in addictively comfortable footwear. Steven and Lena also appeared on Shark Tank, where they turned down a $400,000 offer from Kevin O’Leary.

Exceptional customer service

Creating exceptional customer service is about going beyond mere transactions and fostering meaningful connections that exceed customer expectations. It requires a customer-centric mindset, effective communication, empathy, and a commitment to continuous improvement. By implementing strategies such as active listening, personalized experiences, swift responsiveness, and empowered employees, businesses can create a service culture that not only delights customers but also builds long-lasting loyalty and drives sustainable success.

Best Advice I Ever Received: From a friend who started and sold 2 shoe companies: If someone offers you a check, TAKE IT! 

Best Advice I’d Give To Someone Who Wants To Build A $10m+ Business:  Get a government job with a pension instead. 

In this episode, Steve, Mary, Richard, and Steven discuss:

  • Barefoot running and how it led to the creation of the model
  • Pride of ensuring great customer service
  • CEO role versus Founder role and their experience with the business

Key Takeaways:

  • From a friend who started and sold 2 shoe companies: If someone offers you a check, TAKE IT!
  • Key to doing equity crowd funding raise is having a crowd of raving fans
  • Followed the feedback of the customers
  • Looking for a partner instead of looking for someone to exploit them


“Since we are trying to change the world, we want to do the right thing for the brand and the product” — Steven Sashen


Connect with Steven Sashen:

Follow Beyond 8 Figures:


Search Episode
Find Us On Social Media