Lena Phoenix

Co-Founder and President at Xero Shoes
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Lena Phoenix is the President and Co-founder of Feel the World, Inc., the makers of minimal footwear brand Xero Shoes, which is now worth more than $38M. An entrepreneur with decades of experience running her own companies, Lena has a deep understanding of what it takes to build and grow a woman-led business.

Prior to co-founding Xero Shoes with her husband Steven Sashen, Lena started her first business at just 20 years old; a mortgage company that brokered seller-financed real estate paper to institutional investors. She later went on to form a management company for creative endeavors, many of them LLCs. An advocate for elevating women in the business world, Lena mentors the women on her team and looks to develop them in high-level positions and throughout the product development space.

Lena appeared on Shark Tank in 2013, where she and her husband actually turned down an offer from the Sharks. Xero Shoes has also partnered with the Olympic-associated USA Artistic Swimming organization and USA Archery team and ranked number 11 on Colorado Biz Magazine’s 2021 Top 100 Women-Owned Companies. In addition, Lena has been nominated for the Entrepreneur Of The Year 2022 Mountain West Program.

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