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#375

Awareness about barefoot running reached a crescendo with the publication of the book Born to Run about the Tarahumara Indians in Mexico who came to run the Leadville Trail 100 in 1992 and 1994. Steven Sashen and his wife Lena started a company that produced kits that allowed buyers to assemble their own huarache-style sandals that the Tarahumaras wore. This evolved into them designing shoes for running, court sports, and other training that has become the popular brand Xero Shoes that spurned a Shark Tank offer and had sales of $48 million in 2022. Their shoes are designed with a wider toe box and a zero drop, meaning the heel is not lifted at all, allowing the foot to function more as nature intended us to move, thus strengthening the foot and reducing injuries. Steven, a one-time standup comic, entertainingly explains how the built-up shoes that are common in the footwear industry have actually created more problems to our bodies. In addition, those shoes’ foam cushioning begins breaking down from the first use, necessitating their replacement within a short time. Xero shoes on the other hand have a 5000-mile sole warranty using FeelTrue rubber they have developed themselves. You’ll learn a lot here about the human science that goes into Xero shoes. Steven himself is a masters track sprinter, and shares many anecdotes about adult track competition, as well as many terrific helpful lessons about the business world as a whole. Steven Sashen xeroshoes.com Facebook and Instagram @xeroshoes Podcast The Movement Movement jointhemovementmovement.com