‘Shark Tank’ to host Feel the World execs

BOULDER – The co-founders of Feel the World Inc., which makes “barefoot”-style Xero Shoes, will appear on ABC-TV’s “Shark Tank” entrepreneur reality show.

The show will air locally at 8 p.m. Friday, Feb. 1, on KMGH-TV Channel 7.

While Steven Sashen and Lena Phoenix in Boulder already did the taping where they asked the show’s five professional investors for money, they were sworn to secrecy about the outcome, the two said in a press statement. Any of the five investors involved in the show “would make a great investment partner,” Sashen said in the statement.

“The hardest part of keeping the secret was when customers and friends would spend 20 minutes telling us that we’d be perfect for ‘Shark Tank’,” Sashen said in the press statement.

Sashen and Phoenix have watched ‘Shark Tank’ for three years, rehearsing how they would respond to comments and questions from the investors, Phoenix said in the press statement. After that, walking onto the set of the TV show and standing in front of the investors felt surreal, Phoenix said.

ABC reports that more than 30,000 entrepreneurs have applied to appear on the hit show. ‘Shark Tank’ recently has had audiences of more than 7.5 million viewers. Sashen and Phoenix already have made plans for an expected uptick in orders the evening the show airs and in the days after, Sashen said.

Xero Shoes is the trademarked product of Feel the World, which Sashen and Phoenix launched in December 2009. More than 25,000 customers have bought Xero Shoes in more than 84 countries to date. The shoes are modeled after the traditional huarache running sandal used by the Tarahumara Indians of Mexico.

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