How This Car Drives A CEO

The Splurge is our monthly column about an entrepreneur's first gift to themselves— because hard work deserves its rewards. This month: the little car that could.

- Joe Keohane

Most entrepreneurs are concerned first and foremost about making payroll. If they accomplish that, they start to think about making some money themselves. And if they accomplish that, maybe they think about splurging on something they’ve wanted for a long time—an extravagant watch, a second home, a fancy car.

For Steven Sashen, CEO and co-founder of Colorado-based Xero Shoes, it was…a Subaru. “I’d see a car on the road about once a week,” he says. “Every time, I’d think, Wow, that is supercool. What is it?” And every time, it was a Subaru BRZ—known as a snug, affordable little speedster.