In an exclusive interview with CanadianSME Small Business Magazine, Zechariah Thomas, Founder and CEO of Swift Hockey, shares what it really takes to challenge a legacy industry and build a brand rooted in access, speed, and accountability. From elite hockey to high-growth entrepreneurship, Zechariah reflects on discipline, resilience, and why ownership, execution, and consistency matter more than permission when you are setting out to change the game.
Interview By SK Uddin
Zechariah Thomas is the Founder and CEO of Swift Hockey, a Canadian hockey equipment company focused on making the game more accessible by delivering high-performance sticks at a fair and transparent price. A former competitive hockey player, Zechariah founded Swift Hockey after experiencing firsthand the financial barriers many families face in the sport.
You sold your first company at 18 and went on to become a pro hockey player before founding Swift Hockey and Swift Sports. What have been the toughest hurdles on that journey, and what did you learn from the moments that didn’t go as planned?
The toughest hurdles were learning speed and pressure at the same time. Selling a company at 18 teaches you that wins can disappear fast if your systems are weak. Playing pro hockey teaches you accountability because results are public and there is nowhere to hide. When things did not go as planned, it was usually because I tried to do too much alone or I moved fast without tightening the foundation first. I learned to build real structure, track the numbers daily, and protect the brand with standards that do not change. I also focus very heavy on speed and volume, because volume negates luck. I have won in business the same way I won in hockey: by beating people on speed, getting more reps, more shots, more outreach, more iterations, more execution. Setbacks are data. A mistake is only a failure if you refuse to adjust. Every hard moment forced me to mature, get sharper, and build something that lasts.
Building a sports brand that aims to “change the game for hockey and every sport” is ambitious. What obstacles have you faced in disrupting a traditional industry—whether from gatekeepers, funding, or skepticism—and how have you pushed through them?
Traditional industries do not love disruption, especially when you are not from the usual circles. The obstacles were skepticism, gatekeeping, and the constant question of who are you to do this. Funding is also harder when you are building something physical with inventory, manufacturing, and cash flow cycles. I pushed through by building proof. Product speaks. Customer feedback speaks. Repeat orders speak. I stayed obsessed with quality, service, and being visible in the community. I also learned to be direct and move with urgency. When someone says no, I do not waste time trying to convince them. I find the next door, build stronger traction, and come back later with numbers. Consistency beats opinions.
As a Black founder in a sport and sector that hasn’t always been known for its diversity, what specific challenges have you experienced around visibility, access, or being taken seriously, and how have those experiences shaped the way you lead?
Visibility and access are real. In hockey, you can feel when people underestimate you before you even speak. Early on, I had to work twice as hard to be taken seriously, especially in rooms where I did not look like the decision makers. That shaped my leadership. I lead with standards, not emotion. I focus on results, preparation, and clear communication. I also build platforms for others. If I can open doors for more Black athletes, creators, and founders to be seen in this space, I will. I want the next generation to walk in with confidence, not permission. Representation matters, but ownership matters more. My goal is to create a brand where talent and effort are the identity, and where community is not a marketing angle, it is the foundation.
February is Black History Month. What message would you most like to share with young Black entrepreneurs and athletes who are thinking about launching something of their own but are unsure if there’s really space for them at the table?
There is space for you, but you cannot wait for an invitation. Build the table. Start with what you have, where you are, and let your work create the proof. Do not let doubt win before you even begin. Being first or being different comes with pressure, but it also comes with power. I also believe speed and volume negate luck. The more reps you take, the more doors you knock, the more content you create, the more sales calls you make, the more you put yourself in position, the “luckier” you get. Most people move too slow and then blame the world. Your background is not a disadvantage, it is your edge because it gives you a perspective the market is missing. Find mentors, stay disciplined, and do not chase shortcuts. Make your product, your craft, or your skill undeniable. The world respects consistency. Most people quit when it gets uncomfortable. If you can stay in the game longer than everyone else, you will win.
Looking ahead, what practical advice would you give to Black founders who want to build brands that both scale and shift culture—whether in sports, tech, or beyond—and what mindset has helped you keep moving toward that mission?
Build with clarity. Know what problem you solve and who you serve, then execute every day like your reputation depends on it, because it does. Track your numbers, protect your margins, and do not confuse attention with traction. Culture shifting brands do not chase trends, they build trust. My mindset is relentless patience. I move fast, but I think long term. I expect challenges, so I do not panic when they show up. I treat obstacles like part of the price, not a surprise. Stay close to your customers, stay close to your values, and keep raising your standards. Scaling is not just growth, it is discipline. If you can stay consistent when nobody is clapping, you are dangerous when the momentum hits.
Disclaimer:
The views and opinions expressed in this interview are those of the interviewee and do not necessarily reflect the official policy or position of CanadianSME Small Business Magazine. Our platform is dedicated to fostering dialogue and sharing insights that inspire and empower small and medium-sized businesses across Canada.
