Protective equipment in juvenile sports is only useful when used by young athletes. That simple yet often overlooked truth is the foundation of Swush Gel, an Ontario-made flavoured mouthguard gel designed to help youngsters keep their mouthguards in place during practices, games, and tournaments.
Swush, founded by Shannon Inkley, was intended to address a practical behaviour problem in youth sports: while many children have mouthguards, they do not wear them regularly. The brand markets itself as the world’s first flavoured mouthguard gel, providing a product that can be applied directly to the mouthguard to increase taste, comfort, and willingness to use protective gear.
A Founder-Led Solution Built From Real Sports Experience
Shannon Inkley’s involvement with the topic is personal. Shannon, according to Swush’s official website, grew up playing sports ranging from competitive softball to recreational floor hockey, amateur boxing at an Olympic training facility, and softball coaching. Her experience as both an athlete and a coach helped her appreciate the apprehension many young players have about mouthguards.
The idea became more urgent after she witnessed a teammate lose four front teeth from a softball line drive. Later, as a coach, she encountered a similar issue with young athletes: mouthguards were necessary, but they were not always worn properly or regularly. That realization spurred the concept for a flavour-infused gel that would make mouthguards feel less like a chore and more like a part of the game-day ritual.
During her maternity leave, Inkley began designing Swush, incorporating early feedback from athletes, parents, coaches, and sports organizations. In a prior CanadianSME interview, she described the brand as a behaviour-first innovation rather than a product invention, influenced by her experience with large-scale corporate behaviour change and organizational transformation.
Solving the Gap Between Safety Rules and Real-World Use
Mouthguards are typically regarded as essential safety equipment in contact and high-risk sports. The Canadian Dental Association recommends proper face and head protection for persons who participate in contact sports. In contrast, the American Dental Association states that mouthguard use has been found to lower the risk of sport-related dental injuries. Swush focuses on the adoption gap.
According to its official website, just 20% of children wear mouthguards during league sports, and its safety page emphasizes that the most difficult task is not purchasing mouthguards but convincing children to put them on and keep them on.
Rather than altering the mouthguard, Swush improves the pleasure of wearing it. The gel is placed directly on the mouthguard before play, adding flavour and comfort to encourage young players to keep it in longer.
Product Design: Simple, Practical, and Made for Families
Swush is now available in two flavours: blue raspberry and watermelon. The company’s official shop sells both goods, and its homepage defines the flavours as intended to make safety more fun for young athletes. The mixture contains xylitol, a naturally derived sweetener commonly used in oral care products such as toothpaste, mouthwash, and chewing gum. According to Swush’s safety website, xylitol does not feed cavity-causing bacteria and is widely used in oral health products.
The product is also characterized as containing food-grade ingredients, as safe when ingested in modest amounts daily, and as designed for athletes to use repeatedly as part of their sports routine. For parents, the draw is clear: Swush does not need families to replace their existing safety gear. It adds a simple, uncomplicated step to an existing habit.
Built With Athletes, Not Just For Them
Swush’s approach to product validation is one of its key differentiators. According to the brand, Ontario athletes tested and modified the gel, with young players influencing flavour selection, intensity, and how long the flavour lasts in the mouthguard. Local media reports also revealed that Inkley used youth hockey teams as testers while designing the product.
Their feedback helped narrow down the available flavours to Blue Raspberry and Watermelon, and the composition was refined with the help of a chemist. This community-driven concept aligns with the brand’s broader goal of making mouthguard use feel natural, simple, and even joyful for young athletes.
Growing Through Sports Communities and Events
Swush does not rely solely on direct-to-consumer retail. The company is actively working with leagues, schools, sports associations, and community events to contact families where their behaviour is shaped: on the field, during tournaments, and within youth sports programs. The company’s official event page shows a growing roster of sports events across Canada, including the 2026 International Softball Cup in Surrey, British Columbia, from July 3 to July 12, 2026, and the OLA Ontario Lacrosse Festival, which runs from July 31 to August 9, 2026.
Earlier appearances in 2026 included Halton Minor Flag Football, Five Star Flag Football, Burlington Blaze Lacrosse, the Ontario Lacrosse Championships, and numerous youth sports tournaments around Ontario. In April 2026, local media reported that Swush had secured commitments from sporting organizations representing over 33,000 athletes in Ontario, with plans to pilot and market the product. According to the same source, Inkley was also speaking with national groups such as the Canadian Olympic Committee, Hockey Canada, and Softball Canada.
Latest Media and Company Updates
Swush has recently gained media notice for its innovative approach to youth sports safety. In April 2026, Oakville News interviewed Shannon Inkley, a Georgetown entrepreneur behind the flavoured mouthguard gel, emphasizing the company’s focus on resolving a long-standing sports behaviour issue.
In May 2026, CanadianSME Small Business Magazine published an exclusive interview with Inkley about designing Swush during maternity leave, validating demand before manufacturing, and using behaviour-first thinking to enhance adoption of youth sports safety. Swush’s official website also notes that the product is patent-pending, indicating that the company is safeguarding its innovation as it expands into the youth sports and oral care markets.
A Canadian Innovation With National Potential
Swush Gel stands out because it addresses a common issue among families, coaches, and sports organizations: guidelines alone do not necessarily lead to sustained safety behaviours. Swush is making mouthguard use more enjoyable, making protection more acceptable to young athletes. Swush exemplifies practical innovation for Canadian small enterprises. It demonstrates how a founder can take a well-known problem, carefully listen to real users, validate demand with the appropriate communities, and create a product that promotes both safety and behaviour change.
As youth sports continue to flourish in Canada, solutions like Swush serve as a reminder that important innovation does not always have to be hard. A minor adjustment to one’s daily routine can sometimes have a significant impact. Visit http://www.swushgel.com/ to discover more about the product, browse the available flavours, and connect for team and collaboration opportunities.
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