Swift Hockey: Changing the game with affordable equipment
At just 21 years of age, Zechariah Thomas has become a name to watch in the hockey world.
The Oshawa, Ontario native is the founder of Swift Hockey, a company born from his passion for the game and a mission to make hockey equipment affordable and accessible for all.
As a former player for teams in the Ontario Junior Hockey League, Quebec Major Junior Hockey League and the Federal Professional Hockey League, Zechariah witnessed firsthand how financial barriers kept many players from participating in the sport.
“I saw a lot of my friends break their sticks and almost be in tears,” Zechariah recalls. “Some couldn’t even bring a backup stick to the rink. The average competitor’s stick is around $500 — I wanted to change that.”
Zechariah founded Swift Hockey with $100,000 in savings from a prior e-commerce venture he started when he was 18. Launched in 2022, this Gen Z-led business manufactures and sells high-performance, NHL certified hockey sticks for anywhere between $90-$160 USD—a fraction of the typical $500 price tag.
A Gen Z visionary on Dragon’s Den
By selling directly to consumers and bypassing traditional retail channels, Swift Hockey retains greater control over pricing and builds stronger customer relationships. This approach also enables the company to become more agile and cost-effective, quickly adapting to shifting market demands and trends.
Swift Hockey’s innovative approach captured national attention when Zechariah appeared on Dragon’s Den in 2022, securing a $70,000 deal. The exposure catapulted the company into the spotlight, earning partnerships with brands like Nike and BioSteel, and developing a loyal customer base that has grown rapidly ever since.
The business reflects Zechariah’s entrepreneurial spirit, nurtured since childhood. “I was always an entrepreneur as a kid, starting as young as 10 years old,” he says. “I was always selling things — but as soon as I could make a difference and start a business, this was one of the first things I had in mind.
“There’s still a big gap trying to get more kids to play hockey and enjoy the game.”
Breaking barriers in hockey
Swift Hockey’s mission goes beyond just affordability — its ethos is rooted in inclusivity and community. The Black-owned brand aims to make hockey accessible to players of all backgrounds, ensuring the popular sport can also thrive in underserved and racialized communities.
Beyond its lower-cost pricing strategy, the company also donates a portion of its profits to support youth hockey programs, and provide equipment to underprivileged players in need.
“Every player deserves equipment they can trust without worrying about the cost,” Zechariah explains. His ultimate goal? To welcome more players to what he calls “the best sport in the world,” while still offering top-tier performance.
Leveraging technology with QuickBooks
Running a rapidly growing company comes with its challenges. For Zechariah, staying on top of finances was crucial. Enter QuickBooks Online, the tool Swift Hockey uses to track profitability, manage payroll and inventory, and analyze financial trends.
“QuickBooks has been a game-changer,” Zechariah shares. "It helps us see which products perform best and allocate resources effectively."
Thanks to QuickBooks, Swift Hockey can operate with precision, ensuring every dollar contributes to the growth and impact of not just the company but also the communities it serves.
Giving back to the community
For Zechariah, success isn’t just about sales — it’s about changing lives. “Even if I can inspire just one person to join hockey and feel included in the sport, I’ve achieved my goal,” he says.
This mission has solidified Swift Hockey as more than a business — it’s also a movement to grow the game and make it accessible to all backgrounds, ages and levels of skill.
Looking to start, run, or grow your business? Whether you need help with payroll, time tracking or insights into the latest trends, let QuickBooks Online guide you through your entrepreneurship journey.
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