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Written by Abigail Guevara, Senior Content Writer, Freelance
Durham Region’s love of sport runs deep—and hockey and local retailer, Swift Hockey, are no exception.
At only 22 years of age, Zechariah Thomas, founder and CEO of Swift Hockey operates a thriving business manufacturing and selling carbon fiber hockey sticks locally and internationally.
“My interest in hockey came from growing up in Oshawa. I was around nine or 10 years old when I realized Durham has such a crazy hockey environment," recalls Zechariah. “To me every single person in Oshawa had the Oshawa Minor Hockey jacket, and that really caught my attention at that age. So, I played a lot of hockey and ended up loving the sport."
His supportive parents originally signed a young Zechariah up for figure skating where he learned how to skate properly, and soon after, he moved on to playing hockey.
Zechariah put in the work and became a talented and skillful player.
From house league to the big leagues
Starting in the Oshawa house league system, he advanced to rep hockey with the Oshawa Minor Generals. After playing in the rep system, he finally garnered the coveted Oshawa Generals jacket, which he so admired as a child.
“It was so cool that I actually got to represent them,” says Zechariah.
He didn’t stop there. Zechariah was recognized as a skillful player, and was selected for traveling teams and excelled to AAA player level—the highest caliber of minor hockey in Canada.
“I moved on to Junior hockey, playing in Florida and Connecticut, and playing minor pro in Quebec in the Austria General's League, as well as minor pro in New York.”
Trading pucks for profits
As a seasoned and valued player at only 21, Zechariah paid his dues coming up through the hockey ranks. However, while he was a standout player on the ice, many didn’t know that Zechariah was also a shining young entrepreneur.
“I always had businesses going at the same time. From 13 years old, I was trying my hand at different businesses, selling hats and bracelets. During the COVID-19 pandemic, when so much shut down, I ramped up my online business with drop shipping, making a lot of connections and relationships with international e-commerce platforms,” explains Zechariah.
Qualified by his years of active hockey playing, knowledge about the hockey industry, and e-commerce experience, along with his passion to make hockey more financially accessible to everyone, Zechariah created his newest venture: Swift Hockey.
“Swift Hockey manufactures and sells approximately 200,000 hockey sticks annually,” he notes. “In fact, we’re often sold out.”
In operation since 2022, Swift Hockey’s carbon fiber hockey sticks are lightweight, (weighing about 350 grams) yet durable enough for the high physicality of players during practices and games.
“The costs incurred with playing hockey make it unaffordable for so many young people and their parents,” says Zechariah. “So, our mission is centered around offering affordable, pro-level hockey sticks that cost significantly less than other hockey sticks.”
Making hockey dreams affordable
During his hockey-playing years, Zechariah witnessed that for many, it comes down to barriers to costs, not necessarily talent. He explains that some kids drop out of playing hockey because they broke or damaged their hockey sticks and can’t afford another one—which usually costs upwards of $300, on top of hockey equipment and ice rentals. So, keeping Swift Hockey’s prices well under the national average hockey stick price really helps.
“We do everything possible to stay lean so we can keep costs down,” says Zechariah. “Some of the other companies will pay players hundreds of thousands of dollars year after year for endorsements. We avoid those massive marketing expenditures and keep prices affordable.”
Swift Hockey tries to give as many of its hockey sticks as possible away to children in need. With an entrepreneurial spirit and kind heart, this was a goal of Zechariah’s from the beginning, and now proudly offers product samples and sticks to families who need them the most.
“Giving away hockey sticks is a major goal,” says Zechariah.
Why Durham Region is the winning choice
Swift Hockey was originally born out of Oshawa, with the mayor attending their opening. Due to growth year over year, Swift Hockey relocated to Whitby and has expanded with a second office in New York.
Durham Region has some of the biggest hockey organizations, spanning from youth development and community leagues to adult and senior-level hockey. Then there is the Toronto Maple Leafs, the number one organization in the NHL world due to brand power, history, and market influence.
“We’re sitting on a hockey hotbed, and we get a lot of local support,” says Zechariah.
Local roots and a global reach
Swift Hockey products, apparel, and hockey sticks are sold in almost all the local pro shops (specialty sporting goods stores) as well as in 75 per cent of Play It Again Sports across North America. The company also ships direct to consumers across Canada, the United States, and Europe.
With a staff of 12 and a strong marketing team, the brand averages over 10 million views online per month, attracting its prime audience of young buyers.
“I appreciate my team and especially my parents, who have been my mentors and greatest supporters,” says Zechariah.
The future looks swift
The future is bright for Swift Hockey. With the business excelling, it plans to expand by manufacturing goalie sticks—which currently sell in the price range of $400. Swift Hockey will sell these sticks at a lower price point based on its unique business strategy.
Zechariah’s company is already making a big difference to so many people who are now able to buy quality hockey sticks at an affordable price point. Swift Hockey receives emails every day from parents sharing how their kids are so happy with the hockey sticks they received and how they are saving thousands of dollars.
“I started Swift Hockey for everyone who is chasing their dream and to make hockey more inclusive and accessible to everyone. The real satisfaction comes from knowing we’re making a difference in this sport by making it more financially accessible to more kids,” says Zechariah.Innovation and Inclusivity: Stories from Durham Region's Black Business Leaders, Entrepreneurs, and Professionals (members of DRAPBE) is a series of stories about thriving Black professionals choosing to do business in Durham Region.
