FROM RINKS TO RETAIL
How Zechariah Thomas is Changing the Game with Swift Hockey
By Dallas Knowles
Ice Warriors Magazine
A Kid from Durham with a Dream
Zechariah Thomas’ connection to hockey began like many Canadian kids: with sticks in hand and dreams in the rink. After moving from Whitby to Oshawa at nine years old, he found community and identity in the sport. From figure skating to AAA hockey and ultimately into junior and professional ranks, hockey shaped his life – but business shaped his mind.
As a teenager, Thomas was already selling hats and bracelets at school. By the time COVID hit, his entrepreneurial instincts kicked into overdrive, launching various online ventures before turning his focus to what he knew best: hockey.
That path eventually led to Swift Hockey – gear built by a player, for players.
“I built the stick for myself first. I was the lab.”
Building a Better Stick Without Breaking the Bank
Swift Hockey’s mission was clear from the start: create high-quality equipment that players can afford. Growing up, Thomas watched families struggle with the high cost of equipment – especially sticks that frequently broke mid-season.
He set out to make a better product at a better price, settling into what he calls “the middle ground” – not cheap, not premium – but just right.
“We want performance without the penalty,” he says. “Parents shouldn’t have to choose between rent money and another stick.”
“Parents shouldn’t have to choose between rent money and another stick.”
Earning Street Cred on Dragons’ Den
A major turning point for Swift Hockey was its appearance on Dragons’ Den. While it didn’t immediately skyrocket sales, it gave the brand legitimacy that no ad campaign could buy.
“It made us a real company in people’s eyes,” Thomas says.
From there, Swift grew steadily. Today, it has 20 full-time staff and dual distribution hubs in Whitby, Ontario, and Tampa, Florida – a sign that its grassroots appeal has international reach.
“It gave us a stamp of approval – we became a real company.”
“The game has changed. Women’s hockey has grown faster than many expected, and the PWHL is building something meaningful. They’re serious about elevation – and that matched what we wanted to do with our brand.”
Why Women’s Hockey Matters to Swift
While Swift Hockey draws inspiration from players of all genders, its connection to women’s hockey – particularly the PWHL – is a defining part of its identity.
Thomas explains that when the PWHL launched as a unified professional league for women’s hockey, Swift saw an opportunity. Not just to sell sticks, but to partner with a movement that aligned with its mission.
“The game has changed,” he says. “Women’s hockey has grown faster than many expected, and the PWHL is building something meaningful. They’re serious about elevation – and that matched what we wanted to do with our brand.”
“They’re serious about elevation – and that matched what we wanted to do with our brand.”
Swift didn’t enter women’s hockey because it was a trendy add-on. It did so because the league’s goals – accessibility, growth, and visibility – mirrored its own. Unlike some legacy brands tied exclusively to men’s pro leagues, Swift recognized a gap: quality gear designed to serve women athletes without bias.
Leveling the Field, On and Off the Ice
Part of Swift Hockey’s deeper commitment lies in making all players feel seen – not just the boys who grew up with traditional marketing. Thomas acknowledges that the early designs were based on his own playing experience, but the company soon shifted focus.
“We wanted women to feel included in how equipment is created and presented,” he says. “For so long, the narrative around hockey gear was male-centric. That had to change.”
The PWHL partnership has helped accelerate that message. Swift sticks are in the hands of professional women players, proving that performance and price don’t have to be mutually exclusive. Beyond the pros, female youth players are increasingly choosing Swift because they feel represented by the brand – a sign that the company’s impact goes deeper than sales numbers.
“For so long, the narrative around hockey gear was male-centric. That had to change.”
Growing the Women’s Game – One Stick at a Time
Thomas believes that supporting women’s hockey isn’t just good business – it’s essential for the sport’s future.
“We need role models, visibility, and accessible gear,” he says. “When girls see professionals using Swift sticks, when they see themselves represented, it changes what’s possible.”
And that representation matters at all levels: from youth leagues to NCAA teams, to the pros. Swift has seen its sticks in multiple women’s hockey programs, and Thomas says that pipeline – from grassroots to PWHL – is where the brand wants to expand.
“It’s not just about selling sticks,” he says. “It’s about growing the game, especially for women who deserve every chance to compete and succeed.”
“It’s not just about selling sticks – it’s about growing the game.”
“We wanted women to feel included in how equipment is created and presented. For so long, the narrative around hockey gear was male-centric. That had to change.
“For so long, the narrative around hockey gear was male-centric. That had to change.”
The Power of Social Media and Community
Swift’s growth hasn’t relied on expensive ad budgets. Instead, social media buzz – from players, parents, and influencers – has fueled its rise. The brand’s unapologetically bold online presence, mixed with authentic player stories, has cultivated a loyal community that drives organic growth.
“We’re kind of the bad guys on the internet – and it works.”
What’s Next for Swift Hockey
Looking ahead, Thomas is driven by one simple goal: winning – not just on sales charts, but in the hearts of hockey families.
He wants Swift to:
Expand its presence in professional leagues, including the PWHL and eventually beyond
Deepen its commitment to women’s hockey and NCAA talent pipelines
Continue making affordable, high-quality gear accessible to every player
For Thomas, success isn’t defined by beating competitors – it’s about growing the game.
“When Swift wins,” he says, “families save money, kids stay in the sport longer, and the game gets stronger.”
“When Swift wins, families win.”
