The world of minor hockey is built by more than players and coaches. Behind many hockey brands are passionate entrepreneurs working tirelessly to grow the game at the grassroots level. In this new series, we spotlight the business owners, innovators and hockey minds helping shape the sport off the ice.
A new wave of young entrepreneurs is changing how hockey is covered at the grassroots level, using social media and digital storytelling to build audiences and businesses.
Among them is content creator Brady Holmes, the man behind BradyFilms95, a hockey-focused content brand that has gained traction through short-form video and game-day coverage.
What began as a personal project has evolved into a business, driven by consistent posting and a focus on capturing the pace and emotion of the sport.
“I just wanted to start filming and see where it could go,” Brady said.
The content primarily features highlights, player-focused edits and behind-the-scenes moments from amateur hockey, an area that often receives limited traditional media coverage.
As his following grew, so did demand. Teams and players began reaching out for content, turning the project into a source of income.
“It definitely reached a point where it wasn’t just a hobby anymore,” Brady said. “Once people started reaching out, that’s when I realized it could be something more.”
The rise of independent creators reflects a broader shift in hockey media, particularly at lower levels of the game. With fewer mainstream outlets covering junior and amateur leagues, digital creators are filling the gap.
Their work serves multiple purposes promoting teams, increasing player visibility and helping athletes build personal brands.
“There’s a lot of talent that doesn’t always get seen,” Film said. “If I can help showcase that, that’s a big part of why I do it.”
The growth of short-form video has been a key factor in the rise of creators in hockey. Platforms that prioritize quick, engaging content have made it easier for clips to reach wider audiences, allowing creators to build followings without the backing of traditional media organizations.
“Short-form content is huge right now,” Film said. “You can reach so many people with one clip if it connects.”
For Brady, consistency has been central to that growth. Regular posting and staying active across platforms have helped him build recognition within the hockey community.
“You have to be consistent,” Brady said. “And you have to find your own style, something that makes your work stand out.”
Developing that style has been an important part of establishing his brand. By focusing on the pace and emotion of the game, BradyFilms has created content that resonates with both players and fans.
At the same time, turning content creation into a business comes with challenges. Managing time, maintaining quality and continuing to grow an audience all require ongoing effort in a competitive digital landscape.
“It’s not easy balancing everything,” he said. “You’re always trying to improve your content while keeping up with demand.”
Despite those challenges, Brady said the response from the hockey community has been a key motivator.
“The support has been really good,” he said. “That’s what keeps me going and pushing to do more.”
For younger audiences in particular, social media has become a primary way of consuming hockey content, from highlights to behind-the-scenes footage.
Platforms such as TikTok, Instagram and YouTube have also made it easier for players and teams to build their own audiences, often reaching viewers beyond their local markets. As a result, content is no longer limited to traditional coverage, with creators producing a steady stream of material that keeps fans engaged on a daily basis.
“A lot of people aren’t watching full games anymore,” Brady said. “They’re watching clips and highlights on their phones.”
Brady expects that shift to continue.
“There’s definitely a future in this,” he said. “I think it’s only going to grow from here.”
As more young entrepreneurs enter the space, creators like BradyFilms are helping redefine how hockey is covered beyond the professional level, offering new ways for players, teams and fans to connect with the game.
“There’s so much talent out there,” he said. “It just needs the right platform.”
