What Hockey Taught Sawyer Hannay About Hustle

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It started with a $400 gamble and a field full of friends—and turned into a national brand.

Emily Cave Boit reconnects with her longtime friend Sawyer Hannay, founder of Country Liberty and former pro hockey player.

They trace Sawyer’s roots from a small town in New Brunswick to the NHL draft, through European hockey leagues and tough setbacks—including a devastating concussion—before landing on how he turned personal pride and grassroots hustle into a nationally recognized Canadian lifestyle brand.

From lugging shirts to bonfire bashes to locking in a deal on national television, Sawyer’s story is a raw and real testament to resilience, reinvention, and remembering where you came from.

Listen For:

0:01 From Sign-Holding Fan to Podcast Guest A Full Circle Moment

3:40 Why Cheering for the Leafs is an Act of Emotional Bravery

7:43 Graduation Day Call You’re Drafted to the NHL

11:24 Birth of Country Liberty A European Culture Shock Sparked It All

17:36 Field Parties Tank Tops and Startup Sales

24:12 Dragon’s Den Secrets What You Didn’t See on TV

29:44 150 Stores and Counting Country Liberty’s Retail Explosion

CONNECT WITH GUEST: SAWYER HANNAY

Country Liberty Website | Country Liberty Instagram | Sawyer’s Instagram | LinkedIn

CONTACT EMILY:

Instagram | Website