What Hockey Taught Sawyer Hannay About Hustle

from You Are More, With Emily Cave Boit · host Emily Cave, Stories and Strategies

Send a message direct to EmilyIt 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 Moment3:40 Why Cheering for the Leafs is an Act of Emotional Bravery7:43 Graduation Day Call You’re Drafted to the NHL11:24 Birth of Country Liberty A European Culture Shock Sparked It All17:36 Field Parties Tank Tops and Startup Sales24:12 Dragon’s Den Secrets What You Didn’t See on TV29:44 150 Stores and Counting Country Liberty’s Retail ExplosionCONNECT WITH GUEST: SAWYER HANNAYCountry Liberty Website | Country Liberty Instagram | Sawyer’s Instagram | LinkedIn CONTACT EMILY:Instagram | Website

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This episode is 35 minutes long.

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This episode was published on July 8, 2025.

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