October 05, 2022

Article at Denise Withers

Storyteller-in-residence: Future of Hockey Lab (project overview)

In 2020, two sports leaders in Nova Scotia dreamed of a day when everyone would be able to play ice hockey and feel welcome. So they launched a scrappy start-up, called the Future of Hockey Lab.

Their timing couldn't have been better. Major sponsors from Bauer to Scotiabank were ready to go all in on tackling issues of diversity, equity and inclusion. And just 2 years later, Hockey Canada would find itself scrambling for survival amid scandals related to sexual assault, transparency and financial mismanagement.

Recognizing the power of stories to build and engage communities, the founders asked me to join their senior leadership team as a storyteller-in-residence, to help them develop their narrative strategy and tell their stories. Bringing me on in such a role gives them just-in-time access to my decades of experience and expertise in both storytelling and innovation, and saves them money by not having to commit to a full-time employee before they're ready.

Check out our initial series of change-maker stories on this site by searching for the Future of Hockey Lab as a source, and watch this space for more breakthrough stories from this amazing team.