What does it take to build a brand, a business, and a community that lasts?

Today on Staying Relevant, Tom Swales is joined by Jeremy Rupke—better known as Coach Jeremy, the founder of How To Hockey. What started in 2009 as a simple blog has grown into one of the largest independent hockey platforms in the world, with nearly 500,000 followers across YouTube, Instagram, TikTok, and beyond.

Jeremy is a coach, husband, father, and content creator whose videos have taught millions how to shoot, stickhandle, and fall in love with hockey. But his story isn’t just about hockey—it’s about creativity, resilience, and building something meaningful in a digital world that’s always changing.

Jeremy shares:

▫️ How a gap in online coaching led to the birth of How To Hockey

▫️ What he learned turning passion into a full-time career

▫️ The constant balance of family, coaching, and content creation

▫️ How to evolve with platforms like YouTube, TikTok, and Instagram

▫️ Why staying authentic beats chasing every shiny opportunity

▫️ The simple philosophy that’s kept him relevant for 15+ years

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⏱ Timestamps

00:00 Intro – How Jeremy changed online hockey coaching

05:00 Starting How To Hockey in 2009

15:00 From blog to YouTube: finding his unique voice

25:00 Monetization, partnerships, and turning passion into business

35:00 Family life, balance, and authenticity in content

45:00 The role of creativity vs. order in building a brand

55:00 What it takes to stay relevant as a coach and creator

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Follow Jeremy Rupke

📸 Instagram – @howtohockey

📺 YouTube – Coach Jeremy | How To Hockey

🎵 TikTok – @coachjeremy

🌐 Website – JeremyRupke.ca

Resources Mentioned

📱 10,000 Shots App – Free training app for hockey players

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