The Story
The Inception:
The idea for Hooks In came to me during a round of golf, of all things. A training partner and friend—as close as a brother—was celebrating his birthday with 18 holes. Everyone in our foursome had been with me through thick and thin, from raising hell as youngsters to failing business ventures as adults. The birthday boy could easily be a high-level amateur golfer if he felt so inclined. He’s the kind of guy who’s upsettingly good at whatever he tries (especially BJJ). Since playing alongside him exaggerates how bad I am at golf, I tend to dress like I’m going on the PGA Tour. If you saw my swing, you’d know my true skill level, but to everyone in the parking lot, I look like I know what I’m doing.
I still remember leaving the second tee box after a particularly poor drive. I took my hat off to wipe some nerve-induced sweat, and the pencil and fresh tees I had tucked into the side of my hat fell out. “I don’t know why nobody makes a golf hat with a little pencil slot,” I said as I stooped to pick up the items. “Yeah, you should get on that, MAC10 Golf Wear,” the birthday boy joked. (MAC10 had been a previous brand of mine that fizzled out.) As funny as the idea was, my overactive mind ran wild with it. I knew I’d never start a golf apparel company—I wasn’t overly passionate about golf, and the market was clearly well-saturated. Still, my imagination ran rampant. My lifelong dream has been to run my own clothing brand. I started picturing all the polo shirt designs I’d sell and the nifty gadgets I’d make for golfers’ kits. The excitement started to fizzle, though, when I began thinking about how I’d brand it. My previous failed ventures had taught me one valuable lesson above all else: if you can’t connect the business to something you’re deeply passionate about (or better yet, build it around that passion), it’s destined to fail.
I started to think about how I could connect a golf company to something that felt personal to me, but I was at a loss. I realized how boring I was. “What are my hobbies? Martial arts and gaming? That’s lame. What would my logo be—a gaming controller or a Japanese arch?” I remember thinking, “Gaming doesn’t connect to golf well, and I don’t really call myself a martial artist.” But then it hit me: I’m not a martial artist; I’m a grappler. I do some boxing and Muay Thai from time to time, but it’s BJJ I’m most passionate about. That’s when the Hooks In logo came to me. Thinking of small, minimalist golf/polo-style logos, a grappling hook seemed to represent and encompass my passion perfectly. “What brand name would even go with a grappling hook logo?” I thought for half a second before I heard my coach’s voice in my head, yelling what he always hollered anytime I got anywhere near someone’s back: “GET YOUR HOOKS IN!” The brand was born, somewhere between the second and ninth holes of our game.
By then, I had already fallen in love with the idea of the brand. I knew I had to pursue it, to chase the dream. Of course, I couldn’t make a golf brand—I had learned my lesson. My next business pursuit would be fuelled entirely by passion, the same passion I feel when I step onto the mats. Otherwise, it would be doomed to fizzle and fail. I spent the next six months studying, planning, and preparing to launch Hooks In as an independent startup. I was determined not to fall victim to planning paralysis, so I gave myself a deadline: launch by the new year. With the Gracies having opened the doors to their first school in 1925—arguably the birth of what we now know as BJJ—I loved the synchronicity of starting Hooks In 100 years later. It almost felt meant to be.
Despite no plan surviving contact with the enemy (manufacturing delays and product setbacks), my resolve is absolute! It feels like my white belt days all over again: humbling, terrifying, and exciting. Just like with jiu-jitsu, I’m committed to continuing to learn, improve, and, hopefully, create the best Canadian grappling gear possible. Thank you to everyone who’s a part of our community and all the amazing early supporters! Your support means the world!