Lucas Cecere

Before YWF, I worked at a local sports retailer. Floor sales and inventory at first, then I took over their ecommerce. I was the one pulling product off the shelves, shooting and editing the photos, and writing the listings that actually got them to sell online. That's where I learned how much a business's online presence really moves the needle, by doing every piece of it myself.

That work is what started the company. A friend and I founded an LLC to do it for other businesses. A shop would send us raw product photos and we'd handle the editing and turn them into clean, optimized listings. Product, photography, and the words that sell became our first service.

The website-and-sports angle came right after. I was playing junior hockey at the time, and our coach was launching his own training program. We built his logo and his first website, and that was the spark. Hockey, training, and local service businesses have been at the heart of what we do ever since.

We started YWF in 2023. Helping our coach get his program going turned into something I didn't expect: watching him grow it to the point where he could step away from coaching and run it as his own business, and make a real living doing it. He's one of our closest friends now. That's the goal with every client: build the thing up until it can support a good life. Getting to do that around sports and hockey, as guys who grew up playing, is about as good as it gets.