The former Montreal Force forward showcases many aspects of her life while shedding hockey’s button up culture on the app.

When Sam Isbell downloaded TikTok she didn’t know that she’d gain the following that she has on the app today.

After her senior year at Mercyhurst in the NCAA was cut short due to the pandemic. She downloaded TikTok out of boredom and she’s since gained over 30,000 followers on the app. Her account covers many aspects of her life. “It’s kind of eclectic. I don’t really think I have a niche per se,” Isbell said.

“A lot of my page is hockey related but I also like to not just focus on hockey and make sure that I’m including other aspects of my life because hockey’s just one part of me. There’s a bunch of different aspects going on, like: fashion, LGBTQ+ content, some home content with my dogs. It’s kinda all over the place but that’s what you can expect from me.”

Building a community

TikTok became a creative outlet for her during the pandemic but it’s grown into a community where she showcases her personality beyond what fans see on the ice. “It’s a way for your voice to be heard,” Isbell told The Hockey News.

“The important thing with having a platform is that you have an audience and you have a voice. Especially in a community like women’s hockey and female sports in general that are underrepresented. It’s important to come together, and create a community, and support each other.”

Her account has grown to the point where she has been recognized at rinks from her social media presence. “Sometimes at the rink I’ll see little girls around and they’re like ‘hey are you the TikTok girl?’” The growth her page has had is organic.

“I never really had a goal to grow my page or anything like that. It was always organic and just seeing where things are going.”

She says that her favourite video she’s made was when she made content surrounding her trip to Toronto for the WBNA preseason game in June. “The whole atmosphere there was really cool and being able to support other female athletes was an overall really cool experience.”

Growing up in Thunder Bay, Ont. Isbell looked up to many Team Canada players, including Haley Irwin, a Thunder Bay native and three-time Olympic medalist with Team Canada – two of which were gold. “Coming from a small town you look up players who are achieving those goals that you dream to have.”

Isbell wants to inspire the next generation of female hockey players and is doing so through her TikTok account.

Shedding hockey’s ‘button up’ culture

Hockey’s always had a button up culture and while it’s less prevalent in women’s hockey with more players willing to showcase their personality, Isbell is doing it through a unique angle through TikTok.

She provides her audience with a unique perspective on women’s hockey behind the scenes. Whether it’s through making videos with her teammates, poking fun at typical comments you see on a women’s sports social media post, or showcasing her personality beyond hockey – there’s a wide variety of things she covers.

Isbell played for the Montreal Force last season and had re-signed with them for next year. Her contract was voided after the PHF was bought by the Mark Walter Group. Isbell created videos in regards to the blockbuster news.

“I don’t think my TikTok will have anything to do with me making a team but I think it’s important because a lot of people know what’s really been going on unless they’ve been following it and keeping up.”

It’s another example of Isbell using her voice. “I know a lot of girls are going through hard times right now.” She used her creativity to show people what some players are currently going through.

Mixing Passion’s

Isbell said that her favourite part about her TikTok is the creative side of it. “Getting to film videos and put it all together and edit it has always been a mini passion project of mine.”

She’s grateful for the opportunities that she’s earned as her TikTok account continues to grow. Isbell’s gotten the chance to work with some brands inside and outside of hockey. “To have that opportunity as someone who’s not in the Olympic program or National Team program. A smaller athlete making her way”

Isbell’s teammates have been featured in her TikTok’s including Kaity Horwath – who’s since started making videos of her own. “Hopefully in the future we’ll get some more teammates in them.”

Isbell continues to mix her passions of hockey and content creation. Making a name for herself on the ice with her play while she is growing women’s hockey and building a community through her TikTok account.