Theo Fleury’s atypical post-NHL journey

It was February 15, 2011, when Theoren Fleury glided off the ice for a short breather during intermission at a charity old-timers’ hockey game. In a dim hallway, the Stanley Cup andOlympic champion calmly addressed local media types about the impact Playing With Fire(2009) has had on his life.

“I didn’t really know what I was getting myself into when I wrote the book, but after 18 months of some pretty extensive touring — lots of media and stuff — there’s been a tremendous response,” Fleury said.

Since he made that comment, the top selling autobiography — co-written by Kirstie McLellan Day — has become a catalyst; a starting point for supplementary projects, both non-profit and for-profit, in an already fruitful post-NHL career.

The risk-taking mogul gets it. He has come to understand how to be successful on and off the ice.

Off-shoot ventures of the book include a documentary that is set to premier at the Toronto International Film Festival this fall as well as a Broadway play that will have a four-week run in his current hometown, Calgary, Alberta.

There have also been rumblings that a Hollywood film based on the former 50-goal scorer’s thorny past may be produced in the near future.

In conversation with The Good Point, Fleury also spoke about how incredible it is to receive emails, tweets and letters daily from people that have been considerably affected by his teeter-totter life’s story, even with almost two years between now and the book’s release date.

With a business team consisting of Fleury himself, his wife Jennifer and brother Teddy, the universal story of Fleury’s struggles with substance abuse, depression and sexual abuse has been converted into a tour. On top of the aforementioned productions, a motivational speaking business has flourished alongside the book’s success.

Even though he regularly speaks in front of large crowds nowadays, Fleury said that public speaking was not always his forte.

“I hadn’t done a lot of public speaking before the book came out so it just kind of evolved into something,” Fleury said. “Now we’re one of the most sought after in the speaking world.”

After retiring from the NHL in 2003, Fleury didn’t immediately turn to Playing With Fire. Instead, he had other business to take care of which, unsurprisingly, incorporated various stints in other professional and amateur hockey leagues.

“It was a difficult transition after I was finished playing hockey,” he said. “I really didn’t know what the rest of my life was going to look like.”

For those from afar, Fleury’s life from 2004-2009 appeared random and frantic, yet also inspiring and jubilant.

Throughout that six-year span, Fleury enjoyed prosperous terms on low-key clubs such as theHorse Lake Thunder of the NPHL (Alberta senior league), the Belfast Giants of the EIHL (United Kingdom professional league) and the Steinbach North Stars of the HM (Manitoba senior league).

A much publicized attempt at an NHL comeback and appearance on the reality TV seriesBattle of the Blades later, Fleury has taken a break from the on-ice spotlight.

He’s now shying away from the rink, as his ever-growing list of undertakings during his post-NHL years include experimentation in the music, radio, television, concrete sealing and clothing industries.

“I’ve always been an entrepreneur at heart,” said Fleury of why he is constantly seeking the self-employment route.

Even when Fleury works to make a decent living, he’s got others in the back of his mind — another indication that he gets it.

“It’s fun creating new things and it’s also a part of my story. I’m trying to let people know that as long as you put a little bit of hard work and effort in, you can pretty much do everything that you want.”

That sentiment is best represented in his music career, said Fleury. He noted that it gives him great freedom to express himself while also stimulating a family tradition of musical talent.

Like all of his post-NHL projects, the side of Fleury that is captured in his songwriting is the peaceful “comfortable passenger” that is mindful of his past and careful with his future.

With a strong Twitter presence and a thorough understanding of technology’s importance in entrepreneurship, Fleury gets it. So much so that he has invested in MyNet Universe Inc.

The company’s latest development, MyShoppingGenie, is a web application that provides online buyers with a search engine filter that is akin to their needs. Rather than a Google or Yahoo! search resulting in what those search engines want consumers to see, MyShoppingGenie sorts through the cluster and offers the best deals first. Therefore, MyShoppingGenie users get what they want to see, not what has earned the best rank.

Through each and every endeavour, whether it is co-purchasing a major junior hockey team back in 1994 or hosting an annual golf tournament in support of Crohn’s disease, Fleury has kept everything in perspective. He knows what is most vital to him in life.

“I would say it’s my sobriety that means more to me than anything else,” Fleury said.

“All the relationships that I have now — with my wife, with my children, friends — are really the most important parts of my life. It’s not about things, money; it’s about how successful we are at relationships.”

When asked if it’s fair to say that he has truly overcome his addiction and depression issues, Fleury responded without hesitation.

“Absolutely. I don’t think there was ever a truer statement.”

Back in February, he bestowed wisdom upon a select few media types who had taken on the old-timers’ hockey game.

“We all have problems; we’ve all had issues in our life. It’s what we do with them that is most important,” said a sweaty Fleury, as he wiped his face with a towel.

On the phone in May, while at home in Calgary, he continued to push forth the very same notion.

“At the end of the day, that’s how we grow as people,” he said. “When we put ourselves in vulnerable positions and face our fears we end up only being stronger for having that experience or for putting ourselves out there.”

Theoren Fleury gets it.