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about the agency
Our
Mission Statement
Our mission is simple yet powerful: to put athletes first, always. At Not Just Another Shark in a Suit, we represent professional hockey players with integrity, passion, and conviction. Being new means we are unafraid to challenge convention, to break from the old way of doing business, and to build a model of representation that honours the athlete as a person. Every service we provide - from contracts to partnerships to career planning - is designed to protect futures and elevate players - both on and off the ice.
our founder
Duncan Morrison
My journey to founding Not Just Another Shark in a Suit is defined by discipline, education, and service. As Legal Officer in the Canadian Armed Forces, with over 16 years of military experience, I have built a reputation for composure under pressure and an unwavering commitment to others. That ethos of service before self now drives my approach to athlete representation.
My academic path reinforces this vision. With an undergraduate degree in psychology and biology, a Juris Doctor (law degree) from the University of Ottawa, and graduate studies in sport management at the University of Florida, I combine scientific insight, legal expertise, and industry knowledge. This blend of perspectives ensures athletes are represented with precision, care, and a focus on their longterm success.
This agency is built to challenge the status quo. My vision is to put athletes at the center of every decision, to fight for their futures with courage and conviction, and to build a legacy of representation defined by loyalty, trust, and heart.
Duncan Morrison
My journey to founding Not Just Another Shark in a Suit is defined by discipline, education, and service. As Legal Officer in the Canadian Armed Forces, with over 16 years of military experience, I have built a reputation for composure under pressure and an unwavering commitment to others. That ethos of service before self now drives my approach to athlete representation.
My academic path reinforces this vision. With an undergraduate degree in psychology and biology, a Juris Doctor (law degree) from the University of Ottawa, and graduate studies in sport management at the University of Florida, I combine scientific insight, legal expertise, and industry knowledge. This blend of perspectives ensures athletes are represented with precision, care, and a focus on their longterm success.
This agency is built to challenge the status quo. My vision is to put athletes at the center of every decision, to fight for their futures with courage and conviction, and to build a legacy of representation defined by loyalty, trust, and heart.
My Story
My story isn’t linear. I started in the military, driven by a sense of duty. I became a lawyer, sharpened by discipline and precision. I deployed overseas, tested by pressure and purpose. And now, I represent athletes who share that same hunger to build something bigger than themselves. This agency is the product of every lesson learned along the way. It’s not just about contracts — it’s about legacy, loyalty, and the kind of representation that stands for something.
Year 2009
Joined the Canadian Armed Forces as a Logistics Officer
Year 2012
Obtained a Bachelor of Arts in Psychology and Biology
Year 2018
Became a Legal Officer in the Canadian Armed Forces
Year 2021
Graduated Law School
Year 2022
Called to the Provincial Bar of Ontario
Year 2023
Deployed to the Middle East as the Task Force Legal Officer
Year 2025
Founded the Not Just Another Shark in a Suit Sports Agency
our Values
Built on Loyalty.
Driven by Trust.
Powered by Heart.
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Loyalty is the backbone of Not Just Another Shark in a Suit. Just as a military career demands unwavering commitment to those you serve alongside, our agency stands by athletes with the same dedication. We don’t chase volume or hype; we build lasting relationships where loyalty means putting the player first, every time.
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Trust is earned, not given - and it’s the currency of true representation. With years of legal expertise and service under demanding conditions, we understand the weight of accountability. Athletes can trust that every decision made by this agency is guided by integrity, transparency, and a relentless focus on protecting their futures.
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Heart means caring deeply about the person behind the jersey and fighting for their future with passion and conviction. Our journey - from military service to advanced studies in sport management - reflects a belief that representation must go beyond contracts. Heart is about standing with athletes in every moment, celebrating their victories, protecting their interests, and ensuring their voices are always heard.
the principle
Service Before Self
Service before self is the principle that defines this agency. Years of experience in demanding environments, including a deployment to the Middle East, forged resilience, accountability, and the ability to perform under pressure. That foundation instilled the belief that true leadership means putting others first.
As a law-driven agency, fiduciary duty is central to its mission. Acting in the client’s best interests is not only a legal responsibility but a guiding value that shapes every negotiation and decision. Athletes can trust that their goals and futures are prioritized above all else.
At Not Just Another Shark in a Suit, service before self means combining discipline with fiduciary duty to deliver representation defined by loyalty, integrity, and purpose. It is the agency’s promise: athletes come first, always.