“Latinos don’t play hockey.” It’s a phrase that Xavier Gutierrez has heard often since becoming the first Latino to lead an NHL team.

As president and CEO of the Arizona Coyotes, Gutierrez sees the massive opportunity in welcoming Latinos to the hockey rink. It’s a vision he shares with friend and team owner Alex Meruelo, the first Latino owner in the NHL.

With the Coyotes expanding its presence across Arizona, it’s the perfect place for Gutierrez to be. He leads with a passion for serving the Latino community, which makes up nearly one-third of the state’s population, because he knows firsthand the impact of representation.

Gutierrez approaches his mission with intentionality and authenticity, whether it’s expanding a street hockey program to reach young Latino athletes or inviting Latino college students to attend a game against the Boston Bruins.

He’s doing the same thing that his parents, mentors, and peers have done for him throughout his career: opening doors for others.