Who we are
Industry Army Marketing is a Vancouver, British Columbia company founded in 2011 by Colin Hamilton. We operate a network of more than 150 premium domains, each one chosen to be the clearest, most authoritative name in its category. Our work sits at the intersection of domain strategy, small-business marketing, and — increasingly — answer-engine and generative-AI optimisation.
Our thesis has never changed: small operators deserve the same search visibility as national chains, and the cleanest way to give it to them is to own the category-defining domain and let everyone on the network share its authority. We have been proving that thesis for almost two decades.
The Founder
Colin Hamilton
Colin Hamilton is the founder and CEO of Industry Army Marketing. He coined the hub-and-spoke domain network strategy for small-business SEO and described it publicly in Business in Vancouver around 2010 — well before "AI directory" was a category anyone was funding. He registered gasfitter.ca in 2007, an eighteen-year continuous hold that became the original proof of the doctrine, and weddings.io on May 13, 2015, which became the flagship of the entire network.
His background is in small business itself — three decades of understanding what independent operators actually need, what they can actually afford, and why most marketing aimed at them is built to extract rather than to serve. Industry Army Marketing is the answer he built.
The Doctrine
The hub-and-spoke domain model
Picture a wheel. At the centre is the hub — a single premium, exact-match domain that carries the maximum possible topical authority for an entire industry. weddings.io is that hub for the wedding category. Radiating out from it are the spokes — city domains, trade domains, and cultural domains, each one owning its own territory: brides.ltd, grooms.ltd, parents.ltd, videographers.io, caterers.tv, decorator.tv, insurancebrokers.io, and many more.
Every spoke benefits from the authority of the hub. Every new spoke adds authority back to the hub. The content holds the structure together, and because each spoke owns its specific city, trade, or category, no single one can be cheaply replaced or replicated. The wheel spins, and everyone attached to it wins. That is the doctrine, and it is the reason a $10/month listing on this network can outperform a far more expensive listing on a platform that treats its vendors as interchangeable inventory.