USA Hockey Adult Hockey

Labor Day marks the unofficial end of summer, and the official end is right around the corner. For those whose passion is on the ice, this time of year is cause for celebration. Many of us play hockey throughout the spring and summer, but there’s something special about starting the fall season. Youth, junior, college and pro hockey are also gearing up.

Soon, life will be whole again.

Still, the start of the season does bring about its own particular challenges. At the forefront, in addition to shaking off any lingering summer rust, is trying to find some fresh talent to keep leagues growing and thriving. Here, then, are some tips on how to recruit more players.

Word-of-Mouth Is Key

The best salespeople are, naturally, those who are already playing in adult hockey leagues and enjoying themselves. Encouraging current players to spread the word is by far the best way to ensure growth, according to multiple adult hockey directors.

“Our biggest recruitment tool is word-of-mouth,” says Pete Morrow, program director for the wildly popular Adult Hockey Association in metropolitan Minneapolis-St. Paul, Minn. “We have grown to be the largest adult league in USA Hockey largely from players enjoying participating in our leagues and other program offerings, and they actively recruit their friends and family to join.”

Many of those newcomers get introduced to AHA through adult beginner schools, Morrow says, adding that “we see a lot of friends and relatives of previous participants join each season.” The motivation for current players, aside from growing the league, is that they get referral credits from the league.

The adult beginner schools have grown so popular that AHA recently announced it is adding a second Winter Beginner School session this year.

Sean Taylor, the adult hockey director at Sherwood (Ore.) Ice Arena, echoes many of those same sentiments. His league offers learn-to-play programs and skill classes for adults.

“Both of the latter are often run by fantastic in-house coaches with their experience varying up to even former NHL players,” Taylor says. “From these classes often come new players as friends of friends start trying the sport. Sooner (rather) than later, you have a group of friends all ready to start playing hockey together. We advocate the physical and mental benefits to hockey as well as the camaraderie you build on being part of a team environment.”

Promote Your Product

It’s important to go beyond the reach of the typical circle of existing adult hockey players, even if it means allocating money from tight budgets to do so.

“We also do small amounts of advertising in print publications,” Morrow says, in addition to relying on word of mouth.

Taylor adds that his program at Sherwood Ice Arena has recruited players by having a booth set up in conjunction with the local junior hockey program – a good tactic for snagging young players who could be thinking about a high-level adult league at some point.

You can also use resources provided to you by USA Hockey, such as this promotional poster.

Score the First Goal

Take advantage of USA Hockey’s Adult First Goal Program, a free grant-based program that provides leagues the resources to grow and attract new players. First Goal includes Try Hockey programs, free equipment, skills materials and practice plans, along with national marketing of your program.

The First Goal Program is an excellent opportunity to grow your league.

Ensure the Proper Level

Another way to get players to join – and stay – in an adult program is to closely monitor the skill level of those in various leagues.

“We feel strongly that the parity within our nine different leagues creates … a peace of mind that the customer is signing up for the skill level they intended and that play on the ice will be better for everyone involved,” Taylor says.

That requires some due diligence, but the payoff is of utmost importance.

“We manage our hockey leagues and their players by making adjustments to ensure that players are moved to the most appropriate league for their skills,” Taylor says. “This allows our beginner leagues to continue to welcome new players and ensure all players are playing in the league best suited to their skills.”

Welcoming new players, after all, is the object. If it’s done right, with each passing year there are more and more people excited about the end of summer instead of dreading it.