GROWING
HOCKEY
USA Hockey Membership Numbers
 347,679 youth players
 57,549 total female players
 Youth players up (+3,041)
 49,843 mites (-338)
 41,889 mini-mites (+617)
Adult Program Growth
16% YTD
(110,082 players)
Median Youth Association Numbers
 1710 Youth Associations
 Median Assoc size = 155 players
Ice Sports Industry Survey
 69% of hockey players participated in a
Learn To Skate program
 71% said they were ‘very likely’ to
recommend hockey to others
Ice Sports Industry Survey (cont.)
 Only 2% saw any advertisement
 ‘Have Fun’ was the primary benefit desired
by parents
Ice Sports Industry Survey (cont.)
 ‘Price’ and ‘Time’ were primary barriers to
participation
 90% play another sport
Ice Hockey is Rated Higher, in Terms of
Enjoyment, Than Other Sports
Ice Hockey
6.7
Skiing
6.1
Field hockey
5.9
5.8
Cheerleading/spirit groups
Football
5.6
Golf
5.6
Soccer
5.5
Baseball/softball
5.5
Swimming/diving
5.4
Basketball
5.4
Tennis
5.2
Track & Field/Cross Country
5.2
1
2
3
4
5
6
7
Most Live Close to Their Primary Ice
Facility
Less than 5 miles
32%
Ice Hockey: 73%
5-15 miles
41%
15-30 miles
19%
More than 30
miles
Ice Hockey
8%
0%
20%
40%
60%
80%
100%
Losing Interest and Time Demands Are the
Primary Reasons That Children Discontinued
Participation
Child lost interest
38%
Time demands of child
22%
Price
11%
Time demands of parent
8%
Fear of injury
6%
Too difficult to get to rink
6%
Actual injury
5%
Parents lost interest
4%
Gender discrimination
Rink closed
Ice Hockey
2%
0%
Relocated too far from rink
2%
Other
Don't know
49%
1%
0%
20%
40%
60%
80%
100%
Many Parents of Former Participants Are Still
Likely to Recommend the Sport to Someone
Else
Very likely
48%
Somewhat likely
71% of parents of current ice
hockey participants said they
were very likely to recommend
the sport.
25%
Neither likely
nor unlikely
15%
Somewhat
unlikely
6%
Ice Hockey
Very unlikely
6%
0%
20%
40%
60%
80%
100%
4 Step Process To Grow
 1st Step: RECRUIT
 2nd Step: Sample
 3rd Step: Register
 4th Step: RETAIN
Step 1 - Recruiting
 Word of mouth
 Attend public skating sessions
 Display tables at Jr, college or pro
games
Step 1 – Recruiting (cont.)
 Flyers – schools, LTS, cars @ soccer,
baseball, malls, etc
 Work with Scouts on badges
 Kiosk at mall
National Hockey
Weekend
Across America
Bring a Buddy (or two) Coupons
Step 2 - Sampling
 Puck shoots (anywhere)
 Street / Floor hockey
(especially @ schools / YMCA’s
 Learn to Play programs
Step 3 – Register
 Keep cost to minimum
 Keep time slot consistent
 Require very minimum equipment
 Keep it short – not Sept. – Mar.
Step 3 – Register (cont.)
 Be organized and prepared!
 Be very positive
 Give stickers, etc.
Retention Survey
 Over 20% of 5 year olds drop-out after their
first year
 Over 20% of 14 year olds drop-out
 Average drop-out rate per year is 7.5%
from 5 to 15 years old
Step 4: Retain
 Make sure it’s FUN!
 Keep cost to a minimum
 Educate Parents – what are you teaching &
what’s next
 Re-enrollment discount
Step 4 - Retain (cont.)
 Autograph sessions with local players
 Let them play hockey
Can We Increase
by 10%?
Let’s Challenge Ourselves!!
 91,732 total Mites / 1710 associations
 ~ 54 Mites per Association average
 X 10% = only 5 more Mite players than you
registered this year!
Why Do All of This?
For the kids:
 Learn Life Skills
 Fitness
 Make Friends
 FUN!!!
Why Do All of This?
For our association / business:
 It’s our base
 It’s our future
 A chance to influential future society
 It should be FUN!!!
Questions?