Thirty hockey dates. Ten of them sell themselves.
A long winter grind, thirty-plus home dates, and a market full of hockey families nobody is messaging properly. We built the system that works every night of your schedule, including the Wednesdays.
Hockey revenue has its own physics.
A junior or minor league hockey season is a marathon: September through March, thirty-plus home dates, and a hard truth under it. Maybe ten of those nights sell themselves. The difference between a break-even season and a good one lives in the school-night games, and a school night is a family negotiation your marketing has to win by four in the afternoon on game day.
Hockey markets also come with an asset most clubs never systematically work: the minor hockey ecosystem. Every kid in your regional associations is a fan of the big kids, every minor hockey team is a ready-made group booking, and every rink parent is a future season-seat conversation.
Then there is March. It is the only stretch all season when demand outruns supply, and it lasts days rather than weeks. Clubs with the playoff machinery already built capture it. Clubs that start organizing a push after they clinch miss the hottest 48 hours of their year.
How the system works your season.
Four phases, mapped to your league's shape. The machinery is the same all year. What changes is what it is being pointed at.
September
Launch month. Home-opener push, season-ticket last call, and every family who walks in gets captured.
Oct to Feb
The grind. Themed school nights, minor hockey association nights, group bookings and day-of-game texts.
March
The playoff window. Clinch sequences, staged merch, and the season-seat offer while the barn is loud.
Apr to Aug
The second season. April renewals, sponsor deals through May and June, camps, and database growth for a bigger September.
What runs for a hockey club.
These are the four that move the most seats in hockey. They sit on top of the same engine every club gets: the audience build, the CRM, the follow up and the attribution.
The school-night engine
Every hard game gets an identity two weeks out, close-radius targeting, and a one-tap buy text at 3:30 on game day, which is when hockey families actually decide.
Minor hockey nights
Association group codes, intermission shootouts and per-team leaderboards that turn your regional minor hockey system into a recurring group-sales machine.
The playoff machine
Pre-written clinch sequences, win-night automations and staged playoff merch that switch on within hours of the moment, not days after it.
The April renewal
Season-end messages inside 48 hours of the final game, so the fans who came four or more times get the season-seat conversation while hearts are still full.
Modeled outcomes
Modeled first-season outcomes for a junior hockey club in a 2,500-seat building, based on our pilot data plus industry benchmarks:
- +400 incremental tickets per game by the end of the first season
- Weeknight games closing the gap on weekend games instead of drifting further behind
- A merchandise and renewal cycle that keeps running through the off season
These are modeled projections, not published client results. Here is exactly what we measure and why we publish it this way.
The hockey playbook library.
Five pieces on the parts of a hockey season that decide whether it pays.
Straight answers.
Do you work with junior hockey, or only minor pro teams?
Junior, minor pro and college programs. The system scales to the building and the market, because the school-night problem, the minor hockey ecosystem and the March window exist at every level of hockey.
Our season starts in September. When should we start?
The build takes about five weeks, so summer is ideal: you launch into opening night with the machine already running. Starting mid-season works too, on a fast-lane setup that gets the highest-impact channels live in two weeks.
We are a small front office with volunteers. Who actually runs this?
The system does. Your side is about 30 minutes a week reviewing the plain-English report and approving anything major. Nobody on your staff logs into ad platforms or dashboards unless they want to.
Do you have hockey results you can show?
Our active pilots include a junior hockey club. The modeled outcomes are published on our results page, and we will walk you through the real dashboards, ad accounts, CRM and attribution on a call, under NDA, with the pilot's permission.
Tell us what you sell. We'll show you who's buying it.
Thirty minutes on your real market and all five revenue lines, before you have paid us anything.
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