Game Change: Transforming the Future of Hockey at the Grassroots Level

Welcome to Game Change – an initiative by Hockey Canada which aims to drive transformative growth at the grassroots level, connecting new audiences and welcoming returning participants. 

Game Change is designed to empower local hockey associations (LHAs) with the tools, resources, and support they need to grow their membership and foster a welcoming, inclusive environment for players of all backgrounds. By spotlighting innovative approaches and providing valuable resources, Game Change equips associations to overcome challenges, attract new players, and engage returning participants in meaningful ways. Here’s how:

Proven Strategies and Best Practices

Game Change showcases successful, grassroots programs from across Canada that have increased participation and expanded diversity in minor hockey. By highlighting what’s working in other communities, we provide LHAs with proven ideas and templates that can be adapted to fit local needs. These case studies demonstrate how associations can connect with underrepresented groups, retain members, and build strong community relationships.

Implementation Guides and Marketing Support

Increased Visibility and Awareness

Game Change amplifies local success stories through a dedicated digital content series, social media features, and newsletters. By bringing attention to the achievements of participating LHAs, we help build awareness and recognition at a national level. This increased visibility boosts local credibility and attracts interest from families and players, encouraging them to join a growing movement that is making hockey more accessible and enjoyable.

Ongoing Support and Resources

By supporting local associations in these ways, Game Change is committed to helping grow the game of hockey, ensuring every community has the opportunity to benefit from increased participation, diversity, and a stronger, more unified hockey culture.

To stay up to date on upcoming Game Change events and resources, please sign up below.