A hockey academy should recruit 12 to 18 months ahead: families decide on next season between January and April, after watching you all winter. So your content, ID camps and follow-up need to be running long before the application deadline.
I'd go further. Don't sell leads, own the intake calendar. Plan every window for the next 18 months and build a campaign for each one before it opens.
Why does a hockey academy need a recruiting calendar?
Because the decision happens months before the deposit. Parents watch your content, talk to other families and visit camps over a whole season, then commit in a short window. If you only market when spots are empty, you're too late. A calendar tells you what to post, when to run camps and when to follow up.
The pool is big but competitive. Hockey Canada reported more than 603,000 registered participants in 2024-25, up 2.4%, with more than 70,000 new players. But families are paying a lot. The 2026 Jumpstart youth sport report put the median annual cost of hockey at $1,938, against $450 for soccer. A family spending that much plans ahead and compares programs.
And you're not the only academy in the feed. The Canadian Sport School Hockey League lists 38 academies and programs on its site this season.
When do families decide on a hockey academy?
Most decide between January and April, once they've seen a full season and before spring hockey and summer camps lock in their plans. Before that they're watching. After that they're committed. Your job is to be the program they've been watching since September, then make it easy to apply when the window opens.
Some dates shape that window. In BC, Hockey Canada's Program of Excellence ID camps for U15 and U16 ran in March 2026, with registration closing on 9 March. The WHL Prospects Draft wrapped up on 7 May 2026. Minor hockey associations like Kelowna open registration in June and hold rep tryouts at the end of August. Each one is a moment when families are thinking about the next step.
What should a hockey academy post each month?
Post what families need to see at that point in their decision. Game footage and player stories in the fall, coaching and school life in the winter, ID camps and application reminders in the spring, and alumni and commitments in the summer. Here's the month-by-month plan I'd start from.
| Month | What families are thinking | What you post and run |
|---|---|---|
| Sep | New season. Watching teams play. | Game footage every week. Meet the coaches. Season opener recap. |
| Oct | Comparing programs. | Player of the week. A day in the life (school plus ice). Open the application interest list. |
| Nov | Winter break plans. | Winter break camp campaign. Alumni stories. |
| Dec | Holidays. Talking it over at home. | Season highlights reel. "Applications open in January" message to your list. |
| Jan | Deciding season starts. | Applications open. Info night (in person and online). Ads to families within driving range. |
| Feb | Visiting programs. | Campus and rink tours. Parent testimonials. Showcase games. |
| Mar | ID camps and spring break. | Spring break ID camp. Application deadline reminders. Same-day follow-up on every inquiry. |
| Apr | Committing. | Offers out. Deposit deadline. Welcome posts for committed players. |
| May | Draft and showcase season. | Celebrate player advancements. Summer camp push. |
| Jun to Jul | Summer hockey. | Summer camp content. Off-ice training clips. Interest list for next year. |
| Aug | Tryouts everywhere. | Final spots. Pre-season testing. "Meet the new class" posts. |
Your dates will differ. Start from this, then mark your own application, camp and deposit dates on it.
How far ahead should a hockey academy start marketing?
At least 12 months for the next intake, and 18 months for your big windows. A family applying in January 2027 is watching you from September 2026. So the content that sells next year's class is the content you post this fall.
That's why I'd plan 18 months at a time. Mark every window: applications, ID camps, spring break, summer camps, deposit deadlines. Then build each campaign 6 to 10 weeks before it opens, with its own page, its own ads and its own follow-up.
What content works best for hockey academy recruiting?
Game and training footage, hands down. It's the number one thing I see clubs and academies not doing enough. Parents want to see the level of play, the coaching and what a day looks like. Players want to see themselves in it.
Mix in four other formats:
- Player stories. Where they came from, what changed, where they're going.
- Coach clips. One drill, one lesson, 30 seconds.
- School life. Classes, study hall, team meals. This is what parents worry about.
- Advancement posts. Commitments, draft picks, scholarships. Post them the day they happen.
Keep it real. Phones are fine. Consistency beats production.
How should a hockey academy follow up with families?
Same day, every time. Most leaks I see aren't in the ads, they're in the follow-up: an inquiry comes in and nobody calls back for a week. A family spending close to $2,000 a year on minor hockey, or a lot more on an academy, expects a real conversation.
Build a simple sequence:
- Within an hour: a personal reply with the next date (info night, camp or tour).
- Day 2: a short video from the head coach.
- Day 7: an invite to a game or practice.
- Before each deadline: a reminder with the date and the link.
Track every family in one place, so nobody falls through when the busy months hit.
The short version
Recruit 12 to 18 months ahead. Post game footage all season. Open applications in January, run ID camps in March, close in April. Follow up every inquiry the same day. If you want help building the calendar, that's exactly what our hockey academy marketing work starts with.
Want help with your next window?
We're a sports marketing agency that fills tryouts, camps and memberships around each club's season. On a 30-minute call we'll look at your next window and tell you what we'd build first. If it's something you can do yourselves, we'll say so.
Questions, answered
When should a hockey academy open applications?
Most open in January and close by April, after families have watched a full season. Mark your own dates, then start the campaign 6 to 10 weeks before applications open.
What should a hockey academy post on social media?
Game and training footage every week, plus player stories, coach clips, school life and advancement posts. Families want to see the level of play and what a day looks like.
How far ahead should a hockey academy plan its marketing?
12 months for the next intake and 18 months for big windows like ID camps and summer camps.
How fast should an academy follow up with an inquiry?
The same day, ideally within an hour, with a personal reply and the next date to attend.
