We're a hockey academy marketing agency for academies, prep programs and skills schools in Canada and the US. We plan around your intake calendar, make reels from your real ice time, and build the ads, pages and follow-up that turn parents into registered players.
Because hockey is now the premium choice for Canadian families, and parents shop it that way. A national survey of nearly 6,000 parents for Canadian Tire Jumpstart Charities put the median yearly cost of youth hockey at $1,938, against $450 for soccer. When a family pays that much, they want proof before they commit.
The good news is the families who play are staying. Hockey Canada reported more than 603,000 registered players for 2024-25, up 2.4%, with over 70,000 new players, more than 115,000 women and girls, and retention for ages 5 to 16 above 90%.
So the market isn't shrinking. It's choosier. Hockey ranked eighth for youth participation at 22%, while soccer led at 50%, according to the same Jumpstart report. Your academy is competing for families who've already done the maths. That means three things:
It fills your programs. For a hockey academy that means mapping every intake and tryout window, filming real ice time, running Meta and Google ads in each window, building one landing page per program, and making sure every parent inquiry gets a same-day reply. We report on registered players, not likes.
We write down every window: fall academy intake, winter break clinics, spring hockey, tryouts and evaluation skates, summer camps and re-registration. Each one gets its own campaign, starting 8 to 12 weeks before it opens.
One program, one page, one form. Dates, rink, age group, ice hours, coach ratio, price and a registration button that repeats down the page. Parents arriving from an ad can say yes in one visit.
We come to your rink and leave with a month of content. Drill clips that explain the why, the same player eight weeks apart, coaches on camera, parent and player voices. Even a program with a hundred kids under 14 has an audience, because parents watch and parents share.
Meta to reach hockey parents within a sensible drive of your rink. Google search for "hockey camp [city]", "spring hockey [city]" and your academy's name. Retargeting with the deadline for anyone who visited and didn't register.
Instant email and text, a same-day reply from a coach or director, an evaluation-skate invite on day 2 and a deadline reminder. In my experience, leads come in and nobody follows up, and that's usually the real leak, not the ad spend.
Start each campaign 8 to 12 weeks before its registration window opens, and keep training content running all year in between. Here's how we'd plan a typical northern academy year. Your dates will differ, so this is a starting point, not a rule.
| Months | What families are doing | What we run for you |
|---|---|---|
| Jan to Feb | Thinking about spring and next season | Ads on for spring hockey and evaluation skates. Early push for next year's academy intake. |
| Mar to Apr | Season ends. Spring hockey and tryouts. | Tryout and evaluation funnels. Next-season academy registration push. Returning families get first pick. |
| May to Jun | Spring programs running. Summer plans being made. | Summer camp ads and pages. Early-bird for the fall academy intake. Testimonials collected. |
| Jul to Aug | Summer skills and camps | Camps fill and get filmed. Fall intake main push. Re-registration for current families. |
| Sep to Oct | Regular season starts | In-season development content. Winter break clinic pages go live. |
| Nov to Dec | Mid-season. Holiday plans. | Winter break camp and clinic push. Gift-a-program offer. Spring campaigns planned. |
Every row has a sales window. A lot of academies only market one or two of them.
I think hockey has priced itself out for a lot of Canadian families. That's the reality an academy markets into. When a family is spending four times what a soccer family spends, they want proof before they commit.
That's why we build every campaign on real training footage and real development, not highlight reels alone.
We're a sports-only team, and these are the results our clients have approved us to share.
For Mosaic Sports, we built the brand and athlete management platform from scratch.
See all our sports work →Not sure? Tell us what you're trying to fill and we'll give you a straight answer.
The intake calendar, the content, the ads, the landing page checklist and the follow-up process that fills every program. Free, and written for academy owners and directors.
It fills your programs. That means planning campaigns around your intake and tryout windows, filming real training, running Meta and Google ads, building one landing page per program, and following up every parent inquiry the same day.
Start paid campaigns 8 to 12 weeks before each registration window opens. Keep posting training content all year, so families already know you when the ads start.
No. We're based in Surrey, BC, and work with academies, prep programs and clubs across Canada and the US, remotely and with shoot days on site.
In registered players. We track inquiries, the inquiry-to-registration rate, cost per registration and re-registration, and agree the targets with you before launch.
A January 2026 Canadian Tire Jumpstart Charities survey of nearly 6,000 parents put the median yearly cost of youth hockey at $1,938, against $450 for soccer.
Tell us which program you're trying to fill and when it opens. On a 30-minute call we'll map the window and tell you what we'd build first. If it's something you can do yourselves, we'll say so.
Map my next intake →
