At BAUER, developing world-class products starts with the player’s needs and continues with a multi-year commitment to comprehensive research. We believe that same approach is required to create meaningful solutions to grow the game.

Through this research – and an understanding of the perceived barriers to play – we can begin developing meaningful solutions designed to recruit new players into the sport.

We surveyed 875 Canadians across 2 provinces Ontario and Nova Scotia, targeting parents of kids ages 4-16 who:

  • Have chosen not to play hockey
  • Play at least one organized sport per year

Our sample included 200 immigrants from Southeast Asia, who had been in Canada longer than one year. Here is a summary of our findings:

Growing the game is an achievable objective

  • 73 percent of non-hockey parents would consider enrolling their kids in hockey in the future, with nearly 40 percent “definitely” considering enrollment

Non-hockey parents remain engaged in the sport and view the sport positively

  • Almost half of non-hockey parents either watch or attend games, and have played in the past
  • Many parents said hockey “helps build character and life-skills for my child,” a quality that was unique to hockey compared to other sports

Perceived barriers to entry are consistent across the different regional and demographic groups

  • No meaningful differences between generational Canadians and New Canadians
  • Those parents who played hockey view the game more favorably than those who didn’t, but they are also slightly more sensitive to key perceived barriers than those who didn’t play