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