Selkirk Steelers

What Selkirk Steelers does

The Selkirk Steelers is a not-for-profit Junior 'A' hockey club founded in 1966, competing in the Manitoba Junior Hockey League (MJHL), a member league of the Canadian Junior Hockey League (CJHL). The organization fields a team of players aged 16-20 at the Selkirk Recreation Complex in Selkirk, Manitoba, and supports player development with a documented pipeline that has produced NHL alumni including Darren Helm and Andrew Murray, as well as NCAA and CIS graduates. Core operations consist of a regular season schedule of home and away games, with home games distributed via the arena box office and FloHockey streaming.

Revenue is generated across six streams: single-game and season ticket sales (adult $15, senior $12, youth $10, under-5 free; 10-game pack at $100), corporate sponsorships spanning automotive, financial, healthcare, government, and other local categories, a 50/50 raffle at every home game, special events including the NHL Legends Golf & Gala featuring alumni such as Jeremy Roenick, youth hockey development camps ($299 per participant, ages 5-14), and paid player/mascot appearances at community events. The customer base spans local families and hockey fans, youth hockey development families, minor hockey associations, and a corporate partner roster that includes RBC, Manitoba Blue Cross, CCM Hockey, Chevrolet Canada, Manitoba Liquor & Lotteries, Manitoba Hydro, and MPI.

The organization operates with a community-ownership governance model led by a Board of Directors (President Jordan Fillion, Governor Jeremy Warnick) and a hybrid hockey operations and business operations team (GM Tim Schick, Head Coach Hudson Friesen, Head of Business Operations Mitch Beaudin). There is no proprietary technology platform; partnerships with Hudl (video analysis) and HeadCheck Health (concussion management) provide third-party tools for player development and safety. Marketing is conducted through social media, the team website, MJHL digital signage, community appearances, and local media partnerships, with a stated emphasis on community engagement and family entertainment rather than scale.

Name

Selkirk Steelers

Legal name

Selkirk Steelers Junior 'A' Hockey Club

Website

https://selkirksteelers.com

Company type

Private

Founded year

1966

Operating status

Operating

Headcount range

11–50 employees

Short description

The Selkirk Steelers is a not-for-profit Junior 'A' hockey club in the Manitoba Junior Hockey League, founded in 1966, serving players aged 16-20, local families, and corporate sponsors in Selkirk, Manitoba through competitive hockey games, youth development camps, and community events.

Ownership category

akta.pro rank

Product category

Junior Hockey / Amateur Sports Entertainment

NAICS

Sports Teams and Clubs (711211), Spectator Sports (71121)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Local Amateur Clubs & Community Sports Organizations (MPAKACAE)

akta.pro secondary industries

Ice Hockey Leagues (MPAKAAAE), Sports Fundraising & Development Services (Foundations, NIL Collectives Support) (MPAKAKAK), Athletics Fundraising, Sponsorships & NIL Support (EDALAIAN), Youth & Junior Tournament Organizers (MPAKADAL)

Keywords

• Junior hockey league
• Amateur sports entertainment
• Hockey ticket sales
• Youth hockey development
• Corporate sports sponsorship

Headquarters

HQ city

Selkirk

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others, Infrastructure

Revenue model

1. Ticket Sales: Revenue from selling season tickets, flex packs, 10-game packs, and individual game admission at the door. Early bird season ticket discounts available until June 30th.
2. Corporate Sponsorships: Corporate partnerships across multiple categories including automotive, financial, construction, healthcare, insurance, manufacturing, retail, restaurants, and government. Partners receive branding, advertising, and community relations exposure through arena signage and digital networks.
3. Game Day Revenue: 50/50 raffle program at every home game with tiered ticket pricing. Additional revenue from game day operations and fan services.
4. Special Events: Events including NHL Legends Golf & Gala featuring NHL alumni Jeremy Roenick, Monster Bingo nights, and Live Comedy/Magic Shows featuring performers like JP Parent who appeared on Canada's Got Talent.
5. Youth Hockey Camps: The R U Ready Skills and Development Camp offers summer hockey development programs for ages 5-14 at $299 per participant.
6. Player/Mascot Appearances: Revenue from player and mascot appearances at community events, corporate functions, and private parties. Minimum 4 weeks advance notice required.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

The Selkirk Steelers operates a Junior 'A' hockey franchise in the Manitoba Junior Hockey League (MJHL), fielding a competitive team of players aged 16-20. Core revenue offerings include season tickets, single-game admission, and flex packs for home games, supplemented by a youth hockey skills development camp (ages 5-14), special fundraising events (NHL Legends Golf & Gala, comedy/magic shows, Monster Bingo), game-day 50/50 raffles, birthday party packages at home games, player and mascot appearance bookings, and corporate sponsorship programs.

Product overview

The Selkirk Steelers are a not-for-profit Junior 'A' hockey club in the Manitoba Junior Hockey League (MJHL). The organization offers a core product of competitive junior hockey games and tickets, supplemented by seasonal ticket packages, game packs, youth development camps, and community-focused events including golf galas and entertainment shows. Additional offerings include fundraising programs like the Game Day 50/50, mascot and player appearances for community events, birthday party packages, and corporate sponsorship opportunities for local businesses.

Differentiator

Problem solved

Functional benefit

Products and services

• Junior A Hockey Games Regular season and exhibition Junior 'A' hockey games played by the Selkirk Steelers in the Manitoba Junior Hockey League (MJHL), offered to local hockey fans and the broader community for live sports entertainment.
• Season Tickets Full-season ticket packages providing access to all home games, available with early bird pricing options through June 30th annually. Contact [email protected] for specifics.
• Single Game Tickets

Quantifiable outcome

• Wyatt Witham amassed 51 goals and 112 points in 104 games over two seasons, was the club's leading scorer, and holds the Steeler record for most points by an import player.
• +1 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

16 partnerships are on record, tiered major, official, core and flagship.

• RBC (Royal Bank of Canada)majorGTM or Marketing PartnerRBC is a major corporate partner and sponsor of the team. RBC provides financial services branding and community investment visibility through the partnership, appearing prominently on the team website and arena signage.
• Manitoba Blue CrossmajorGTM or Marketing PartnerMajor health and wellness partner providing branding on website and promotional materials.
• CCM HockeyofficialGTM or Marketing PartnerOfficial hockey equipment supplier for the team. CCM provides equipment branding and visibility.
• Chevrolet CanadaofficialGTM or Marketing PartnerOfficial automotive partner with banner advertising on the team website and promotional materials.
• Manitoba Liquor & LotteriesofficialGTM or Marketing PartnerGovernment partner providing community support and branding exposure through the organization's marketing channels.
• Manitoba HydroofficialGTM or Marketing PartnerProvincial utility company partner with branding on team website and community initiatives.
• MPI (Manitoba Public Insurance)officialGTM or Marketing PartnerProvincial auto insurance corporation partner with community marketing presence.
• Selkirk GMcoreGTM or Marketing PartnerLocal GM dealership in Selkirk, MB providing automotive partnership and community support.
• Steeltown FordcoreGTM or Marketing PartnerLocal Ford dealership in Selkirk, MB providing automotive partnership and community support.
• SafeWork ManitobaofficialGTM or Marketing PartnerWorkplace safety organization partner with banner advertising on the team website.
• MJHL (Manitoba Junior Hockey League)flagshipStrategic or Co-development PartnerThe MJHL is the league in which the Selkirk Steelers compete. MJHL provides league-wide marketing, digital sign network, showcase events, and corporate partnership packages that benefit all member teams including the Steelers.
• Canadian Mental Health Association (MB)coreGTM or Marketing PartnerMental health organization partner with community health initiative presence.
• HeadCheck HealthofficialTechnology or IntegrationHockey concussion management and player safety technology partner for tracking player health and safety protocols.
• HudlofficialTechnology or IntegrationVideo analysis and performance tracking technology partner used for player development and game analysis.
• Gerdau SteelcoreGTM or Marketing PartnerLocal steel manufacturing company in Selkirk providing industrial sector partnership.
• Manitoba Metis FederationcoreGTM or Marketing PartnerIndigenous organization partner providing community support and representation in Selkirk region.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Dauphin Kings: MJHL Junior 'A' franchise in Dauphin, Manitoba. Competes in the same league with comparable sponsorship-driven community economics.
• Portage Terriers: MJHL Junior 'A' club located in Portage la Prairie, Manitoba. Comparable in scale, community-ownership structure, and reliance on sponsorships and game-day revenue.
• Virden Oil Capitals: MJHL Junior 'A' club in western Manitoba. Operates under the same league rules, schedule, and digital sponsorship network as the Steelers.
• Winkler Flyers: MJHL Junior 'A' club in Winkler, Manitoba. Similar small-market community ownership model and revenue mix (tickets, sponsorships, 50/50).
• Steinbach Pistons: Another MJHL Junior 'A' franchise operating in southeastern Manitoba with the same ticket, sponsorship, and youth-development model. Direct on-ice and off-ice competitor within the same league and season schedule.
• Winnipeg Blues: MJHL Junior 'A' club based in Winnipeg with a longer-standing fan base. Directly comparable in business model and league economics; closest geographic peer to Selkirk.

Broad incumbents

• Brooks Bandits (AJHL): Alberta Junior Hockey League club and one of the most commercially successful Junior 'A' franchises in Canada, with multiple national championships. Comparable in on-ice success metrics and product format.
• Penticton Vees (BCHL): British Columbia Hockey League Junior 'A' franchise with a much larger brand, stronger commercial revenues, and more developed NCAA development pipeline. Reference point for what a scaled-up Junior 'A' club can become.

Regional players

• Winnipeg ICE (WHL): Western Hockey League major-junior franchise based in Winnipeg. Competes with the Steelers for hockey attention and sponsorship dollars in the same Manitoba market, but at a higher competitive tier.

Emerging players

• Spruce Grove Saints (AJHL): Alberta Junior Hockey League Junior 'A' franchise with a similar small-city, community-owned model. Useful comparable for benchmarking Junior 'A' economics in another western Canadian province.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/selkirksteelers
• Facebookfacebook.com/SelkirkSteelers
• LinkedInlinkedin.com/company/selkirk-steelers-junior-a-hockey-club

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Selkirk Steelers