Muskegon Lumberjacks
The Muskegon Lumberjacks is a USHL Tier I junior ice hockey team in Muskegon, Michigan that develops players for NCAA and professional careers, generating revenue from ticketing, premium hospitality, corporate sponsorships, and community events at Trinity Health Arena.
- Company typePrivate
- Founded2010
- HeadquartersMuskegon, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Muskegon Lumberjacks does
The Muskegon Lumberjacks is a USHL Tier I junior ice hockey organization based in Muskegon, Michigan, competing in the USHL Eastern Conference and developing players aged roughly 16-20 for NCAA collegiate hockey and professional careers. The team plays 30 home games per season at Trinity Health Arena (formerly L.C. Walker Arena) and operates within a closed league ecosystem anchored by official partnerships with the NHL and USA Hockey. Its 2025 Clark Cup Championship win underscores the program's competitive credentials, which include a documented record of 31 NHL draft picks, 13 NHL alumni, and 192 NCAA commits developed by its hockey operations leadership.
The core product is the competitive junior hockey team itself, with a layered commercial architecture surrounding it. Ticketing spans full-season, half-season (four package variants), pick-your-6, group ($15/ticket for 20+), executive suites (8-12 guests), and party decks (20-80 guests), supported by a dedicated ticketing partnership with Etix. Secondary revenue streams include corporate sponsorships (sold through Director of Sales Jess Henningsen and Business Development Executive Alec McDonald), streaming distribution via FloHockey, free audio broadcasts via Mixlr, an annual Jacks Classic golf outing, and the Muskegon Lumberjacks Charitable Foundation. Media and digital channels are run in-house through a Digital Media Manager and amplified through official NHL/USA Hockey/USHL partnerships, with the website platform powered by Sidearm Sports.
The business model is that of a privately held, for-profit sports franchise relying on diversified ticket, sponsorship, premium hospitality, and ancillary event revenue rather than any single anchor customer. Leadership is bifurcated into hockey operations (President Steve Lowe, General Manager Jim McGroarty, Head Coach Colten St. Clair) and business operations (President Andrea Rose), with a headcount of 11-50 employees. Ownership structure and financial statements are not publicly disclosed.
Muskegon Lumberjacks firmographics
Firmographics- Name
- Muskegon Lumberjacks
- Legal name
- Muskegon Lumberjacks
- Website
- https://muskegonlumberjacks.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- The Muskegon Lumberjacks is a USHL Tier I junior ice hockey team in Muskegon, Michigan that develops players for NCAA and professional careers, generating revenue from ticketing, premium hospitality, corporate sponsorships, and community events at Trinity Health Arena.
- Ownership category
- akta.pro rank
Muskegon Lumberjacks industry classification
Industry- Product category
- Junior Ice Hockey / Sports Entertainment
- NAICS
- Sports Teams and Clubs (711211)
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Ice Hockey Leagues (MPAKAAAE)
- akta.pro secondary industry
- Local Amateur Clubs & Community Sports Organizations (MPAKACAE)
Keywords
Where Muskegon Lumberjacks is headquartered
LocationHeadquarters
- HQ city
- Muskegon
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Muskegon Lumberjacks business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Group ticket rate for 20+ attendees |
| Subscription | Annual | Pick Your 6 Plan for flexible attendance |
| Subscription | Annual | Half Season packages with multiple options |
| Subscription | Annual | Full Season tickets for biggest fans |
| Unit Pricing | Pay-as-you-go | In-game intermission messages |
| Unit Pricing | Pay-as-you-go | Annual Jacks Classic golf outing |
Distribution channels5 records
Marketing channels7 records
Muskegon Lumberjacks product offering
Product offeringCore offering
The Muskegon Lumberjacks operate a USHL Tier I junior ice hockey franchise that fields a competitive team in the USHL Eastern Conference, playing 30 home games per season at Trinity Health Arena in Muskegon, Michigan. The team offers tiered season ticket packages (Full Season, Half Season, Pick Your 6), group and premium hospitality experiences (Group Rates, Party Decks, Executive Suites, Jacks Club), live game streaming and radio broadcasts, merchandise, and operates the Muskegon Lumberjacks Charitable Foundation (MLCF). All offerings serve fans, families, corporate sponsors, and community members in the West Michigan region with a focus on player development pathways to NCAA and professional hockey.
Product overview
The Muskegon Lumberjacks is a USHL Tier I junior ice hockey organization operating as a single unified product—a competitive junior hockey team competing in the Eastern Conference for the Clark Cup. The core offering centers on game attendance across three season ticket tiers (Full Season, Half Season, Pick Your 6) and group experiences (Group Rates, Party Decks, Executive Suites). Ancillary offerings include FloHockey streaming and Mixlr radio broadcasts for remote viewing, Intermission Messages for in-game fan engagement, the annual Jacks Classic charity golf outing, and the Muskegon Lumberjacks Charitable Foundation (MLCF) for community outreach. The Jacks Club provides premium arena seating. These modules serve distinct fan segments from individual ticket buyers to corporate groups.
Differentiator
Problem solved
Functional benefit
Products and services
- Muskegon Lumberjacks Junior Hockey (USHL Tier I Games) USHL Tier I junior ice hockey team competing in the USHL Eastern Conference for the Clark Cup championship, developing players for NCAA college hockey and professional careers.
- Full Season Tickets Season ticket package providing access to all 30+ home games with perks including first drink on us card, dedicated parking and entrance, season-long merchandise discounts, and unlimited ticket exchanges.
- Half Season Tickets Flexible ticket package with four package options (Package A, Package B, Friday games, Saturday games) offering first drink on us card, dedicated entrance, merchandise discounts, special events, and 5 ticket exchanges.
- Pick Your 6 Plan Flexible ticket plan allowing fans to attend six selected home games with merchandise discounts and 2 ticket exchanges.
- Group Rates (20+ attendees) Discounted ticket pricing at $15 per person for groups of 20 or more, with digital ticket platform for email/text distribution and mobile wallet download.
- Executive Suites Premium hospitality suites for 8-12 guests featuring bar tops, standard chairs, couches, unobstructed views, and catering options through Carlisle's.
- Party Decks Private party spaces accommodating 20-80 guests with catering from Carlisle's, private bartender, traditional seating and bar tops, and mascot visit from Timber. Three party decks plus a fourth stage available.
- Jacks Club Premium seating area at Trinity Health Arena offering enhanced gameday experience.
- FloHockey Streaming Subscription Official live streaming platform for all Lumberjacks games including pre-season, regular season, and postseason, available through subscription via FloHockey.
- Lumberjacks Hockey Network Radio Broadcast Free internet radio broadcast of all Lumberjacks games available via Mixlr app or website.
- Intermission Messages In-game fan messaging service for $25 per message (free for season ticket holders); messages must be submitted 24 hours in advance.
- Jacks Classic Golf Outing Annual charity golf event benefiting the Muskegon Lumberjacks Charitable Foundation, held at Lincoln Golf Club with $125 per player or $500 per team entry, including golf, breakfast, dinner, competitions, raffle, and live auction.
- Muskegon Lumberjacks Charitable Foundation (MLCF) Charitable foundation supporting community initiatives and fundraising events for the Muskegon Lumberjacks organization.
Quantifiable outcome
- 31 players drafted by NHL teams
- +2 more outcomes
Companies that use Muskegon Lumberjacks
Customer profileSegments3 records
Ideal customer profiles3 records
Muskegon Lumberjacks technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Muskegon Lumberjacks partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core, secondary and minor.
- NHLcoreOfficial NHL partner of the Muskegon Lumberjacks and USHL. Provides legitimacy and player development pathways within the North American professional hockey ecosystem.
- USA HockeycoreOfficial USA Hockey partner of the USHL. Supports youth hockey development and provides access to national team programs and USA Hockey Arena.
- USHLcoreThe Lumberjacks are a founding member team of the United States Hockey League, the top junior hockey league in the United States, competing for the Clark Cup championship.
- FloHockeycoreOfficial live stream partner of the Muskegon Lumberjacks and USHL. All Lumberjacks games through pre, post, and regular season are streamed on the FloHockey platform.
- MixlrsecondaryFree internet radio stream partner for all Muskegon Lumberjacks games. Available via Mixlr app or online, providing free audio coverage for fans.
- DASHsecondaryOfficial auction partner for specialty jersey auctions and events. Used for Lumberjacks Night at the Clippers specialty baseball jersey auctions.
- Trinity Health ArenacoreHome venue partnership at the newly renovated Trinity Health Arena (formerly L.C. Walker Arena) in Muskegon, Michigan. Hosts all 30 home games plus community events.
- EtixcoreOfficial digital ticketing partner providing mobile ticketing system for all ticket sales including single-game, season tickets, and group sales.
- Sidearm SportssecondaryWebsite platform provider powering the official Muskegon Lumberjacks athletics website with responsive design and content management.
- Lincoln Golf ClubminorVenue partner for the annual Jacks Classic golf outing benefiting the Muskegon Lumberjacks Charitable Foundation.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Muskegon Lumberjacks competitors and assessment
Company assessmentDirect peers
- Fargo Force: USHL Western Conference Tier I junior hockey team in Fargo, North Dakota. Comparable small-market USHL franchise with similar ticketing, sponsorship, and player-development business model.
- Youngstown Phantoms: USHL Eastern Conference Tier I junior hockey team in Youngstown, Ohio. Direct peer competing in same conference with similar small-market ticketing and sponsorship model.
- Madison Capitols: USHL Eastern Conference Tier I junior hockey team in Madison, Wisconsin. Same league and product offering, operating in a comparable Midwestern college town with similar demographic and sponsorship dynamics.
- USA Hockey National Team Development Program: USHL Eastern Conference Tier I program based at USA Hockey Arena in Plymouth, Michigan. Competes directly for elite 16-17-year-old recruits and is part of the same USHL player-development ecosystem.
- Dubuque Fighting Saints: USHL Eastern Conference Tier I junior hockey team in Dubuque, Iowa. Same league, similar small-market operating profile, directly competes for talent, fans, and sponsors in the Upper Midwest.
- Omaha Lancers: USHL Western Conference Tier I junior hockey team in Omaha, Nebraska. Direct peer in league and business model; notably the prior employer of Head Coach Colten St. Clair in 2024.
- Sioux City Musketeers: USHL Western Conference Tier I junior hockey team in Sioux City, Iowa. Comparable small-market junior franchise with the same revenue model and overlapping coaching staff alumni (Head Coach St. Clair won 2022 Clark Cup here as Associate HC).
- Green Bay Gamblers: USHL Eastern Conference Tier I junior hockey team in Green Bay, Wisconsin. Direct comparable in scale, market size, and revenue model, and a fellow USHL small-market franchise with similar player-development ambitions.
- Chicago Steel: USHL Eastern Conference Tier I junior hockey team based in Chicago's western suburbs. Comparable business model (ticketing, suites, sponsorships) but operating in a materially larger metro market.
- Cedar Rapids RoughRiders: USHL Eastern Conference Tier I junior hockey team based in Cedar Rapids, Iowa. Directly comparable as a same-conference franchise selling season tickets, group rates, and sponsorship packages to a small Midwestern market.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Muskegon Lumberjacks social profiles
Digital presenceMuskegon Lumberjacks financial estimates
Financial estimateRevenue estimate
Valuation estimate
Muskegon Lumberjacks leadership team
Management profileNumber of profiles
Profiles12 records
Muskegon Lumberjacks funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Muskegon Lumberjacks M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Muskegon Lumberjacks
What does Muskegon Lumberjacks do?
The Muskegon Lumberjacks operate a USHL Tier I junior ice hockey franchise that fields a competitive team in the USHL Eastern Conference, playing 30 home games per season at Trinity Health Arena in Muskegon, Michigan. The team offers tiered season ticket packages (Full Season, Half Season, Pick Your 6), group and premium hospitality experiences (Group Rates, Party Decks, Executive Suites, Jacks Club), live game streaming and radio broadcasts, merchandise, and operates the Muskegon Lumberjacks Charitable Foundation (MLCF). All offerings serve fans, families, corporate sponsors, and community members in the West Michigan region with a focus on player development pathways to NCAA and professional hockey.
Is Muskegon Lumberjacks a public or private company?
Muskegon Lumberjacks is a private company. It is classified as unknown and is currently operating.
When was Muskegon Lumberjacks founded?
Muskegon Lumberjacks was founded in 2010. It employs 11 to 50 people.
Where is Muskegon Lumberjacks based?
Muskegon Lumberjacks is headquartered in Muskegon, United States, in the North America region.
Who are Muskegon Lumberjacks's main competitors?
Direct peers on record are Fargo Force, Youngstown Phantoms, Madison Capitols, USA Hockey National Team Development Program, Dubuque Fighting Saints, Omaha Lancers, Sioux City Musketeers, Green Bay Gamblers, Chicago Steel and Cedar Rapids RoughRiders.
Does Muskegon Lumberjacks have an API?
No public API is recorded for Muskegon Lumberjacks.
What industry is Muskegon Lumberjacks in?
Muskegon Lumberjacks's product category is Junior Ice Hockey / Sports Entertainment. Its primary akta.pro industry code is MPAKAAAE, Ice Hockey Leagues, with a secondary code of MPAKACAE, Local Amateur Clubs & Community Sports Organizations. Its NAICS code is 711211 and its SIC code is 7997.