VIIMA Hockey

What VIIMA Hockey does

VIIMA Hockey (legal entity Viima Hockey Concept Oy) is a Finnish private company founded in 2020 that operates an individual ice hockey coaching and player development business. The company serves players from U8 youth through to NHL professionals, with a notable client roster that includes Miro Heiskanen (Dallas Stars), Jani Hakanpää, Samuel Helenius (Los Angeles Kings), Niko Mikkola, Jesse Ylönen and Joel Kiviranta. Core products include on-ice individual coaching sessions (€45 per session) delivered at the company's owned Hybridiarena Hype facility in Espoo and a second training location in Raisio, with 40+ weekly sessions, plus off-ice strength and conditioning, development camps (including the Miro Heiskanen Hockey Camp), and B2B team/club programs with Liiga clubs Jokerit and Jukurit and the Swiss Ice Hockey Federation.

The company's digital product, Viima Method, launched in April 2025 and rolled out in English in May 2025, is described as the world's first fully individualized online strength and conditioning program for hockey players. It is structured into three age-based tiers — Viima Athlete (U11-U15), Viima Prospect (U16-U20) and Viima Elite — delivered via a mobile app that supports workout tracking, progress logging and real-time coach interaction, with subscriptions starting at €145/month. Supporting services include tiered game-analysis products (Pelianalyysi PROSPECT at €99, Pelianalyysi ELITE at €250), pedagogical coach training (€1,490), and gift cards.

Go-to-market combines direct-to-consumer bookings through the MyClub platform with e-commerce via Shopify, alongside direct B2B sales to clubs and federations. Marketing is driven by owned social channels (Facebook, Instagram, TikTok, YouTube), email newsletters, content/blog, earned media in Finnish outlets and English hockey press, and brand amplification through NHL-player endorsements and the annual Miro Heiskanen Hockey Camp. Leadership comprises founder and coach Iiro Mäntylä, CEO Jarno Kukila, and board member Mikko Saarni; the company is founder/management-owned with no disclosed external institutional investment.

Name

VIIMA Hockey

Legal name

Viima Hockey Concept Oy

Website

https://viimahockey.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

VIIMA Hockey is a Finnish private ice hockey coaching company serving players from U8 youth to NHL professionals through on-ice sessions at its Hybridiarena Hype facility, team and club programs, and the Viima Method online coaching platform.

Ownership category

akta.pro rank

Product category

Ice Hockey Coaching Services

NAICS

Sports and Recreation Instruction (61162), Fitness and Recreational Sports Centers (713940), Educational Support Services (61171)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Educational Services (8200)

akta.pro primary industry

Strength & Conditioning / Athletic Performance Training (HSADAEAB)

akta.pro secondary industry

Training Delivery Services (Onsite/Virtual Instruction, Workshops, Coaching) (BPAEANAN)

Keywords

• Ice hockey coaching
• Player development
• Sports training
• Strength conditioning
• Hockey skill development

Headquarters

HQ city

Espoo

HQ country

Finland

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Individual Coaching Sessions: One-on-one and small group coaching sessions at Hybridiarena facility. Standard session price €45, with discounted monthly and 10-session passes available.
2. Online Coaching Subscriptions (Viima Method): Monthly subscription-based online coaching program available in three tiers: Viima Athlete, Viima Prospect, and Viima Elite. Starting at €145/month with varying levels of personalization and additional services.
3. Analysis Services: Game analysis services sold as one-time purchases. Pelianalyysi ELITE at €250 and Pelianalyysi PROSPECT at €99.
4. Training Products: Sale of training products including gift cards (starting at €50) and pedagogical coaching courses for coaches (€1,490).
5. Team and Club Services: Customized coaching programs for hockey teams and clubs, including player development pipelines, team coaching, and coach education. B2B relationships with clubs like Jokerit and Jukurit.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

VIIMA Hockey provides individual ice hockey coaching, player development, and strength & conditioning services for players ranging from youth (U8) to NHL professionals. The company delivers on-ice training at its Hybridiarena Hype facility in Espoo, online coaching through its proprietary Viima Method mobile platform (Viima Athlete, Prospect, and Elite tiers), game analysis services, team/club development programs, and pedagogical training for coaches.

Product overview

Viima Hockey is Europe's leading individual ice hockey coaching and player development organization, offering a multi-channel portfolio combining on-ice training, off-ice conditioning, digital coaching, and game analysis services. The core offering includes individual skills coaching, skating development, shooting training, goaltending instruction, and strength & conditioning. The digital Viima Method platform provides three personalized online tiers (Viima Athlete, Viima Prospect, Viima Elite) accessible via mobile app starting at €145/month. Additional offerings include game analysis products (Pelianalyysi PROSPECT at €99, Pelianalyysi ELITE at €250), pedagogical coaching training (€1,490), Miro Heiskanen Hockey Camps, team/club development programs, and the Hybridiarena Hype training facility in Espoo. The company serves players from U8 through NHL professionals.

Differentiator

Problem solved

Functional benefit

Brands

• Viima Method: World's first fully individualized online strength and conditioning program for hockey players, available in three tiers: Viima Athlete (U11-U15), Viima Prospect (U16-U20), and Viima Elite.
• Hybridiarena Hype
• Viima Athlete
• Viima Prospect
• Viima Elite

Products and services

• Yksilövalmennus (Individual Coaching) Personalized on-ice coaching including skills coaching, skating development, shooting and goal-scoring, and goaltending training for players from youth to NHL professionals. Delivered at Hybridiarena Hype facility in Espoo.
• Fysiikkavalmennus (Strength & Conditioning) Off-ice physical training programs focused on strength, speed, and endurance tailored to hockey performance, available both in-person and online through the Viima Method platform.
• Viima Method Online Coaching Program World's first fully individualized online strength and conditioning program for hockey players, with three tiers (Viima Athlete U11-U15, Viima Prospect U16-U20, Viima Elite) accessible via mobile app with workout tracking, progress logging, and real-time coach interaction. Starting at €145/month.
• Miro Heiskanen Hockey Camp Annual multi-day development camp led by NHL star Miro Heiskanen (Dallas Stars) in collaboration with VIIMA Hockey, offering intensive skill development for youth and amateur players.
• Leirit (Development Camps) Multi-day hockey camps offering intensive skill development, including summer skating courses in Helsinki, Espoo, and Raisio.
• Joukkue- ja seurapalvelut (Team & Club Services) Comprehensive programs for teams, clubs, and organizations including 3v3 hockey, team skill and skating training, small-group training, teambuilding days, player development pipeline planning, coach education, and physical training from U8 level.
• Pelianalyysi ELITE Personalized game analysis service delivered by top-level professional coaches for €250, providing elite-level video feedback and development recommendations.
• Pelianalyysi PROSPECT Video feedback service from a former NHL scout for €99, designed for prospect-level players seeking professional evaluation.
• Pedagogical Coaching Course Pedagogical coaching program priced at €1,490 providing tools and methodology for instructing children and youth in ice hockey, designed for coaches and support staff to deepen understanding of coaching young players.
• Lahjakortti (Gift Card) Gift cards available for VIIMA Hockey coaching services, starting from €50.

Quantifiable outcome

• Pilot program results showed excellent outcomes with participants from youth level to national team level during online coaching development

Named customers9 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered flagship, core and minor.

• Hockey Canada FoundationflagshipStrategic or Co-development Partner · 26 June 2026Co-organizer of TCS Live 2026 event in Edmonton alongside The Coaches Site. Iiro Mäntylä selected as first Finnish On-Ice Presenter for this prestigious international coaching event held during Hlinka Gretzky Cup.
• The Coaches SitecoreStrategic or Co-development PartnerLeading ice hockey coaching learning and networking platform with 40,000+ members. Jarno Kukila has been a content creator since 2025, sharing Finnish coaching expertise internationally. TCS Live is their flagship annual event.
• Swiss Ice Hockey FederationcoreStrategic or Co-development PartnerNational ice hockey federation partnership for elevating player development through Viima's coaching methodologies and programs.
• Helsingin JokeritcoreStrategic or Co-development PartnerFinnish Liiga club partnership. Iiro Mäntylä serves as player development leader for Jokerit. Collaboration on player development and training programs.
• Mikkelin JukuritcoreStrategic or Co-development PartnerFinnish Liiga club partnership for player development and coaching collaboration.
• Media Partners (Länsiväylä, The Hockey News, Jatkoaika, Ilta-Sanomat, MTV Uutiset, Karjalainen, Savon Sanomat)minorGTM or Marketing PartnerFinnish media outlets that have covered Viima Hockey news and stories, providing earned media exposure and brand awareness.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Driveline Baseball: Driveline Baseball pioneered the model of combining sports science, individualized training programs, and digital delivery for elite athlete development. While operating in baseball, its business model and methodology are highly analogous to Viima Hockey's approach for hockey players.
• How To Hockey: How To Hockey is a popular online hockey training content platform offering tutorials, drills, and skill development videos. While content-led rather than full-service coaching, it competes for the same hockey player development audience as Viima Hockey.
• Pro Stock Hockey: Pro Stock Hockey provides hockey training content and equipment, with growing focus on individual and team development programs. Its content/training platform overlaps with Viima Hockey's online coaching and skills development offering.

Direct peers

• Better Hockey: Better Hockey is a hockey training app/skills platform offering personalized skill development for players. It serves similar customer segments as Viima Method with a mobile-first delivery model and is a direct competitor in digital hockey coaching.
• HockeyShot: HockeyShot is a leading hockey training equipment and online training content brand serving both recreational and competitive players. It overlaps with Viima Hockey on the training content/distribution side and competes for share-of-wallet among hockey players seeking skill development.
• iTrainHockey: iTrainHockey offers online hockey training programs including individual development plans. It competes directly with Viima Method on individualized online coaching for hockey players globally.
• Edge Hockey Training: Edge Hockey Training is one of the most prominent online hockey training platforms globally, offering individual online coaching subscriptions. It directly competes with Viima Method as a digital, app-based hockey development platform serving players internationally.

Broad incumbents

• Pure Hockey: Pure Hockey is the largest hockey equipment retailer in North America, also offering training programs and clinics. Its training offering competes with Viima Hockey's individual coaching and camps in the broader hockey skill-development market.
• The Coaches Site: The Coaches Site is a leading ice hockey coaching learning and networking platform with 40,000+ members, of which Viima's CEO is a content creator. They overlap with Viima's pedagogical coaching course and coach education offering, and Viima has co-organized TCS Live 2026.

Regional players

• USA Hockey's American Development Model: USA Hockey is the national governing body for ice hockey in the United States with structured player development programs and coaching education. As a federation, it serves the same player development mission as Viima's federation-level partnerships in Switzerland and Finland.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCoRjmvgq4LAP7zkBinlB6hw
• Facebookfacebook.com/Viimahockey
• Instagraminstagram.com/viimahockey
• TikToktiktok.com/@viimahockey
• LinkedInlinkedin.com/company/viima-hockey-concept

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 VIIMA Hockey