Atlantic Hockey Group

What Atlantic Hockey Group does

Atlantic Hockey Group (AHG) is a private, founder/management-led hockey development organization founded in 1989 and headquartered in Moncton, New Brunswick. The company delivers year-round on-ice training, spring hockey leagues, tournaments, off-ice conditioning, and officiating programs to 10,000+ youth hockey players annually across five Canadian provinces, supported by a network of 500+ affiliated coaches.

The product portfolio is organized into multiple branded sub-businesses: on-ice schools named after NHL alumni (Charlie Bourgeois Hockey School, Jon Sim Hockey, Luke Green Hockey School, Trailblazer Hockey for female players, Perfect Edge Powerskating, BAM Skating, Magic Skate for ages 4-6, Atlantic Goaltending Academy, Bauer Academy at four locations); regional spring leagues structured by skill tier (Elite Series, AAA Series, Prospects Series, Selects, Young Guns, Rising Stars); signature tournaments (Atlantic Cup with 100+ teams, Summer Shootout, Tournament of the Rings, Jon Sim 2-Line, Spring AAA/Female events, plus exclusive 2026 Montreal Meltdown AAA Division 2 rights); adult hockey; officiating development through Team Stripes; ringette programming via Proactif; and merchandise/apparel. Underlying technology is relatively standard — SportsEngine registration at ahgcentral.sportngin.com, an internal statistics site at ahgstats.com, a coach portal at ahg.coach, and a Shopify-style storefront — rather than proprietary IP.

AHG earns revenue primarily from registration fees for camps and schools (unit-priced $279-$679 per program), spring league season subscriptions, tournament entry fees ($1,699-$1,979 per team), transaction/admin fees from a jersey sponsorship fundraising program, and a subscription stream from the Dr. Craig Slaunwhite online training partnership. Distribution is direct-to-consumer via online registration, supplemented by referrals from partner minor hockey associations across Atlantic Canada. Physical operations span Moncton HQ, Halifax (BMO Centre), Summerside PEI (PLEX long-term lease), Charlottetown, Cape Breton, New Glasgow (Pictou County Wellness Center), and Chandler QC. Leadership is dominated by former professional players including President Charlie Bourgeois (Calgary Flames/St. Louis Blues) and Directors Jon Sim, Luke Green, Morgan McNeil, Dave Kennedy, Danielle Alexander, Brandon Bourgeois, and Lloyd Watling.

Name

Atlantic Hockey Group

Legal name

Atlantic Hockey Group

Website

https://atlantichockeygroup.com

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

11–50 employees

Short description

Atlantic Hockey Group is a private hockey development organization founded in 1989 that delivers on-ice training, spring leagues, tournaments, and off-ice conditioning to 10,000+ youth hockey players annually across Atlantic Canada through a 500+ coach network and 27 NHL alumni brand.

Ownership category

akta.pro rank

Product category

Youth Hockey Development

NAICS

Sports and Recreation Instruction (611620), Fitness and Recreational Sports Centers (713940)

SIC

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

akta.pro primary industry

Sport-Specific Amateur Leagues & Circuits (Non-Professional) (MPAKACAJ)

akta.pro secondary industries

Youth & Junior Tournament Organizers (MPAKADAL), Local Amateur Clubs & Community Sports Organizations (MPAKACAE), Winter Sports & Snow Training Schools (Ski, Snowboard, Ice Sports) (MPAKAJAI), Amateur & Grassroots Sport Associations (Community/Youth Governing Orgs) (MPAKAFAF)

Keywords

• Youth hockey development
• Spring hockey leagues
• Hockey tournament hosting
• Power skating instruction
• Goaltending academy training

Headquarters

HQ city

Moncton

HQ country

Canada

HQ region

North America

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Program Registration Fees: Fees charged for hockey schools, camps, and development programs including on-ice training, power skating, goaltending academies, and skills camps. Programs range from multi-week camps to seasonal offerings.
2. Spring Hockey League Fees: Seasonal league fees for spring hockey programs including AAA Series, Prospects Series, Elite Series, and Selects programs across New Brunswick, PEI, and Nova Scotia.
3. Tournament Entry Fees: Registration fees for tournaments including Atlantic Cup, Summer Shootout, Jon Sim 2-Line Tournament, Tournament of the Rings, and Spring AAA/Female tournaments.
4. Jersey Sponsorship Fundraising: Parents and players can solicit business sponsorships; sponsors' advertising appears on player jerseys. Atlantic Hockey Group administers funds minus administrative fees.
5. Online Training Programs with Dr. Craig Slaunwhite: Partnership with Dr. Craig Slaunwhite for online training app providing NHL-level strength and conditioning programs. AHG members receive 15% discount using code AHG15.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Atlantic Hockey Group runs year-round youth hockey development programs including on-ice training (hockey schools, goaltending, power skating), competitive spring hockey leagues for male and female players across New Brunswick, PEI, and Nova Scotia, organized tournaments such as the Atlantic Cup and Summer Shootout, adult hockey programs, and off-ice athletic training through partner facilities. The organization serves more than 10,000 players annually across Atlantic Canada through a network of 500+ coaches, offering structured pathways from beginner (ages 4-6) to elite (AAA, Selects, Young Guns, Rising Stars).

Product overview

Atlantic Hockey Group is a comprehensive hockey development organization offering a multi-module platform of programs and services. The core offerings include On-Ice Training (featuring Atlantic Goaltending Academy, Bauer Academy, Charlie Bourgeois Hockey School, Jon Sim Hockey, Luke Green Hockey School, Trailblazer Hockey, Perfect Edge Powerskating, Magic Skate, BAM Skating, Team Stripes Officiating, and Proactif Ringette), Spring Hockey leagues (including NB/PEI and NS Elite Series, AAA Series, Prospects Series, Selects, Young Guns, and Rising Stars), Adult Hockey, Events & Tournaments (Jon Sim 2-Line, Tournament of the Rings, Atlantic Cup, Summer Shootout), and Off-Ice Training (through Prime Athletic Performance, Brave Athletic Performance, and Dr. Craig Slaunwhite Online Training). Supporting infrastructure includes AHG Stats platform, Coach Portal, Fundraising Program, and Team Apparel store. The organization works with over 10,000 hockey players annually across 5 Canadian provinces with a network of 500+ coaches and 27 NHL alumni.

Differentiator

Problem solved

Functional benefit

Products and services

• On-Ice Training Programs

Quantifiable outcome

• 38 major championships won by Atlantic Selects teams
• +4 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Champions Hockey / Prospects HockeycoreStrategic or Co-development Partner · 29 October 2025Partnership granting Atlantic Hockey Group exclusive Atlantic Canadian rights for the AAA Division 2 categories of the prestigious Montreal Meltdown Tournament for 2026. AHG will assemble teams for the tournament with dates: May 15-17 (AAA 2016-2012 divisions) and June 5-7 (AAA 2017 division).
• Slemon Park Plex Inc.coreStrategic or Co-development Partner · 1 September 2025Long-term lease agreement with Slemon Park Corporation for Atlantic Hockey Group to operate year-round on- and off-ice training programs at the PLEX in Summerside, PEI. AHG and Slemon Park Plex Inc. will invest in future facility upgrades. The PLEX is home to Brave Athletic Performance (2,000 sq. ft. off-ice training). Programs led by Morgan McNeil, Director of PEI Hockey Operations.
• SportsEnginecoreTechnology or IntegrationAtlantic Hockey Group is an official partner of SportsEngine, using their platform for program registration, member management, and online registration at ahgcentral.sportngin.com.
• Dr. Craig SlaunwhiteminorStrategic or Co-development PartnerPartnership bringing Dr. Craig Slaunwhite's NHL-level strength and conditioning programs to AHG members through his interactive training app. Dr. Slaunwhite has trained 1,000+ professional and Olympic athletes with organizations including Florida Panthers, Winnipeg Jets, Sacramento Kings, SKA St. Petersburg. AHG members receive 15% discount with code AHG15.
• Prime Athletic PerformancecoreStrategic or Co-development PartnerOff-ice training partner located at Greenfoot Energy 4-Plex in Moncton. Provides team and individual athletic performance training for hockey players. Part of AHG's comprehensive development offering.
• Brave Athletic PerformancecoreStrategic or Co-development PartnerOff-ice training facility (2,000 sq. ft.) located at the PLEX in Summerside, PEI. Part of AHG's year-round training expansion under the Slemon Park agreement. Focused on elite hockey player development.
• Greenfoot EnergycoreOthersHost venue for AHG programs including the Greenfoot Energy 4-Plex (primary Moncton facility) and Greenfoot Energy Center. Multiple tournaments and home league games held at these facilities.
• Avenir CentreminorOthersMajor arena venue in Moncton used for Tournament of the Rings and other AHG events.
• Bauer HockeyminorOthersBauer Academy programs operated under the Bauer brand at multiple AHG locations including Moncton, Halifax, Cape Breton, and PEI. Bauer Academy runs October-March at the PLEX in Summerside.
• BMO CentreminorOthersHalifax venue used for NS Young Guns training camps and Nova Scotia programming.
• Champions HockeyminorChannel Partner/ Reseller/ DistributorPartner organization in the NB/PEI Winter Series collaborative scheduling along with AHG and Gusto Hockey. U9 development series.
• Gusto HockeyminorChannel Partner/ Reseller/ DistributorPartner organization in the NB/PEI Winter Series collaborative scheduling along with AHG and Champions Hockey. Hosts Lest We Forget Tournament in November and March Championships.

Scale indicators11 records

Recent moves7 records

Expansion highlights7 records

Broad incumbents

• Bauer Hockey: Global hockey equipment brand that operates Bauer Academy programs at multiple AHG partner locations. Comparable as an instructional/training brand with structured hockey development programs, though at a much larger scale and primarily product-driven.
• Hockey Canada: National governing body for amateur hockey in Canada. Relevant comparator as the umbrella organization whose member associations AHG partners with and whose development pathways AHG ultimately feeds into.
• Maple Leafs Hockey School: Toronto Maple Leafs-branded youth hockey development program offering summer camps and instructional programs. Comparable as an NHL-affiliated development platform but operating at much larger scale and broader geography.

Emerging players

• Hockey Developments (Power Edge Pro): Power skating and skills development brand operated by former NHL player. Comparable in offering power skating and elite skill training as a sub-component of broader hockey development.

Others

• Canadian Sport Institute Atlantic: Regional high-performance sport training organization that supports athlete development including hockey. Comparable as a development ecosystem participant with overlapping coaching and training infrastructure in Atlantic Canada.
• QMJHL (Quebec Maritimes Junior Hockey League): Major Junior Hockey League that represents the primary developmental destination for AHG's elite players. Comparable as a stage in the same development pipeline, with several AHG alumni having played in the QMJHL.

Direct peers

• Champions Hockey: Direct regional competitor also operating in Atlantic Canada with overlapping spring hockey leagues and tournament offerings. Partners with AHG on NB/PEI Winter Series but competes for the same player pool and coach network.
• Gusto Hockey: Atlantic Canada hockey development organization that co-runs the NB/PEI Winter Series with AHG and Champions Hockey. Directly comparable in product offering, geographic focus, and target customer segments.
• Edge Hockey School: Canadian hockey skills development and training organization offering camps and clinics. Comparable business model of instructional hockey programming with tiered pricing and elite coaching.

Regional players

• GTHL (Greater Toronto Hockey League): Largest minor hockey league in Canada. Comparable as a structured amateur hockey league and development organization, though focused on the GTA rather than Atlantic Canada.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/atlantic-hockey-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries1 record

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 Atlantic Hockey Group