Simply Defense

What Simply Defense does

Simply Defense operates as SD Hockey LLC, a Port Huron, Michigan-based youth hockey skill development company founded in 2002 by former NCAA Division I defenseman and junior coach Jeff Blum. The company runs two parallel programs: Simply Defense, a 100% defensive-position curriculum covering mobility, gap control, D-zone play, rush defense, and net-front play, and Strictly Shooting, a 100% shooting mechanics program covering wrist, snap, backhand, slap, and flip shots. Delivery is seasonal and physical — summer camps, Christmas and spring break clinics, advanced development camps (capped at 24 defensemen), and single-day workshops — offered across 13 U.S. states at partner ice rinks. Instruction is station-based with a 6:1 or better student-to-instructor ratio, staffed by active and former professional players, NCAA coaches, and junior hockey coaches.

The underlying technology footprint is minimal: there is no proprietary platform, app, or AI capability. Registration, account management, and payment processing are handled through a third-party enrollment software partnership with Upper Hand, established in September 2021. All products are positioned as on-ice instructional services rather than software or digital products, and the company's competitive differentiation rests on curriculum depth, instructor credentials, and a low student-to-instructor ratio rather than on technology.

The business model is straightforward direct-to-consumer tuition. Parents enroll and pay full camp fees at registration through the company website (sdhockeyllc.com), with optional discounts for early registration, group enrollment (5% for groups of 2, 10% for groups of 3+), and multi-camp enrollment (10% off additional camps). There are no recurring subscriptions, no enterprise contracts, no sponsorships, and no external capital — SD Hockey LLC remains a founder-owned LLC serving individual youth hockey families.

Name

Simply Defense

Legal name

SD Hockey LLC

Website

https://sdhockeyllc.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

1–10 employees

Short description

Simply Defense (SD Hockey LLC) is a Port Huron, Michigan-based youth hockey skill development company running two specialized programs — defensive skills and shooting mechanics — delivered as seasonal camps and clinics across 13 U.S. states for individual youth players.

Ownership category

akta.pro rank

Product category

Youth Hockey Training Camps

NAICS

Sports and Recreation Instruction (611620), Sports and Recreation Instruction (61162)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Winter Sports & Snow Training Schools (Ski, Snowboard, Ice Sports) (MPAKAJAI)

akta.pro secondary industry

Youth Multi-Sport Camps (General Athletics, Summer Camps) (MPAKAJAA)

Keywords

• Youth hockey camps
• Defensive skills training
• Shooting mechanics instruction
• Hockey skill development
• Position-specific coaching

Headquarters

HQ city

Port Huron

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Camp Registration Tuition: One-time fees for summer camps, holiday clinics, and spring break programs. Parents pay full tuition at time of registration. Early registration discounts and group/multi-camp discounts available.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Simply Defense delivers specialized youth hockey training programs—Simply Defense (defensive position skills) and Strictly Shooting (shooting mechanics)—through 130+ summer camps, advanced development camps, Christmas/spring break clinics, and one-day workshops held at ice rinks across 13 U.S. states. Parents register their children online and the company provides on-ice station-based instruction with a 6:1 student-to-instructor ratio.

Product overview

Simply Defense (operating as SD Hockey LLC) is a hockey skill development company offering two primary programs: Simply Defense (dedicated to defensive position training including mobility, gap control, D-zone play, net front play, and rush defense) and Strictly Shooting (mastering shooting mechanics with focus on accuracy, power, and release). The company operates over 130 summer hockey camps and holiday clinics across 12 states (Colorado, Connecticut, Illinois, Maryland, Michigan, Minnesota, New Hampshire, New Jersey, New York, North Dakota, Ohio, Pennsylvania, South Dakota, Wisconsin). Each program includes multiple camp formats: standard summer camps, advanced development camps, holiday/spring break clinics, and specialty workshops. The programs use a station format with low student-to-instructor ratios (6:1 or better) and combine on-ice instruction with classroom/video sessions. The company is entering its 23rd season.

Differentiator

Problem solved

Functional benefit

Products and services

• Simply Defense Summer Camp
• Simply Defense Advanced Development Camp
• Simply Defense Christmas & Spring Break Clinics
• Simply Defense Workshops
• Strictly Shooting Summer Camp
• Strictly Shooting Slap Shot Summer Clinic
• Strictly Shooting Christmas & Spring Break Clinics
• Strictly Shooting Workshops

Named customers8 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Upper HandcoreTechnology or Integration · 1 September 2021Upper Hand provides enrollment software for camp registration and customer account management. Customers must create new accounts through Upper Hand platform for enrollment. The partnership enables online registration, payment processing, and customer communication for all camps and clinics.

Scale indicators5 records

Recent moves4 records

Expansion highlights4 records

Broad incumbents

• USA Hockey: National governing body for U.S. hockey that also administers development programs and certifications. Relevant as the umbrella organization shaping the standards and feeder pipeline that Simply Defense operates within, though it is not a direct commercial competitor.
• National Hockey League (NHL) Youth Initiatives: Pro league-backed youth participation and development programs that share the same customer base as Simply Defense. Included as a broader industry reference for the U.S. youth hockey development landscape SD Hockey operates in.

Others

• Upper Hand: Enrollment and scheduling software platform used by Simply Defense for camp registration. Included as an ecosystem partner rather than a competitor; comparable in the sense that it sits inside SD Hockey's operating stack.

Direct peers

• Revolution Hockey (I.C.E.): Youth hockey training operator running shooting and skills camps across multiple states. Similar to Simply Defense in its camp-tour model, instructor-led on-ice sessions, and focus on offensive/defensive skill specialization.
• Pro Ambitions Hockey: Operates multi-week summer hockey camps and clinics across multiple U.S. states with branded instructional programs targeting youth and high-school players. Directly comparable to Simply Defense in delivery model (seasonal camp tours at host rinks) and youth hockey training focus.
• Edge Hockey Academy: Multi-location youth hockey training organization offering camps, clinics, and skill development programs. Comparable to Simply Defense in targeting youth players with structured, position-aware curricula delivered at ice rinks.
• Total Hockey Training: Provides instructional hockey programs including shooting, skating, and position-specific clinics for youth players. Comparable in that both brands focus on targeted skill development with branded sub-programs and instructor-led formats.
• Hockey Training Group (HTG): Specialized hockey skill development provider offering position-specific and shooting-focused training across multiple U.S. locations. Closely comparable to Simply Defense in niche specialization, curriculum-led differentiation, and direct-to-consumer camp model.

Regional players

• International Hockey Camps: Residential and commuter hockey camps primarily serving Canadian and select U.S. markets. Comparable in seasonal camp delivery and youth skills focus, but operates in a different geographic core than SD Hockey's U.S. footprint.

Emerging players

• Honeybaked Hockey: Youth hockey organization with skills programs and camps tied to its elite travel teams. Comparable in serving competitive youth hockey players through development programming, though it is more team-centric than Simply Defense's purely instructional model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/simply-defense

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Simply Defense