Hockey Club

What Hockey Club does

Hockey Club is a privately held, founder-operated youth hockey training business established by Coach Dean Storm in Birmingham, Michigan in 2019. It serves youth hockey players and their families through two core services: small-group on-ice skills training (50-minute sessions at $65 each) and one-on-one off-ice private training (30-minute sessions at $45 each), with pre-paid four-session packages available. The company also publishes free introductory skills videos on its website and maintains an Instagram presence (@hckyclb and @thestormboys) to support top-of-funnel demand generation.

The operating model is direct-to-consumer and appointment-only. All bookings, registrations, and payments run through the MindBody platform, which serves as the sole technical infrastructure for the business; there is no proprietary technology stack, mobile application, or custom software. Training is delivered by Coach Storm personally, leveraging his USA Hockey Level 4 certification and a distinctive training philosophy that separates on-ice and off-ice skill development and emphasizes athleticism and play over traditional drill-based instruction.

Hockey Club generates revenue exclusively through session fees and small monthly packages in a single U.S. market (Birmingham, Michigan). There are no funding rounds, institutional investors, M&A activity, or partners beyond the MindBody booking platform integration. The company is essentially a one-person professional service offering, with growth contingent on Coach Storm's available hours and the local youth hockey market.

Name

Hockey Club

Legal name

Hockey Club

Website

https://hckyclb.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Hockey Club is a founder-operated youth hockey training business in Birmingham, Michigan, founded in 2019 by USA Hockey Level 4 Certified Coach Dean Storm. It delivers small-group on-ice skills sessions and one-on-one off-ice private training to youth hockey players and their families, with all bookings processed through the MindBody platform.

Ownership category

akta.pro rank

Product category

Youth Hockey Training Services

NAICS

Sports and Recreation Instruction (61162), Fitness and Recreational Sports Centers (713940)

SIC

Services-Amusement & Recreation Services (7900), Services-Educational Services (8200)

akta.pro primary industry

Youth & Teen Personal Training (HSADAAAJ)

akta.pro secondary industry

Small-Group Personal Training (Semi-Private) (HSADAAAN)

Keywords

• Youth hockey training
• On-ice skills coaching
• Off-ice private training
• Hockey skills development
• Sports coaching services

Headquarters

HQ city

Birmingham

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. On-Ice Hockey Skills Training: Small group on-ice training sessions priced at $65 per 50-minute session. Sessions expire in 30 days. Pre-paid monthly packages for 4 sessions are offered.
2. Off-Ice Private Training: One-on-one private training sessions priced at $45 per 30-minute session. Pre-paid monthly packages of 4 sessions available for $175.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Hockey Club is a youth hockey training service founded in 2019 by USA Hockey Level 4 Certified Coach Dean Storm in Birmingham, Michigan. The company sells on-ice small group skills sessions (50 minutes, $65 per session) and off-ice private one-on-one training (30 minutes, $45 per session or $175 for a 4-session monthly package). All appointments are scheduled and paid for through the MindBody platform, and the business also publishes free introductory skills training videos on its website.

Product overview

Hockey Club is a youth hockey training organization offering a unified training program comprising two main product lines: On-Ice Hockey Skills (small group sessions on the ice) and Off-Ice Private Training (one-on-one personal training sessions). Both services are led by Coach Dean Storm and booked through the MindBody platform. The organization also provides free Skills Training Videos as supplementary content. Training sessions focus on developing skating, puck skills, shooting, and competitive play, with a philosophy centered on athleticism, fun, and developing hockey culture.

Differentiator

Problem solved

Functional benefit

Products and services

• On-Ice Hockey Skills Small group on-ice hockey skills training sessions led by Coach Dean Storm. Sessions are 50 minutes in length and focus on developing skating, puck skills, stickhandling, and shooting for youth hockey players. Full hockey gear is required and sessions are booked through the MindBody app at $65 per session.
• Off-Ice Private Training One-on-one personal off-ice training sessions lasting 30 minutes, priced at $45 per session or $175 per month for a 4-session pre-paid package. Sessions develop puck skills, shooting, and compete level through custom-designed programs for each individual youth player. Participants must wear training gear and athletic shoes and bring their own hockey stick and gloves.
• Mobile Private Training Mobile private training sessions booked individually with Coach Dean Storm, with all sessions custom-designed for each individual player.

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

One partnership is on record.

• MindBodycoreTechnology or IntegrationMindBody is the platform used for parent account registration, appointment booking, and payment processing. All Hockey Club members must register through MindBody to access training sessions. The platform automatically links with pre-existing MindBody accounts.

Scale indicators1 record

Recent moves5 records

Expansion highlights3 records

Broad incumbents

• Total Hockey: Hockey retailer and training resource offering clinics and instructional content. Broad incumbent with adjacent youth hockey training offerings.
• Pure Hockey: Largest hockey retailer in North America, also offering instructional content and clinics. Broad incumbent overlapping with Hockey Club on training/instruction for youth players.
• Hockey Canada: National federation governing hockey in Canada. Sets the development framework that comparable training providers in the U.S. operate alongside or against.
• USA Hockey: National governing body for hockey in the U.S. and the issuer of coach certifications (e.g., Level 4). Broad incumbent that shapes the youth development landscape Hockey Club operates in.

Direct peers

• Pro Ambitions Hockey: Operates hockey training camps and clinics for youth players across multiple geographies. Direct peer offering hockey skills instruction as a paid consumer service.
• Edge Hockey Academy: Hockey training academy offering on-ice and off-ice development programming for youth players. Direct peer in the youth hockey skills development segment.
• Better Hockey: Provides online and in-person hockey skills instruction for players of all ages. Direct peer in delivering hockey-specific skills training outside of team/club settings.
• Power Edge Pro: Hockey skills training company built around a proprietary small-area, reaction-based methodology. Closely comparable as a private hockey training provider with branded pedagogy.
• NHL Alumni Hockey Academy: Runs hockey training camps and academies leveraging former professional players as instructors. Direct peer in premium-branded youth hockey skills instruction.

Emerging players

• The Hockey Sensei: Independent hockey skills coach offering private and group instruction. Emerging peer with similar solo-operator, content-driven training model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/hckyclb
• Facebookfacebook.com/hckyclb
• LinkedInlinkedin.com/company/hckyclb

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Hockey Club