HockeyFinder.com

What HockeyFinder.com does

HockeyFinder.com is a web-based platform that connects adult recreational hockey players with organized leagues, pickup games, instructional programs, tournaments, and supporting services. Founded in 2008 by Don Giroux and headquartered in Minneapolis, Minnesota, the company operates Hockey Finder, LLC as a self-service digital marketplace serving primarily adult (18+) recreational hockey players across the Midwest, with growing presence in Wisconsin and Nebraska. Its core differentiator is a draft-style league model in which players register individually and are algorithmically assigned to balanced teams each season, supported by a proprietary skill-level rating system (Levels 1–6 with .1/.2 precision) that aggregates skating, stick-handling, passing, shooting, hockey knowledge, athleticism, and sportsmanship inputs.

The technology stack is a SaaS web platform (no native mobile app) featuring an Organizer Dashboard, online registration, Stripe/Venmo/Zelle payment processing, QuickBooks-backed referee payouts, and OAuth sign-in via Apple and Google. Supporting products include a Women's-Only League, a Pickup Hockey marketplace, Adult Instructional (Learn to Play) programs, Tournament and Hockey Camps directories, a Rink Directory, a Team Store, a Referee/Officials program, a Hockey Jobs board, and a 'Become an Instructor' pipeline. An affiliate partnership with Rink Rat Rentals offers equipment rentals at ~$65/month with a Hockey Finder discount code.

Revenue is generated through six streams: per-season league registration fees (~$219 per skater, $69 per goalie), per-session pickup game fees ($8–$21, goalies often free), jersey and merchandise sales (~$24.99 per replacement set), advertising and sponsorship packages sold to local and national businesses, third-party tournament listing fees, and equipment rental referrals. GTM is direct-to-consumer via hockeyfinder.com, supported by content marketing (blog), a 33,000+ subscriber email newsletter with a 54% open rate, organic search, and community-driven word-of-mouth. Geographic expansion is community-led through the 'Start A Division' franchise-like program, which invites local organizers to seed new league markets using the Hockey Finder playbook, brand, and operational tooling.

Name

HockeyFinder.com

Legal name

Hockey Finder, LLC

Website

https://hockeyfinder.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1–10 employees

Short description

HockeyFinder.com is a Minneapolis-based web platform founded in 2008 that operates adult recreational hockey leagues, pickup games, tournaments, and instructional programs across the Midwest, using a draft-style team formation model and individual player registration with skill-level balancing.

Ownership category

akta.pro rank

Product category

Recreational Hockey League Platform

NAICS

Web Search Portals and All Other Information Services (519290), Software Publishers (5132)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Ice Hockey Leagues (MPAKAAAE)

Keywords

• Adult hockey leagues
• Pickup hockey games
• Hockey tournament directory
• Recreational hockey platform
• Hockey instructional programs

Headquarters

HQ city

Minneapolis

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. League Registration Fees: Adults pay per-season fees to join co-ed or women's-only hockey leagues. Players register individually and are placed on balanced teams. Fees range from approximately $219 per skater for a full season (e.g., women's league) to similar price points across other divisions. Goalies typically pay reduced fees ($69 in the women's league example).
2. Pickup Game Fees: Individual pickup hockey sessions are paid per-game, typically ranging from $8 to $21 per session depending on location and organizer. Goalies often play free. Revenue flows through Hockey Finder's platform when organizers use online payment processing.
3. Jersey and Merchandise Sales: Players purchase required league jerseys ($24.99 for a white and green replacement set). Custom sublimated jerseys and apparel are available during seasonal ordering windows four times per year through the Team Store.
4. Advertising and Sponsorship: Local and national businesses sponsor the league and advertise to the Hockey Finder audience of 30,000+ registered users and 40,000+ monthly website visitors. Sponsorship packages include banner ads, newsletter features, email blasts, social media collaboration, and event sponsorship.
5. Tournament Listing Fees: Third-party tournament organizers pay to list events on the Hockey Finder tournament directory, reaching the platform's engaged adult hockey audience.
6. Equipment Rental Referrals: Hockey Finder partners with Rink Rat Rentals for equipment rentals. Hockey Finder participants receive a 10% discount code, with Hockey Finder potentially earning referral revenue from the partnership.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Hockey Finder operates a web-based platform that connects adult recreational hockey players with organized leagues, pickup games, tournaments, and instructional programs. Players register individually for draft-style leagues in which proprietary skill-level algorithms assign them to balanced teams each season, eliminating the need to form a team. The platform also enables independent organizers to list pickup games and tournament directors to post events, with built-in payment processing, roster management, and schedule tools.

Product overview

HockeyFinder.com is a web-based platform connecting adult recreational hockey players with leagues, pickup games, instructional programs, and hockey-related services. The core offering consists of a Co-ed Adult Hockey League (draft-style league with individual registration and skill-based team balancing), a Women's Only Hockey League (offered in Minnesota), and a Pickup Hockey Games marketplace. Supporting products include an Adult Instructional Programs (Learn to Play) for beginners, Tournament and Hockey Camps listings, a Rink Directory, and a Team Store for jerseys. Additional modules include an Organizer Dashboard (enabling game management and payment collection), Referee/Officials Program, Become an Instructor Program, Hockey Jobs Board, and a Start a Division Program for geographic expansion. The platform also offers advertising/sponsorship opportunities for businesses. Key integrations include Stripe, Venmo, Zelle (payments), Sign in with Apple/Google (authentication), and QuickBooks (referee payroll).

Differentiator

Problem solved

Functional benefit

Products and services

• Co-ed Adult Hockey League A draft-style adult hockey league running four seasons per year (Winter, Spring, Summer, Fall), where players register individually and are assigned to balanced teams via skill-level matching each season. Currently described as one of the largest adult co-ed hockey leagues in the US, with 5,000+ league players.
• Women's Only Hockey League Women-only adult hockey league divisions offered in Minnesota for players seeking a less competitive, more social environment with skill-level appropriate play (WHAM C, B, and A levels).
• Pickup Hockey Games Marketplace for adult pickup hockey sessions where independent organizers list games, set skill levels and pricing, and players register online. Includes online payment processing, roster management, and waitlists.
• Adult Instructional Programs (Learn to Play) Beginner hockey programs teaching fundamentals including skating, puck handling, passing, shooting, and basic team play in a low-pressure environment with other first-time adult players across Minnesota, Wisconsin, and Nebraska locations.
• Tournament Listings Directory Searchable directory of youth and adult hockey tournaments across the US and Canada. Third-party tournament organizers pay to list events on Hockey Finder, reaching the platform's 30,000+ registered users.
• Hockey Camps Listings Directory of hockey camps for youth and adult players across various locations, searchable by country, state, and skill level.
• Team Store / League Jerseys Online store offering Hockey Finder league jerseys with sizing options, including replacement white and green jersey sets and custom sublimated jersey ordering windows four times per year.
• Hockey Jobs Board
• Start a Division Program Franchise-like program enabling individuals to start Hockey Finder leagues in their local areas, with support for ice time, officials, registrations, and team creation, enabling geographic expansion beyond the Midwest.
• Advertising & Sponsorship

Named customers1 record

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature3 records

Partnerships

Four partnerships are on record, tiered minor.

• McNeill LandscapingminorGTM or Marketing Partner · 1 January 2026McNeill Landscaping is named Hockey Finder's Official Landscaping Partner and serves as a Tournament Sponsor of the 2026 Spring Mixer. This is a local business partnership providing event sponsorship and marketing visibility to the Hockey Finder community.
• Concrete SoftwareminorGTM or Marketing Partner · 1 January 2026Concrete Software is named Hockey Finder's Official Mobile Gaming Partner and serves as a Tournament Sponsor of the 2026 Spring Mixer. The partnership connects the gaming audience with the Hockey Finder hockey community.
• Rink Rat RentalsminorGTM or Marketing PartnerHockey Finder has partnered with Rink Rat Rentals to offer equipment rentals to participants. Hockey Finder families receive 10% off with code HockeyFinder10 (valid through 6/30/2027). Rink Rat Rentals ships complete equipment sets or individual items to players' doors, with rent-to-buy options available.
• Team Home FinderminorOthersTeam Home Finder is a network created by Don Giroux (Hockey Finder CEO) that connects hockey players with agents across North America. It operates as a related but distinct entity from Hockey Finder.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• LeagueApps: Provides sports-league registration, payment, and management software used by adult recreational sports organizers. Comparable as the operating platform layer that powers many adult sports leagues, including hockey — although LeagueApps is more B2B software while HockeyFinder is consumer-facing.
• ZogSports: Operates adult social sports leagues (including hockey among other sports) in multiple US cities with a similar draft/team-assignment model. Directly comparable in target audience (adult recreational players), league-format innovation, and community-driven positioning.

Emerging players

• GoXercise: Recreational sports marketplace and registration platform covering multiple adult sports including hockey-adjacent activities. Comparable in facilitating adult league and pickup-game discovery and online registration.
• DASH Hockey: Emerging digital platform focused on adult recreational hockey discovery and league play. Comparable as a hockey-specific community and pickup-game platform targeting overlapping adult amateur demographics.

Regional players

• Let's Play Hockey: Minnesota-based hockey media brand covering amateur, youth, and adult hockey in the Upper Midwest. Comparable in regional hockey-community reach and audience overlap with HockeyFinder's primary geography.

Broad incumbents

• TeamSnap: Widely used team and sports league management platform covering scheduling, registration, and communication. Overlaps with HockeyFinder's organizer dashboard and registration tooling across multiple youth and adult sports, including hockey adjacency.
• SportsEngine (Stack Sports): End-to-end sports management platform for leagues, clubs, and associations with significant reach in youth and amateur hockey. Comparable in serving the broader hockey ecosystem with registration, scheduling, and communication tools.
• Meetup: Large-scale community-discovery platform that hosts pickup-sports and hobby groups, including adult hockey meetups. Comparable as a community-led, organizer-driven play/discovery layer for adults seeking recurring recreational activity.
• Active.com: Large-scale marketplace for registering in recreational activities, races, classes, and sports leagues. Comparable as a general-purpose discovery and registration platform that adult hockey players might also use to find events.

Others

• Rink Rat Rentals: Equipment-rental partner of HockeyFinder that ships full hockey gear sets with rent-to-buy options. Comparable as an enabler in the adult hockey participation ecosystem, addressing the equipment barrier to entry that HockeyFinder participants face.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/hockeyfinder

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 HockeyFinder.com