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By Harry Thompson Bauer's Global Initiative Hockey Company Looks To Give A Boost To Growing The Game Around The World L ike a tale of two cities, it's been the best of times, and it's been the worst of times for the two hockey-loving countries that share a border on the 49th parallel. In the United States, there is a growing sense of excitement as new programs such as the American Development Model and innovative growth initiatives have put the sport on the right track for growth in the number of players and the quality of their experiences. Add to that another gold medal at the 2013 IIHF World Junior Championship, and things are looking up. In Canada, the birthplace of the game, there seems to be a different feeling as countless articles have popped up in national publications bemoaning a dip in the number of players who are entering the game, to go along with the number of new Canadian families that have not embraced the game as part of their national character. As a company with its roots firmly anchored on both sides of the bor- 26 February. 2013 der, Bauer Hockey is looking to launch a 10-year global initiative designed to increase hockey participation, with a lofty goal of adding 1 million additional players – on top of current participation growth projections – by 2022. "As a leader on the equipment side of the business, this is something that we feel obligated to do," said Kevin Davis, chief executive officer for Bauer Hockey. "The objective is for us to add a million members worldwide on top of the current growth rate. We haven't broken it out by geography … but if we can double the growth rate that would be fantastic." The first phase of the project, which is set to roll out with pilot projects in Ontario and Nova Scotia, will focus on youth hockey north of the border in an effort to pinpoint the reasons why nearly 90 percent of Canadian children choose not to play hockey. According to published statistics provided by Hockey Canada, the number of Canadian male players playing hockey USAHOCKEYMAGAZINE.COM between the Tyke and Midget age groups appears to have peaked at slightly more than 440,000 in 2009-10. Since then, registrations have fallen two years in a row, dipping to 427,000 in 2011-12. Bauer has also been in contact with USA Hockey to develop a similar research project in the United States to complement the organization's successful membership development programs and the ADM, efforts that have positively impacted participation and retention rates among youth players. "We see it as adding momentum to our efforts," said Pat Kelleher, assistant executive director of Development for USA Hockey. "The people at Bauer see that we've been working hard and that everything within the ADM and membership development is strategic and being done for a purpose. So they are looking to add fuel to our fire and help continue to build momentum for growing the game." When USA Hockey kicked its membership drive into high gear back in June 2008, there were almost 90,000 kids starting hockey at the 8 & Under level. Last year, those ranks swelled to more than 107,387.