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HA 2025

Hockey Alberta

OKR UPDATE 2021-22 >

Hockey Alberta CEO Rob Litwinski on the Centre Ice Podcast.

Based on the Vision. Mission and values, Hockey Alberta’s Board of Directors provided strategic direction for Hockey Alberta to establish objectives, key results and goals for a revolutionized hockey system - HA 2025. Some significant strides were made by Hockey Alberta in 2021-22 towards achieving HA 2025.


Hockey Alberta expected to complete four Key Results (KRs) as part of the HA 2025 plan. Three were completed, as noted in green in the HA 2025 graphic. One was adjusted to a 2022-23 completion date. Highlights and key learnings include:

  • The 75% Attendance metric (Objective B, KR 2) was met. As we look forward, 75% will continue to be our minimum target, with work ongoing to exceed that
  • A Provincial Championship 50/50 was operated. The key learning was that the format used did not generate added revenue. Future 50/50 draws will utilize a different structure.
  • Five Member Liaisons were trained and engaging with MHAs. We are continuing to adapt and have expanded to eight Member Liaisons - including an Indigenous Hockey Liaison - all of whom will be in place in 2022-23.

Work undertaken in 2021-22 was not focused solely on areas to be completed during the year. Work was started on numerous KRs which have targeted completion dates in 2022-23 or beyond. Several of the ongoing KRs have levels of complexity that require numerous steps be completed. Work is underway on the following KRs:

  • A new Model for U13 Hockey (Objective A, KR 3): Work progressed much quicker than anticipated with
    major steps made in 2021-22.
  • Participant Satisfaction Survey (Objective A, KR5): The template for the survey was built and implemented in year one, allowing consistent information to now be used in future seasons and a baseline has been established. Survey results continue to be compiled and reviewed for application towards KRs in future years.
Where do we expect to be by 2025? Based on our plan, we will:
  • Expand our stakeholders and partners to drive retention, growth and recruitment, and development
  • Serve our customer segments, not require everyone to fit into a one-size-fits-all model
  • Focus on diversity and inclusion in our game
  • Shift to a programming and administration model aligned with leagues
  • Have dedicated assessment and development plans for our member organizations. coaches and officials
  • Measure the player experience and adjust as necessary to continually improve.

What steps are we taking to achieve these objectives by 2025?

We have built a measurable plan which has five core objectives - all of which are intended to enhance the experience of players in Alberta. Those objectives and key results include the following key areas of focus. Included under each tab are goals and projects already started to help achieve each Key Result:

OBJECTIVE A: Provide choice and flexibility for customers within an aligned Minor Hockey competition model.  

Key Results

1: Compliance to 100% of the operating standards by all minor leagues.

Alberta One Minor Leagues Project >
2: A new model for the top level of U11 established.

U11 AA Pilot Project >
3: A new model for the top level of U13 established.
4: Review of the current MHA boundary structure.
5: 80% satisfaction rate of participants with their League experience.

OBJECTIVE B: Create a new MHA Standards and Development program that provides participants with consistency in services and support from MHAs.

Key Results

1: 5 MHA Liaisons trained and engaging with MHAs to provide support.
2: 75% attendance at all MHA Engagement sessions.                                    
3: 100% of MHAs trained and using the new Hockey Alberta MHA portal platform.
4: 50% of MHAs successfully completing an MHA Assessment.

OBJECTIVE C:  Enhanced Coach Development Pathway providing education, training, and certification for all coaches.

Key Results

1: Tracking of coach education and development for 100% of MHAs.           
2: 100% of head coaches at the AA and AAA level engaged in the coach development plan.
3: 50% of head coaches at the tiered level engaged in Coach Development Plan.
4: Exchange Program in place for 12 coaching leaders in Alberta.

OBJECTIVE D:  Create additional delivery options that activate both MHAs and non-MHA organizations to increase youth/minor players participation in the game.

Key Results

1: Established ‘Try Hockey’ initiatives introducing hockey to 500 new participants.
2: Registration of 6 new Recreational Hockey programs with Hockey Alberta.

Recreational Hockey Model >
3: 5 new delivery partners to reach ‘under-represented’ participants.
4: Increase the retention rate of 13-17-year-olds by 5% in registered MHA programs.
5: Use 90% of Donations received to Hockey Alberta Donation Fund.

OBJECTIVE E: Increase revenue by $500,000 through programs, events and partnerships.

Key Results

1: Operate an AGLC 50/50 with Provincials.
2: Have sold 50% of the total estimated value of the Hockey Alberta properties.
3: 5% increase in service agreement revenue.
4: Host/ partner to operate new programs or events that generate profit.