Imagine standing at the edge of the ice during the biggest hockey tournament on Earth, knowing the game’s future isn’t just about who wins gold—but about how safely kids can lace up skates for years to come. That’s exactly the vantage point USA Hockey’s chief financial officer has right now, with the Milano Cortina 2026 Winter Olympics just underway. While most fans focus on thrilling overtime goals and powerhouse lineups, a quieter transformation is happening off the rink, one driven by data, smart technology, and a surprisingly forward-thinking approach to leadership.
I’ve always believed the real game-changers in any organization aren’t always the ones scoring highlight-reel goals. Sometimes they’re the ones asking better questions about the numbers behind the scenes. In this case, that person is steering a nonprofit with more than a million members toward a future where technology doesn’t just track performance—it helps protect players and grow the sport responsibly.
A New Playbook: How Finance Meets the Future of Hockey
When you think about a national governing body for ice hockey, finance might not be the first department that springs to mind. Yet today’s CFOs are increasingly stepping into roles that blend traditional number-crunching with big-picture strategy—especially when emerging tools like artificial intelligence enter the conversation. What’s fascinating here is how this shift is unfolding inside a nonprofit whose heartbeat is community, safety, and the pure joy of the game.
A few years back, the organization found itself at a crossroads. Ambitious plans to build custom technology platforms from scratch were eating up resources without delivering sustainable value. The realization hit hard: we’re not a tech startup. Redirecting that energy became essential. Instead of pouring more into proprietary systems, the focus turned toward proven cloud solutions, cleaner data architecture, and—crucially—making smarter use of the information already on hand.
That pivot wasn’t glamorous. It involved painstakingly moving decades of legacy records into modern, resilient environments. Technical debt that had piled up quietly for years finally got confronted head-on. But once the foundation stabilized, entirely new possibilities opened up. Questions that once felt out of reach suddenly became answerable. How long do members typically stay engaged? What really influences whether a young player returns next season? And perhaps most importantly—where and how are preventable injuries happening?
From Membership Dollars to Meaningful Insights
Membership fees form the backbone of revenue for many sports organizations. In this case, roughly two-thirds of the annual income flows from players, coaches, officials, and volunteers who register to participate in sanctioned events. Understanding that cash flow isn’t just about balancing the books—it’s about understanding human behavior.
With sharper visibility into member data, the finance team can now explore lifetime value in ways that feel almost personal. What does it actually cost to bring someone new into the sport? How much difference does an early renewal make to year-end cash position? These aren’t abstract exercises. They directly shape decisions about where to invest limited resources so the game reaches more kids without compromising financial health.
- Tracking renewal patterns across age groups
- Modeling acquisition costs for different regions
- Forecasting cash flow under various retention scenarios
- Identifying which programs drive longest-term engagement
Simple lists like that don’t sound revolutionary—until you realize they were nearly impossible to produce reliably just a few years ago. The difference isn’t only speed; it’s depth. Leaders can move beyond gut instinct and actually test assumptions with real evidence.
The Most Impactful Application: Protecting Players with Data
Perhaps the most compelling use of advanced analytics isn’t about revenue at all. It’s about safety. Through its captive insurance program, the organization covers accidents that happen during sanctioned play. Historically, claims data told a basic story: how much money went out the door. Today that picture is far richer.
By digitizing records and capturing finer details—game period, location on the ice, injured body part, whether a penalty occurred—the picture sharpens dramatically. Patterns begin to emerge. Certain age brackets might show higher risk during specific moments. Particular types of contact could correlate with recurring injury types. Over time, those insights feed directly back to coaching education, officiating training, and safety rule discussions.
If you can prevent even one serious injury, that changes everything for a family. The ripple effect is enormous.
– USA Hockey leadership reflection
That sentiment captures the heart of the effort. Artificial intelligence isn’t being chased for its own sake. It’s being harnessed to spot trends humans might miss, then turn those observations into practical improvements. In the long run, the same anonymized data could inform equipment manufacturers, nudging them toward helmets, pads, or cage designs that better absorb impact without sacrificing visibility or comfort.
I find that angle particularly powerful. Sports are full of passion and intensity, but at the end of the day, keeping participants healthy has to come first. Using technology to make that outcome more likely feels like progress worth celebrating.
Building the Right Team and Culture for Change
None of this happens in a vacuum. Shifting an organization’s technology posture requires people who understand both the mission and the tools. Early on, rebuilding the IT function became a priority. An IT subcommittee drawn from board volunteers brought fresh perspective, while hiring decisions focused on blending hockey knowledge with modern technical fluency.
Timing helped. Much of the groundwork was laid before global events forced everyone online. When in-person gatherings paused, the infrastructure was ready to support virtual registration, remote meetings, and uninterrupted member services. That resilience proved invaluable.
Today the rhythm includes regular cross-functional conversations. Weekly check-ins between finance and IT keep momentum alive. A dedicated project manager acts as interpreter—translating business needs into technical requirements and vice versa. It’s a small but deliberate structure that prevents silos from forming.
A Measured, Responsible Approach to AI
Artificial intelligence brings enormous potential—and equally real risks. Privacy concerns, ethical questions, and the chance of overpromising results are all part of the landscape. Rather than rushing in, the approach here has been thoughtful and staged.
First came clear policies around data usage and generative AI tools. Only then did broader experimentation begin. Employees at every level—from recent graduates to long-time veterans—now have guidance that balances innovation with caution. The goal is empowerment, not recklessness.
- Establish strong governance and privacy frameworks
- Build internal capability through targeted training
- Pilot small, high-value use cases
- Scale only after validating outcomes and controls
- Continuously monitor for bias and accuracy
This cadence feels right for an organization whose members span generations and whose core mission is trust-based. Rushing AI adoption could erode confidence; moving deliberately builds it.
Why the Olympics Matter Beyond Medals
Every four years the world tunes in. For two weeks, hockey takes center stage in living rooms everywhere. The return of NHL players to Olympic competition adds extra electricity this time around. Yet for the national governing body, the spotlight serves a larger purpose.
Kids watching from their couches suddenly dream bigger. A young girl sees herself in the women’s team. A boy imagines lifting the puck over a goalie’s shoulder on the world’s biggest stage. That inspiration matters. It drives new registrations, fuels retention, and keeps volunteers engaged. In short, visibility helps grow the game.
But growth can’t come at the expense of safety or sustainability. That’s where the behind-the-scenes work pays off most. Better data leads to smarter programs. Smarter programs lead to safer play. Safer play leads to longer, healthier participation. And longer participation ultimately strengthens the entire ecosystem.
Looking Ahead: What’s Next on the Horizon
The current priorities reflect both ambition and pragmatism. Consolidating event management into a unified SaaS platform will streamline operations for thousands of tournaments each year. Revamping a neglected registry portal will make compliance easier for everyone involved. And advancing analytics capabilities will keep unlocking new layers of insight.
Perhaps most intriguing is the long-term vision for sharing anonymized injury trends with equipment partners. Imagine helmets designed with real-world data from youth, junior, and elite levels all informing the next generation of protection. That kind of collaboration could mark a genuine leap forward.
Of course, none of this happens overnight. Change in any organization—especially one with deep roots and a passionate community—takes patience. Yet the pieces are in place. The foundation is solid. And the direction feels unmistakably forward.
Final Thoughts on Leadership in Unexpected Places
What strikes me most is how a finance leader can become one of the strongest voices for innovation and player welfare. The role has evolved far beyond spreadsheets. Today it’s about asking the right questions, championing responsible technology adoption, and keeping the mission front and center.
As the Olympic torch burns bright over Italy this month, millions will cheer for goals and saves. But somewhere behind the scenes, a thoughtful strategy is quietly working to ensure the next generation can keep playing—safely, sustainably, and with the same joy that drew everyone to the sport in the first place.
That, to me, is the real power play.
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