Selling the?Dream

Hockey is a big deal where I live?—?arguably bigger than it should be. As a result, many businesses have emerged, all promising to help young players achieve their dream of making it to the NHL. The pitch is always the same: “We’ll guide your player on their journey to the big leagues.”

But if you look closely, these camps and organizations never actually guarantee anything beyond good training and development. However, that doesn’t sell expensive hockey camps.

There are two groups responsible for this dynamic.

• The first is the businesses. Some might call their approach deceptive, relying on the classic “fine print” maneuver to skirt real promises.
• The second group is the parents. They should know that the chances of making it to the NHL?—?or even the OHL (Ontario Hockey League)?—?are slim. Yet, they sign up Little Jimmy for these camps, hoping he’ll make it beyond house league.

Organizations need willing believers to sell a dream. Without hockey-crazed parents, there would be no market for $4,000 hockey camps or $300 junior hockey sticks.