Why Adult Hockey Is Surging in Juneau (and What We Can Learn)

Hockey season in Juneau, Alaska, can get dark—literally—with just 6 to 7 hours of sunlight each day during the winter months. However, inside Treadwell Arena, located in the community of Douglas, the present and future of ice hockey shine brightly, as participation numbers continue to climb.

Adult hockey, in particular, has seen significant growth in the Juneau area in recent years. Opportunities now exist across A-B-C-D tiers, in addition to women’s hockey and groups for players aged 35+ and new participants—referred to as “Intro Skaters.”

According to Nate Ploof, manager of Treadwell Arena, adult hockey registration in Winter 2023 (January–April) totaled 294. During the same period in 2025, that number soared to 431—an increase of nearly 47% in just two years. Players trying adult hockey for the first time nearly doubled.

“This past year we had record numbers for sign-ups and had to cap our numbers for our adult and youth programs,” said Ploof. “We used to struggle to fill one team of 10 in the D (beginner) tier. The last two seasons in D tier we have had four teams of 14. It’s really been great to see.”

Growing The Game

Juneau is known as a somewhat transient community, heavily reliant on seasonal industries. With fishing, hunting, and other outdoor activities to choose from, recruiting new hockey players—especially in the snowiest winter months—can be a challenge.

So what has Juneau done to successfully grow the game?

Ploof believes that, at least for adult hockey, it’s about getting active and engaging with the community.

“Doing the leg work,” he said. “And letting them know what kinds of opportunities are out there, no matter your skill level.”

After COVID, the tight-knit Juneau hockey community brainstormed ways to strengthen the adult program. Treadwell Arena partnered with the Juneau Adult Hockey Association (JAHA), and together, they worked with local downtown breweries to recruit over the summer months. They hosted two, two-hour Try Hockey events for adults, advertised at college fairs, and handed out T-shirts sponsored by local companies. Support from local businesses—including some run by current players—added to the grassroots energy.

Creating an equipment rental program has also had a major impact. It started with donated gear and has grown into a key driver of participation.

“We started out with maybe a dozen sets of equipment, and now we can outfit 42 skaters and six goalies,” Ploof said. “Players put down a deposit at the start of the season and get it back when they return their gear at the end of the season. It’s working really well.”

Treadwell Arena also offers an “Intro to Hockey” session every Wednesday for eight weeks. During those sessions, the ice is divided into thirds: goalies practice in one corner, new skaters work with volunteer coaches on basic skills in the middle, and more advanced players take the final third for puck-handling and shooting drills.

“Once you’re more comfortable skating and understanding the game, it’s much more enjoyable,” said Ploof. “Once they start getting the hang of it, they stick.”

Advice For Other Organizations

Even with all of those marketing efforts in place, Ploof believes the most impactful recruitment tool is word-of-mouth from current participants.

“You can offer Try Hockey events every day of the week, yet there will still be some people who are too afraid to get on the ice,” he said. “But if they have friends who already play encouraging them or skating with them, going through the drills, it makes a huge difference. It helps them get started, and then once they get on the ice and learn new skills, it builds confidence.”

His advice for other adult hockey programs trying to grow participation and build for the future?

Don’t overlook the beginner tiers.

“The lower levels aren’t as competitive, so sometimes there’s not as much effort put into them,” he said. “But if you can fill your lower level and their skills eventually get to the point where they can move up, it’s constantly feeding the system. That’s what you want.”

For anyone still on the fence about lacing up their skates—whether for the first time or the first time in a long time—Ploof encourages them to grab a friend and give it a try.

“There’s a skill level or tier available for everyone, regardless of what stage of life they’re in,” he said. “It’s a fun way to have camaraderie with your friends and your community, and it’s a great physical and mental thing to have in your life. Hockey is truly a great pastime.”