Before you join a club, understand what you're paying for
Know the difference between what clubs market and what they actually do
You’re looking at club options. You see language about “exposure,” “recruiting pipelines,” “college coach connections.” You think: This club understands what we need. You pay the fees. You commit. And then somewhere around sophomore year, you realize the recruiting support you expected... isn’t there.
Or maybe it is, but it looks completely different than what you imagined.
American club hockey is built around recruiting. But that doesn’t automatically mean your club coach sees helping you recruit as their job.
Why the US system is different
If you’ve ever looked at club hockey outside the US, you’d notice something immediately: It’s structured completely differently.
In Europe and South America, clubs are community organizations. They’re run by boards made up of members. They exist to provide sporting opportunities for kids from age six all the way through adulthood. Families see club involvement as a lifelong commitment - you join at seven and might still be playing at 70. Profits get reinvested into the club.
American clubs are businesses.
Many are owned by a single person whose livelihood depends on the club’s financial success. They exist primarily to develop U10-U19 players who want to play in college. Families see their involvement as an investment: a few years, five figures, and hopefully a college roster spot (and maybe a scholarship) at the end.
This difference shapes everything.
In Europe, the club’s mission is broad: develop lifelong members who love the game. In the US, the club’s mission is narrow and specific: develop players who get recruited.
That’s why club websites talk about recruiting. That’s why they market themselves around “exposure.” That’s why they hold showcases and talk about which college coaches attend their tournaments.
The entire system is structured around recruiting.
So why doesn’t every club coach help you?
This is where it gets confusing.
Yes, American clubs are built for recruiting. Yes, some market themselves around it. Yes, families are paying for it with that expectation.
Some club coaches, when they look at the mission of US club hockey, think: “My job is to develop players who are good enough to get recruited. If I do that well, recruiting will happen.” They focus purely on making her a better player.
Other club coaches think: “My job is to develop players AND to help them navigate the recruiting process, because I care about their whole future.” They do both.
The second group is doing something extra. Something beyond their core job description.
And here’s what almost no one tells you: The first group is not doing their job wrong. They’re just doing a different job.
The problem is you don’t know which philosophy your club has until you’re six months in and wondering why your coach isn’t helping with recruiting.
You need to have a conversation about this
Before you commit to a club, you need to ask about their recruiting support. Not vague questions about “exposure” or “college coach clinics.” Real questions about what they actually do and don’t do.
A club coach can say “yes, we help with recruiting” and that answer can mean a dozen different things.
Some clubs have a structured system. They do group presentations. They help with film. They give honest feedback on realistic levels. They make introductions to coaches. They might even have tiered options - some services included in membership, others requiring additional fees.
Other clubs help on an ad hoc basis. They’ll answer questions if you ask, but they don’t have a system. Some help the families they know best. Some only help their top prospects. Some help whoever asks, whenever they ask.
And some don’t help at all.
All of these clubs will tell you they help with recruiting because that’s the language of American club hockey. But what they’re actually committing to can be completely different.
The problem with not knowing
If you don’t clarify before you sign up, you end up disappointed six months in.
You thought recruiting support was included. Your coach thought they made it clear it wasn’t. Miscommunication happens. Resentment builds. You don’t want to move clubs, but you think you might have to, and the clock’s ticking.
Thursday’s piece for paid subscribers will dive into exactly how to navigate this. We’re talking about the specific conversation to have, how to interpret what coaches tell you, what to get in writing, what questions actually matter, and what to do if you’re already in a club and need clarity.
For now, understand this: You need to know whether your club is going to actively support your recruiting or if that’s on you. And most importantly, you need to know which one you’re signing up for - before you sign.