Happy Hockey Friday! I’m Sally Hoerr from The Ice Garden with this week’s edition. With four new PWHL expansion teams on the horizon, you might be wondering what it’s like to be a player who signs with an emerging market.
I’m a former professional women’s hockey player who signed her first contract when the former North American professional league (Premier Hockey Federation/PHF) expanded to Montréal. While the PWHL employs a protection phase, signing windows and allocates draft picks to new expansion teams, the PHF’s Montréal Force could sign any player not under contract.
Different procedures aside, playing for a team’s inaugural season is such a unique and special experience. Players, coaches, staff and fans get the opportunity to build their community and team identity from the ground up. It’s something I got to experience and want to share with you!
Fans and turnout
One of the most exciting aspects of signing with Montréal was knowing they would bring the crowds — and they did not disappoint. I was a healthy scratch for our home opener, but the coaches allowed me to skate with the team out of the tunnel. I’d never skated in front of a crowd that big in my entire life. It was estimated at 2,500 attendees, so I can’t even imagine hearing the roar (or boos) generated from a sea of 10,000 or more.
I could feel the passion the fans had for their players and how much they wanted us to succeed. Simply standing in front of that crowd was the most memorable moment of my entire hockey career.
In the PHF days, teams were not pulling audience numbers anywhere close to what we’re seeing today. More teams mean more opportunities for players who have not experienced this level of engagement. Although the veterans players worked to build professional hockey for years without an audience, it must feel electrifying to see all that sweat and tears pay off. Hopefully fans bring that same energy to each new expansion teams.
Listen now to The IX Sports Podcast and Women’s Sports Daily
We are excited to announce the launch of TWO new podcasts for all the women’s sports fans out there looking for a daily dose of women’s sports news and analysis. Stream on Spotify, Apple Podcasts or anywhere you listen to podcasts, and make sure to subscribe!
Building a new identity
As a player, a brand new roster can be a blessing and a curse. On one hand, you get to prove yourself because all roles need to be filled. If you’re joining a pre-existing team, power plays and top lines are usually taken unless you’re an established veteran in your prime. You need to pay your dues and earn your ice time.
On the other hand, coaches can watch videos of players coming in, but they can’t predict the chemistry of a whole group until they hit the ice. Practicing alone can’t complete the picture either because players react and perform differently under game pressure.
This caused some challenges and frustration throughout the Force’s season. Lines practiced a week or two before coaches would shuffle players around. Consequently, players struggled to build chemistry which led to low scoring. Which defender likes playing more aggressively? Which forward wants to make that last pass or do they have a better shot? Who’s the hothead that’s taking all the penalties? For coaches, how long will they tolerate low scoring and losses before shaking things up?
There will be many new rosters to fill in the PWHL, and existing teams will also need to fill holes. The teams that can build a solid, consistent identity will be the most successful long-term.
Setting expectations
A circulating criticism of the PWHL’s upcoming expansion is that some cities were not chosen for the recent Takeover Tour. PWHL Executive Vice President of Business Operations Amy Scheer says the purpose of the tour was “giving fans a chance to experience the excitement of a regular-season game in their home venues.” Montréal has supported men and women’s hockey for years. I know they would support the team and bring great crowds.
The two west coast teams, San Jose and Las Vegas, did not have a Takeover Tour game so players heading to those cities won’t know exactly what to expect. They are both places where hockey is growing, but perhaps not the most popular yet. Nonetheless, San Jose is known for their strong support of their WNBA and NWSL teams (Bay FC helped break the all-time professional women’s sport attendance record at 40,000 in August 2025), while Vegas is a place where people from all over the world go to experience “the now”. Either way, players can’t be completely sure what to expect, but can hope turnout is as incredible as it has been in Seattle and Vancouver.
Overall, with four new teams joining the league, most players joining the PWHL will be in the same boat. Who will capitalize on the moment most? Will any player surprise coaches and fans by using these fresh rosters to have a breakout moment? Will more teams give USports, international and lesser-known NCAA players the chance to crack a roster? Does the novelty of four teams build on the hype or rip teams apart too much? Only time will tell!
More women’s hockey reading
Read about Deleware’s Head Coach Allsion Coomey about playing on and now coaching a brand-new roster
Quick briefing on the final PWHL expansion to San Jose
Want to see the next generation of PWHL players? Check out the best NCAA goals from this past season
Victory Press asks Vancouver players about their perspective on the PWHL’s “Gold Plan”
Order ‘Rare Gems’ and save 30%
Howard Megdal, founder and editor of The IX Basketball and The IX Sports, wrote this deeply reported book. “Rare Gems” follows four connected generations of women’s basketball pioneers, from Elvera “Peps” Neuman to Cheryl Reeve and from Lindsay Whalen to Sylvia Fowles and Paige Bueckers.
If you enjoy Megdal’s coverage of women’s basketball every Wednesday at The IX Sports, you will love “Rare Gems: How Four Generations of Women Paved the Way for the WNBA.” Click the link below to order and enter MEGDAL30 at checkout to save 30%!
Mondays: Soccer
By: Annie Peterson, @AnnieMPeterson, AP Women’s Soccer
Tuesdays: Tennis
By: Joey Dillon, @JoeyDillon, Freelance Tennis Writer
Wednesdays: Basketball
By: Howard Megdal, @HowardMegdal, The IX Sports
Thursdays: Golf
By: Marin Dremock, @MDremock, The IX Sports
Fridays: Hockey
By: @TheIceGarden, The Ice Garden
Saturdays: Gymnastics
By: Jessica Taylor Price, @jesstaylorprice, Freelance Writer