Reversed × HeyCoach — Working Session · July 21, 2026

TCS Live is in 16 days.
Three decisions today.

Edmonton · August 6–8, 2026 · Exhibitor booth. This is a working deck: status, critical path, decisions, plan.

heycoach.reversed.chMaxime Dumont · Reversed

01 · The Event

Hockey's premier coaching conference — back in Canada.

Aug 6–8

Edmonton, Alberta

1,000+

Distinct attendees, last 4 editions

25+

Pro coaches & performance presenters

13

Countries represented

Hockey Canada

Co-hosted · + Hockey Alberta

Hlinka Gretzky

Cup as backdrop · Rogers Place

Oilers DCA

On-ice sessions, Oilers practice rink

$3.5K CAD

Exhibitor package · booth + 30s ad + insert

Package includes: booth · 30-sec commercial before a keynote · 525 delegate-bag inserts · logo on all collateral · 3 × Glass & Out podcast ad reads · 2 staff passes.

02 · Why This Event Matters

This room is the buyer.

Every attendee is a hockey coach — the exact decision-maker for a HeyCoach team subscription.

Season starts in September. August is when coaches choose their tools. The closing window after the event is ~3 weeks.

So this is not a branding exercise. It is a pipeline exercise.

03 · Where We Stand — your brief, as of July 15

Good foundations. Hot critical path.

✓ Done

Exhibitor landing page content
HeyCoach event landing page
Coaching Health Check — lead magnet

~ In progress

Delegate bag insert design (525)→ print & ship, on-site Jul 30
30-second commercialDue Jul 24 — 3 days

! Not started

Booth design + hooks (demo, giveaways)
Raffle & prizesDue Jul 24 — 3 days
Print & ship insertsOn-site by Jul 30
Roll-up bannerJul 31
ENCORE AV/power form · offsite demo café

04 · Critical Path

Everything physical is decided this week.

Thu Jul 24
30-sec commercial delivered · raffle & prizes designed
Wed Jul 30
Bag inserts printed, shipped, arrived in Edmonton
Fri Jul 31
Roll-up banner produced
Week of Aug 3
Booth kit final · AV form · follow-up emails written · travel
Aug 6–8
TCS Live — booth, demos, commercial airs
Aug 9–29
Follow-up window → September season closes

05 · Decision Nº1 — Success Metric

One number: demos booked at the booth.

Not "leads collected". Not "great conversations". A demo in the calendar before the coach walks away.

The Coaching Health Check is the mechanic: 2 minutes, instant value for the coach, qualification for you.

Set the target number today — per day, per person. Everything at the booth serves it.

06 · Decision Nº2 — Booth Mechanics

One flow, two interactions. Cut the rest.

Stop

Pin your pain on the board

Engage

Coaching Health Check — 2 min, QR

Qualify

Team level, role, current tools

Convert

Demo booked on the spot

Keep

"Where are you coaching?" pin map — social, photogenic
Pain-point board — merge with Health Check, it qualifies
Raffle — prize: one season free for your team. Self-qualifying.

Cut

3D glasses gimmick — high execution risk, D-16
Sticky-note wall — no capture; optional if space
Offsite café demos during booth hours — 2 people can't split

07 · Decision Nº3 — The Message

Lead with what a coach respects.

Rob Zettler — Strategic Advisor. 1,000+ NHL games, Stanley Cup. For this audience, this is the headline. Put it big.

88% of this season's business = renewals & referrals. Coaches stay and coaches recommend. Coach-proof beats accelerator logos.

Team Hub kills the objection — "I don't want two apps, I use TeamSnap." Answer it on the signage before they ask.

Drop "ThinkSport finalist" — it means nothing to a Canadian minor-hockey coach.

08 · The 30-Second Commercial — Draft v1, due Jul 24

A first cut to react to — not to approve.

Script & timing

Time	Visual	Line
0–4.5s	Rink footage / dark ice	"Your team skates 3 hours a week."
4.5–9.5s	Off-ice moments	"Games are won in the other 165."
9.5–17s	App UI, readiness insight	"HeyCoach turns daily check-ins into coaching decisions."
17–23s	Zettler photo / NHL proof	"Built with NHL coaching wisdom."
23–30s	Wordmark + CTA	"Bring your best game. Visit our booth."

09 · Follow-Up

The follow-up is written before you fly.

Day +1: "Your Health Check results" — personal, with one insight and a demo link.

Day +7: "Season starts in 3 weeks" — the readiness pitch, one click to book.

Every contact tagged at capture: level, role, pain. No sorting after the event — only sending.

10 · The Full Plan — owners to confirm today

Sixteen days, one page.

Date	Deliverable	Owner
Jul 22	Success metric + booth flow decided · insert design final	All (today)
Jul 23	Inserts to print + ship (Edmonton lead time) · raffle defined	Andrew
Jul 24	30-sec commercial delivered — Reversed produces v1	Maxime + Michael
Jul 27	Roll-up banner artwork → production	Andrew
Jul 28	ENCORE AV/power form sent · booth kit list closed	Michael
Jul 30	Inserts confirmed on-site · follow-up emails written	Andrew / Maxime
Aug 4	Dry run: pitch, Health Check flow, demo booking	All
Aug 6–8	TCS Live — demos booked, daily debrief each evening	Andrew + Michael
Aug 9	Day +1 follow-up wave	Andrew
Aug 21	Glass & Out podcast ad script	Michael

11 · Key Questions

To settle in this session.

What is the demo target — per day, per person? And who covers the booth during keynotes?
Health Check at the booth: self-serve on an iPad, or guided? How long, really?
What raffle prize attracts a coach and only a coach? (A free team season is self-qualifying.)
What pipeline number makes the total spend worth it — and does this become your events-channel proof for the raise?
The 3 Glass & Out ad reads: do they air before the event? If yes, the script can't wait until Aug 21.

heycoach.reversed.chReversed · Lausanne — On construit avec, jamais pour.

TCS Live is in 16 days.Three decisions today.