Trevor Georgie is the new president of the Saint John Sea Dogs and the Mississauga native says the first order of business is attracting a younger demographic to the games.
At a news conference on Thursday, Georgie, a former senior manager of consulting at Wasserman Media Group, one of the world's largest sports agencies, said he comes to the job with a "burning desire to win, on the ice and in the community."
'This community cares deeply about the Sea Dogs.' - Trevor Georgie, president, Saint John Sea Dogs
Georgie said the Sea Dogs organization and the community have "passion capital" and it will be his job to elevate what he calls the 'in-game experience' and focus on attracting young people to the games.
Scott McCain, chief executive officer of the team, said elevating that experience is a challenge, especially when it comes to millennials, those in the 18-35 age bracket.
"We're in the hockey business, but we're also in the entertainment business," said McCain.
Georgie says he plans to organize his tenure around the four pillars of culture, experience, innovation and community.
"This community cares deeply about the Sea Dogs," said Georgie.
The Sea Dogs, part of the Quebec Major Junior Hockey League, are ranked in second place in the Maritimes division, just behind the Moncton Wildcats.