By BERNIE BELLAN I didn’t used to cover sports for The Jewish Post & News except for the odd occasion.
For years we could count on the late, great Harvey Rosen to comb the waterfront, looking for any sports story that might have the least connection to anything Jewish. Harvey would even go into visiting teams’ locker rooms during Winnipeg Jets games and, if a player had a name that sounded Jewish, inquire whether that player might be Jewish.
Then, for a few years, we added well-known sports writer Scott Taylor to the mix. Scott offered quite a different perspective, looking for stories about athletes that went far behind the scenes to uncover details that other reporters might have missed.
With both Harvey and Scott gone from our pages, I’ve occasionally found myself filling the sports void. These days, however, I tend to wait for an interesting story to find me.
And that’s exactly what happened with Wheatland Hockey.
Recently, my neighbours Elliot and Linda Katz mentioned that they knew of a Jewish couple who had started a hockey development program in Winnipeg. The couple, Rich Hechter and Rachel Wolfenson, had apparently started Wheatland Hockey only about 16 months earlier.
I subsequently learned that, in that short time, more than 2,400 young hockey players had gone through Wheatland’s various programs.
That number got my attention.
So, I contacted Rachel and Rich to find out what they had created — and why.
It started with a gap
The idea for Wheatland began, as Rachel described it to me, as “this little pie in the sky idea that we were going to have a spring development program in the spring of 2025.”
They started with about 50 kids spread across three age groups.
Sixteen months later, Wheatland has grown into a broad hockey-development organization offering programs for players from U9 through U15, along with specialized programming, female hockey, spring and summer teams, events and high-performance opportunities.
But the numbers aren’t really the story.
The story is why they thought Wheatland needed to exist in the first place.
Rich and Rachel felt there was a gap between traditional minor hockey and the highly specialized — and often expensive — training programs available to elite players.
There were plenty of opportunities for kids to play hockey. But what about the player who needed to improve one particular part of their game? What about the U9 player whose parents had no idea what skills their child should be working on? What about the player who wasn’t an elite athlete but had the potential to become a much better hockey player with the right instruction?
That was the space they wanted Wheatland to occupy.
As Rachel explained it, some families come to Wheatland knowing exactly what their child needs.
“They might know that the kid’s gap is power skating,” she told me. “They might have a great shot and great stick handling, but they’re not strong skaters.”
Other families arrive with a much less specific question.
“They’re new U9 families,” Rachel said. “Their kids have been spat out of the Timbits world and into the U9 world and they don’t know what to focus on.”
That’s where Rich comes in.
‘Pedagogy on ice’
Rich brings an unusual background to hockey coaching.
He is currently taking a one-year sabbatical from his role as vice-principal of Brock Corydon School, the Winnipeg school often known as the only public school Hebrew bilingual program in North America. For many families in Winnipeg’s Jewish community, Brock Corydon is where they know Rich best.
Before becoming a vice-principal, he worked as a high school teacher and as a university professor in the Faculty of Education. He has also spent more than a decade coaching youth hockey.
This year, rather than stepping away from education, Rich is using his sabbatical as an opportunity to continue learning, writing, and growing as a coach and mentor while devoting more time to developing Wheatland Hockey.
That additional time will also allow Wheatland to extend its reach beyond Winnipeg through a new initiative called “Wheatland on the Road”.
Over the coming year, Rich will travel to rural Manitoba communities including Manitou, St. Laurent, Lundar, Steinbach and Elm Creek to lead coaching and mentoring sessions for local players and coaches.
The initiative reflects Wheatland’s belief that access to quality coaching should not depend on where a young player lives. It also gives Rich an opportunity to work directly with local hockey communities, sharing ideas and helping coaches develop their own approaches to teaching the game.
For Rich, education and hockey aren’t separate worlds.
Rachel described his approach as “pedagogy on ice.”
The idea is simple: coaching isn’t just about showing a young player how to execute a skill. It’s about understanding how that player learns, figuring out what they need, and creating an environment where they can improve.
That educational philosophy is evident in the way Wheatland approaches development.
Its programs focus on areas such as skating, puck control, shooting, passing and receiving, positional play, defensive skills, checking, hockey IQ and tactical understanding.
But the organization also talks openly about developing confidence, resilience and character.
The Wheatland philosophy is summed up on its website as building “skills, character and excellence — on and off the ice.”
And that distinction is important to Rich.
The objective isn’t simply to produce better hockey players.
It’s to help young people become better learners, teammates and competitors.
A Jewish leadership team in an unlikely business
There is also an irony at the heart of Wheatland’s success.
We are not exactly the people known for our sporting prowess, and none of the people leading Wheatland played in the NHL. Yet, the organization is run by Rachel and Rich, with Ryan Paul, Eleni Wener, Avi Walker and Dustin Roitelman in senior leadership roles.
That may be unusual in the hockey world, but it is also part of what makes Wheatland distinctive.
This is not a business built around former professional players leveraging on their own playing careers. It is being led by people who believe deeply in the values Wheatland has developed — and continues to develop.
They believe in teaching young people how to learn, how to work with others, how to persevere and how to contribute to their communities.
In that sense, Wheatland’s leadership team reflects the organization’s broader philosophy: hockey expertise matters, but so do education, mentorship, organization, empathy and a commitment to making the game more accessible.
The fact that this group has helped build a hockey organization serving thousands of young players from across Manitoba is, in its own way, pretty remarkable.
Making hockey and coaching accessible
Perhaps the most important word in Wheatland’s philosophy is accessibility.
“Accessibility is one of our guiding principles,” Rachel said. “We believe that all kids should have the opportunity to get on the ice, regardless of socioeconomic conditions.”
For Rich and Rachel, accessibility means more than making hockey available. They believe that good coaching should be accessible, too.
That commitment is reflected in Wheatland’s “Pay-What-You-Can” program, which helps ensure that financial circumstances do not prevent children and families from participating in quality hockey programming.
For Rachel and Rich, the program is one way of giving back to the broader community. They believe that hockey — and the opportunity to learn from good coaches — should be available to as many young people as possible, not limited only to families who can afford the full cost of specialized training.
That doesn’t mean Wheatland is trying to be everything to everyone.
Rather, the idea is that a family shouldn’t need to have an elite-level hockey player — or an elite-level hockey budget — to access good coaching.
The organization keeps its groups relatively small. A typical session might have four or five players, while a larger session could have as many as 20, with several coaches on the ice.
The result is that a player who shows up to a smaller session can end up receiving something approaching a semi-private lesson without the family having to pay a premium for that experience.
And, Rachel noted, if only a handful of players show up for a session, “they would get the benefit of a semi-private class for a very inexpensive cost.”
Building coaches, too
Wheatland’s emphasis on development doesn’t stop with the players.
The organization has also created a Junior Coach program, through which some of its younger participants have an opportunity to begin learning how to teach the game themselves.
Five of Wheatland’s junior coaches are under the age of 15.
That’s significant because it reflects another part of Rich and Rachel’s philosophy: hockey development isn’t simply about producing better players. It’s about creating people who can contribute to the hockey community.
The organization’s coaching staff also includes experienced coaches with backgrounds in player development, athletic development and hockey education.
The same philosophy is at the heart of Wheatland on the Road. By working with coaches in rural communities, Rich hopes to help build local coaching capacity so that players can continue benefiting from quality instruction long after his visit is over.
Hockey as a bridge between communities
One of Wheatland’s most memorable recent initiatives involved a visiting Israeli hockey club.
The visiting players took part in two on-ice sessions with Rich and Ryan. After changing out of their gear, the young players then visited Rich at Brock Corydon School, where they met with grade 5 and 6 students.
For the players from Israel, the experience offered more than additional hockey instruction. It gave them an opportunity to connect with Winnipeg students through a shared language — the language of hockey — while also learning about one another’s communities.
For Wheatland, the sessions demonstrated how hockey can create meaningful connections that extend well beyond the rink.
Rachel and Rich
While Rich is the face of Wheatland on the ice, Rachel’s role is largely behind the scenes.
A Senior Investment Advisor with TD Private Wealth Management, Rachel brings an entirely different skill set to the organization, overseeing operations and communications and helping ensure that families have a positive experience from the moment they register.
The division of responsibilities seems to work. Rachel brings the organizational perspective needed to turn an idea into an operation. Rich brings the educator’s perspective to player development.
The broader leadership team brings additional experience, energy and commitment to the values that guide Wheatland.
And somewhere along the way, that little “pie in the sky” idea became something considerably larger.
More than 2,400 kids have now gone through Wheatland’s programs in just 16 months.
That’s a lot of hockey players. But when I asked Rachel what she thought accounted for that kind of growth, her answer wasn’t really about hockey.
It was about giving families something they were looking for.
“We teach people first, we teach hockey second,” is the philosophy Rich and Rachel have adopted.
Perhaps that’s why Wheatland has grown so quickly.
Because for all the talk about hockey development, what they are really trying to develop is something bigger: young people who feel supported, challenged and capable of getting better.
And through initiatives such as the Pay-What-You-Can program, Wheatland on the Road and its work with visiting teams, Wheatland is also showing how hockey can be both accessible and a bridge between communities.
If the first 16 months are any indication, there are a lot of Winnipeg families — and perhaps many potential community partners across Manitoba — who were looking for exactly that.
For more information about Wheatland Hockey, visit Wheatland Hockey.
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