Hockey CRM, and which one you actually need
Search “hockey CRM” and you get three different products wearing the same name. One runs a club. One runs a league. One runs a book of clients. They share almost nothing beyond the word, and buying the wrong one is an expensive way to find that out.
What people mean by “hockey CRM”
Work out which column you're in before comparing anything.
Club & team software
Coaches, team managers, club admins
Rosters, practice scheduling, registration, parent communication, fees. Organised around a team and a season.
Not Repline. Tools like TeamSnap and 360Player serve this well.
League & association platforms
League and association administrators
Registration, scheduling, game sheets, officials and communication across many teams at once.
Not Repline. LeagueApps and similar platforms are built for it.
Agent & advisor CRM
Agents, family advisors, representation agencies
A book of clients you represent across years and teams — contracts, contacts, eligibility, cadence, agreements.
This is Repline.
We mention the other two because sending a club admin into a tool built for agents wastes everybody's time. If you manage a team or a league, Repline is the wrong product and we'd rather say so here.
Why a representation CRM is a different product
Club software is organised around a team. Your work is organised around a relationship that outlives any team.
The player stays yours; the team doesn't
A client moves from U18 to the OHL to an NCAA programme to a pro contract. Team-shaped software loses them at each transition, because its unit is the roster. A representation CRM follows the person, with their full history intact — contracts, conversations, scouting notes, the lot.
The deadlines come from outside
Practice times are yours to set. CHL-NCAA eligibility windows, OHL import draft restrictions and draft dates are not. A CRM for representation has to carry league calendars and compliance deadlines, because missing one costs a player a season.
Half your relationships can't be agent relationships
NCAA rules bar an eligible player from signing with an agent, so anyone advising a possible college player works as a flat-fee family advisor. Software built around teams — or around sales commissions — has nowhere to put that distinction.
The output is a document somebody else reads
A GM gets a scouting profile. A family gets a representation agreement. Both have to leave your system looking professional, which means generated PDFs and built-in e-signature, not a notes field and an attachment.
Repline, in one screen's worth
The hockey-specific half. The ordinary CRM half is there too.
Hockey-native pipeline
Prospect, Committed, Draft Eligible, Signed, Active — stages that match representation, not a sales funnel relabelled.
League calendars and eligibility
OHL, WHL, QMJHL, USHL and NCAA key dates populate automatically. CHL-NCAA eligibility and compliance deadlines track per player.
Scouting PDFs and e-signatures
One-click branded player profiles, and representation agreements signed in-platform with signature areas assigned by role.
Contact cadence
A per-player cadence that resets when you log a call, text or meeting, and warns you before a family goes quiet.
“My roster used to live across three spreadsheets and whatever I could keep in my head. Now every player, contract, and conversation sits in one place, and I walk into every week knowing exactly which families I owe a call. It's built the way hockey advisory actually works.”
Frequently asked questions
What is a hockey CRM?
A hockey CRM is customer-relationship software adapted to hockey, and the phrase covers three distinct products. Club and team management software handles rosters, scheduling, registration and parent communication. League and association platforms handle registration, scheduling and officials across many teams. An agent and advisor CRM handles something different again: a book of players you represent, their contracts, the contacts around them, and the compliance deadlines attached to each one. Repline is the third kind.
Is a hockey CRM the same as team management software?
No, though the terms get used interchangeably. Team management software is organised around a team — who is on the roster, when practice is, who has paid. An agent or advisor CRM is organised around a relationship you own across years and teams: the player stays yours as they move from junior to NCAA to pro, and the software has to follow them rather than the roster.
Which hockey CRM do I need?
Ask who your 'customer' is. If it's parents and players on one team, you want club software. If it's many teams in one organisation, you want a league platform. If it's a roster of clients whose careers you manage — with contracts, eligibility windows and families to keep warm — you want an agent and advisor CRM, which is what the rest of this page covers.
What should an agent and advisor hockey CRM actually do?
At minimum: hold every player with hockey-specific fields rather than generic contact fields; move them through stages that match representation rather than sales; carry league calendars and eligibility deadlines so compliance isn't memory; produce a scouting report you can send without rebuilding it; and handle both commission-based agent agreements and the flat-fee family-advisor model that NCAA rules require.
What does Repline cost?
Pro is $75/month for a solo advisor, Team is $249/month for up to 5 users, and Agency is $695/month for up to 15. Annual billing saves 15% on Pro and Team, and 16% on Agency. Every hockey-specific feature is included at every tier, and all plans start with a free 30-day trial with no credit card.
If you represent players, you're in the right column
Hockey-native pipelines, league calendars, and compliance that isn't memory. Free 30-day trial.