Shannon Skanes, known online as “The Hockey Guy,” presents a unique figure in the YouTube landscape. His channel, dedicated to all things hockey, eschews the typical influencer trappings. Instead of flashy edits, boisterous commentary, or clickbait titles, Skanes opts for a simple format: standing before a whiteboard filled with handwritten notes, dressed in a hockey jersey, delivering a calm and insightful analysis of NHL games. His videos, numbering over 13,000, offer a straightforward, almost matter-of-fact perspective on the sport, reminiscent of the dry humor of Bob Newhart. This unassuming approach, combined with his genuine passion and comprehensive knowledge, has resonated with hockey fans worldwide, garnering him over 333,000 subscribers and almost a quarter of a billion views.
Skanes’ journey to YouTube success wasn’t a meticulously planned career path. He came from a background of blue-collar jobs, holding positions in meatpacking and call centers. In his 40s, he began exploring vlogging, discovering that his hockey-related content was finding an audience. By 2016, he monetized his first video, and within two years, the growth of his channel, spurred by high fan interest in the 2018 NHL playoffs, allowed him to leave his day job and dedicate himself full-time to creating hockey content. This leap of faith, encouraged by his wife, transformed his life, taking him from a dedicated fan to a prominent voice in the online hockey community. While he hasn’t attained the financial status of an NHL superstar, his earnings provide a comfortable life for his family and their pets in Abbotsford, British Columbia. He remains grounded, prioritizing financial stability and planning for the future over extravagant purchases.
The Hockey Guy’s success can be attributed to a combination of factors: his dedication, the NHL’s rising popularity, and the growth of online sports betting. Skanes’ commitment to consistently producing multiple videos daily, covering news, game previews, recaps, and power rankings for all 32 NHL teams, caters to a broad fanbase. His even-handed approach, giving due attention to all teams, regardless of market size or media coverage, resonates with fans often overlooked by mainstream sports outlets. He fosters a sense of community, providing a platform for all fans to engage in the conversation surrounding their favorite sport.
The NHL itself has experienced a resurgence in recent years, expanding to new markets like Las Vegas, Seattle, and Salt Lake City, and attracting new demographics. Exciting playoff runs, such as the Edmonton Oilers’ near-miss in 2023, have fueled fan engagement and driven viewership to record highs. The increasing popularity of online sports betting, a multi-billion dollar industry, has also contributed to the demand for hockey analysis and insights. Fans with a financial stake in the game are increasingly seeking information that might give them an edge, further boosting viewership for channels like The Hockey Guy’s.
While acknowledging the potential impact of sports betting on his viewership, Skanes maintains a cautious stance on the practice. Having witnessed firsthand the destructive potential of gambling addiction, he consciously avoids promoting it on his channel. He refuses sponsorships from betting platforms and refrains from discussing odds or promoting gambling-related content. He expresses concern about the normalization of sports betting and its potential long-term consequences, both for individuals and society. His principled stand sets him apart in a landscape where many content creators readily embrace gambling-related content.
The Hockey Guy’s commitment to authenticity and his refusal to take shortcuts further solidify his unique position. He avoids using copyrighted broadcast footage, mindful of the potential legal ramifications and preferring to create original content. He maintains a respectful distance from clickbait tactics and speculative content, focusing instead on providing informed and balanced analysis. This integrity, combined with his dedication to his audience and his unwavering passion for hockey, has established The Hockey Guy as a trusted source of information and a respected figure within the online hockey community. While he remains somewhat under the radar of the official NHL, his influence is undeniable, with players, coaches, and team organizations recognizing his contributions to the sport. His story is a testament to the power of genuine passion and the ability of a dedicated individual to build a thriving community around a shared love of the game.
