As the Winter Games in Milan and Cortina approach, ice hockey is once again set to command global attention. The return of NHL players to Olympic competition for the first time since 2014, alongside the rising prominence of the Professional Women’s Hockey League (PWHL), is elevating the sport to new heights.
But for USA Hockey, the Olympic spotlight represents more than podium finishes. It’s a pivotal moment to expand participation, strengthen safety standards, and build a sustainable future for the sport across the United States. At the center of that effort is Chief Financial Officer Kelly Mahncke, whose role now stretches far beyond traditional finance.
Redefining the Modern CFO in a Nonprofit World
Since joining the Colorado Springs-based nonprofit in early 2019, Mahncke has embraced a broader mandate that reflects the changing expectations of today’s finance leaders. Like many CFOs, she is deeply involved in shaping digital strategy, overseeing technology modernization, and guiding the responsible adoption of artificial intelligence.
However, USA Hockey’s mission-driven structure adds a unique dimension. With more than 1.2 million members—including players, coaches, officials, and volunteers—the organization must balance fiscal responsibility with community engagement and athlete safety.
When Mahncke arrived, she encountered a technology roadmap that aimed to build proprietary tools in-house, from CRM systems to email marketing platforms and project management software. The idea was to eventually commercialize those systems.
The reality, she determined, was different.
“We’re not a technology company,” she has explained in interviews. “It didn’t align with who we are or what we do best.”
That realization sparked a significant pivot.
Resetting the IT Strategy
Mahncke initiated a comprehensive overhaul of USA Hockey’s technology framework. A major undertaking involved migrating decades of historical data—stretching back to the early 1990s—into the cloud. This “lift and shift” approach strengthened system resilience and safeguarded valuable membership information.
Equally important was addressing years of accumulated technical debt. Rather than continuing to develop custom-built systems, the organization transitioned to best-in-class SaaS platforms wherever possible.
The transformation wasn’t limited to software. Mahncke also restructured the IT function, established a board-level IT subcommittee, and focused on assembling a team equipped with modern digital skills.
Timing proved crucial. Much of the foundational work was completed before the pandemic disrupted in-person sporting events, allowing USA Hockey to navigate that challenging period with stronger digital infrastructure.
From Data Visibility to Smarter Decisions
Today, that groundwork is enabling more sophisticated analytics across the organization. The first milestone was understanding what data existed and how it flowed across systems.
“We needed to walk before we ran,” Mahncke has said, emphasizing the importance of data clarity before deploying advanced AI tools.
Membership data was a logical starting point. Registrations account for roughly 65% of USA Hockey’s revenue and are mandatory for participation in sanctioned events.
With improved visibility, the finance team can now ask strategic questions such as:
-
What is the lifetime value of a member?
-
How much does it cost to acquire and retain players, coaches, and officials?
-
How does renewal timing affect seasonal cash flow?
These insights allow the organization to make evidence-based decisions that strengthen financial sustainability while supporting growth.
AI and Player Safety: A Powerful Intersection
Perhaps the most compelling application of AI lies outside traditional finance: player safety.
USA Hockey operates a captive insurance company that provides accident coverage for members during sanctioned activities. Historically, claims data primarily reflected financial cost. Today, digitized records offer far richer insights.
By capturing detailed variables—such as when during a game an injury occurred, where it happened on the ice, what body part was affected, and whether penalties were involved—the organization can analyze patterns in unprecedented ways.
Over time, AI-driven models could uncover trends based on age groups, gameplay phases, or injury types. Those findings can then inform rule adjustments, coaching strategies, and safety committee decisions.
The broader potential extends to collaboration with equipment manufacturers. Data-backed insights may influence helmet designs, padding improvements, and other innovations aimed at minimizing risk.
As Mahncke has noted, preventing even a single injury has a profound impact on an athlete and their family.
A Measured Approach to Artificial Intelligence
Internally, USA Hockey is adopting AI cautiously and deliberately. The workforce spans early-career professionals to long-tenured employees with decades of service. Recognizing this diversity, Mahncke prioritized establishing clear privacy and AI governance policies before encouraging experimentation with generative tools such as Microsoft Copilot.
She meets regularly with the IT team and works closely with a dedicated project manager who bridges technology and business operations. Current priorities include:
-
Consolidating event management into a streamlined SaaS platform
-
Expanding analytics capabilities
-
Modernizing a complex membership registry portal
The strategy is intentional rather than reactive—aligning innovation with mission and member trust.
Inspiring the Next Generation
As the Olympic stage approaches, hockey’s visibility will surge. For USA Hockey, that exposure fuels a larger ambition: growing participation while preserving safety and inclusivity.
The organization aims to retain its core membership base while welcoming new players from diverse backgrounds and communities. Visibility matters. When children watch elite athletes compete on the world stage, it sparks belief.
Many young fans dream of skating in the NHL or representing their country at the Olympics. That inspiration is powerful—and it translates into grassroots growth.
Looking Beyond the Podium
The excitement surrounding the Winter Games is undeniable. Yet behind the scenes, strategic leadership is shaping hockey’s long-term trajectory.
With the 2026 Milan Cortina Olympics on the horizon, USA Hockey’s CFO is taking a strategic, long-term approach to integrating AI—not as a trend, but as a tool to strengthen governance, enhance safety, and ensure sustainable growth.
For USA Hockey, the ultimate goal isn’t just winning medals. It’s building a future where the sport thrives safely, responsibly, and inclusively for generations to come.
