Proficio Student-Athlete Services

Who we are

We are student-athlete development coaches who help hockey players maximize athletic and academic potential through personalized, integrated planning and sustained guidance and support.

We lever our extensive network and decades of experience across competitive hockey, sport administration, business and education, we partner with hockey families to help remove the guesswork that often surrounds competitive youth sports, bringing structure and confidence to an increasingly complex development landscape.

We are not player agents. We do not represent athletes or negotiate contracts. Our focus is on maximizing your potential using a process of continuous development toward the goal through planning, preparation and personalized guidance.

Who we serve

We support student-athletes ages 13 and up and their families who may be navigating:

Increasing academic eligibility pressures
Uncertainty around next steps and long-term academic and athletic direction
Athletic development transitions into elite or competitive hockey streams
Key development years leading to junior, prep, or collegiate pathways

Our Approach

Understand the Student-Athlete

Support & Optimize Development

Understand the Student-Athlete

We believe that no two student-athletes are alike.

We conduct a discovery process, taking time to listen and to truly understand the unique athletic and academic profile of the student-athlete including goals, strengths, challenges, and opportunities.

Build an Actionable Plan

Support & Optimize Development

Understand the Student-Athlete

We understand the challenges that come with balancing academic and athletic goals.

We develop a realistic, comprehensive plan and roadmap that align hockey development and education with both near and longer-term opportunity.

Support & Optimize Development

We recognize that development takes focus and attention, but that needs evolve.

We provide flexible, sustained guidance and resources, and partner with the student-athlete and their family to focus, refine and optimize development plans.

Founder's Story

Ben Storey, AB '99, MBA

Ben Storey grew up playing minor hockey in Ottawa while attending Ashbury College, where education was a deeply ingrained family value. At age 15, he was highly ranked by Ontario Hockey League scouts and had to make the difficult decision between Major Junior and College Hockey. It was too early to leave home and potentially compromise his education. Knowing he intended to pursue the college route, he communicated his intentions clearly and was still selected in the ninth round of the OHL Draft by the Niagara Falls Thunder.

Ben stayed in Ottawa and played Tier II junior hockey and became a sought-after recruit among major U.S. college programs. He chose Harvard College as the ideal balance of elite hockey and world-class academics and began his freshman year at 18 years old.

After his freshman season, Ben was drafted in the fourth round (98th overall) of the 1996 NHL Entry Draft by the Colorado Avalanche. He graduated from Harvard in 1999 with a liberal arts degree concentrating in Sociology.

Right after his senior season, Ben signed a two-year, two-way contract with the Avalanche and spent two seasons with their AHL affiliate, the Hershey Bears. He continued his professional career for seven additional seasons across the AHL, ECHL, and in Europe.

In 2007, he played one final season in Newcastle, England, while completing a two-year MBA program in just one year at Newcastle Business School (Northumbria University).

After retiring in 2008, Ben settled in Toronto with his wife, Alexis, and began a career in relationship management and sales across the marketing, finance, and technology sectors. Together, they have two boys who are immersed in sports year-round.

Progress - Advance - Succeed