SEATTLE – The tale of a small-town child dreaming of playing in the NHL is a narrative that has been shared for over a century, but predominantly about boys.
For many girls, that aspiration was never a consideration, largely because no woman had achieved such heights. This stems from the limited history of women’s hockey; Canada and the United States established women’s national teams in 1987, and the first women’s world championship took place in 1990. The Olympics introduced a women’s tournament in 1998. Additionally, the American Women’s College Hockey Alliance was formed in 1997, enabling collegiate teams to vie for a national title, yet the NCAA did not hold its inaugural tournament until 2001.
Jessica Campbell, born in 1992, witnessed the historic debut of Manon Rheaume, who played for the Tampa Bay Lightning in an exhibition match that same year.
“As a young girl, I envisioned myself playing in the NHL because there was no professional women’s league at that time, so I assumed I would play among the boys,” Campbell explained. “I was unaware of what wasn’t feasible, but I firmly believed it was achievable.”
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Since her hiring as an assistant coach by the Seattle Kraken more than three months ago, Campbell has made history as the first woman to serve behind the bench on opening night, which was on Oct. 8. This milestone occurred two years after she became an assistant coach for the Kraken’s AHL affiliate, the Coachella Valley Firebirds, marking her as the first woman in that league’s coaching position.
Her impressive track record has propelled her career forward. Under the guidance of former NHL coaches Dan Bylsma, she guided the Firebirds to consecutive Calder Cup finals in their initial two seasons, managing forward play and overseeing the power play. In her first season, the Firebirds ranked third in the league for goals, leading in that category for the 2023-24 season.
This performance stood in stark contrast to the Kraken’s previous experiences. Their second season included a playoff appearance, but this was flanked by two seasons where scoring issues were frequently discussed, as the team finished in the lower tier for goals per game.
This situation prompted Kraken general manager Ron Francis to dismiss head coach Dave Hakstol and assistant Paul McFarland. Observing the success and culture that Bylsma and his staff cultivated in the AHL, the Kraken front office believed they could replicate this success at the NHL level.
Familiar with Campbell’s coaching methods that resonate with both veterans and newcomers, the front office is confident that her insights can assist the roster in addressing offensive shortcomings and re-entering the playoff race.
The Kraken front office is optimistic that Campbell and the new coaching staff will lead the team back to the playoffs. Christopher Mast/NHLI via Getty Images
Reflecting on her responsibilities can sometimes feel overwhelming for Campbell. During these moments, she often gazes at a specific tattoo on her right hand.
Intricately inked in dark blue cursive, the tattoo spans 2 inches in length and is both understated and attention-grabbing.
The term is ytimessä, derived from Finnish. In English, it conveys the idea of being at the heart of something, and Campbell interprets it as achieving a “flow state,” a reminder that reaching this state involves numerous steps along the journey.
Campbell looks at her tattoo every day, which helps her recall her past experiences, acknowledge her journey, and stay focused on her future aspirations.
“It keeps me grounded in my identity as a coach and aligns with how I want to present myself,” Campbell stated.
“When I wake up every day,” Campbell stated.
Her journey began with coaching, took her on various paths across Europe, and eventually brought her back to North America, where she aims to lead as one of the first women in NHL coaching roles.
There is no one to follow; Campbell has set the benchmark herself.
“Considering the long history of our sport and the NHL’s duration, this is remarkable,” noted Sheldon Kennedy, who both collaborated with Campbell and played for eight seasons in the NHL. “I’m not concerned about the tactical aspects of the game. For me, it’s about the principle; she didn’t get here by chance. She put in immense effort to earn her position. She was dedicated and did what was necessary, and that’s what excites me.”
THOSE WHO HAVE WORKED alongside Campbell frequently highlight her deep commitment. She genuinely cares for her players, the team, and strives to do right by everyone involved.
This dedication was particularly evident to three-time Stanley Cup champion Brent Seabrook.
“I’ve had many excellent coaches who showed genuine care,” shared Seabrook, who spent his entire 15-year career with the Chicago Blackhawks. “They were concerned about me as an individual and about the team. Jess embodies those traits. She is committed to her players’ individual growth as well as the team’s collective improvement.”
Campbell is dedicated to continual learning. This drive prompted her to absorb lessons from both supportive coaches and those who were not, during her playing days at Cornell, the now-defunct Calgary Inferno, the Canadian women’s national team, and the Malmö Redhawks in Sweden.
As an athlete, Campbell focused on addressing her weaknesses instead of amplifying her strengths. While she encountered skepticism around this approach, she believed that working on her weaknesses would ultimately make her a more well-rounded player.
As her career neared its conclusion, she collaborated with a sports psychologist who posed questions about her strengths, her best self, and what set her apart as a player.
Her response centered around skating, although she acknowledged that she spent her offseasons enhancing every component of her game except skating.
“He told me, ‘Let me remind you, if you neglect what makes you unique, you’ll stray from who you are,’” Campbell recalled. “In this game and industry, there are countless talented players. What distinguishes you is embracing and expanding who you are and contributing that to your team.
“That insight was pivotal for me, and as a coach, it resonates with me constantly.”
This is why Campbell inquires about each player’s strengths, their ideal self, and what makes them unique, while also discovering ways to enhance different facets of their game to help them become the most complete athletes possible.
Campbell excels at mentoring both younger players and veterans, like Kraken defenseman Brandon Montour. Steph Chambers/Getty Images
IN 2017, AFTER RELOCATING TO KELOWNA, Campbell took on the role of assistant coach at what is now known as RINK Academy while simultaneously launching her own venture as a power skating and skill development coach. Her ambition was to eventually attract NHL clients.
She began cultivating her clientele, starting with Damon Severson, a defenseman for the Columbus Blue Jackets. They grew up together in Melville, Saskatchewan, a community of approximately 5,000 residents.
Severson, like numerous current and former NHL players, has a residence in the Okanagan Valley where Campbell was coaching. As venues started reopening during the COVID pandemic, Severson reached out to Campbell for training.
Campbell agreed—but Severson then asked if he could invite a friend, who turned out to be Joel Edmundson, a defenseman for the Los Angeles Kings.
Before long, Campbell transitioned from training just Edmundson and Severson to coaching a group of 20 NHL players eager to sharpen their skills before entering the Edmonton or Toronto bubbles for the 2020 playoffs. Among them were Mathew Barzal, Dante Fabbro, Tyson Jost, and Brayden and Luke Schenn, in addition to Edmundson, Severson, and Seabrook.
“During our very first skate, Luke asked me, ‘Do you come up with your own drills? I’ve never seen these before, and they’re fantastic,’”
Campbell reminisced, “I was like, ‘Yes, they are all my own drills,’ and I vividly recall the expression on his face when he initially said that to me. It infused me with so much confidence because he appreciated what I was putting forward.”
Those skates prompted Seabrook to ask Campbell if they could conduct private sessions while he was recuperating from surgeries on both hips and a right shoulder.
“She never allowed us to cut corners,” Seabrook remarked. “Even when skating with the guys, she emphasized the importance of details and the finer points. As a player, I place great value on those details. … She was demanding with me, particularly regarding knee bend and getting low. That was an area I needed to strengthen in the gym after surgery, which I then had to translate onto the ice while skating.”
THE NEXT STEP in her career path was not as straightforward.
Prior to her stint in Europe, Campbell had spent several years residing in Kelowna and played her final season for Malmö in 2019-20 after a two-year break.
Upon retiring from playing, becoming a skating and skills coach seemed like the logical next move for Campbell. She had an accomplished collegiate and professional career that saw her represent Canada at the international level. In addition to coaching at the academy level, she started a business that allowed her to hold skating sessions with NHL players. Furthermore, her playing experience in Europe enabled her to forge connections with coaches on another continent.
“So I reached out to a few individuals in North America, asking, ‘Do you think I should try coaching in Sweden?'” Campbell recounted. “The general advice I received was, ‘Don’t do that. Don’t leave your job to relocate. There are plenty of skating coaches and exceptional skills coaches in Sweden. Some of the top coaches originate from there.’
“I responded, ‘So you’re indicating that I’m destined to fail?'”
Campbell noted that what she was told and how she interpreted it felt distinct. It didn’t particularly drive her to prove others wrong; instead, she was motivated to validate to herself that she could succeed as a coach in Europe.
Campbell promoted herself to various teams, highlighting her unique ability to introduce concepts from North America. Several coaches expressed interest after hearing her pitch.
“They said, ‘I think what you’re doing is fantastic. Your materials are impressive,'” Campbell shared. ”These were agents, other skills coaches, and outstanding individuals. Many remarked, ‘I hate to say this, but our team would never employ a female. It simply wouldn’t happen.’ I encountered this sentiment along the way.
“I decided to ignore it. I understood that achieving my goals would require me to carve my own path.”
Campbell’s focus was on the positive feedback she received from players, rather than on the voices suggesting she wouldn’t get an opportunity.
2:53
Jessica Campbell explains her path to making NHL history
Jessica Campbell joins “SportsCenter” to discuss her journey to becoming the first woman assistant coach in the NHL.
Her first coaching position arose in 2020-21 when her former club, Malmö, brought her on board as a skills coach for the men’s team. A year later, she signed with the Nürnberg Ice Tigers in Germany.
Initially, she joined the Ice Tigers as a skills coach, but as the team struggled with its special teams, they sought an additional perspective. Her recommendations paid off, leading to the Ice Tigers appointing Campbell as an assistant coach for the remainder of the season. Her contributions were instrumental in the Ice Tigers advancing to the qualifying round of the playoffs.
“That was my ‘aha!’ moment as a coach, where I realized how my methods and communication style resonated,” Campbell reflected. “The players were going out and successfully implementing the adjustments I was suggesting.”
Her experience with the Ice Tigers also paved the way for Campbell to join the German men’s national team.
Campbell joined the team as an assistant coach during the 2022 IIHF Men’s World Championships. This marked a historic moment, as she became the first woman to serve behind the bench at this prestigious tournament.
Her time with Germany proved to be foundational, particularly under head coach Toni Söderholm.
Söderholm, hailing from Finland, is someone Campbell affectionately refers to as “my green light” for the encouragement he provided her to fully embrace her coaching responsibilities. It was during this role that Campbell found the opportunity to join the Firebirds a few months later.
Söderholm aimed to foster a cohesive culture within the national team, encapsulated by a single word that his staff and he strived to embody.
This word was ytimessä.
FACED WITH A DECISION before her groundbreaking first NHL game as an assistant coach for the Kraken, Campbell sought advice from her closest friend and former teammate, Brooklyn Langlois:
What should she wear?
“I asked her, ‘Which one should I choose?'” Campbell recounted. “She replied, ‘White. That’s the only color a man wouldn’t wear.’ That’s how I ultimately decided on the white suit. The blazer I picked was called ‘the standout blazer,’ which felt just right.”
Her role with the German national team at the men’s worlds illustrates why the white suit carries such significance for her.
The German Hockey Federation emphasized uniformity, requiring everyone from the equipment managers to the coaching staff to match in appearance, including shoes, sweaters, and lapel pin placements.
“It was a very traditional look, which was great, but they also mandated that the men wear ties while I could only wear a scarf,” Campbell explained. “it sort of made me look like a flight attendant, which was not the image I had for myself. We laugh about it now because it certainly didn’t reflect my usual fashion sense, but I was ready to fill water bottles in that scarf if it meant being part of the team.”
Campbell mentioned that she didn’t feel inclined to voice any concerns at the time, as she wanted to integrate with the team. However, her new club presented a different dynamic.
0:55
Jessica Campbell reflects on historic night
Kraken assistant coach Jessica Campbell discusses her role as the first full-time female assistant coach in NHL history.
Initially, being on the bench and collaborating with the team felt like any other workday to Campbell.
However, it was during the introductions when she glanced into the stands at Climate Pledge Arena that she realized she was experiencing something unprecedented, both for herself and for any woman in hockey’s history.
“My family was present, and my best friends came from all over Canada and the U.S. It felt like a celebration, almost like my hockey wedding day,” Campbell shared. ”With the energy and excitement surrounding it, that’s what truly highlighted the significance of the moment for me.”
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Even though they operate under global scrutiny, being an NHL assistant coach does not entail a public-facing role. Unlike head coaches, they seldom engage with the media following each game, morning skate, or practice. While they may receive some credit for victories and bear partial blame for losses, the head coach ultimately endures the majority of the scrutiny.
This dynamic made opening night feel distinct.
During the pregame introductions, assistant coaches briefly find themselves in the spotlight. Campbell was the first among the Kraken’s assistant coaches to be introduced, and the only member of the staff to receive a more enthusiastic reception from the crowd was Bylsma.
“In that moment, it really struck me what was happening, what I am a part of, and I realize that I’m involved in something much larger than myself,” Campbell expressed. “Throughout the day, there were several instances that reminded me of this.
“Arriving at the arena and experiencing the warm welcome from those around me, as well as witnessing the emotions of others, underscored the significance of this to the industry, the community, and the people involved. … I’m proud to know that I have the responsibility to carry this torch for others.”
Breaking Barriers: Jessica Campbell Becomes the First Female Assistant Coach in NHL History
The Historic Appointment of Jessica Campbell
In a groundbreaking moment for professional sports, Jessica Campbell has made history by becoming the first female assistant coach in the National Hockey League (NHL). This significant achievement not only paves the way for more women in the coaching realm but also highlights the changing dynamics within a sport historically dominated by men. Jessica’s appointment marks a monumental leap towards equality in professional hockey, inspiring aspiring coaches and players alike.
The Journey of Jessica Campbell
Jessica Campbell’s journey to the NHL is a testament to her dedication, talent, and resilience. Here’s a brief look at her background:
- Early Life: Born and raised in a small town, Jessica showed a passion for hockey at a young age.
- Playing Career: She played for the University of Wisconsin, leading her team to an NCAA championship.
- International Experience: Jessica represented the USA in various international competitions, showcasing her skills on the global stage.
- Coaching Credentials: Before her appointment in the NHL, she gained valuable coaching experience in the junior league, where she developed a reputation for her strategic mind and mentorship abilities.
The Significance of Her Role
Jessica Campbell’s role as an assistant coach is significant for various reasons:
- Breaking Gender Stereotypes: Her appointment challenges traditional gender roles within the NHL, promoting gender equality.
- Inspiring Future Generations: Young female athletes can now see a pathway to coaching in professional sports, motivating them to pursue their dreams.
- Diversity in Coaching: Diverse coaching staff bring different perspectives and strategies, which can enhance team performance.
Impacts on the NHL and Women in Sports
Jessica’s appointment is not just a win for her personally but also a significant moment for the NHL and women’s sports as a whole. Here are some key impacts:
| Impact | Description |
|---|---|
| Increased Visibility | Her position shines a spotlight on women’s contributions to hockey, making it more visible to a wider audience. |
| Breaking Down Barriers | Jessica’s success breaks down barriers for female coaches, encouraging teams to consider women for coaching roles. |
| Changing Perceptions | Her appointment helps change the perception of women in sports, showcasing their capabilities in high-level coaching positions. |
Benefits of Female Coaches in the NHL
The inclusion of female coaches like Jessica Campbell in the NHL offers numerous benefits:
- Diverse Perspectives: Female coaches bring unique insights and experiences, enriching the coaching staff’s approach and strategy.
- Mentorship Opportunities: Female coaches can serve as role models and mentors for young female players, fostering a supportive environment.
- Enhanced Team Dynamics: Teams with diverse coaching staff often experience improved team dynamics and communication.
First-Hand Experience: Jessica’s Coaching Philosophy
Jessica Campbell believes in a collaborative and inclusive coaching style. In her own words:
“Coaching is about understanding each player’s unique strengths and weaknesses. I aim to create an environment where everyone feels valued and empowered to contribute.”
Case Studies: Women Breaking Barriers in Sports
Jessica Campbell is not the only woman making waves in a predominantly male-dominated field. Here are some notable case studies:
- Kim Ng: The first female general manager in Major League Baseball (MLB) history, Ng broke barriers in a sport where women have been largely underrepresented.
- Becky Hammon: A former NBA player and current assistant coach for the San Antonio Spurs, Hammon has been a trailblazer for women in basketball coaching.
- Sarah Thomas: The first female referee in the NFL, her presence has opened doors for women in officiating roles in professional football.
Practical Tips for Aspiring Female Coaches
For women aspiring to break into coaching, here are some practical tips:
- Network: Building connections within the sports community can open doors to coaching opportunities.
- Continuous Learning: Stay updated on coaching techniques, strategies, and player development through workshops and seminars.
- Gain Experience: Volunteer as an assistant coach or work with youth teams to build your coaching resume.
- Stay Resilient: The journey may be challenging; perseverance and resilience are key to overcoming obstacles.
Future of Women in NHL Coaching
With Jessica Campbell’s groundbreaking appointment, the future looks promising for women in the NHL. As more teams embrace diversity and inclusion, we can expect to see an increase in female coaches at all levels of the sport. Initiatives focusing on mentorship, training programs, and leadership development tailored for women in sports will further enhance opportunities.
Call to Action for Support
As fans and advocates for equality in sports, supporting female coaches and athletes is vital. Here are ways to show your support:
- Attend Games: By attending games and supporting teams with female coaches, you help raise awareness and visibility.
- Engage on Social Media: Follow, like, and share content related to women in sports to amplify their voices.
- Advocate for Equality: Encourage organizations to prioritize diversity hiring practices and promote female leadership in sports.
