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ST. PAUL, Minn. – From his center-ice suite at the lively Xcel Energy Center, Craig Leipold observes the atmosphere during a preseason game featuring the struggling Chicago Blackhawks.
The owner of the Minnesota Wild has just returned on his private plane from a Board of Governors meeting in New York, where NHL Commissioner Gary Bettman enthusiastically shared that many franchises are valued around $2 billion.
“The franchises are simply golden,” states Leipold.
He reports that his season-ticket renewals exceed 90 percent, corporate sponsorships have reached a record high, and club seats have been sold out since he acquired the team 18 years ago.
This business landscape reflects that of a Stanley Cup contender, despite the Wild’s lack of consistent playoff success.
While the franchise has been established for 24 years, they have advanced past the second round of the playoffs only once, a feat achieved 21 years ago. They failed to reach the playoffs last year and have won just two playoff series in the last decade. Nevertheless, the hockey-enthusiastic state continues to support them.
Even with a strong regular-season record paired with disappointing playoff performances, Leipold is not in favor of a total rebuild. He believes such an approach is not aligned with his values. Under his leadership, the Wild has consistently functioned as a cap-ceiling, win-now team, never quite poor enough to secure a top pick in the NHL Draft.
To outsiders, it may seem the team is stuck in the NHL’s middle tier. However, Leipold assures that the team has a path forward.
In an exclusive interview with The Athletic, he discloses that the Wild are currently in the second year of a five-year strategy, which they hope will culminate in a championship.
This strategy was established during a meeting last year with president and general manager Bill Guerin and his team, as stated by Leipold.
Consequently, he claims there’s “zero heat” on Guerin, who is entering his sixth season. Leipold is confident that Guerin and his staff are capable of delivering results.
What needs to occur to ensure success? Several crucial factors include:
- The team must secure an extension for superstar Kirill Kaprizov, who becomes eligible after this season. Leipold asserts that no one will offer Kaprizov more money than the Wild, but it is critical to convince him that he can win in Minnesota.
- The current core players, along with rising stars like Matt Boldy and Brock Faber, need to excel.
- Top prospects, such as Jesper Wallstedt and Danila Yurov, must step up and make a significant impact.
- And next summer, when the Wild have some salary cap flexibility, they must successfully target a few game-changing free agents. Though the cap space isn’t vast, Leipold mentions they have already earmarked one or two players they intend to pursue, and that July 1 will feel like “Christmas.”
Yet, does he worry that Wild fans might grow impatient upon learning that the roadmap to becoming a serious Cup contender spans four more seasons?
“Absolutely,” Leipold acknowledges. “We consistently think about our fans. We don’t want to overpromise and underdeliver.”
Such a scenario is not unfamiliar. The journey toward a championship was expected to commence on July 4, 2012, with the signing of Zach Parise and Ryan Suter to twin 13-year, $98 million contracts. These players were“`html
“To win a Cup.”
This season, Leipold expresses his expectation for the team to reach the playoffs. He also aims to determine which players will contribute to a Wild team that can secure the State of Hockey its first Stanley Cup.
Time is running short, and the Wild have much to demonstrate—to Kaprizov, to potential free agents, and, as Leipold acknowledges, to their supporters.
The Timberwolves of the NBA are fresh off a Western Conference finals appearance. The Vikings hold a 5-0 record. The Wild cannot take for granted that fans will remain loyal indefinitely.
“It’s about establishing ourselves as true contenders,” Guerin states. “I have no intention of misleading anyone. I don’t believe we’ve been serious contenders in the past. I genuinely don’t. We are striving to reach that level.”
The arrival of Ryan Suter and Zach Parise did not revolutionize the Wild. The ultimate success of their buyouts also remains uncertain. (Brad Rempel / USA Today Sports)
A few years ago, then-coach Dean Evason learned that Kaprizov wanted to speak with him.
The team was faltering, as was Kaprizov. To alleviate his concerns, Evason hurried to gather any statistic that could assure the Russian winger he was being utilized correctly—power-play time, minutes, and overall usage.
Upon meeting Kaprizov, who had limited English proficiency at the time, he articulated his main motivation.
What can I do to help us win hockey games?
“He’s completely focused on winning,” says former teammate Alex Goligoski. “I don’t think he possesses a selfish bone in his body. … He’s willing to do whatever it takes to secure victory.”
This dedication signifies that Kaprizov’s commitment to “the plan” is vital for its success.
Before joining the NHL, Kaprizov was widely recognized as the top“`html
The franchise patiently awaited his arrival.
In January 2021, Kaprizov made a remarkable NHL debut, scoring a breakaway goal in overtime, culminating in a three-point performance that showcased his undeniable talent as the first true superstar in the franchise’s history.
He subsequently secured the Calder Trophy, earning the title of Rookie of the Year, and signed the most lucrative contract in NHL history for a player with minimal service time (55 games): a five-year deal worth $45 million, averaging $9 million annually.
Since then, he has consistently broken franchise records, notching three consecutive seasons with 40 or more goals and accumulating 279 points. His 133 goals over the past three years are among the highest in the NHL, ranking fifth overall.
However, until his next contract is signed, concerns will linger for both the Wild fans and the organization.
Even prior to last season, while Kaprizov still had three years remaining on his contract, Leipold noted that his future was a constant consideration for the team.
Leipold admits that this concern persists.
“Am I confident we can persuade him to stay? No,” admits Leipold. “Am I assured that we can present a better offer than anyone else in the league? Yes.”
“I have mentioned that this five-year plan isn’t a straight path. He is the most crucial part of our five-year strategy. I believe that’s true,” he continued.
Leipold stated that when Guerin initiates serious negotiations with Kaprizov and his agent next offseason, they will ensure the entire “plan” is clearly communicated to him.
“I believe we can provide what Kirill desires, both in terms of the market and the team,” Guerin notes. “When you assess what we are constructing and have already built, there’s a roadmap for sustained success.”
“Most players seek repeated opportunities to win, rather than just a single instance. I know this is essential to Kirill, and it absolutely should be,” he added.
As the new season approaches, Guerin emphasizes that now isn’t the right moment to overwhelm the 27-year-old star with unnecessary details. Their relationship is robust.
“He understands our objectives,” Guerin says. “Nobody can dispute my claim that he is our top player. Open communication with these individuals is vital; they need to grasp the plan to foster their belief in it. Without that belief, they won’t want to remain here. This principle applies beyond our organization; it’s universal.”
Kaprizov mentions that he isn’t focusing on contract extension discussions at this point.
“I have two more years left, and I prefer not to dwell on it since this season is just beginning,” he states. “It’s a new year, and my goal is to reach the playoffs. I truly enjoy playing here. My focus is on playing hockey and not worrying about the contract because there’s still plenty of time.”
In the past, the Wild lost their previous star player, Marian Gaborik, without getting anything in return.
He declined a 10-year, $80 million contract in the summer of 2008, got injured early in the 2008-09 season, participated in only 17 games, and became untradeable.
To avoid a similar fate, the Wild must effectively persuade Kaprizov next summer that winning is possible in Minnesota.
“If we’re successful, providing an excellent product on the ice and making playoff runs, I doubt we should be concerned about him leaving,” teammate Ryan Hartman asserts.
Marcus Foligno adds, “Kirill enjoys it here. He values his teammates and loves competing in front of his fans. Kirill will do whatever it takes to win, and if he notices a culture around him that mirrors his own drive, he will be content in his position.”
Guerin is the individual responsible for this five-year strategy, entrusted with its execution.
How he approaches the negotiations with Kaprizov and responds to the “Christmas” morning free agency next summer will be crucial to the success of this plan.
Guerin is the fourth general manager for Leipold. The former NHL power forward, a 429-goal scorer and member of the U.S. Hockey Hall of Fame, has celebrated four Stanley Cup victories—two as a player with the Devils and Penguins and two as an executive with the Penguins.
He is not one to shy away from taking risks and follows his instincts. His two head coaching decisions—replacing Bruce Boudreau with Evason and selecting John Hynes last November—did not involve a formal coaching search.
Although the Wild have yet to win a playoff series under Guerin’s management, he was promoted and extended in the summer of 2023, also receiving the title of president of hockey operations. The buyouts of Parise and Suter afford him years of patience. Interestingly, even the scandal from last year, where Guerin faced accusations of verbal abuse from a long-time staff member, did not shake Leipold’s confidence.
“Billy and I share a unified vision for the team we aspire to build over the next five years,” Leipold states. “Billy comprehends our objectives. Everyone in this industry understands the importance of win-loss records, and we expect our team to improve. I appreciate the moves that Billy has executed. He doesn’t need my consent.”
Wild owner Craig Leipold states he and his GM, Bill Guerin, share a unified vision. (Michael Russo / The Athletic)
Bill Guerin has proven his faith in his players by securing multi-year contracts for most of the regulars. He signed veterans such as Foligno, Mats Zuccarello, and Hartman last September, a year prior to their eligibility for unrestricted free agency. These decisions faced scrutiny at the time; many questioned the urgency of extending these veterans instead of potentially leveraging them for trades during a challenging season. However, in the context of a five-year plan, these contracts now appear more logical, as Guerin aims to integrate them into the foundation of the team’s culture and development toward being a contender.
In the spring of 2023, Freddy Gaudreau received a five-year contract. This past summer, Jake Middleton signed a four-year deal, also a year ahead of free agency.
If this leads to a Stanley Cup victory celebrated with a parade down the Mississippi River, Guerin’s decisiveness will be seen as a testament to his loyalty being repaid.
“We have to demonstrate that those who were extended can deliver,” Foligno emphasizes. “It’s on all of us—Hartzy, Zuccy, Gauds, me, Middsy. We aspire to be part of the core alongside Bolds, Ekker (Joel Eriksson Ek), Kirill, and Fabes, creating a successful formula.”
Despite the Wild’s core group posting an 8-15 record in the last four playoff series, Guerin remains steadfastly loyal to them. Yet, his expectations are clear.
“I haven’t focused much on last season. I didn’t like how it ended,” he stated on the opening day of training camp. “There are numerous aspects I’m dissatisfied with, and I want to ensure we possess a sense of urgency this year, that we are motivated by the fear of failure. This is serious. … The guys better be prepared.”
Foligno noted their struggles last year, indicating a lack of resilience. They were often outmatched, finishing 0-10-1 against the top three teams in their division—Winnipeg, Dallas, and Colorado.
“I would have loved to face the team we were last year,” Hartman remarked. “I felt we made it too easy for opponents.”
Guerin has placed the responsibility firmly on the players’ shoulders.
“We didn’t meet the challenge in critical games,” Guerin expressed. “If that continues, we’ll have to critically assess the underlying issues.”
The ideal scenario for this season’s Wild seems to involve securing a playoff position in the significantly tougher Central
Next season marks Year 3 of the five-year plan.
“If we’re close, perhaps it will take us a sixth year,” Leipold states. “I’m fine with that. … However, we need to start with a strategy and have confidence in our direction. We need to move beyond this. Not making the playoffs is frustrating for me. It’s embarrassing.”
The fan base has faithfully supported and embraced the optimism. Yet, while the Wild have remained stagnant, other teams have opted to dismantle and rebuild. Some have secured multiple championships, while others are serious contenders or on the rise.
The rival Blackhawks have successfully done both, capturing three titles following their early 2000s rebuild and currently featuring Connor Bedard as the reward for their recent strategic losses.
Now, the Blackhawks—and any other franchise capable of accommodating Kaprizov’s projected $12-$13 million salary in two years—will be closely monitoring the Wild.
If they were to lose Kaprizov, would Leipold then regret not embracing a complete rebuild? Would he reconsider Guerin’s choice to buy out Parise and Suter? Might he wish they hadn’t extended contracts to a core group of players unable to lead the Wild on a playoff journey? For the moment, Leipold remains resolute.
“To be honest, my nature doesn’t permit me to rebuild,” he admits. “I can’t accept three years of struggle to build a team that is two or three years away from contending for a championship. That would mean enduring a long dry spell for me.
“And I’ve questioned myself: ‘Do I have regrets?’ Absolutely. Yet I just can’t bring myself to pursue that path. Honestly, I don’t believe our market would support that approach either.”
(Illustration: Meech Robinson / The Athletic. Photos: Jeff Vinnick, Michael Martin, Bruce Kluckhohn / NHLI via Getty Images)
Craig Leipold’s Vision: The Minnesota Wild’s Five-Year Plan to Cup Contention
Overview of Craig Leipold’s Leadership
Craig Leipold, the owner of the Minnesota Wild, has consistently emphasized his commitment to building a championship-caliber team. His vision for the franchise involves a strategic approach aimed at not only improving the team’s performance but also enhancing fan engagement and community involvement. This five-year plan outlines key initiatives designed to lead the Wild to the Stanley Cup.
The Five-Year Plan Breakdown
Leipold’s blueprint for success can be broken down into several critical components that address various aspects of team development:
1. Player Development and Scouting
- Investing in Scouting: Enhancing scouting operations to identify and recruit top talent from both the NHL draft and international leagues.
- Development Programs: Implementing robust player development programs that focus on skill enhancement, physical conditioning, and mental resilience.
- Collaboration with the Iowa Wild: Strengthening the relationship with the AHL affiliate to ensure seamless transitions for developing players.
2. Fan Experience Enhancement
- Stadium Upgrades: Investing in Xcel Energy Center to improve facilities, fan amenities, and overall game-day experiences.
- Community Engagement: Increasing community involvement through charitable initiatives and fan interaction events.
- Digital Innovations: Utilizing technology to enhance fan engagement via mobile apps and social media platforms.
3. Financial Stability
- Salary Cap Management: Implementing strategic financial planning to maximize the team’s salary cap space while maintaining competitiveness.
- Revenue Generation: Expanding revenue streams through sponsorships, merchandise sales, and ticket sales.
- Long-term Investments: Focusing on sustainable, long-term financial strategies to support team growth.
4. Coaching and Management Structure
- Hiring Top Talent: Recruiting experienced coaches and management staff with proven track records in player development and team success.
- Performance Analytics: Emphasizing the use of analytics to make informed decisions regarding player acquisitions and game strategies.
- Leadership Development: Promoting a culture of leadership within the team, encouraging players to take on roles that foster accountability and teamwork.
Benefits of the Five-Year Plan
This comprehensive plan is designed to yield several benefits for both the Minnesota Wild and its fans:
- Increased Competitiveness: By focusing on player development and scouting, the Wild will build a deeper roster capable of competing for the Championship.
- Stronger Community Ties: Enhanced fan engagement initiatives will foster a loyal fan base, creating a more vibrant game-day atmosphere.
- Sustainable Success: Financial stability and smart management will ensure that the team remains competitive for years to come.
Case Studies: Successful NHL Teams
To illustrate the potential success of the Minnesota Wild’s five-year plan, let’s take a look at how other teams have effectively implemented similar strategies:
1. Tampa Bay Lightning
The Lightning’s commitment to player development, particularly through their AHL affiliate, has helped them cultivate a roster that consistently competes for the Stanley Cup.
2. Colorado Avalanche
After a period of rebuilding, the Avalanche invested heavily in analytics and player scouting, leading to a young, dynamic team that won the Stanley Cup in 2022.
Practical Tips for Implementing the Plan
For fans and stakeholders looking to support the Minnesota Wild in this journey, consider the following:
- Stay Informed: Keep up with team announcements and participate in community events.
- Invest in Merchandise: Support the team by purchasing merchandise, which helps generate revenue.
- Engage on Social Media: Interact with the Wild’s social media channels to foster a sense of community among fans.
First-Hand Experience: What Fans Can Expect
As the Minnesota Wild embarks on this five-year journey, fans can look forward to:
- Exciting Game Nights: With improved facilities and fan engagement, each game night promises to be a thrilling experience.
- Emerging Talents: Keep an eye out for up-and-coming players who will bring fresh energy to the roster.
- Community Events: Opportunities to meet players and participate in events that strengthen the bond between the team and its supporters.
Monitoring Progress and Adjustments
Leipold’s plan is not static; it will involve regular assessments and adjustments based on team performance and fan feedback. Key performance indicators (KPIs) will include:
| Performance Indicator | Goal | Measurement Method |
|---|---|---|
| Win Percentage | 70% | Regular season stats |
| Fan Engagement Ratings | Increase by 20% | Surveys and social media analytics |
| Player Development Success | 3 players to NHL roster yearly | Monitoring AHL performance |
Conclusion: A Bright Future for the Minnesota Wild
Craig Leipold’s vision for the Minnesota Wild is ambitious yet achievable. With a concerted effort focused on player development, community engagement, financial stability, and robust management, the Wild are poised to compete for the Stanley Cup in the coming years. Fans, stakeholders, and the broader hockey community are encouraged to rally behind this plan as the Wild look to solidify their status as a top NHL franchise.
