Hockey Advisors who Have Lived This Journey.
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APX Advisors is a team of former junior, collegiate, minor league, and professional hockey players committed to helping serious prospects and their families navigate the road to junior and collegiate hockey the right way.
WHO WE ARE
Built by Players. Guided by Experience. Driven by Results.
At APX Advisors, our mission is to develop the athlete, the player, and the person.
Every advisor on our staff has personally competed at the junior, collegiate, minor league, or professional level. We are former players who know the journey is not the same for each athlete. We understand what coaches are looking for, what scouts pay attention to in the film room, and what separates a prospect who gets placed versus another who gets overlooked.
We work with players and families from across the country. Most of our athletes continue their development path playing in leagues like the USHL, WHL, NAHL, and BCHL, and commit to Division I college programs. No athlete will ever have the same journey, and that is exactly how we approach it.
WHY APX ADVISORS
The Hockey Advisory Business In North America Has Grown Fast Over The Past
5-10 Years, and not for all the right reasons
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In Minnesota’s 8-month off-season, APX has been training and developing the top players for the past 20 years, however, we never provided Advisory Services. The Advisor segment in our opinion had many companies or Advisors, not all but many creating a bad reputation for the industry by promising athletes and families’ certain things in exchange for income.
In January of 2025, we made the decision to enter the Advisement business knowing we had a tremendous amount of work to do in order to make certain the client’s deliverables and overall perception of APX Advisement would be different than all others. We are not the cheapest, as a matter of fact we are probably the most expensive because of what services we provide to develop and advance our athletes. Our commitment is to work tirelessly every day to build upon our integral reputation and deliver value and results to our athletes and their families.
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Every APX advisor has personally played junior, collegiate, or professional hockey. Our relationships with coaches, general managers, and program directors across the country were not built through cold calls. They were built over years of competing in this game alongside them. That network is real and speaks volumes.
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This is rare in our industry, and we know it. If your athlete is not ready for an advisor, we will tell you. If they are underperforming, we will say it directly and constructively. We are here to get results. Our families respect us because we have never given them a comfortable lie when an honest answer mattered more.
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Many advisors quietly route every client toward the same league or the same handful of contacts. We do not operate that way. Our athletes go to the USHL, WHL, NAHL, BCHL, and D1 programs, and beyond because our job is to find the right fit for each individual player. Your athlete's path is evaluated on their own merit, their own timeline, and their own goals. That is not negotiable.
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APX Advisors is one of the fastest-growing hockey advising organizations in the country because we keep investing. New team members. Expanded video analytics. Professional athletes and coaches brought in to educate our clients. Growing partnerships that give our athletes access most prospects never get. When you join APX Advisors, you are not just getting an advisor. You are gaining access to an ecosystem that is always evolving to create maximum value for our athletes and families.
THE PEOPLE BEHIND THE PROCESS
A Team That Has Been Where Your Athlete Is Trying to Go.
APX Advisors is led by Sean Erickson, Director of APX Advisement, alongside a team of advisors who have each competed at the highest levels of junior, collegiate, and professional hockey.
They know what it takes to earn a spot. They know what it feels like to ride long bus trips, survive a trade, recover from a cut, and come back stronger. That experience informs every player assessment, every league recommendation, and every conversation we have when we sit down with a player and their family.
RAISING THE STANDARD
VIDEO ANALYTICs & Building hockey iq
The advisor space has an expectation attached to it. Get the player seen, get the player placed. We think that is the floor, not the ceiling. Video analytics is where APX Advisors is pushing this industry forward.
Each month in season, athletes work through position-specific video topics with our video coach, focusing on concepts they can directly apply to their own game. Rather than relying on highlights, the player and their advisor evaluate performance using key teaching points centered on decision making, positioning, reads, habits, and hockey IQ. Athletes' self-review process helps develop a deeper understanding of their game, recognize areas for improvement, and build the ability to make meaningful adjustments that translate to better performance on the ice.
Our team of advisors adds another level of development by helping athletes connect what they see on the ice to the concepts they're learning. During scheduled meetings, advisors can review game film with the athlete, asking questions, identifying patterns, and discussing decision-making in key situations. Rather than acting as a skills coach, our advisor helps the player evaluate habits, recognize strengths and areas for growth, and relate those observations to the monthly position-specific teaching topics. This collaborative approach builds hockey IQ, encourages accountability, and gives athletes a structured process for analyzing their own game long after the conversation ends.
APX Advisors also runs video analytics in a classroom setting, and those sessions are open to athletes outside of our advisement program. Not every young player needs an advisor yet. Every young player needs hockey IQ. Skating, strength, and speed are developed constantly at every level of this game. The mental side of it gets ignored, and it is the difference between a fast player and a dangerous one.
WE AMPLIFY
YOUR ATHLETE
Most Advisors Get Your Athlete Placed. We Make Sure the Hockey World Knows Who They Are.
When you sign with APX Advisors, you are not just getting a recruiting advisor. You are getting an entire marketing team working lock-step with them every single day.
Our marketing staff works directly with every advisor in the organization to ensure that each athlete is covered when it matters most. Drafts. Tenders. Commitments. Milestones. Every moment that deserves to be seen, we are there to make sure it is. When your athlete has a moment worth sharing, it reaches people. We take as much pride in telling our athletes' stories as our advisors do in guiding their careers.
PLAYER CARDS
Every APX Advisors athlete receives a personalized player card from our marketing team. A complete profile of who your athlete is on and off the ice, built to give coaches, scouts, and general managers an immediate, professional first impression. Stats, highlights, and character. Because anyone evaluating a prospect at the next level is asking two questions: can this player perform, and who is this person. Our player cards answer both.
These cards are distributed directly to the people who make decisions. Scouts. GMs. Coaching staffs. Wherever they need to be, that is where they go.
OUR PARTNERS
The Support System Behind Every APX Athlete
Being an APX Advisors client means more than having someone in your corner on recruiting. It means having access to elite-level performance, health, and development resources that most athletes do not get until they are already playing at the next level.
APX Advisors athletes receive exclusive access to hockey-specific nutrition services through our partnership with Training HAUS. This includes body composition assessments, performance nutrition planning, and recovery optimization built specifically for competitive hockey.
Training HAUS
When an APX athlete gets hurt, they do not wait in line. Our partnership with Twin Cities Orthopedics gives our clients priority access to hockey specialists who have extensive experience rehabilitating elite players. Streamlined scheduling through the Clinical Navigator means faster physician consultations, physical therapy, and sports concussion evaluations. Our athletes get back on the ice and stay on track.
Twin Cities Orthopedics
HOW IT WORKS
Curious What It Actually Looks Like to Work With APX Advisors?
It starts with a conversation. The player and the family, together at the table. From there, we build a personalized development plan, identify the right exposure opportunities, and stay fully active in your athlete's journey from that first meeting to the day they commit.
If Your Athlete Is Serious About Playing Junior or College Hockey, Let's Talk.
APX Advisors works with a select group of athletes each year. Not because we limit ourselves for the sake of it. Because every client we take on deserves our full attention, full honesty, and full investment. If your athlete has the work ethic and the drive, we want to hear from them.
The first step is simple.