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The Future of Hockey Lab (“FHL”) was incorporated in January of 2023 to develop and test new ideas that help the sport of hockey to be more accessible and inclusive.

FHL respects your concerns about privacy and takes the protection of personal information very seriously. We comply with all Canadian federal and provincial privacy laws and are responsible for the personal information we collect and hold. Our representatives have been trained about our privacy policies and practices. Unless compelled to do so by law, FHL will never disclose your personal information or use it for purposes not described in this policy.

What personal information may be collected?

Personal information is any information that identifies you or by which your identity may be deduced. The information we collect may include some or all of the following:

  • Your name
  • Postal code
  • Age and/or age group
  • Telephone number (home and/or cell)
  • Gender
  • The team and league in which you play, if any

How we use your information

We will use your information to develop innovative ideas, test them “on the ground” in ice sport associations and communities, then modify the ideas to improve uptake in specific communities. We may also use your information to conduct research and to develop statistics about ice sports. Though we may disclose that research and those statistics to third parties, including to our funders and others for use in research and development initiatives, any information which can identify individuals will first be completely removed.

Most of the information which we collect is provided by ice sport associations and rinks, and by third party service providers who support those associations and rinks. FHL also collects usage information and traffic data on our websites by using Google Analytics. To learn more about Google Analytics please visit their website:

FHL’s website may contain links to third party websites that are not under our control. We provide links to other websites solely for your convenience and information. FHL does not endorse or otherwise accept responsibility for the content or privacy policies of those sites. Other websites may collect and treat information they collect differently, so FHL encourages you to carefully review the privacy policy for each website you visit.

How we share your information

We may provide information to third parties, including to our funders and others, for use in research and development initiatives; but we will always anonymize the information before taking that step. We will not knowingly share your information with others for use in direct marketing.

FHL may use third party service providers to provide some analysis. As a result, we may need to share your personal information with those service providers or have them collect that information from you. Those service providers can only use your information to perform services for FHL, and FHL always requires its service providers to take all the same precautions as we do to keep your information safe and secure.

As mentioned above, your information will also be used to help develop research and statistics which we will share with third parties, but we will always ensure that no information that identifies an individual is provided for use in those research and statistics.

Security of Information

FHL employs industry recognized security safeguards to protect any personal information provided to us from loss, misuse and unauthorized alteration. We protect all information stored on our servers from unauthorized access using commercially available computer security products (e.g. firewalls), as well as carefully developed security procedures and practices. Although FHL takes reasonable and prudent measures to protect our computer systems and any personal information that we have collected from unauthorized use, access, disclosure, misuse, alteration or destruction, no security measures can provide absolute protection. As such, we cannot guarantee the security of your personal information, and are not responsible for unauthorized use, access, disclosure, misuse, alteration or destruction of your personal information. FHL relies on industry leading professionals to support our services, and we enter into detailed agreements with each of them. The agreements oblige those professionals to protect your personal information at least as well as FHL does.

In certain circumstances, the third parties which assist FHL in delivering FHL’s services may require delivery of personal information by email. As described above, FHL takes steps, aligned with industry best practices, to ensure the security of your information; however, it is impossible to guarantee the security of that information. By using our services, you agree to the inherent risks associated with email transmissions.

Accessing and Updating Personal Information

You have the right to request and review any of the information we may currently have about you. You may update your personal information that has been provided to us or request that we delete it. We will take reasonable steps to ensure that any updates and instructions that you provide are processed in a timely and complete manner.

Retention of Personal Information

Personal information received by FHL will be retained for as long as required by applicable legal requirements, by contractual commitments, or for a period of seven years from the date the information was last used, whichever is longer.

Privacy Policy Updates

This Privacy Policy may be updated from time to time. The current version of the Policy will always be posted on our website. We reserve the right to change our privacy information practices and to apply the changed practices to all information we have about you. By using our services, you agree to be bound by the terms of the most up-to-date version of the Privacy Policy located on the website at any given time.

Contacting FHL

If you have any questions or concerns about FHL’s privacy practices or about the personal information which you have provided to us, please contact our Privacy Officer by email at [email protected] or write to:

Future of Hockey Lab
259 Commodore Drive
Dartmouth NS
B3B 0M1

FHL will respond to your inquiry in a timely and complete manner.

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