PATTERNS. GRIT. VISION.

About FF

FF is a PHILOSOPHY created for championship teams looking to preserve and build on their edge and for emerging organizations looking forward to create a team ethos on proven foundational principles that collectively translate at the very highest levels of ice hockey.

The way parents, coaches, and agents interact with players significantly impacts their self-perception and ultimately player performance.

To improve these interactions:

Assess how the subject (parent, coaches, staff) makes decisions, what motivates them, their sense of the organization’s and team’s meaning and purpose, and their levels of satisfaction, resilience, and self-worth.
Share the assessment results with the subject, discussing their decision-making process, feelings, thoughts, and behaviors. Highlight the implications of their interaction with the player and how it may affect their performance.
Develop a plan (with the subject(s)) to communicate effectively without negatively impacting the player.
Explore various solutions, emphasizing how their actions and words impact team and player performance, and how to adapt for better outcomes.

For the group (coaches, parents, and staff), summarize how the collective “mindset or decision-making process” may influence the team and individual players’ ability to perform optimally. Providing insights into how their interactions may be perceived and the impact they have on the players’ sense of worth, drive to act, gratification, or resilience and ultimately, the decisions they make. This helps coaching staff (parents/agents) to adjust their interactions for optimal player performance, especially under pressure.

Ferocious Flow recognizes that parents aim to support their junior players, though their methods of communication or interaction may sometimes lead to unintended outcomes. We offer individual and parent group sessions to equip parents with insights and techniques to assist the player’s development to their full potential.

What We Do

FF is a collective of experts from disciplines both inside hockey and specialty areas required to serve and support each collective mission. FF partners with leading organizations’ hockey operations and coaching staffs who seek to build higher performing teams that are able to optimally deliver sustained performance under pressure when it is needed most. FF first educates and then creates a specialized ecosystem that maintains optimal performance based on the unique requirements and specifics of each organization.

Developing High-Performing Players: Unlocking Potential Through Ferocious Flow by Dean Brunicke

Empowering players with a mindset, skills, and environment to thrive under pressure.

The Opportunity

As someone who has played at the highest level, I can tell you that the journey to peak performance isn’t just about talent or technical skills, it is about energy, resilience, belief, and being surrounded by the right environment. Parents play a huge role in shaping that environment for their kids, giving them the tools they need to grow not only as athletes but as people who can manage challenges both on and off the ice.

The Solution

The Ferocious Flow framework gets it right. It reflects what I have personally seen and experienced throughout my career. It is about finding that balance—developing the technical skills, physical conditioning, mental toughness, and self-belief are necessary to thrive in high-pressure situations. It is about collaborating with parents to create a support system that inspires their player(s) to be their absolute best more often, while still keeping them grounded and enjoying the process to greatness.

Performance Optimization

Previous Next

1 2 3

Who is FF for?

You have a phenomenal team on paper and yet they aren’t getting the results required to be successful. You have a highly skilled player, but they are inconsistent and under pressure can’t seem to be able to bring out their best.

The team is constantly making basic mistakes, turnovers, taking silly penalties, shooting without hitting the net — how can these problems be reduced or eliminated?

You have all the analytics: turnovers, shots, takeaways assists, and the stats are trending in the right direction, and yet the team is still not performing — how do you get them to deliver?

The team is inconsistent day-to-day and week-to-week. They don’t seem to have an identity or very clear chemistry among the players — how do you build identity and chemistry?

Business operations and the general manager are at odds with the coach — which philosophy should reign? How do you get the team to respond and deliver?

The team is unable to convert at critical points in the game, five v five power play, coming up against a hot goalie — what will bring the breakthrough?

The players objectives and goals seem to be misaligned with that of the team and organization — how do you align them to bring out optimal outcomes?