Jayla Jeske
For Shelley MacDonald, coaching extends far beyond practices and game days. Through her time with the Prince Albert Bears and Saskatchewan’s female U16 program, she is committed to creating an environment where athletes feel supported, valued and confident enough to succeed.
This season, MacDonald is the national BFL CANADA Women in Coaching Award winner in the Competitive category. The award celebrates women who are making a difference as coaches through leadership, mentorship and a commitment to player development. The Competitive category recognizes coaches working with athletes at the U18 AAA, junior and competitive levels.
HockeyCanada.ca caught up with MacDonald to learn more about the experiences that have shaped her approach to coaching and the impact she hopes to leave on the next generation of athletes.
What was your initial reaction when you learned you had been selected as a national winner of the BFL CANADA Women in Coaching Award?
It all started with the provincial award. I received an email saying they wanted to talk to me about my coaching techniques and strategies, and I remember thinking, ’Why do they want to talk to me out of everybody?’ I even asked my head coach if they had nominated me, and they had no idea. When I got the call telling me I had won, I was completely shocked. Then I received another email saying I'd been shortlisted for the national award, and I couldn't believe it. I was honestly just shocked and honoured. I wasn't expecting it because I don't have a lot of experience behind the bench yet, so it meant a lot to know someone in the hockey community had recognized the effort I've been putting in. Sometimes people say, ’You’re just the assistant, you’re not the head coach,’ so to be recognized in this way was really humbling.
What inspired you to get into coaching and what has kept you passionate about it over the years?
My coaching journey began long before stepping behind the bench. I taught equestrian riding lessons, including private riding lessons during the summer when I was younger, just to make some extra money. I quickly realized that I really enjoyed helping others, seeing their success and watching how much they could improve. That experience inspired me.
I played hockey my whole life, but unfortunately, I got hurt at work and wasn’t going to be able to play goalie anymore. I still wanted to be involved in the game, so I joined the board of directors for a couple of years. They were looking for a woman to coach, and I thought, ’I can coach. I can help.’
I completed my coaching certifications and applied to be an assistant coach with the U18 AAA girls’ team because they were having a hard time finding a women for a bench role. Working alongside some great coaches and athletes reinforced my belief that coaching isn’t measured by wins and losses. It’s about watching young people develop, especially at such a crucial age, and getting to enjoy some of their successes in life too. You become almost like a parent to them because they’re away from home, and that’s what makes coaching so special.
How would you describe your coaching style and what values do you hope your athletes take away from their experience with you?
I believe every athlete earns a spot on their team, whether they are the weakest player or the strongest player. Every player has a role, and they need to be challenged and supported in an environment where they feel safe to take risks. At the U18 level, it’snot necessarily about taking risks in hockey, but taking risks in life and growing as a person.
For me, it’s about the impact I leave on my players, the relationships we build and the confidence they carry with them long after they leave the rink. My role goes beyond teaching systems.
Every player learns differently. Some players understand a board talk right away, while others may not take in the information until they see the drill in action. It’s about recognizing those differences and finding ways to help each player understand and grow. If they have questions, they should feel comfortable asking them because there are no wrong questions.
How do you balance helping athletes compete at a high level while also supporting their personal growth?
A lot of my personal experience plays a role in how I coach because I can relate to the girls. I went to a boarding school in the United States away from home at a young age to play hockey, so I know what it’s like to be homesick and adjust to a new environment.
When I coach at the competitive level, I’m open and honest with the girls right from the beginning of the season, especially the new players. I let them know that I understand what it’s like to be away from home and experience these new challenges. The rink should be a place where they can relax, breathe and feel comfortable. This is their happy place, and they know what to do when they step on the ice.
My role is to help players develop their skills and compete at the highest level, but we can never lose sight of the fact that they are young people first. The standards are high, and sometimes they feel that pressure. I encourage our players to commit to daily habits that will help them find success and to step outside their comfort zones. They’re going to make mistakes, but I don’t focus on the mistake itself. I focus on asking, ’What did you learn from it?’ That’s where the growth happens.
My players often refer to me as the “team mom.” I was the one with the med kit, the one they would come to if they weren’t feeling well, if they were stressed or if they needed support balancing hockey and school. That connection helps bridge the gap between the rink and life outside of hockey. You have to build that trust to truly make a difference.
Who has had the biggest influence on your coaching journey and helped to shape you into the coach you are today?
The most important influences are probably my mom and dad. My mom taught me my life lessons growing up, and my dad and brother were my hockey influences. I started as a figure skater—my brother never had to come watch me figure skate, but I always had to go watch him play hockey. Eventually, it became, ’Stand in front of me and I’ll shoot on you, it won’t hurt.’ Then he would hit me with a slap shot and I’d cry, and he’d say, ’Don’t tell Mom and Dad.’
I’ve been incredibly fortunate to learn from people who brought unique perspectives to the game, both on and off the ice. They didn’t just teach me hockey; they taught me leadership, accountability, resilience and, perhaps most importantly, how to believe in myself.
Those lessons have stayed with me longer than any system or drill ever could. I don’t remember every practice, but I remember how those coaches made me feel as a player and the challenges they gave me to become better. Those experiences continue to shape the coach I am today, and I hope to provide my players with the same experiences I had.
What does it mean to you to be recognized with this award during such an exciting time for women’s hockey in Canada?
Women’s hockey is growing so much. It’s honestly amazing to see how far the game has come.
I grew up in Balderson, Ontario—a small little town where there were more cows than people. I was lucky enough to be part of the very first women’s hockey team in our town. To see where those girls I played with are now and how many of them are still involved in hockey is incredible.
It just shows how far the game has come since those early days and how many more opportunities girls have today. It makes me proud and grateful that I now get to help shape the next generation. It feels like a complete circle.
What advice would you give to young women who are considering stepping behind the bench and pursuing a career in coaching?
Do it. I’m bringing on one of my graduate players from my U18 AAA team as an assistant coach because she reached out and wanted to get involved. I think that’s amazing because she has so much knowledge and experience to share with the girls, and we’llbe able to help her continue to grow as a coach.
Find mentors who support you and surround yourself with people who challenge you to grow as a coach. Every great coach starts somewhere. Never stop learning because there are so many resources, techniques and opportunities available now.
The game needs more women involved. Our voices, perspectives and experiences matter. Whether those experiences are good or bad, they help us relate to the next generation of players. Don’t be afraid or let the fear of being a woman in a room full of men stop you from pursuing something you’re passionate about.