Management Team

Michael Hirshfeld

Executive Director, NHL Coaches’ Association

Based in Toronto, Michael Hirshfeld has led the NHL Coaches’ Association since September 2016. He works with all levels of coaches across the NHL, as well as the AHL, assisting with pensions, health benefits and numerous other support programs. Michael is responsible for managing the Association’s relations with the National Hockey League, as well as hockey Federations and Associations in North America, Europe and Asia.

Michael spent over fifteen years in the investment industry working with tier one, Toronto-based finance companies. He began his career working for a Bay Street firm as a corporate lawyer. Michael holds a B.A. (with honors) from Huron College, University of Western Ontario, and an LLB from The University of Western Ontario.

Lindsay Pennal

President, NHL Coaches’ Association

Based in Toronto, Lindsay Pennal (formerly Artkin) is responsible for implementing the Association’s business strategy as well as developing and executing all marketing and communications initiatives. Lindsay also manages the Association’s corporate partnership and sponsorship business, including running all programming and activations.

Lindsay has over 15 years of corporate strategy, business development, marketing and communications experience across a range of industries including finance, bioscience, technology, education and sports. From 2006 to 2016 Lindsay held progressively more senior roles within the Canadian financial services industry before launching a consulting practice to assist companies with developing and executing their business development strategy. Lindsay has provided consulting services to the NHLCA since November 2016 before joining the Association full time as its President in January 2019. She holds a Bachelor of Commerce from McGill University.