From Hayley Wickenheiser, Canadian Ice Hockey World Champion and Physician
The annual Wickenheiser International Women’s Hockey Festival (WickFest) brings together hundreds of girls and women for four days of elite competition, world-class coaching, and meaningful mentorship. Founded in 2010 by four-time Olympic gold medalist and physician Hayley Wickenheiser, the festival was built on a simple vision: unite girls through hockey while building confidence, leadership, and lifelong connections.
Empowerment Beyond the Ice
What started as an idea to grow hockey for young women in Canada has become so much more. Since I founded WickFest in 2010, we’ve worked with more than 60,000 participants across Canada, the US, and internationally, helping girls develop not just as athletes, but as confident, capable leaders.
Through hockey, girls learn leadership, discipline, and resilience. They discover how to work hard, collaborate as a team, and navigate life’s challenges with confidence and determination. Every practice, game, and mentorship moment can empower young women both on and off the ice.
A Natural Partnership
Partnering with #NotInMyCity feels like such a natural alignment. Their work to raise awareness around human trafficking and exploitation is critical, especially when you consider that 96% of trafficking victims in Canada are women and girls. The teenage years are a particularly vulnerable time, and young people must be equipped with the tools to protect themselves and their friends.
Through this partnership, we want girls to understand what human trafficking can look like, learn the warning signs, and develop the confidence to make safe and empowered decisions. At the same time, we are reaching parents and communities, helping them better understand the risks and how to support the young people in their lives.
Though this was a new initiative this year, feedback from participants and parents has been positive. Many parents have shared that the e-learning course is eye-opening and informative. The reality is that human trafficking can affect anyone, so having access to this kind of education gives families an added layer of awareness and protection.
Why This Work Matters to Me
On a personal level, this work is incredibly meaningful to me. As a physician, I have seen firsthand what happens when vulnerable individuals fall through the cracks and end up in crisis. If we can help build strong, healthy, confident young women early on, we can change that trajectory. We can help prevent exploitation before it happens.
I have always believed in the power of sport to shape lives, and research continues to support that. Girls who stay in sports often go on to become leaders in their fields, including business and medicine. Team sports teach communication, accountability, and collaboration in a way that few other environments can. When I see thousands of players and teams come together at a WickFest event, I witness that power and positive impact it has firsthand.
Looking Ahead and Taking Action
Looking ahead, my hope is that this partnership continues to grow. I would love to see every single girl who participates in WickFest complete the e-learning program and carry that knowledge with them. Not just for their own benefit, but so they can share it with friends, classmates, and eventually the communities they will lead.
When we combine the power of sport with education and awareness, we have an incredible opportunity to create lasting change. To take #NotInMyCity’s e-learning course, visit notinmycity.ca/learn/.
To learn more about how you can be an ally, and to stay tuned for future fundraising events, follow #NotInMyCity on Instagram or Facebook!
