Adam Keefe would have never guessed that after growing up in North America he would become a permanent resident of Belfast, Northern Ireland.

Keefe is the Head Coach for the Belfast Giants of the EIHL after playing with the Giants for over six seasons. What Keefe wants to stress for current players is the opportunity that Belfast can offer: an opportunity to play professional hockey and get an education at the same time. The organization offers a Business & Sport Management program for its players, a program that has already developed over 50 graduates.

The 35-year old Brampton, ON native began his Junior career in 2000 with the Sudbury Wolves of the Ontario Hockey League (OHL). In 2002, Keefe was traded to the Kitchener Rangers, where he would go on to win a Memorial Cup a year later.  While the trade may have come as a shock to him, Keefe cherished the opportunity to play on such a talented team.

“I was pretty shocked when I got the phone call, as I had never been traded before. However, the opportunity to play for Peter DeBoer and Steve Spott became a welcome move and I am forever grateful for it.

“Even though I had a limited role in Kitchener, I was honoured to play with future NHLers like Derek Roy and Mike Richards. We were such a strong team that had some swagger in the third period; we were always known for our comebacks. We always felt deserving to win and were happy it all worked out.”

Although he went undrafted to the NHL, Keefe turned professional in 2005, signing a two-way contract with the Manitoba Moose, the American Hockey League (AHL) affiliate of the Vancouver Canucks at the time. Following the Canucks’ training camp, Keefe split time between Manitoba and the Toledo Storm of the ECHL that season.

“After a solid camp for Vancouver, I split time between Manitoba and Toledo, ultimately finishing with the Moose. I loved my time in Toledo though; getting the opportunity to play in Toledo’s old arena with the fans seemingly sitting directly above you. It was a crazy environment to play in, which matched my fiery personality.”

Between 2005-2011, Keefe played for 5 different teams split between the AHL and ECHL including stops in Victoria, Grand Rapids, San Antonio, and another tour in Toledo, totalling 307 games, 56 points and 1,317 PIMs. When asked if he had any favourite memories from his North American career, he emphasized that it wasn’t from any of those 307 games.

“My six NHL exhibition games were my favourite memories by far. I played four with Vancouver, one with Phoenix and one with Florida. Getting a taste of the dream many kids have growing up was amazing. The private jets and facilities were all first-class. I wished it could have lasted longer, but I guess it wasn’t meant to be.”

In 2011, Keefe made a decision that would prove to change his life forever by continuing his pro career overseas, signing with the Belfast Giants of the EIHL in Northern Ireland. While it was not his original plan, Keefe is forever grateful for the opportunity to join such a prestigious franchise.

“I was beginning to get tired of the constant movement; up and down to different teams. I couldn’t settle down and you simply never knew what game would be your last. I wasn’t getting any younger and the game was getting faster.

“I originally had a contract with Grand Rapids of the AHL, but when their ownership changed, they hired new management and my contract never got finalized. That was when Belfast’s coach at the time, Doug Christensen, called me and offered me a contract.”

Around his fourth season playing with the Giants, Keefe admitted he was having trouble keeping up with the pace of the game at times. However, his veteran presence on the team was an invaluable asset for his younger teammates. Belfast adopted the idea of giving coaching opportunities to veteran players. In 2015, Keefe was named Assistant Player-Coach, then Head Player-Coach just a year later.

“The idea of a player-coach was unheard of at the time in hockey. Derek Walter was the first one in Belfast and it turned out well for the team. When he became head player-coach, I became the assistant. I learned a lot from him and credit who I am to what he taught me. Once he moved on, I took over his position and became a true leader in the locker room.”

Keefe would eventually retire from his playing career in 2017. Physically, he felt it was time to step away from the game. However, he was still mentally attached to the sport and wanted to continue his impact in Belfast. The opportunity would come as he would be named the new Head Coach the same year. Receiving this title was a tremendous honour for Keefe as he would continue to live and be involved in hockey overseas.

“While retiring from my playing career was a bitter pill to swallow, coaching was the next best option. It was a tremendous honour to become Head Coach and continue to lead Belfast.”

One advantage Keefe has over many other coaches in the EIHL is that he enjoyed a successful playing career, and leverages those experiences to better understand and motivate his players. What he is still slowly learning is the how and when to utilize those experiences.

“The quick transition meant that I still understood the general mood of the locker room. I could use my own experiences to better understand the players and motivate them. I understand when to push and when to let go, as well as how to understand how the game is evolving.”

Another advantage Keefe possesses is one that almost no other coach has; a sibling who is also a head coach in professional hockey. Sheldon Keefe, who split his playing career between the NHL, AHL, and IHL, is the Head Coach for the AHL’s Toronto Marlies.  Sheldon has been Head Coach of Toronto since 2015, winning a Calder Cup Championship in 2018, and is perceived as a future NHL Head Coach. Once Adam was named Head Coach of Belfast, his first call was to his older brother.

“Sheldon was my first call when I got the job. I wanted to know what steps I needed to take in order to make this transition easier. I attended coaching clinics and spent some time shadowing him to understand the basic structure of leading, along with how I wanted my team to play.

“I wanted to learn through trial and error and once I hit a roadblock, I could call Sheldon for advice. I probably don’t use him as much as I should to be honest. One part of the job that he is vital for is recruiting. We always talk about potential players that would be interested in coming to Belfast and becoming part of the organization.”

As part of the Professional Hockey Players’ Association (PHPA) Alumni Network, Keefe receives regular emails and updates about the PHPA including its Career Enhancement Program (CEP). Keefe was rather impressed with how the PHPA is focusing so much attention on assisting former players after their playing career is over, and only wants to see it grow.

“When I learned more about the PHPA’s Career Enhancement Program (CEP) and the various programs they are doing from firefighting to home building to real estate, and the continuing education programs through Endicott College, Oregon State, and Athabasca, I immediately reached out to Darryl Dionne, who oversees the PHPA’s business operations. I always had a lot of respect for the PHPA and how well they protect its players and the various marketing partner programs they offer. When I got hurt in NHL training camp, they were nothing but helpful in ensuring my worker’s compensation was dealt with efficiently.”

Keefe reached out to the PHPA in hopes of helping to grow hockey overseas and wanted to promote the educational advantages that are offered in Belfast, including a Business & Sport Management program players can take while playing.

”Belfast has a great opportunity for players to play overseas and get a proper education simultaneously. It is almost a hidden gem for players, potentially within the PHPA, to take advantage of this and focus on their long-term success, even after their playing career. These players are basically getting paid to get an education.  Where else would you find that?”

Players would be able to take courses and get an education while continuing their playing career, an opportunity that is rarely offered anywhere else. This program comes from Ulster University in Northern Ireland and works to educate aspiring Sport Management employees on the business of sport. Students can focus on different areas including theoretical work as they graduate.

“Because you are still playing hockey at the professional level, taking this program is still financially viable for most players. The transition out of hockey becomes quicker and simpler for these players as they now have the tools to find a career. Whether it be coaching, marketing, or sponsorship, these players are now educated without any delay.”

Adam Keefe’s decision to continue his career overseas was not intentional but now finds himself entrenched with the Belfast Giants. As Head Coach, he sees an opportunity for North American born players to experience a unique opportunity and begin focusing on their future after hockey.

“Many players, especially in North America, are not aware that over 50 players from Belfast have graduated from the program and gone on to do great work when they retire. Former PHPA Members Matt Pelech, Curtis Hamilton, Patrick Mullen, Curtis Leonard are just a few of the recent players that have picked up on this opportunity.”

For more information on the Belfast Giants and Adam Keefe’s story, visit https://www.belfastgiants.com/.