JC Bergeron hasn’t ‘worked’ a day in his life.  Or so he says.  After a ten-year professional career as a goaltender split between the NHL, American Hockey League and the former International Hockey League, Bergeron now enjoys making an impact on the game as Director of Sports Marketing at Reebok-CCM Hockey.

Like many young hockey players who grew up in Baie Comeau, Quebec, Canada, Bergeron dreamed of one day playing for the storied Montreal Canadiens.  Although by the time he was playing junior he wasn’t sure whether he would even be drafted to the NHL, he was playing for the Verdun Junior Canadiens of the QMJHL, which were owned by the Montreal Canadiens.  It was here where he would catch the eye of Montreal’s legendary goaltending coach, Francois Allaire.

“Francois Allaire would watch our practices and games from time to time,” said Bergeron.  “I was working very hard to impress him and I think Francois appreciated that.”

Bergeron’s dream of playing for Montreal came one step closer to reality when he was selected by the Canadiens in the fifth round of the 1988 NHL Entry Draft, likely due in part to the influence of Allaire.

“Being drafted by Montreal was a dream come true and a great moment for me.  To go to the team I cheered for as a kid was pretty cool.” 

Bergeron returned to his Junior team as an over ager, and posted a meager 8-34-1 win-loss record.  Although his record may indicate a disheartening season, it was an audition at the end of the season with Sherbrooke, the Canadiens’ American Hockey League affiliate, that helped solidify the next phase in his development. 

“We had a very poor team in my last year of Junior.  But playing in front of good players with Sherbrooke at the end of that year really boosted my confidence and mindset, and I knew I could play well at the pro level.” 

The following year, Bergeron’s first full season with Sherbrooke, he posted a 21-8-7 record, and was awarded the Aldege Baz Bastien Memorial Award as the Top Goaltender in the AHL. 

“All the players on that team were putting in a spirited effort all of the time. Everyone was working hard, team leadership fell into place, and we played really well as a team.  Francois Allaire was coming to work with me every other week which was great for my development.”

The extra work Bergeron put in with his goalie coach paid off.  Coming off his successful rookie season in the AHL, Bergeron broke camp with Montreal in 1990-91 behind future Hall of Famer Patrick Roy. 

“I played my first NHL game in Detroit.  To look around during the anthems and see the people in the stands, the players playing in front of you, the adrenaline really gets you going.” 

Shortly thereafter, Bergeron was informed he would be getting a start at the hallowed Montreal Forum.

“My first time starting an NHL game at the Montreal Forum was truly memorable. From the time I woke up that morning, knowing I was going to start that night against the Quebec Nordiques, to when I finally stepped on the ice, it was a surreal feeling. The crowd was alive, and to soak in the atmosphere, to see the jerseys hanging from the rafters, it was truly an unbelievable experience.” 

Although Bergeron found success at the NHL level with Montreal, posting a respectable 7-6-2 record that season, he would be re-assigned to Fredericton of the AHL.

“I thought I had played well enough to show that I belong in the NHL. But looking back now, that move to Fredericton helped me get my career back on track.”

He would split the next season between Fredericton and Peoria, before being traded to one of the NHL’s two newest teams at the time; the expansion Tampa Bay Lightning.

“It was a mixed feeling.  I was disappointed to be leaving Montreal, especially just as I thought I was ready to stay in the NHL, but I knew I was going to a team that really wanted me.  I was excited to get back out there and do my best.”

After four seasons split between Tampa Bay and Atlanta, and 2 more seasons in the Los Angeles Kings organization, Bergeron sought to continue his career in Europe.  He was in the process of negotiating a contract with a team in Germany for the 1998-99 season, however just prior to the start of the season, the team ceased operations, leaving Bergeron as a free agent.  With hockey season about to commence, a close friend of Bergeron’s called him with an intriguing offer.

“One of my best friends, Guy Darveau, was working for CCM and said if I couldn’t find a place to play, he could get me a job as a CCM rep.  I wasn’t completely sold at first, but ended up signing with Joliette, a semi-pro team in the Quebec League.  As luck would have it, ten of my former Junior teammates played with me on that same team.  We won the Cup that year which was a lot of fun.  I worked as a rep for CCM during the day and was a player at night.” 

Bergeron played one final year in the semi-pro league before deciding to focus full time on his expanding role with CCM.  He was offered a full-time position as the Eastern Canadian rep, servicing a range of professional teams.

“Knowing how to access a professional hockey team’s dressing room and talk to players was easy for me.  Then CCM acquired Koho which specialized in goalie equipment.  I pushed hard to be the goalie rep as I knew goalies wanted to be serviced and what they were looking for.  It was a great opportunity to grow this new area of the business for CCM.”

Bergeron did well in this new role and would eventually be promoted to Product Manager, a position he would hold for eight years overseeing the goalie category.  In 2013, Bergeron was promoted to his current role as Director of Sports Marketing with CCM.

“I know the leagues really well, having played in the NHL and AHL.  And knowing what life is like as a player at the pro level helps when interacting with players and team personnel. My experience as a CCM rep helps me understand what our reps go through and encounter.  I’m also very lucky to work with a mature, hard working group of people who have been with CCM for 10 years or more.  It’s like overseeing a company within a company.  We have our own customer service team, our own sales force and sales operations.  It’s a lot of fun.  A role like this isn’t work for me, it’s all about being closely involved with hockey.”

Bergeron speaks passionately about the company and its product, especially when discussing the next line of CCM product being launched.

“CCM is a leader in the industry and we present ourselves that way.  We have very hard working people who are dedicated and passionate. We have taken big strides in the past four years in terms of the resources we have invested into engineering, product development, and player safety.  We as a company really believe in the product and I am personally very proud of what this company has accomplished over the past ten years.”

“We have taken huge strides in our sticks over the past few years.  We have 3 stick lines launching in the upcoming year including the Ultra Tacks sticks, the RBZ Speedburner, and a new stick from the Ribcor family which will be available in the fall.  We are launching a new skate at the pro level in March which will be available at retail during the summer and we feel that players will be excited to start using them.  We feel that this skate will really appeal to players and will bring in new clientele once it’s launched.  We also have a new goalie line which will first be made available at the pro level in July.  Some exciting new product are about to be launched.”

The continuous development of CCM product will undoubtedly bode well for players, who are fortunate to have a dedicated and winning team behind them.