Case Study: Wraparound Hockey
Driving Product Momentum Through Consistent Email
This case study outlines how structured, voice-driven email supported a flagship product launch and sustained brand momentum at scale.
Wraparound Hockey is a nationally recognized hockey training brand serving players, parents, and coaches across North America. I work directly with the founder to maintain a consistent three-email-per-week cadence aligned with the brand’s voice and strategic priorities.
For eight consecutive months and ongoing, I have written and managed every email end to end across a list of approximately 36,000 subscribers. Execution is fully hands off for the brand, with no missed sends.
Objective
Wraparound had recently launched its flagship off-ice training puck, the Puckaround. The objective was to build sustained product momentum through structured email communication without relying on overt promotional language.
Rather than repeatedly pitching the product, the goal was to integrate the Puckaround naturally into story-driven messaging that resonated with both players and parents while maintaining clear, intentional calls to action.
Execution
Within the established three-email weekly rhythm, messaging focused on outcomes rather than direct product promotion. Emails emphasized how the Puckaround replicates the feel of a real puck and supports purposeful off-ice repetition, reinforcing how disciplined training translates into improved on-ice performance.
The communication centered on long-term athletic development and the parent’s desire to see measurable progress, positioning the product as a tool within a broader commitment to improvement rather than the sole focus of the message.
Full architectural ownership included:
• Subject line development
• Narrative structure and positioning
• Strategic calls to action
• Formatting, scheduling, and delivery management
Email Performance
• Three emails per week under my management
• Approximately 36,000 subscribers
• 99.9% deliverability
• 0.10% unsubscribe rate
• Fully written, scheduled, and managed by me
Result
Consistent, story-driven email supported the Puckaround’s recognition as 2025 Off-Ice Product of the Year.
What the Founder of Wraparound Hockey Says:
Bobby’s work with my company has been nothing short of game changing. When looking to connect with our email audience in a new way, not only did Bobby come to the table with an abundance of ideas, but he also brought the execution. Our emails have had consistent and impactful open rates since he began and sales to match. At minimum, its worth a call with him to discuss how he can help!
— Lee Elias, Founder at Wraparound Hockey