Meet Our Leadership Team

Hockey Hall of Famer Craig Patrick has been immersed in the sport since his childhood days playing pond hockey in Wellesley, Massachusetts. Hockey runs deep in the Patrick family, with a rich legacy of professional players, Stanley Cup champions, and Hall of Fame inductees. Craig himself captained the University of Denver Pioneers to NCAA titles in 1968 and 1969 before returning as the school’s athletic director in 1987.

After serving in the U.S. Army, Patrick played in the NHL for teams like the California Golden Seals and Washington Capitals, as well as representing the U.S. National Team. In 1980, he joined Herb Brooks as Assistant GM and Coach of the “Miracle on Ice” U.S. Olympic team, which won gold. He later assembled Team USA’s silver-medal-winning squad in 2002.

Patrick’s NHL career includes roles with the New York Rangers and Pittsburgh Penguins, where he served as GM and won back-to-back Stanley Cups in 1991 and 1992. Known for drafting stars like Jaromir Jagr and Sidney Crosby, Patrick was named NHL Executive of the Year by Sporting News three times. Born in Detroit in 1946, Craig and his wife Jamie have four children and nine grandchildren.

Proud owner of 5 Stanley Cup rings, Eddie was an NHL goaltender for 16 seasons (Boston, Toronto, St. Louis, Chicago), an NHL Head Coach for 8 seasons (Chicago, Pittsburgh) and an NHL Vice President, General Manager and Consultant for nearly 30 years. He is the all-time leader for games coached (516) for the Pittsburgh Penguins and holds the distinction of being the last NHL goaltender to play every minute of every game in a season (1963-64.)

Known as “E.J.” by many, Johnston began his hockey career as a teenager in 1953 with the Montreal Junior Royals of the Quebec Junior Hockey League. After six years in the minor leagues in which he won multiple championships, he was called up in 1962 by the Boston Bruins. The Bruins became a powerhouse winning 2 Stanley Cups in 1970 and 1972 which lead to Johnston being named to Team Canada for the famous Summit Series in 1972 versus the Soviet Union. After his playing days he went on to coach the Chicago Blackhawks and the Pittsburgh Penguins and then later being promoted to General Manager of Pittsburgh and went on to draft Mario Lemieux. Johnston then went on to become the General Manger of The Hartford Whalers for 4 years before eventually returning to coach the Pittsburgh Penguins again. Johnston has remained part of the Penguins organization ever since.

As Deputy Commissioner, Johnston will support Commissioner Craig Patrick in player development, on-ice game play, operations and more. Eddie was born in Montreal in 1935 and is married to his wife Diane and the father of 3 children; Michelle, E.J. Jr. and Joe and a grandfather of four.

E.J. Johnston is the son of former NHL goalie, coach and General Manager, Ed Johnston. Prior to founding 3ICE, he spent eight years as an Executive Producer in Los Angeles creating and writing multiple TV series including NBC's reality competition, Fashion Star, as well as scripted shows for BET and other networks.

Johnston owns the distinction of being the first-ever American to sell and produce a reality television format in China. Prior to executive producing, he worked for Fox Sports Television Network as a Media Sales Representative and at international sports marketing giant IMG, as a member of its senior business development group overseeing all Sales, Marketing and Operations for the IMG Fashion division.

E.J. also spent time at Getty Images where he built an Entertainment Division servicing fashion, film and entertainment events around the world while managing teams in all of Getty’s global offices – London, Los Angeles, New York and Sydney.

Johnston graduated with honors from the Smeal College of Business at The Pennsylvania State University with a B.S. in Economics and a minor in Business Administration. He holds three passports, speaks excellent Spanish, terrible French and plays well-above-average hockey several times a week.

John Schermerhorn has more than 25 years of sales and marketing experience in the sports and entertainment business, working with some of the top sports media agencies and networks in the country. In 2005, John became a Partner at TRP Sports and Entertainment and was a co-founder of college marketing agency, Fluent. In August of 2016, Fluent was sold to Teall Acquisitions, LLC.

Throughout his career, Schermerhorn has developed media and promotional programs for a wide variety of clients including Anheuser-Busch, Proctor & Gamble, AT&T, Verizon Wireless, Coors, Foxwoods, Mohegan Sun, Goodyear, Ford, Best Buy, Charter Communications, Mars, and many others. Additionally, John has extensive experience in naming rights and sponsorship sales.

John started his career as a media planner at Cunningham & Walsh in New York before moving on to Benton & Bowles, where he developed media and promotional strategies for Proctor & Gamble and Anheuser-Busch. John moved into the Boston media market in 1991 with American Radio Systems, where he worked at WBMX and WEEI radio. While there, he was responsible for sales of spot radio, Boston Celtics and Boston Bruins radio play-by-play on both WEEI as well as the Celtics and Bruins radio networks. In 1994, John moved into television at Fox Sports New England where he ultimately became Vice President, General Sales Manager. At FSNE he was responsible for all local and national advertising sales revenue. Schermerhorn developed pricing strategies, annual budgets, sales forecasts and worked with his team to develop non-traditional sales, product placement, set design and cross-promotional selling platforms. In addition to managing the local sales team in Boston, he managed a national rep firm and in his last two years there, managed the Fox Sports NET team in Chicago.

John is a graduate of the Newhouse School of Public Communications at Syracuse University where he majored in Television and Radio.

Steve Baker is a former NHL goaltender. As a member of the New York Rangers he won nine of his first 10 starts as a rookie during the 1979-1980 season. Additionally, he helped the Rangers advance to the Stanley Cup Semi-Finals in 1981, that same year he was a member of Team USA in the Canada Cup.

Baker is an accomplished Media, Sponsorship & Technology Sales Executive with more than 30 years of experience. Local/National team management and sales duties have included budgeting, forecasting, strategic planning, new business development and station/team liaison. He forged noteworthy advertising alliances with such brands as Volkswagen, Fidelity Investments, Liberty Mutual, Gillette, John Hancock and New Balance. Past successful roles include Vice President of Sales at Fox Sports, Director of Sales at Rainbow Sports and Senior Vice President of Partnerships at technology start-up, Audingo.

Steve has also worked as a Scouting Consultant for the Tampa Bay Lightning. He was part of their 2004 Stanley Cup winning Management team.

He has the unique distinction of having played for five (5) Hockey Hall of Famers throughout his career. – Fred Shero (1979-80Rangers), Craig Patrick (1980-81 Rangers), Herb Brooks (1981-82, 82-83Rangers), Ned Harkness (1975-77 Union College) and Bob Johnson (1981 Team USA Canada Cup).

Baker graduated with a Bachelor of Arts degree in Economics from Union College in Schenectady, NY. He is a dual US/Irish citizen.

With more than 25 years of event production and operations experience, Jim White joins 3ICE after spending almost 18 years with The Professional Bull Riders Association.

In 2004, White started as a Production Technician for the Association. After several promotions, he eventually became Senior Production Manager where he oversaw over $50 million dollars in assets and livestock in six countries, across three continents for 40 weeks each year.

White has been part of developing and executing a variety of tours and one-off events, as well as creating brand-new extensions to existing leagues, including “Iron Cowboy,” “Last Cowboy Standing,” and a live bull riding event in front of Madison Square Garden.

Over his career, he has executed nearly 1000 events in more than 166 venues around the world. As an expert in logistics, television production, live-event production, facilities, media and more, White plays the role of “orchestra conductor” for 3ICE, while managing relationships with key vendors, including Ross Video, Van Wagner Sports & Entertainment, Getty Images, Sportscorp Travel, as well as with arenas, players and coaches.

White was born in Orange, Calif., and currently resides in Kansas City with his wife, Joyce. He is the proud father of three children and 12 grandchildren.

Peter Hassen is a dynamic and forward-thinking executive with over 20 years of experience in sports management, marketing, and brand transformation. Known for his ability to push boundaries and energize brands, Peter has a proven track record of crafting bold strategies and cross-platform campaigns that captivate audiences, drive revenue, and foster deep brand loyalty.

As CEO and Co-Founder of NILENT, Peter is revolutionizing education for collegiate and high school student-athletes. His innovative platform combines financial literacy, mental wellness, brand building, and career transition education with engaging, TikTok-style learning modules. By ensuring compliance with NIL and NCAA regulations, Peter is empowering student-athletes to thrive both on and off the field.

Previously, as Chief Marketing and Events Officer for the NHL Alumni Association, Peter spearheaded multi-channel campaigns that boosted alumni and fan engagement by over 20%. His efforts amplified social content reach by 35% and secured high-profile sponsorships for marquee events.

Peter’s career highlights include transforming the Chicago Blackhawks into a 3x Stanley Cup champion brand, recognized by Forbes for the “greatest turnaround in sports business history.” From building marketing teams to negotiating major corporate partnerships, Peter’s visionary leadership continues to leave an indelible mark on the sports and entertainment industry.

With over 35 years of experience in the sports and entertainment industry, Richard A. Krezwick is a dynamic leader, visionary, and team builder who has left an indelible mark on every organization he’s touched. Known for his rare ability to balance creativity with operational precision, Rich is both an “idea guy” and a “detail guy,” crafting innovative strategies while ensuring the foundation for long-term success.

Rich’s career spans an impressive array of leadership roles, from transforming the Prudential Center into a top-tier arena to driving record-breaking growth for the Boston Bruins and TD Garden. As President of Devils Arena Entertainment, he propelled the New Jersey Devils and Prudential Center to new heights, achieving exponential revenue growth and earning recognition as an industry leader. His tenure with AEG and ASM Global saw him overseeing operations across Europe and the U.S., managing thousands of events annually, and leading global revenue initiatives.

Now, as Principal Consultant at Krezwick & Co., Rich brings his expertise to clients like 3ICE, NASCAR, and UFC, offering strategic guidance in branding, business development, and facility management. Grounded in hard work, determination, and a passion for building winning cultures, Rich continues to shape the future of sports and entertainment with warmth, enthusiasm, and a legacy of excellence.