Brynäs IF, a hockey club steeped in history and tradition, faced a devastating blow in March 2023: relegation from the Swedish Hockey League (SHL) after 63 consecutive seasons. The initial reactions were a mix of anger, disappointment, and sadness, but these quickly gave way to a resolute determination to rebuild and return stronger. This shared sense of purpose permeated the entire organization, from the management to the players and even the fans, who rallied behind the club, doubling their membership in the week following the relegation. This unity became the foundation for a transformative period in the club’s history.
The relegation served as a catalyst for introspection, leading to a renewed focus on the club’s identity and values. Sportchef Johan Alcén and commercial chef Jakob Westerlund, two relatively young leaders in a club steeped in history, spearheaded this effort. Instead of seeking quick fixes, they embarked on a journey to define what it truly meant to be a part of Brynäs. This involved defining the club’s culture, expectations for behavior, and fostering a sense of shared purpose. This process, while initiated before the relegation, solidified into concrete action and became a cornerstone of the club’s resurgence.
This emphasis on shared values and identity extended to the relationship between the commercial and sporting departments. Recognizing the interconnectedness of their roles, Alcén and Westerlund fostered a close and collaborative working relationship. This teamwork, coupled with the leadership of club director Håkan Svedman, created a synergistic environment where everyone was working towards the common goal of rebuilding the club. This collaborative approach proved crucial in navigating the challenges of the allsvenskan and ultimately paved the way for a swift return to the SHL.
The year in the allsvenskan was a period of learning and growth for Brynäs. The club rediscovered the importance of organic growth, prioritizing internal development and fostering a strong team culture over relying on external recruitment to solve problems. This approach was reflected in their strategy for attracting fans. Despite facing skepticism, the club stuck to its plan, focusing on fan engagement and creating a welcoming atmosphere. The result was record-breaking attendance figures, demonstrating the fans’ unwavering loyalty and belief in the club’s vision.
Brynäs’ triumphant return to the SHL after just one season was a testament to their renewed focus on teamwork, identity, and community. The team’s success on the ice was driven not just by the acquisition of talented players like Christian Djoos, Oskar Lindblom, and Jakob Silfverberg, but also by the strong bond within the team. Coach Niklas Gällstedt and his staff fostered an environment where players were not just teammates but also friends, willing to fight for each other. This camaraderie and shared sense of purpose were the key ingredients in Brynäs’ remarkable turnaround, transforming them from a relegated team into a top contender in the SHL.
The resurgence of Brynäs IF is a compelling story of resilience, unity, and strategic leadership. The relegation, while initially a setback, served as a wake-up call, prompting a period of self-reflection and a renewed focus on the club’s core values. The result was a remarkable transformation, not just in terms of on-ice performance, but also in strengthening the bond between the club and its community. Brynäs’ journey demonstrates that success in sports is not solely about talent acquisition, but also about cultivating a strong team culture, fostering a shared identity, and building genuine connections between players, management, and fans. This holistic approach has propelled Brynäs back to the top tier of Swedish hockey and positioned them as a force to be reckoned with in the future.
