Liberty High School Guest Article: The Iowa Way - The Heartlanders’ Rise To Success

The Heartlanders hockey team was founded in 2021, when Xtream Arena, in Coralville, was built. They became the first ever ECHL franchise based in the Hawkeye state. Over the last four years, the team has gained lots of attention and has found success, thanks to the support of their coach and community. 

Although he wasn’t the head coach during the first year, Derek Damon (he/him) still brought the energy this team needed from day one. Originally from Maine, Damon started as a player himself. After playing for the University of Maine, he played professional hockey for fourteen years, mainly in Europe. After a successful career as a player, he retired in 2020 and started coaching. Damon hopes to eventually become a general manager in the National Hockey League (NHL). 

Damon’s experience in hockey allows him to push this team to the next level. 

“I’m a players' coach. I can relate to the players and I’m able to draw from the feelings that I had as a player when I’m dealing with our guys,” Damon said. “When they’re struggling or when they’re having success, I can be that lighthouse to the guys.”

The Heartlanders have a long season, spanning six months (October to late April). Still, Damon pushes his players to work hard every single day. 

“As a coach, I preach accountability,” said Damon. “We pride ourselves on having an incredible work ethic, so I demand that out of my guys on a daily basis.”

The Heartlanders have only been around for a few years, meaning they are still building up a supporter base. As he works to build this team from the ground up, Damon focuses primarily on hiring and recruiting. Getting the right people involved with the team, he said, has made all the difference. 

Damon also works to build the Heartlanders’ community support. The team’s efforts to do promotions and various events with local schools have boosted the team’s image, gaining them new fans and supporters. Involvement in the community is something Damon requires of his players.

“We want our organization to continue to grow in the community. We want to have a good name,  and we want to be a positive influence in the community,” said Damon. “When they (community members) think of the Iowa Heartlanders, [we want them to think] it’s an inclusive organization that they love and that all families can support.”

Building awareness and support for a new hockey team, especially in a state where hockey continues to grow, can be a daunting task. To help the sport grow in Iowa, the Heartlanders have created a youth hockey program, the Junior Heartlanders. Many young players in the community are excited to be a part of this club, as Damon himself helps coach various teams in the program.

“It can be challenging with my job, but I try to make it to most (Junior Heartlanders’) practices and games when we’re in town,” Damon said. “I also require our guys (Heartlanders players) to go to at least four practices throughout the course of the season. This helps our players not only teach the youth more about hockey, but also build that community friendship.”

Since the Heartlanders are an emerging team, it can be more challenging to attract players to Iowa than other franchises that have been around for decades. Yet, many players still choose here. 

“The recruiting process is a challenge. We’ve had to pivot from how we originally thought of bringing players in,” said Damon. “Now, the type of players that we’re bringing in are guys that buy into the ‘Iowa way’.”

The “Iowa way” is something that most Iowans have heard of before, outlining hard work, a good attitude, and community involvement. Now, the Heartlanders are buying into this term, highlighting their positivity, work ethic and growing presence in the community.

Damon sees the finish line in his mind. He is not only trying to make his guys into better hockey players, but also better people. As the season comes to a close and playoffs begin, the Iowa Heartlanders have a coach focused on leading them to success. 

“I hope to create a winning environment, because at the end of the day, we are in a business where results matter. Yeah, my goal is to win, but also to move guys along to the next level, which is the American Hockey League (AHL), and ultimately to the NHL. So that’s why I try to create the best environment for these players,” Damon said.