How trailblazer Jessica Campbell’s ‘different lens’ paid off in her first year as an AHL coach
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Ryan S. Clark, NHL reporter
SEATTLE — Bringing up Jessica Campbell’s name to anyone who has worked with or watched her work with the Coachella Valley Firebirds over the last year will illustrate why she gained a massive amount of trust in such a short time.
It’s been a little more than a year since Campbell made history when the Firebirds, who are the Seattle Kraken’s AHL affiliate, hired her as an assistant coach, making her the first woman to be behind the bench as a full-time coach in AHL history.
“She’s got a knowledge and an experience and a talent that players can see and understand and they know if they listen, they can get better at what they are doing,” Firebirds coach Dan Bylsma said. “That was evident right from the start and it came through some of the results that we got.”
One conversation with Campbell goes into a number of different subjects. It can range from the importance of building respect with players and empowering those players to reach new levels to managing the outside expectations that come with being a trailblazer in the ever-expanding discussion regarding representation and diversity in hockey.
Campbell navigated those items against the backdrop of the Firebirds’ first season. Their inaugural campaign started with the Firebirds playing their opening 20 games on the road with their arena still under construction. It ended with the Firebirds having the second-most points in the regular season and eventually falling a goal short of winning the AHL championship, the Calder Cup.
For Campbell, the initial step toward helping the Firebirds find success was to establish a foundation centered around respect. That meant letting those players know she was committed to their success and making sure she was doing her job to help them to the best of her ability.
Campbell spoke with players about their goals and the areas where they could improve and let them know she was willing to work with them for as long as they wanted.
“That’s the approach I take — it’s to work with them on an individual level,” Campbell said. “It’s how I want to support them, how they can be helped and then build around that. I was also involved in special teams and running power play. So again, the communication piece and showing them that my mind is creative and I wanted to bring that creativity to them and to the approach of how I could coach them and show them different ways they can think about the game or approach different situations.”
Supporting players to help them on the ice was only one part of Campbell’s approach. She also made a point to routinely check in with players to see how they were doing away from the ice and if they needed to talk about whatever was on their minds.
Firebirds director of business and hockey operations Troy Bodie said Campbell “really took it upon herself” to have meaningful conversations with players.
“It happens all the time where players are going through things and slumps,” Bodie said. “She can talk to them to get them to talk about whatever they are going through. Dan does not ask her to do it. She sniffs it out, goes and finds a player. Whether it is in the locker room or on the ice after practice, she goes and does it and does a great job with it.”
Campbell’s background as a skills coach means she can work with players to improve various aspects of their game, such as skating. Bodie said Campbell took “a lot of pride” in spending significant time with players before and after practices on different areas they wanted to develop.
Bodie estimated that the demand for Campbell by the players was so great that she was likely overworked because she excelled at creating such a high level of respect and trust in just one season.
“Before practices, she’d have half-hour skill sessions that would have 90 percent participation,” said Bodie, who played in more than 500 games between the AHL and NHL. “I was shocked because there’s usually never that much participation for an optional skills practice.”
That work was one of the reasons the Firebirds had success as a team and why numerous players achieved individual accomplishments. Campbell’s primary responsibilities were working with the forwards and running the power-play unit.
Scoring goals either 5-on-5 or with the extra skater advantage was not an issue for the Firebirds in 2022-23. They scored 257 goals, which gave them the third-highest scoring attack in the AHL, while also having 10 players who scored more than 10 goals in the regular season. Their power-play unit finished 14th out of the AHL’s 32 teams with a 20.3% success rate. Bylsma said the Firebirds’ power play ranged between seventh and 14th throughout the season.
The Calder Cup playoffs were no different. The Firebirds had 10 players finish with more than 10 points while leading the AHL with 89 goals — 35 more than the team that finished second in scoring, the Hershey Bears, who beat Coachella Valley for the Calder Cup.
Forward Tye Kartye, who was an undrafted free agent, was named the AHL Rookie of the Year after leading all first-year players with 57 regular-season points (28 goals and 29 assists) and eight points in 18 playoff games. Kartye’s performances led to him being called up to Seattle, where he scored three goals and had five points in 10 playoff games.
“I think players can sense the motive, sense the passion and sense the reasoning why you are a coach who is trying to get to them and why you talk to them,” Bylsma said. “When they see you are in it for them and have their best interest in mind, they are ready to listen. It may not be a loud voice, a rah-rah voice. It may not be a coach’s voice. We hope some of it comes from our players as well. But when a player understands that and senses that, they are all in — and our guys were all in.”
One of the Kraken’s top prospects, forward Shane Wright, spent part of his first professional season with the Firebirds, appearing in eight regular-season games and 24 playoff games. Wright repeatedly stressed how Campbell was “a smart hockey mind” while adding there is a lot to learn from her.
Wright said Campbell told him to “just be yourself” and to play his game. Wright, who was the fourth pick of the 2022 NHL draft, said Campbell told him to stay true to what got him to this point and continue to expand on those abilities.
Wright said the dialogue he and other players had with Campbell led to a collaborative process. He said it felt like there was an understanding that players could give their thoughts to Campbell and vice versa with the idea that everyone benefited from having an open dialogue.
“We feel comfortable going to her if we have a suggestion for her or if she sees something in our game that maybe we can fix or change — building that chemistry or that relationship is always really important,” Wright said.
For as much as Campbell’s job is about developing players, Bylsma explained why the AHL is also an important development stage for coaches.
Bylsma, who won a Stanley Cup and had 320 victories as an NHL coach, said his most formative years as a coach came in the AHL. He described his time spent in the AHL as “a marathon of learning” that allowed him to harness skills such as crafting and delivering a message to a team in ways that hopefully resonate with players.
“Unquestionably for a coach, being in the AHL is huge for their development,” Bylsma said. “Hopefully, as a coach for Jess and [Firebirds assistant Stu Bickel] that is part of my job to develop them as well and I hope that was the case this year.”
Campbell’s success on multiple levels in her first year behind an AHL bench is only just part of her story.
There is also the narrative around Campbell’s first season as it relates to being a coaching pioneer because, until her, there had never been a woman on an AHL bench in a full-time capacity.
“Anything you do differently, any way you approach things differently is always going to get recognized,” Campbell said. “The reality is anytime you see someone doing something different, you’re going to recognize that difference. … I always tried to look at the positive of, ‘Yeah, I might be different. But because I’m different, I’m bringing a different perspective and I’m bringing a new lens to the game and to the guys and to our locker room that they either haven’t heard before or it might be different.'”
Campbell said her ultimate hope is that while her being on the bench is different, there will come a time when seeing a woman on the bench of a men’s hockey team becomes normalized. She said as the season went on, she didn’t focus on being the only woman on an AHL bench but saw it more as the Firebirds having an assistant coach who happened to be a woman.
She also acknowledged how being in her position comes with pressure to perform because she knows there are other women with the same goals and aspirations as her.
“There are other people that perhaps from the outside are looking at it differently,” Campbell said. “I feel and I take pride in knowing that if our team succeeds, if I can succeed, then others are going to have the doors held open for them and that’s where we want the game to go.”
How did Campbell grapple with the gravity and significance of what she was doing? And how much support did she receive, whether from young girls or women who want to break into coaching or just anyone in general who championed what she was accomplishing?
“There was a ton of support from the community and there were also a lot of non-supporters — and that’s fine too,” Campbell said. “I think I’ve felt and I’ve heard it all at this point. But I try to just keep my focus on the work and the impact, and silence the thoughts that come from the outside noise. Yes, I think whatever you put your focus on, that’s where all your energy goes and I tried really hard to not let potential barriers or remarks or comments about me being a female coach in the game impact my confidence or ability as a coach.”
Campbell said she had to consciously check in with herself to make sure she was treating her job no differently than anyone else. That’s why she wanted to make it about the work and the impact that work had on the team.
“But I would be lying if I said it wasn’t something I thought about,” Campbell said. “I did feel that extra layer of pressure because I did feel the extra eyes and people look at me differently because I am different and that’s to me not a negative. To me, hopefully, eventually it will be old and just knowing that success usually trumps all negativity.
“To see the team succeed and to know we as a club and organization are moving in a direction of thinking outside the box, I think that is what I am mostly proud of. It’s knowing that the success that we have has spoken to potentially that the changes are for the good and it’s good for the growth of the game and that we have a unique coaching staff and there’s nothing wrong with that.”
With less than two months left before college football is back in full swing, we’re taking a look at players who could be considered sleepers — under-the-radar players who could make a big impact — on each team in our post-spring top 25.
From true freshmen who could make a name for themselves to players coming back from injury to transfers looking to make an immediate impact, there are plenty of players to watch for this fall.
Our reporters break down the potential sleepers they’re keeping tabs on.
Sleeper: C Nick Dawkins
Offensive linemen naturally get overlooked, and Dawkins is no exception, but he once again will occupy a vital role as Penn State chases its first Big Ten title since 2016 and its first national title since 1986. Dawkins is at the heart of an offensive line that has stabilized and excelled in recent years. He earned honorable mention All-Big Ten honors last fall, when he served as a captain, started all 16 games and allowed only two sacks. The 6-foot-4, 297-pound senior has drawn excellent reviews from the staff and will lead a line protecting quarterback Drew Allar and creating space for running backs Nicholas Singleton and Kaytron Allen. — Adam Rittenberg
Sleeper: WR Tyler Brown
One of the reasons Clemson is expected to compete for a national championship this season is the return of its stellar receiver group, which made vast improvements a year ago to help the Tigers offense rediscover its footing. Antonio Williams, Bryant Wesco Jr. and T.J. Moore have received the bulk of the headlines nationally, but don’t forget about Brown, a freshman All-American in 2023 who was forced to take a redshirt last season with an ankle injury. Coach Dabo Swinney spoke highly about Brown during spring practice and is expecting him to have a big role in the offense. Adding depth to a position that had been a weak spot until last season is crucial. — Andrea Adelson
Sleeper: TE Jack Endries
Endries had a breakout season at Cal last year, catching 56 passes for 623 yards and two touchdowns, making him less of an off-the-radar prospect. But the former Golden Bears tight end signed with Texas in April and slides into a talented Longhorns offense. With star recruits Ryan Wingo and DeAndre Moore returning at receiver, 1,000-yard rusher Quintrevion Wisner back at running back with Cedric Baxter and Christian Clark returning from injuries alongside him, Arch Manning will have weapons. But Manning singled out Endries, a former walk-on, as someone who could emerge as a household name by season’s end as he solidifies a position of need after Gunnar Helm, who caught 60 passes for 786 yards and seven TDs last year, developed into a fourth-round pick of the Tennessee Titans and Amari Niblack transferred to Texas A&M. — Dave Wilson
Sleeper: RB Bo Walker
Walker wasn’t the most heralded prospect in Georgia’s most recent recruiting class, but he turned some heads in spring practice with his physical style and speed. Walker ran for more than 2,000 yards as a high school junior before spending his senior year at a smaller private school. Nate Frazier and Illinois transfer Josh McCray will probably be the top two backs entering preseason camp, but Walker has a chance to earn playing time. Would you expect anything less from a tailback named both Bo and Walker in the SEC? — Mark Schlabach
Sleeper: WR Carnell Tate
Tate was overshadowed by first-round pick Emeka Egbuka and true freshman phenom Jeremiah Smith last season. But Tate still played a key role for the Buckeyes, starting every game for the national champions. In the playoff semifinals against Texas, he made the Longhorns pay for their coverages taking away Smith by hauling in a game-high seven passes for 87 yards. With Egbuka gone to the Tampa Bay Buccaneers, Tate is set to play an ever bigger role for the Buckeyes as a junior. He could easily surpass the 52 receptions and 733 receiving yards he had last season, and he should be a valuable wingman to Smith in yet another talented Ohio State receiving corps. — Jake Trotter
Sleeper: WR Barion Brown
If you’re familiar with Brown from his high school days, you may not consider him a sleeper. But the Kentucky transfer could finally reach his full potential in Baton Rouge. After a standout freshman season in Lexington, he never made the big statistical leaps many expected. But with Garrett Nussmeier at quarterback and other talent at receiver (Aaron Anderson, Oklahoma transfer Nic Anderson) and tight end (Trey’Dez Green, Oklahoma transfer Bauer Sharp), perhaps Brown can break out in 2025. — Harry Lyles Jr.
Sleeper: DL Bryce Young
With Rylie Mills and Howard Cross III leaving for the NFL, the Fighting Irish are looking for another player who can rush the quarterback. The answer might be sophomore Bryce Young, who certainly looks the part at 6 feet, 7 inches and 273 pounds. Last season, he played in all 16 games and had 23 tackles with a team-high three blocked kicks. Young has the right potential too. His father, Bryant Young, was an All-American at Notre Dame and a Pro Football Hall of Famer after a standout career with the 49ers. His mother, Kristin, ran track and field for the Fighting Irish. — Schlabach
Sleeper: WR Malik Benson
It’s difficult to call a four-star wide receiver a sleeper, but given the kind of season Florida State had last year, Benson was not exactly the talk of the sport after putting up 25 catches for 311 yards and one touchdown. Now in Eugene, Benson has the tools to be exactly the kind of wideout that flourishes in Will Stein’s offense. With a new quarterback in Dante Moore taking the reins and Evan Stewart dealing with a serious injury, I wouldn’t be surprised if Benson becomes Moore’s top target this coming season. — Paolo Uggetti
Sleeper: S Bray Hubbard
Now in his third season in the program, Hubbard is poised to be an All-SEC caliber player and will team with a healthy Keon Sabb to give Alabama one of the best safety duos in the SEC. Hubbard, who chose Alabama out of high school over Mississippi State, Navy and Tulane, started the final six games a year ago after Sabb suffered a season-ending injury against Tennessee and made a name for himself with three interceptions. Look for Hubbard in 2025 to be one of the top names on Alabama’s defense. — Chris Low
Sleeper: RB LJ Martin
After rushing for 518 and 718 yards in the past two seasons, Martin has steadily become a key player for BYU, but he hasn’t quite broken out nationally. He already figured to see his role grow as a junior in 2025, but with quarterback Jake Retzlaff set to transfer, Martin could be relied on more heavily — especially early in the season as the QB situation gets settled. Martin had a pair of 100-yard rushing games last season and finished with a strong performance in the bowl win against Colorado, with 88 yards rushing and a pair of touchdowns. — Kyle Bonagura
Sleeper: S Miles Scott
Miles Scott isn’t even the most decorated Scott in the Illinois secondary — Xavier (no relation) earned first-team All-Big Ten honors in 2024 — but contributes to a unit that could be among the Big Ten’s best this fall. Miles had two interceptions last season and finished fifth on the team with 55 tackles (33 solo). The team captain also forced and recovered a fumble last fall. Scott has played in all 38 games during his Illinois career, starting the past 25, beginning his career as a walk-on wide receiver before moving to safety. He joins his roommate Xavier Scott, leading tackler Matthew Bailey, cornerback Torrie Cox Jr. and others in one of the nation’s most experienced secondaries. — Rittenberg
Sleeper: CB Nyland Green
The Arizona State defense returns eight starters, including both cornerbacks (Keith Abney II and Javan Robinson) — the Sun Devils are blessed with continuity on that side of the ball that most top-25 teams don’t have. But that makes cornerback Nyland Green one heck of a luxury add: The Purdue transfer, who started his career as a blue-chipper at Georgia, was an all-or-nothing playmaker with an overwhelmed Boilermakers defense last year, but in more select roles, with better experience and talent around him, he could turn into a major difference-maker for the defending Big 12 champs. — Bill Connelly
Sleeper: Edge Bryan Thomas
Much of the attention within the Gamecocks’ pass-rush depth will be centered on sophomore phenom Dylan Stewart and Charlotte transfer Demon Clowney, cousin of former two-time All American Jadeveon Clowney. But as South Carolina works to replace the production of 2024 SEC sack leader Kyle Kennard, fourth-year edge Thomas will have an important role to play as well. The 6-foot-2, 247-pounder logged career highs in sacks (4.5) and total tackles (23) a year ago, and he’s poised to step into a starting role opposite Stewart this fall following Kennard’s jump to the NFL. If the Gamecocks are going to feature one of the nation’s fiercest pass rushes again in 2025, Thomas will have to be a big part of it. — Eli Lederman
Sleeper: DL Elijah O’Neal
O’Neal turned in a productive 2024 season, finishing with four sacks and 4.5 tackles for loss in what was expected to be his final season in Tempe. However, as a former junior college transfer, O’Neal benefited from the ruling that granted juco transfers an extra year of eligibility and will return for his final season with a chance to develop into a more well-rounded pass rusher. He started six games last year, and with the strong possibility of an expanded role, it wouldn’t be a surprise if O’Neal chases double-digit TFLs or sacks. — Bonagura
Sleeper: RB Derrick McFall
Aside from SMU’s game against FCS Houston Baptist, McFall got just eight carries as a true freshman in 2024, but he flashed a skill set that could make him an apt replacement for Brashard Smith in the Mustangs’ backfield. A four-star recruit, McFall is quick, elusive and versatile — a lot like his predecessor at SMU. At 5-11, 183 pounds, he’s still looking to fill out his frame a bit, but his explosiveness and ability to catch the ball out of the backfield figure to be serious weapons. More importantly, with Smith on to the NFL and LJ Johnson‘s transfer, McFall is the clear favorite to fill a major hole on SMU’s offense. — David Hale
Sleeper: DL Romello Height
A transfer from Georgia Tech, Height is not necessarily an unknown. But for as bad as the Texas Tech defense was last season (only Tulsa allowed more passing yards, and the Red Raiders allowed 35 points or more eight times), Height could play a massive role in Lubbock if he’s able to help fix what was a painful watch for Texas Tech fans at times in 2024. The more high-profile transfer on this defensive line unquestionably is David Bailey, who comes in from Stanford, but Height could very well become a name that Red Raiders fans will become familiar with given his potential. — Lyles Jr.
Sleeper: RB Roman Hemby
Stepping into a Hoosiers backfield without a settled returning starter, Maryland transfer Hemby has the opportunity to emerge as Indiana’s leader on the ground in 2025. Hemby hasn’t matched the 989-yard, 10-touchdown production he delivered in 2022 in either of his past two seasons, but the 6-foot, 208-pound rusher has averaged at least 4.5 yards per carry in each of his past three seasons and can be a threat in the passing game as well. Indiana spread its carries nearly evenly between top rushers Justice Ellison and Ty Son Lawton a year ago, and will likely do the same again with upperclassmen Kaelon Black and Lee Beebe Jr. also vying for carries. But Hemby has the potential to break through in a big way in 2025. — Lederman
Sleeper: Edge Tobi Osunsanmi
Kansas State returns four starters from last year’s defensive front six, but the Wildcats will need someone to replace the lost production of sacks leader Brendan Mott (13.5 tackles for loss, 8.5 sacks). Enter Tobi Osunsanmi. The converted linebacker played a backup role last season, averaging about 22 snaps per game, but he actually averaged more havoc plays (TFLs, forced fumbles, passes defended) per snap than Mott — a 3.0% rate to Mott’s 2.5%. Between Osunsanmi and sophomore Chiddi Obiazor (2.5% havoc rate at 23 snaps per game), K-State has a couple of exciting options on the edge up front. — Connelly
Sleeper: LB Myles Graham
We saw what Graham was capable of as a freshman for the Gators with 30 tackles. He also had three tackles for loss, one sack, an interception and a forced fumble. With a line that should only be stronger in front of him, along with playing next to Grayson Howard, Graham has the potential to take another step in 2025. The great Florida teams of the 21st century have all had good linebacker play, and it feels like Graham could play that part for this team as it looks to rise again. — Lyles Jr.
Sleeper: CB Zeke Berry
From Mike Sainristil to Will Johnson, Michigan’s dominant defenses in recent years have featured a big-time cornerback. Berry is primed to become the next one, on the heels of a breakout junior season. After starting the year at nickelback, Berry slid to the outside following an injury to Johnson and thrived. Berry finished the year with 37 tackles and a team-high 11 pass breakups. He also forced a fumble to go along with his two interceptions. If Berry can take another step forward as the leader of the Michigan secondary, he quietly figures to be one of the top corners in the Big Ten — if not the country. — Trotter
Sleeper: S Zechariah Poyser
You may have heard of Poyser, one of the top available players in the transfer portal this past season. But he should still be considered a sleeper because of the impact he is projected to have in his first year with the Hurricanes. The 6-foot-2, 190-pound safety played his first two seasons at Jacksonville State, earning Freshman All-America honors as a redshirt freshman this past season with 75 tackles and three interceptions. His addition gives the Hurricanes an instant upgrade at safety, where they struggled at times last season. Miami made other additions at defensive back in the portal, but safety was the most glaring area of need and it appears to be filled. — Adelson
Sleeper: S D’Angelo Hutchinson
The Cardinals struggled against the pass last season, and they’ll enter 2025 with a markedly different secondary that comes with its own share of questions. But one carryover from 2024 could help provide some answers. Hutchinson, a 6-foot-3 senior, saw action in all 13 games last season and came on strong down the stretch, including a standout performance in a win over Clemson in which he racked up nine tackles, two pass breakups and a blocked kick. Hutchinson brings length and speed to the back end, and head coach Jeff Brohm said he thinks the veteran could be in line for a breakout campaign. — Hale
Sleeper: CB Tyreek Chappell
Chappell returns after missing almost all of last season with an lower leg injury suffered in a non-contact setting in practice, making just three tackles. The Aggies’ secondary play was particularly frustrating to Mike Elko as last year wore on, and the return of Chappell, a former starter who was a three-star recruit and the team’s top defensive newcomer in 2021, is a key to the Aggies’ hopes of bolstering that unit. With the return of Will Lee III and the addition of Georgia transfer Julian Humphrey, Chappell, who had 88 tackles in his first two seasons, but just 24 in the past two, might be overlooked by fans. But inside the program, Chappell is expected to have a big year at the nickel spot. — Wilson
Sleeper: WR Cayden Lee
It’s odd to classify Lee as a sleeper following his breakout sophomore campaign in 2024, but hype around the third-year pass catcher has been buried this offseason amidst the Rebels’ additions of five transfer receivers, headlined by De’Zhaun Stribling and Harrison Wallace III. Lee finished second among Ole Miss receivers a year ago with 57 receptions, which he converted into 874 receiving yards and a pair of touchdowns. As the Rebels enter a new era at quarterback in 2025 with first-year starter Austin Simmons, Lee has the potential to become a critical, go-to target, particularly if he can find the end zone more. — Lederman
Sleeper: WR Zion Kearney
The Sooners were besieged with injuries at the receiver position last season, and some of their more talented pass catchers hit the transfer portal, including Nic Anderson. With new offensive coordinator Ben Arbuckle and his Air Raid offense coming to Norman, that means Oklahoma will utilize even more receivers. Kearney, a true sophomore, has a chance to make a big jump after playing as a backup in 11 games as a freshman. He has the size (6-1, 207 pounds) and speed (4.28 40-yard dash in high school) to be a staple in the Sooners’ passing game, especially with John Mateer stepping in at quarterback. — Low
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Kristen Shilton
The Vancouver Canucks have come to terms with forward Brock Boeser on a new seven-year contract, carrying a $7.25 million AAV.
Canucks GM Patrik Allvin announced the deal on Tuesday during the first hour of NHL free agency. Boeser, 28, was an unrestricted free agent on a previously expiring contract.
Drafted by Vancouver 23rd overall in the 2015 NHL draft, Boeser has collected 204 goals and 434 points in 554 games with the Canucks to date. A top-six scoring threat, Boeser has elite playmaking skills and the potential to produce big numbers offensively. He had his best year offensively in 2023-24, producing 40 goals and 73 points in 81 games.
Boeser didn’t hit those marks again last season — settling for 25 goals and 50 points in 75 games — but was still second amongst teammates in output. He also plays a prominent role on Vancouver’s power play and when he can generate opportunities at 5-on-5, he is a true difference-maker up front for the Canucks.
The extension is a happy ending for Vancouver and Boeser. When the regular season ended, Boeser admitted “it’s tough to say” whether he’d be back with the Canucks. Boeser reportedly turned down a previous five-year extension offer with the club and Allvin subsequently looked into deals for him at the March trade deadline, with no takers. Boeser looked — and sounded — poised to explore his options on the open market.
Ultimately, Boeser decided to stay put by committing the best years of his career to the Canucks.
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