In 2021, owner and founder David Heflin began his entrepreneurial career by starting AdvancEdge Performance (AEP). He mission was to create a hockey training service for goalie and players to enjoy all while receieving the attention they need. He believes hockey players come in all shapes and sizes. Understanding that hockey and personal skill development is a dynamic concept is no easy task. AEP strives to establish a standard in training that ad hears to both which will result in maximizing each individual’s potential.

David brings a wealth of coaching knowledge that dates back to his high school days. His experience was built from the time he was 16 years old and throughout his playing career in the Chicago and Minneapolis/St. Paul Areas. The experience is what prompted him to start AdvancEdge Performance which provides goalie training and tournament teams opportunities
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David currently resides in the city of Chicago, Il where his services are utilized with the Chicago Jets as a coach for the Peewee 2012 CS Team and goalie coach for their skill development at the Jets Academy.

Over the last few years, he has served several roles including: Goalie Director (Ice Dogs Hockey Association), Goalie Coach (University of Illinois, Carmel HS, Chicago Cougars), and Head Coach (Ice Dogs - Peewee, Chicago Cougars - USPHL Elite)

During his playing days, he played spent of most his youth playing with the Highland Park Falcons and Team Illinois. He went on through the junior circuit ranging from Junior B to Tier II Junior A and then moved on to college at the NCAA D3 (University of Wisconsin - River Falls) and ACHA D1 (University of Illinois) levels.
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