He's Back!! - Steve Martinson Returns to the Allen Americans

 

 

Steve Martinson, Myles Jack, Michelle Martinson

Team owner Myles Jack and the Allen Americans just announced that Steve Martinson, a familiar face, has signed a three-year deal as coach and general manager. Martinson spent 10 seasons in Allen from 2012 to 2022, including winning four straight championships (2013, 2014, 2015, 2016). He has won a total of 10 championships in his coaching career in four different leagues (WCHL, UHL, CHL, ECHL). Martinson won championships in his first year of coaching (San Diego), his first year in Allen, and the first year the Americans joined the ECHL. He knows how to build a competitive team quickly. This past season, Martinson coached a first-year franchise in the FPHL (Athens Rock Lobsters) and was selected as the Coach of the Year.

 

- In addition to Steve Martinson, Allen fans will be reunited with Michelle Martinson, who will manage the Americans Team Store, just as she did when the Martinsons were in Allen before. Michelle managed the Team Store in Athens this past season.

 

- When Martinson left Allen after the 2021-22 season, he had 1123 wins as a professional coach. Scotty Bowman is the only North American coach with more wins (1244). If you add his 43 wins in the FPHL this season, his total is now 1166 wins as a pro coach.  

- Here is the Allen Americans' regular season record since the 2012-13 season, when Martinson first arrived in Allen, through last season. The three numbers following the year are points, rank, and point percentage. Games played are 72 unless otherwise noted:

• 2012-13: 87 points, #1, .659  (66 games)
• 2013-14: 83 points, #3, .629  (66 games)
• 2014-15: 106 points, #2, .736
• 2015-16: 89 points, #5, .628
• 2016-17: 104 points, #2, .722 
• 2017-18: 78 points, #14, .542
• 2018-19: 56 points, #26, .389
• 2019-20: 88 points, #3, .710 (62 games)
• 2020-21: 94 points, #1, .653
• 2021-22: 79 points, #10, .549
  
• 2022-23: 77 points, #12, .535
• 2023-24: 70 points, #18, .486  
• 2024-25: 43 points, #29, .299

 

- If you look at the regular season stats above, and think about each season, a few things stand out:

• Steve Martinson finished in the top five in the league in points in seven of his 10 seasons.
• Allen has declined in points every season since 2020-21. 
• In addition to winning four championships, Martinson lost to the eventual Kelly Cup winner in 2016-17 (Colorado) and 2020-21 (Fort Wayne).
• Martinson's playoff record in Allen is 70-45 (.607).
• Martinson has played 20 playoff series as the coach in Allen and won 16 of them.
  

 

-  Having a team capable of winning the Kelly Cup and winning one are two different things. There is a reason in the 37 year history of the ECHL, which has had close to 200 coaches, only eight, including Steve Martinson, have won more than one championship. What team owner Myles Jack has tasked Steve Martinson to do is "get back to winning."

 

- It is ironic Martinson was the reigning ECHL General Manager of the Year when his contract was not renewed after the 2021-22 season. What is Steve Martinson's secret to recruiting? Have as many tools in your recruiting tool kit as possible. With the salary cap, competing based on salary is not the key to success, as a player can always find a team willing to pay $50 or $100 more per week. The key to getting the best players is having other reasons to have them want to play for your team. Here are some of the many tools Steve Martinson uses when making a pitch to players.

- Allen has won four championships and missed the playoffs just twice in franchise history. You can count on additional weeks of pay from the playoffs. This can total  $15,000 or more in compensation over a team that does not make the playoffs. The culture in Allen is not merely to make the playoffs, but to make a deep run in the playoffs.

- You will play an upbeat, aggressive offensive system in Allen that is also dedicated to defensive hockey. Points you score in the ECHL won't keep you in the American Hockey League (AHL), but points will get you noticed. You have to be able to play without the puck, and you have to understand the game and that is what we will help you with in Allen. With our system, you will have plenty of opportunities to get points. We won't handcuff you in the third period with a lead. We will take less risk, but we will keep our foot on the gas. If you want to play in a system where you can score a lot of points, come to Allen.

- You will play for a great organization, and you will play in a great facility in the CUTX Event Center, which is surrounded by shopping and restaurants.  


- Playing in the Dallas Metroplex, you have access to whatever interests you may have, including the Stars, Cowboys, Mavericks, and Rangers. Playing where you have a major international airport makes it easier for you and your friends and family to travel in and out of DFW and for players to get to AHL cities quickly if called up.

- You can play golf year-round. The average high temperature during the hockey season is 79 in October, 66 in November, 57 in December, 55 in January, 61 in February, 69 in March, 77 in April, and 84 in May. It is a great place to live, whether you're single or married.

- If you like to fish, there are plenty of opportunities within fifteen minutes of your apartment. Fishing is great.

- We will help with whatever your post-hockey career interests are through our intern program.  

- There is a great fan base that supports the team and the players.



- Because Steve Martinson has been around minor pro hockey for so long, he has a real advantage when it comes to recruiting. Even with the contacts he has developed over the years, he spends many hours going over data to determine who to recruit. He has a couple of techniques that he uses to find those diamonds in the rough, players who have underperformed, but will thrive in his system, and players who have not been used in the right way on their current teams. It is no coincidence that each year, several players come in and have career years in Allen.   
 


- One thing is certain: Steve Martinson will have the same type of team as he has always had. They will compete hard, be physical, and be difficult to play against. The team will be tough but also skillful. He recruits guys who understand you must work hard, be in great shape, follow the system, be a team guy, and finish checks. I am sure you have heard him say many times that his team is the same every year; the only thing that changes is the names on the back of the jerseys.

 

- I had the chance to talk to Martinson after he was selected, and here is what he had to say about returning to Allen:

"We are fortunate to have an owner in Myles Jack, who is now 100% in control of the team and understands from his NFL experience what it takes to win. He wants to do everything he can to do things right. He wants the players to have a good experience and have a good place to play. He understands the importance of having the right culture. He will provide the resources needed to win."

"My top priority is securing an affiliate that will help the team. You have to prove yourself as a place where teams can send their players for development."

( FYI, Allen lost three affiliations in three seasons, San Jose twice, and Minnesota. San Jose pulled their players midseason. None of these were related to the affiliates being displeased with the development of players. All were related to off-ice financial issues.)

"I am not afraid to ask potential affiliates for what I need and expect. I am not looking to get a job with the affiliate like some of the younger coaches around the league. I have already contacted all of the AHL teams, letting them know I will be coaching in Allen and am looking for an affiliate. I know the teams that don't have an affiliate, but there could be some that are unhappy with their ECHL affiliate and might be looking for a change. It won't be easy, but it is my top priority right now. Having an affiliate identified and AHL training camp slots available is key to recruiting.

"I have made it clear to the AHL teams I contacted that Allen has a new owner who is committed to bringing back a winning environment, great apartments, practice rink, upgraded equipment in our training room, and a goalie coach."

"I will start talking to players from last season this week, but I still need to watch the video on them before I start that process."

"I have already started reaching out to players who are coming off AHL contracts and have a list of veterans or players who will be coming veterans."

"When I am recruiting players, I tell them to look at hockeydb on my rosters from the past, and you will see many of them had their best statistical season playing for me, because of our high offense style of play.  

- One thing is certain: the 2025-26 Allen Americans team will be exciting and entertaining. A combination of a high-powered offensive team that will be hard to play against. Just making the playoffs will not be considered a success. Myles Jack will provide the resources to have a winning team and it will be up to Steve Martinson to make it happen. 

 

Welcome back Steve and Michelle!       

 

Here is the press release issued by the Allen Americans: https://allenamericans.com/news/2025/05/steve-martinson-returns-to-the-americans