It’s been an offseason of change for the Chicago Blackhawks, on and off the ice.

From Seth Jones to Marc-André Fleury, their offseason on-ice moves have been well-documented. Off the ice, the Blackhawks are often less public about their moves, but there have been plenty of those, too.

Blackhawks CEO Danny Wirtz and president of business operations Jaime Faulkner have been busy reshaping the organization’s staff since assuming their current roles in December 2020. More changes are expected to come, too.

“Their focus more than anything is attracting the next generation of Blackhawks fans,” a former team employee said. “They want to attract younger fans. That’s why you’ll see a lot of social media hires and resources being shifted around from one department to another.”

The Blackhawks didn’t use those exact words, but they acknowledged they were looking ahead as they altered their front office.

“Our new leadership has implemented operational and leadership changes within the front office that reflect the Blackhawks’ vision for the future and the required skill sets to best implement those plans,” the Blackhawks said in a statement requested for this story. “On and off the ice, the entire Blackhawks organization is dedicated to fostering a culture of excellence across all that we do.”

There have been significant staff changes with the Blackhawks front office in recent months as four people have left the organization after each spending more than a decade with the Blackhawks. Most notably, Jay Blunk announced in an email to Blackhawks employees in early August he was departing the organization after 13 years.