At long, long last, we're receiving updates on the general manager search for the Detroit Red Wings.
Last week, it was revealed that Ilitch Sports and Entertainment is using an outside firm to assist with their general manager search. Shortly after, NHL insider Elliotte Friedman shared additional updates regarding the search.
"The most interesting thing I understand about it is that the Red Wings are very serious about making sure candidates know they have full autonomy," Friedman shared in his update. "The Red Wings are making it very clear that there is no shortage of resources in terms of what they may need."
This week, NHL insider Sean Shapiro shared an update on the GM search: the name and association of the firm.
"According to multiple sources, who reached out this afternoon, the Red Wings are using turnkeyzrg for their job search to replace Steve Yzerman," said Shapiro on his Substack.
Turnkeyzrg's history in professional sports
Believe it or not, turnkeyzrg has history in the NHL already. "Turnkeyzrg specializes in executive placement for sports and entertainment, the client list includes at least a handful of NHL teams, including the Vegas Golden Knights who used turnkeyzrg to hire their team president Kerry Bubolz."
The Golden Knights hired Bubolz in 2017 during the team's inaugural season. Between their first season and his resignation in 2025, Bubolz and the Golden Knights made their way to two Stanley Cup Finals, winning one Stanley Cup in the process. turnkeyzrg has also worked with the Detroit Tigers, according to their website, though it isn't clear who they were involved hiring.
On the other hand, turnkeyzrg is also the firm responsible for hiring Jonathan Smith as the head coach of Michigan State University's football team. Smith coached just two seasons with MSU, finishing with a 4-15 record. it seems as if their record within hockey is much better than their record outside of it.
With that said, however, there's one important detail that adds a wrinkle to all this.
Firm's relationship with Ilitch Sports and Entertainment
turnkeyzrg has a history with Ilitch Sports and Entertainment that goes beyond just working with the TIgers. Len Perma, turnkeyzrg founder and CEO, used to work for Ilitch Sports and Entertainment as the Executive Director and General Sales Manager.
That said, correlation doesn't always equal causation. Just because the founder used to work for Ilitch Sports and Entertainment doesn't mean that they're going to suddenly have a bias towards who Chris Ilitch wants. Still, it's enough cause for concern for fans to have questions -- and rightfully so.
Elliotte Friedman has already posited the idea of the Red Wings hiring Tigers general manager Jeff Greenberg. Could turnkeyzrg be convinced towards Greenberg? It remains to be seen. This clarity gives us some closer insight into how the firm's proccess could go, though. If it goes the way of the Golden Knights, the team is in good hands. But, if Ilitch gets too involved, the entire point of bringing on an external firm goes out the window.
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