Women Leading Ice, Water, and the Charge at SFC
Women in sports are having a moment. From the Winter Olympics win in women’s hockey and surging interest in the Professional Women’s Hockey League (PWHL), to the NCAA women’s basketball title games outdrawing the men’s final and pro leagues like the WNBA and NWSL breaking viewership and attendance records, more fans than ever are tuning in and showing up for women on the ice, on the court, and across every playing surface.
Across the SF Network, that same energy shows up every day in the leaders who turn venues into places where athletes dream bigger, families feel welcome, and communities get stronger.
This International Women’s Day, we’re spotlighting three women whose hustle, vision, and everyday leadership are shaping the future of sport: Kelly Kryukov, who leads SFC’s ice division; Rita Mitchell, a veteran regional general manager, and Sabrina DeHoyos, the homegrown general manager of Artesia Aquatic Center.
Kelly Kryukov – Elevating SFC’s Ice Division in a Golden Era for Women’s Hockey
With women’s hockey drawing millions of viewers on the Olympic stage and the PWHL smashing records, the demand for first-rate ice experiences has never been higher. Kelly Kryukov sits right at that intersection. After 25 years as co‑owner and VP of Finance at Firland Management, overseeing a diverse portfolio of ice venues across North America, she now serves as SVP of Venue Management at The Sports Facilities Companies, leading the ice division.
“I started my career looking at ice from a financial and operational perspective. Today, I still love the numbers, but what drives me most is knowing that every full learn-to-skate class, every packed game, and every public skate night is building a stronger community,” said Kryukov.
In this role, she guides a network of ice venues through everything from feasibility and development to day-to-day operations. She is focused on operational sustainability, economic impact, and community connection—making sure that ice arenas are not just busy, but beloved by the skaters, families, and teams who rely on them.
Kryukov is known for building strong local teams and partnerships with national organizations while still keeping an eye on the details that matter to guests: clean facilities, full program calendars, and safe, high-quality experiences on the ice.
“We’re seeing unprecedented momentum in women’s hockey right now, but our job is to make sure that excitement translates into better experiences at every local rink—more ice time, more accessible programs, and more chances for girls and women to see themselves on the ice.”
Rita Mitchell – A Lifetime on the Ice, Leading Communities Forward
Rita Mitchell has spent more than 30 years in the ice facility industry, working nearly every role in a rink and learning from the ground up what makes a venue successful. That experience now fuels her work as a Regional General Manager for SFC, where she oversees a portfolio of ice venues—including Montclair State University Ice Arena and other high-profile properties in her region.
“I’ve done just about every job you can do in an ice arena,” said Mitchell. “That perspective keeps me grounded—when I’m making decisions as a regional leader, I’m always thinking about the frontline staff, the families in the stands, and the kids lacing up their skates for the first time.”
Before stepping into her regional role, Rita served as General Manager at several rinks, including the practice facility of the Washington Capitals of the NHL. At Montclair State University Ice Arena, she helped transform a busy but aging facility into a premier regional hub that now attracts roughly 500,000 visitors each year, with sold-out programs ranging from learn-to-skate to adult leagues.
“To me, the real measure of success is when you walk into the arena on a random Tuesday night and see every sheet of ice full—special needs programs, college classes, learn-to-skate, adult leagues—and everyone feels like they belong there.”
Mitchell is particularly passionate about inclusive programming. Under her leadership, venues have added partnerships with the New York Rangers, special needs programs like Monarchs, college-credit courses, and student internships—ensuring the rink serves everyone from first-time skaters to Olympic hopefuls. Her teams are known across SFC for exceptional service and for making their arenas true hubs of community life.
Rita Mitchell – A Lifetime on the Ice, Leading Communities Forward
Rita Mitchell has spent more than 30 years in the ice facility industry, working nearly every role in a rink and learning from the ground up what makes a venue successful. That experience now fuels her work as a Regional General Manager for SFC, where she oversees a portfolio of ice venues—including Montclair State University Ice Arena and other high-profile properties in her region.
“I’ve done just about every job you can do in an ice arena,” said Mitchell. “That perspective keeps me grounded—when I’m making decisions as a regional leader, I’m always thinking about the frontline staff, the families in the stands, and the kids lacing up their skates for the first time.”
Before stepping into her regional role, Rita served as General Manager at several rinks, including the practice facility of the Washington Capitals of the NHL. At Montclair State University Ice Arena, she helped transform a busy but aging facility into a premier regional hub that now attracts roughly 500,000 visitors each year, with sold-out programs ranging from learn-to-skate to adult leagues.
“To me, the real measure of success is when you walk into the arena on a random Tuesday night and see every sheet of ice full—special needs programs, college classes, learn-to-skate, adult leagues—and everyone feels like they belong there.”
Mitchell is particularly passionate about inclusive programming. Under her leadership, venues have added partnerships with the New York Rangers, special needs programs like Monarchs, college-credit courses, and student internships—ensuring the rink serves everyone from first-time skaters to Olympic hopefuls. Her teams are known across SFC for exceptional service and for making their arenas true hubs of community life.
Sabrina DeHoyos – Homegrown Leadership at Artesia Aquatic Center
If you want to see local leadership in action, look to Artesia, New Mexico. Born and raised in Artesia, Sabrina DeHoyos started at Artesia Aquatic Center as a front desk team member in 2020. Four promotions later, she now serves as the General Manager, leading a team of more than 70 staff members.
“This community raised me, so getting to lead the aquatic center in my hometown is personal,” said DeHoyos. “Every decision I make is about what will make Artesia healthier, safer, and more connected.”
Sabrina is an emerging business management professional with deep operational and customer service experience. She oversees day-to-day operations, programming, marketing and branding, and staff development at the venue, steering the team toward consistent excellence in safety, service, and guest experience. Under her leadership, Artesia Aquatic Center has been recognized across the SF Network for grit and high performance, including individual honors for Sabrina and venue-level awards for the facility’s impact and perseverance.
Her credentials back up her leadership: Sabrina is a Certified Pool Operator and holds multiple American Red Cross certifications, including Lifeguard, Lifeguard Management, and CPR/AED/First Aid Instructor certifications. She is also a proud mother to a young son, which adds another layer of purpose to her work creating a safe, welcoming place for families to play, learn water safety, and stay active.
Beyond daily operations, Sabrina has become the face of community connection as she continues to position the venue as one of Artesia’s most important gathering places. “I love seeing kids learn to swim, grandparents walking laps in the lazy river, or first responders getting a night to relax with their families. Those moments remind me that a pool is a crucial part of our culture, and a place where people build confidence, life-saving skills, and memories.”
Why These Stories Matter
Across ice rinks and aquatic centers, leaders like Kelly, Rita, and Sabrina are proving that the growth of women’s sports is not just about TV ratings or sold-out arenas. It is about how that momentum translates into everyday impact: more inclusive programming, safer, better-run facilities, stronger local economies, and spaces where people of all ages feel they belong.
On the recent International Women’s Day—and every day—the SF Network is proud to support women who are improving communities through sport, from the Olympic ice to hometown pools. If your community is ready to elevate its venues, programs, and guest experience, our team of experts is here to help design, develop, and operate facilities that perform on and off the field of play. Reach out to The Sports Facilities Companies today.
