Craig Berube Changes the Mindset of the Toronto Maple Leafs with Locker-room Message: The Keefe Era is Over

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Chris Gerics
October 24, 2024 (2:08 PM)

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Craig Berube wasted no time in establishing his brand of hockey with the Maple Leafs and is a much needed contrast to former coach Sheldon Keefe's tepid approach.

A change of scenery was desperately needed after the Toronto Maple Leafs suffered yet another loss in the playoffs ending another disappointing season. GM Brad Treliving decided to kick Sheldon Keefe to the curb and anoint Craig Berube to lead the new-look Maple Leafs going forward.

Sheldon Keefe's Terrible Job As Motivational Speaker

A lot of flak was thrown towards Keefe after Toronto's failures, something the current New Jersey Devils coach fully admits to having a part of. However, Keefe's lackadaisical attitude with Toronto before Game Seven against the Bruins signaled the coach's style of motivation as a huge negative and potentially a key factor in his dismissal. Speaking to Toronto before the game, Keefe told the Maple Leafs to savor the moment:

"Relax, breathe, have fun with this thing."

It's mind-boggling how Keefe thought acting like he was speaking to a Peewee team was going to motivate a group of hungry players. A coach's job isn't just to get the best players on the ice, it's to get the best out of your players on the ice. Keefe's inability to light a fire under Toronto felt like he didn't care.

Compare that to current Maple Leafs head coach Craig Berube, who was never one to shy away from using colorful language or ensuring accountability in his motivational speeches. It's the polar opposite to Keefe, and as St. Louis Blues forward Brayden Schenn put it:

«You kind of know where you stand with him,» Schenn said. «There's really no BS when it comes to Chief. I've always said he's the first guy that would come and say, ''Let's get going, you played like crap last night.'' But after that, 20 minutes later, it's more like, ''How was your day?'» Schenn stated ahead of St. Louis'' game vs. Toronto

Craig Berube's Fire On Ice

'Chief' as he's been affectionately known around the league, is a coach who demands the best out of his players regardless if they are superstars or a fourth-liner. His style of play has transformed the Maple Leafs into a grittier, tougher, and more aggressive team overall and while the record may state otherwise, Toronto has started buying into Berube's system.

Case in point his fiery locker room speech to the Blues ahead of Game Seven vs. the Boston Bruins in the Stanley Cup Finals, which called out players while simultaneously building them up and supporting them:

"Let's pump it up here. We're here for a [expletive] reason, 'cause we're a good [expletive] hockey team and we're gonna [expletive] come home with a Cup tonight. Let's [expletive] go! Sunny! [Oskar Sundqvist] Bo! [Jay Bouwmeester] Perry! [Corey Perry] Let's go!"

Berube certainly learned how to spark a fire under his players, and he was seemingly channeling Bruce Boudreau's rallying cry to the Washington Capitals locker room:

It's a case of whether or not Toronto is going to go all-in on Berube's style but so far it's safe to say they have. A different team from a year ago has stepped onto the ice, and though the results may say otherwise; the change is evident from a year ago. Remember, Berube didn't have the greatest regular season start with St. Louis before going on a tear and leading them to the Cup.

The mantra of No Grit, No Grind, No Greatness encapsulates Berube to a 'T'. He has no time to waste on players who waste his time. His job is to steer the team straight into a Stanley Cup, and without all hands on deck, the Maple Leafs playoff hopes could sink.