08:33 AM ET 08.03 | Last winter, Hockey Canada and Bauer Hockey Inc. commissioned an independent survey to better understand the challenges facing non hockey-playing families. That's because according to the two organizations, approximately 90 per cent of Canadian families choose to not have their kids play hockey. So a survey of 875 non hockey-playing families in Ontario and Nova Scotia was conducted to better understand why they don't play the game and the top four reasons given were a) it wasn't fun b) was too time consuming c) safety concerns d) and affordability. Former NHL star Mark Messier is assisting Bauer and Hockey Canada in their quest to get more players in the game. Messier, for one, was stunned by the survey results. "I think it comes to a shock to everybody," he said. "We like to consider ourselves at the top of the pyramid in hockey around the world and if we're going to stay there . . . we have to continue to develop our talent pool. "In order to do that we have to continue to introduce the game to more kids, get more kids playing and keep those kids that do try it in the game. This is one way, hopefully, we can start to do that. We're trying to send the message now that hockey is for everybody and there's a place for everybody if you want to play hockey."