He played for the so-called "Yankees and Red Sox" of the Midwest Division. He went to the league's head office. He put out fires. And now, for the first time in his hockey career, he's concerned with ticket sales and how to put "bums in seats." Yet somehow, it seems like Joe Birch's story is just beginning. Have a listen to how he ended up where he is, and the passion he still has for the junior game.