Mel Pearson and Billy Powers are in the business of selling Michigan hockey. The Wolverines’ associate head coach and assistant coach have made names for themselves with the caliber of players who have led Michigan to a pair of national titles on their watch.

When Red Berenson — currently in his 21st season — retires, Pearson will have to begin selling himself to Michigan. His job isn’t in jeopardy. But at some point in the relatively near future, the Wolverines will need a man to take over the reins.

Berenson, who turns 66 next month, has yet to tip his hand with regard to retirement. But both of his assistants have made clear their intention to stay with the program, passing on numerous opportunities at other schools.

Post-Red syndrome

There was an era in Michigan hockey when making a run in the NCAA Tournament wasn’t expected and conference championships were a thing of the history books. This was the era — from 1965 to 1983 — of a struggling Wolverine hockey program devoid of an NCAA tournament appearance. It was in 1984 that Berenson was charged with restoring prominence to a school whose most recent national championship banner was raised 21 years before his arrival.

Berenson decision to enter the college ranks following success on the NHL level as a player (for Montreal, St. Louis, Detroit and New York) and coach put him in a rare class. He gave the athletic department the hope that he could lure players to the program while building up the team’s tradition once again.

“There’s no doubt that Red’s pro background when he first got into college was a big issue,” Powers said. “Because there weren’t as many, if any, (former pros) coaching college.”

Even today, players recognize Berenson as one of the positive draws to Michigan. Senior alternate captain Brandon Rogers — who grew up following the Wolverines from New Hampshire — agrees that Berenson’s name still attracts players, but says that the tradition and success now eclipse simple name recognition.

On the recruiting trail, Pearson and Powers receive inquiries about Red, but the questions have become more sporadic as the program continues to stand in the national spotlight.

“Obviously Red’s been here for so long and been so successful and his integrity speaks for itself — I think you build that in as well,” Pearson said. “But Michigan is a pretty attractive place right now, and you just want to make sure you continue to keep it up there with the top programs.

“They’ve heard a lot of the kids we have on our team — the number of draft choices, for example. They’ve heard of Yost Ice Arena and how rockin’-and-rollin’ it is in this building and what a unique place it is to play,” he added.

When Berenson steps down, it will be one less selling point in a long list of reasons to play at Michigan. If Pearson is named head coach, the reputation he has built up under Berenson should help offset any impact that the retirement might have on the recruiting process.

“It’s going to be a little tougher,” Powers said. “But I don’t think its going to be that big of a deal as long as people can appreciate what (the program) was here, what it’s become and what it took to get here.”

All in the family

When practice comes to an end, the focused look begins to fade from Pearson’s face. Pearson hops over the boards onto the ice like he’s still in the prime of his career. The coach, who exudes fire both in the color of his hair and in his attitude, is crashing the net. He begins to bang on the ice, soliciting a pass from senior Brandon Rogers. As the puck bounces around at Pearson’s feet, the smiles from an exhausted team begin to show. Finally, Pearson deposits the puck in the net and gives a fist pump to acknowledge his feat — a feat he accomplished 21 times during his four-year career as a forward at Michigan Tech.

Early in his coaching career as an assistant at Michigan Tech, that player mentality was not reserved for a few choice minutes. It was almost too prevalent, he said.

“I think I’m removed from that now, but there are times when I’d like to be out there still,” Pearson said. “I kid the guys once in a while that if I could play, I know I could guarantee a victory tonight. But I can’t play.”

His players and fellow coaches describe Pearson as passionate, thorough, intense, funny and professional. When his name is brought up, players begin beaming.