The noise just keeps growing louder over Jay Bouwmeester's failure to make the Stanley Cup playoffs.

Year after year after year.

With 715 games on his NHL resume — the last 586 in a row — the Calgary Flames defenceman is on a collision course with Olli Jokinen's NHL record for most games without playoff action (799.)

And rest assured, Bouwmeester is hearing about it.

"He's a proud athlete in the way he comes to work every day," says associate head coach Craig Hartsburg. "You can see it in his eyes and his intensity. I'm sure it's tough on him.