Marsblade

What Marsblade does

Marsblade Sales AB is a Swedish sports-technology company founded in 2011 in Östersund by former professional hockey player Per Mårs. The company designs and sells hockey skating equipment — ice blade holders, off-ice training skates/chassis, and roller hockey chassis — built around its patented Flow Motion Technology (FMT). FMT is a rocker/dynamic-pivot system licensed through Flow Motion Technology Inc. that adapts pitch through the skating stride, delivering measurable efficiency gains validated by Brock University (7.38% improvement) and GIH (backward skating gains). The product portfolio centers on the i2 ice hockey holder line, the O1/O2 off-ice training chassis, and the R1 roller hockey chassis, sold primarily via a direct-to-consumer e-commerce storefront (marsblade.com) supported by US and Swedish warehouses and a small set of authorized service partners (Sharp Shack, Tydan Blades) and local pro shop resellers. Endorsements from 300+ NHL players and use by the Swedish National Team at the 2025 World Championship drive brand credibility; 2026 founder transition creates strategic uncertainty.

Name

Marsblade

Legal name

Marsblade Sales AB

Website

https://marsblade.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

Marsblade is a Swedish hockey equipment company that designs and sells ice blade holders, off-ice training skates, and roller hockey chassis powered by its patented Flow Motion Technology, serving individual players from NHL professionals to amateurs worldwide via direct-to-consumer e-commerce.

Ownership category

akta.pro rank

Product category

Hockey Equipment

NAICS

Sporting and Athletic Goods Manufacturing (33992)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Ice Hockey & Field Hockey Equipment Retail (CRAMAEAE)

Keywords

• Ice hockey equipment
• Hockey skating technology
• Off-ice training
• Roller hockey chassis
• Sports performance gear

Headquarters

HQ city

Östersund

HQ country

Sweden

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel, Infrastructure

Revenue model

1. Product Sales: One-time hardware sales of skates, blade holders, chassis, and accessories through direct e-commerce. Products include i2 blade holders, O1/O2 off-ice training skates, R1 roller hockey skates, and replacement parts/accessories.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Marsblade designs, manufactures, and sells ice hockey blade holders (i2 series), off-ice training skates (O1, O2), and roller hockey chassis (R1), all powered by its patented Flow Motion Technology (FMT) — a dynamic rocker system that creates an adaptive pivot point for improved skating speed, agility, and balance. Products are sold direct-to-consumer worldwide with optional mail-in mounting services.

Product overview

Marsblade is a Swedish sports technology company founded in 2011 that specializes in hockey skating technology. The company offers a portfolio of products organized into three main categories: Ice Hockey (i2 blade holders and runners), Off-Ice Training (O1 and O2 chassis/skates), and Roller Hockey (R1 chassis). All products are powered by the patented Flow Motion Technology, which provides a dynamic pivot point and rocking motion that replicates ice skating feel and improves performance. The core technology platform enables dynamic pitch adjustment, allowing users to optimize their skating for speed, agility, balance, and power. The company also operates a Circular Store (Re:skate) for certified pre-owned and demo products.

Differentiator

Problem solved

Functional benefit

Products and services

• i2 Kit V-Edge+ Ice hockey blade holder kit featuring DLC (Diamond-Like Carbon) V-Edge+ runners, powered by patented Flow Motion Technology for dynamic pitch that enhances speed, agility, and control.
• i2 Edge-Pro Ice hockey blade holder with premium Sandvik steel Edge-Pro runners, utilizing Flow Motion Technology for superior on-ice performance.
• i2 V-Edge/+ Ice hockey blade holder with DLC V-Edge runners featuring dynamic pitch technology for improved skating efficiency up to 7.38%.
• i2 Kit V-Edge Core ice hockey blade holder kit with V-Edge steel runners, the foundational i2 product powered by Flow Motion Technology for dynamic skate holder performance.
• O1 Elite Premium off-ice training skate featuring the patented Flow Motion Technology rocker that replicates the radius-shaped ice blade feel, challenging balance and activating stabilizer muscles for improved on-ice performance.
• O1 Team II Off-ice training skate with improved fit and performance at value pricing, featuring 3D one-piece thermoformable shell and Flow Motion Technology for ice-like skating simulation.
• O1 Team SR. Off-ice roller skate with Kraft Team boot, powered by Flow Motion Technology that simulates ice skating, challenges balance, and activates hockey-specific muscles.
• O2 Kit Next-generation off-ice training chassis featuring optimized rocker setting, Hi-Lo wheel setup, top-end Revision Clinger wheels, and enhanced torsional stiffness, powered by Flow Motion Technology.
• R1 Chassis Roller hockey chassis powered by patented Flow Motion Technology featuring dynamic pitch and customizable rocker inserts for improved speed, agility, grip, and control during games.
• R1 Team Off-Ice Edition Complete roller hockey skate with Kraft Team boot and R1 chassis featuring Revision Static outdoor wheels optimized for off-ice training, powered by Flow Motion Technology.
• O2 Rocker Insert Kit Customizable rocker inserts allowing users to adjust the rocker motion in the front and back of O2 chassis to match skating style or training needs, available in multiple radius configurations.
• RV Static Outdoor Wheels High-quality long-lasting wheels with 82A hardness offering great speed, grip, and wear resistance on outdoor surfaces, available in sizes 59mm-76mm.

Quantifiable outcome

• 7.38% improvement in skating efficiency compared to rigid blade holders
• +3 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Nine partnerships are on record, tiered core, secondary and minor.

• Flow Motion Technology Inc. (FMT)coreOEM/ Whitelabel/ Licensing PartnerLicensing partner that holds the patented technology IP. Emerging sports technology company born in Sweden, connected to leading academic institutions including KTH, Sports Tech Research Centre, and Swedish Winter Sports Research Centre.
• GIH (Swedish School of Sport and Health Sciences)coreStrategic or Co-development PartnerLeading European sports science institution that conducted independent research demonstrating performance benefits of Marsblade's dynamic skate holders. Published scientific study in 2025 showing improved speed and acceleration in backward skating.
• Brock UniversitycoreStrategic or Co-development PartnerConducted comparative study (with George Brown College) analyzing performance of Marsblade I2 blade holders with dynamic pitch versus traditional fixed blade holders. Study published early 2023.
• George Brown CollegesecondaryStrategic or Co-development PartnerOntario, Canada institution that collaborated with Brock University on the comparative study of Marsblade I2 blade holders.
• Swedish Winter Sports Research Centre (NVC)secondaryTechnology or IntegrationResearch institution connected to FMT for studying and optimizing performance of Flow Motion Technology products.
• Royal Institute of Technology (KTH)secondaryTechnology or IntegrationTechnical institution connected to FMT providing expertise and facilities for technology research.
• Sports Tech Research CentresecondaryTechnology or IntegrationResearch center connected to FMT for sports technology development and optimization.
• Sharp Shack (US)minorChannel Partner/ Reseller/ DistributorAuthorized service partner in the US offering premium mounting services for Marsblade products.
• Tydan Blades (Canada)minorChannel Partner/ Reseller/ DistributorAuthorized service partner in Canada offering premium mounting services for Marsblade products.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Hyperice: Hyperice is a broader sports-tech and recovery brand (massage guns, vibration, recovery wearables) with athlete-driven marketing similar to Marsblade's NHL-athlete model. It serves overlapping professional-athlete and sports-tech customers but in a different product category (recovery vs. skating hardware).

Emerging players

• Winnwell: Winnwell designs and distributes hockey equipment, accessories, and training aids through sporting-goods retailers. It competes with Marsblade for the amateur and youth hockey training equipment wallet, especially in accessories and off-ice products.
• Alkali Hockey: Alkali Hockey is a newer, design-focused hockey equipment brand (skates, sticks, protective) targeting performance and value-conscious players. It competes in adjacent product categories to Marsblade and appeals to a similar youth and amateur audience.

Direct peers

• CCM Hockey: CCM is the other dominant global ice hockey equipment brand, with comparable skate and blade-holder product lines. It is a direct competitor to Marsblade at the NHL, collegiate, and amateur levels and sells through the same pro-shop and sporting-goods retail channels.
• HockeyShot: HockeyShot is a leading DTC brand in off-ice hockey training equipment (shooting pads, synthetic ice, training aids). Its off-ice training product line directly overlaps with Marsblade's O1 and O2 off-ice skates and chassis, serving the same youth and amateur training segment.
• Bauer Hockey: Bauer is one of the two dominant global ice hockey equipment manufacturers (skates, sticks, helmets, protective). It competes directly with Marsblade on ice-hockey blade holders and skates and serves the same professional, amateur, and youth segments.
• TRUE Hockey: TRUE Hockey designs and manufactures premium ice hockey skates, sticks, and protective gear, competing in the same premium performance segment Marsblade targets. TRUE is a credible mid-tier incumbent challenger to Bauer and CCM in skates and blade holders.
• Mission Hockey: Mission Hockey is a heritage brand focused on roller/inline hockey equipment, skates, and apparel. Its product line directly overlaps with Marsblade's R1 roller hockey chassis offering.
• Sherwood Hockey: Sherwood manufactures hockey sticks, gloves, and protective equipment and competes in the same performance hockey equipment category Marsblade addresses with its i2 blade-holder system.
• Tour Hockey: Tour Hockey specializes in roller and inline hockey skates, equipment, and apparel. Its R1-direct competitor to Marsblade's roller hockey product line, serving the same roller hockey player segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/Marsblade
• YouTubeyoutube.com/channel/UCY3QSvahEWr6wsyI4z6Oguw
• Facebookfacebook.com/Flowmotiontechnology
• Instagraminstagram.com/marsblade
• LinkedInlinkedin.com/company/marsblade

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Marsblade