Pure Hockey

What Pure Hockey does

Pure Hockey is a US-based specialty hockey equipment retailer operating a hybrid e-commerce and physical retail model. The company sells a comprehensive catalog of hockey equipment and gear through purehockey.com and 30+ brick-and-mortar stores located across 30+ US states spanning traditional hockey markets (Northeast, Upper Midwest) and growth regions (Southwest, South). Its product portfolio spans hockey sticks (composite, wood, custom, and street), hockey skates (ice, inline, goalie, recreational), protective equipment (helmets, gloves, pads, guards), apparel, jerseys, bags, and accessories from leading brands including Bauer, CCM, Warrior, TRUE, and Sherwood. Pure Hockey also operates a wholly-owned subsidiary sub-brand, Pure Goalie (goalie.purehockey.com), focused exclusively on specialized goalie equipment.

The company's business model is hardware sales revenue generated through unit pricing across product categories ranging from under $25 to over $1,200, supplemented by clearance discounts up to 30% and buy-now-pay-later options (Sezzle, Affirm). GTM is omnichannel: a direct-to-consumer e-commerce platform with customizer tools (stick finder, glove finder, custom stick configurator with 5-day turnaround), 30+ retail showrooms offering in-person fitting assistance, a dedicated team sales operation for bulk/custom orders (jerseys, team gloves, team helmets, bags), and a B2C loyalty program (Pure Rewards). The company has a strategic partnership with USA Hockey supporting grassroots initiatives including Grow the Game, Hockey Weekend Across America, and Try Hockey for Free.

Pure Hockey is a privately held company with no disclosed parent, no public listing, and no funding rounds in the provided data. Customer segmentation is horizontal across all age divisions (Tyke, Youth, Junior, Intermediate, Senior) and skill levels, serving individual players, teams/leagues, and goalies as primary personas. The company is actively operating, with no disclosed leadership team, no public revenue figures, and no AI/ML capability disclosures in the available data.

Name

Pure Hockey

Legal name

Pure Hockey

Website

https://purehockey.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Pure Hockey is a US-based specialty hockey equipment retailer operating 30+ retail stores and the purehockey.com e-commerce platform, selling sticks, skates, protective gear, apparel, and accessories from brands like Bauer and CCM to individual players, teams, and goalies across all skill levels.

Ownership category

akta.pro rank

Product category

Specialty Hockey Equipment Retail

NAICS

Sporting Goods Retailers (45911), Sporting Goods Retailers (459110)

SIC

Retail-Miscellaneous Retail (5900)

akta.pro primary industry

Ice Hockey & Field Hockey Equipment Retail (CRAMAEAE)

akta.pro secondary industries

Team Sports Protective Gear & Sports Medicine Retail (CRAMAEAJ), Team Sports Equipment & Uniforms Retail (CRAMABAE)

Keywords

• Hockey equipment retail
• Ice hockey gear
• Hockey apparel
• Team sports equipment
• Hockey accessories

Headquarters

HQ city

Holliston

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Hockey Equipment Retail: Pure Hockey generates revenue through direct sales of hockey equipment and gear to consumers. This includes sticks, skates, gloves, helmets, protective equipment, apparel, bags, and accessories. The company also offers custom equipment services and team sales for bulk orders.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Pure Hockey is a U.S. specialty retailer of ice hockey equipment and apparel, operating purehockey.com and a national chain of physical hockey stores. It sells sticks, skates, protective gear, goalie equipment, training aids, bags, jerseys, apparel, and accessories, and offers custom equipment services, team sales, and a loyalty program (Pure Rewards) for individual players, families, and hockey programs.

Product overview

Pure Hockey is an e-commerce retailer and specialty store chain offering a comprehensive portfolio of hockey equipment and apparel. The core offering centers on hockey sticks (composite, wood, custom, and street varieties), hockey skates (ice, inline, goalie, and recreational), and protective equipment (helmets, gloves, pads, and guards). The product line extends to accessories (training aids, pucks, tape, goals), bags (equipment bags, stick bags, wheeled bags), apparel (men's, women's, youth, NHL licensed), jerseys (practice and custom), and specialized goalie equipment. The company also offers custom equipment services for individual players and team sales programs for bulk ordering with customization options. Key brand partnerships include Bauer, CCM, Warrior, TRUE, Sherwood, and other hockey equipment manufacturers.

Differentiator

Problem solved

Functional benefit

Brands

• Pure Goalie: Specialized sub-brand focused on goalie equipment including leg pads, blockers, catch gloves, goalie sticks, masks, and accessories
• Pure Rewards

Products and services

• Hockey Sticks

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• USA HockeycoreStrategic or Co-development PartnerPure Hockey has a partnership with USA Hockey supporting initiatives including the Grow the Game Award, Hockey Weekend Across America, and Try Hockey for Free programs. The partnership aims to grow the sport of hockey and support youth participation.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Direct peers

• Perani's Hockey World: Family-owned specialty hockey retailer with both a flagship physical store and online operations. Directly comparable to Pure Hockey in its combination of brick-and-mortar hockey specialty retail and multi-brand equipment assortment.
• Ice Warehouse: Online specialty hockey equipment retailer offering sticks, skates, protective gear, and apparel from the same major brands as Pure Hockey. Competes head-to-head in the same e-commerce hockey equipment category with similar pricing and assortment strategy.
• The Hockey Shop: Specialty hockey equipment retailer focused on sticks, skates, and protective gear. Comparable to Pure Hockey as a dedicated hockey pure-play serving youth through senior players with a similar product mix from major manufacturers.
• Hockey Monkey: Long-running online specialty hockey equipment retailer operating primarily through hockeystickman.com. Directly comparable to Pure Hockey on product category (sticks, skates, protective), customer base (hockey players), and business model (e-commerce-led specialty retail).
• MonkeySports: Parent company of Hockey Monkey and related specialty hockey retail brands. Closely comparable to Pure Hockey at the corporate level as a multi-brand specialty hockey retailer operating in both e-commerce and physical channels.

Broad incumbents

• Bauer Hockey: Largest hockey equipment manufacturer globally and one of Pure Hockey's most important suppliers. Comparable as it operates its own direct-to-consumer channel for the same sticks, skates, and protective gear, making it both a key partner and a competitive threat.
• Lids: Leading US retailer of sports licensed headwear, apparel, and fan gear. Comparable to Pure Hockey in the team/league-branded merchandise and NHL-licensed apparel portion of the assortment, though Lids is a much broader licensed-merchandise operator.
• CCM Hockey: Major hockey equipment manufacturer and key Pure Hockey supplier. Comparable because CCM sells direct-to-consumer through its own site, competing for the same end customers in sticks, skates, protective gear, and apparel.
• Dick's Sporting Goods: Largest US sporting goods retailer carrying the same Bauer, CCM, and other hockey equipment brands that Pure Hockey sells. Comparable as a broad-line competitor that overlaps on hockey product assortment while also offering many adjacent sporting goods categories.

Regional players

• Play It Again Sports: Franchise-based new and used sporting goods retailer with locations across the US and Canada. Comparable to Pure Hockey on sporting goods retail, though it competes primarily on used/budget equipment rather than premium new hockey gear.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/purehockey
• YouTubeyoutube.com/user/purehockeydotcom
• Facebookfacebook.com/purehockey
• Instagraminstagram.com/purehockey
• TikToktiktok.com/@purehockey

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

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

M&A7 records

Investments

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

Frequently asked questions about Pure Hockey