Total Hockey

What Total Hockey does

Total Hockey, operating under the legal name Pure Hockey, is a U.S.-based hockey specialty retailer founded in 1999 and headquartered in Maryland Heights, Missouri. The company sells hockey equipment, apparel, and accessories across both an e-commerce storefront (purehockey.com) and a network of physical retail store locations, offering sticks, ice and inline skates, protective equipment, goalie-specific gear, apparel, bags, training aids, and NHL-licensed merchandise sourced from all major hockey manufacturers including Bauer, CCM, Warrior, TRUE, and Sherwood.

Beyond resale, the company operates a dedicated goalie equipment portal (goalie.purehockey.com under the "Pure Goalie" sub-brand), a custom equipment builder covering sticks, skates, gloves, and team apparel (with custom sticks delivered in as little as five days), and a team sales division handling bulk custom orders for youth, amateur, and professional hockey organizations. Underlying technology consists of standard e-commerce platform functionality supplemented by product finder tools (stick, glove, protective) and checkout integrations with Affirm and Sezzle buy-now-pay-later financing; no proprietary AI/ML systems or advanced platform architecture is disclosed.

The business model is one-time direct consumer transactions (one_time_license revenue model), both online and in physical stores, supplemented by team/league bulk orders. Pricing is driven by a Low Price Guarantee policy with frequent clearance promotions (300+ clearance items featured on the homepage), and revenue is distributed across individual youth, junior, adult, and goalie consumer segments plus a smaller business-to-business team sales channel. The company is privately held with founder Ilir Mehmeti and has reported a single $3M funding round from Salus Capital Partners dated January 2013.

Name

Total Hockey

Legal name

Pure Hockey

Website

https://totalhockey.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Total Hockey (operating as Pure Hockey) is a U.S. hockey equipment specialty retailer founded in 1999, selling sticks, skates, protective gear, goalie equipment, apparel, and accessories online and through physical stores to youth, adult, goalie, and team customers.

Ownership category

akta.pro rank

Product category

Hockey Equipment Retail

NAICS

Sporting Goods Retailers (45911), Sporting and Recreational Goods and Supplies Merchant Wholesalers (423910)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Ice Hockey & Field Hockey Equipment Retail (CRAMAEAE)

akta.pro secondary industries

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

Keywords

• Hockey equipment retail
• Hockey sticks skates
• Goalie equipment
• Hockey protective gear
• Custom team uniforms

Headquarters

HQ city

Maryland Heights

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Hockey Equipment Sales: One-time transaction sales of hockey equipment including sticks, skates, protective gear, apparel, and accessories. Revenue generated through direct consumer purchases both online and in physical retail locations.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Total Hockey (operating as Pure Hockey) is a multi-channel hockey equipment retailer selling sticks, skates, protective gear, goalie-specific equipment, apparel, bags, and accessories through e-commerce and physical retail stores. The assortment spans major brands (Bauer, CCM, Warrior, TRUE, Sherwood) and NHL-licensed merchandise, supplemented by a dedicated goalie portal, a custom equipment builder (custom sticks in as little as 5 days), and a team sales division for bulk custom team orders.

Product overview

Pure Hockey is a hockey equipment e-commerce retailer offering a comprehensive portfolio of hockey gear and apparel. The core offering centers on hockey sticks (composite, wood, street, and custom), hockey skates (ice, inline, and goalie), protective equipment (helmets, gloves, pads, pants), and goalie-specific gear. Supporting categories include accessories (training tools, pucks, tape, skate care), bags, apparel (men's, women's, youth, NHL merchandise), jerseys (practice and custom), and training equipment. The business also offers customization services for sticks, skates, gloves, and team apparel. Major brand partnerships include Bauer (Vapor, Supreme, Nexus lines), CCM (JetSpeed, Tacks, Ribcor, Vizion lines), Warrior (Alpha, Covert lines), TRUE Hockey, and Sherwood. Product finder tools help customers select sticks, gloves, and protective gear.

Differentiator

Problem solved

Functional benefit

Brands

• Pure Goalie: Dedicated goalie equipment specialty store operating as a subdomain (goalie.purehockey.com) offering goalie-specific products including leg pads, blockers, catch gloves, masks, and goalie skates.

Products and services

• Hockey Sticks
• Hockey Skates
• Protective Equipment
• Goalie Equipment
• Hockey Accessories Accessories including pucks, balls, tape, straps, goals, replacement nets, training tools, stick accessories, skate accessories, coaching tools, skate guards, mouthguards, protective cups, neck guards, bearings, oils, cleaners, inline wheels, synthetic ice, backyard rinks, hockey books, DVDs, and sports nutrition.
• Hockey Bags
• Hockey Apparel
• Hockey Jerseys & Socks
• Training Equipment
• Custom Hockey Equipment
• Team Sales Bulk ordering and team sales services for custom team jerseys, apparel, gloves, helmets, bags, and protective gear with team-specific customization, serving youth, amateur, and professional hockey teams through a dedicated team sales division.
• Sale & Clearance Items Discounted hockey equipment, skates, sticks, helmets, gloves, protective gear, bags, apparel, NHL items, and accessories with ongoing promotional sales (300+ clearance items highlighted on the homepage).

Quantifiable outcome

• Custom sticks available in as little as 5 days

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and minor.

• Bauer HockeycoreOthersPrimary brand partner - carries full Bauer Hockey product lines including Vapor, Supreme, and Nexus series of sticks, skates, gloves, helmets, and protective equipment
• CCM HockeycoreOthersPrimary brand partner - carries full CCM product lines including JetSpeed, Tacks, Ribcor, and FTW series of equipment and apparel
• Warrior HockeycoreOthersBrand partner carrying Warrior Alpha and Covert series of sticks, skates, gloves, and protective equipment
• TRUE HockeycoreOthersBrand partner carrying TRUE Hockey stick and equipment products
• Sherwood HockeycoreOthersBrand partner carrying Sherwood Hockey sticks and equipment products
• SezzleminorOthersPayment financing partner offering Buy Now Pay Later installment payment options to customers at checkout
• AffirmminorOthersPayment financing partner offering installment payment plans to customers at checkout
• NHL (National Hockey League)coreOthersLicensed merchandise partner - authorized retailer of NHL team jerseys, apparel, and accessories

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Direct peers

• Hockey Monkey: Hockey Monkey is a U.S.-based hockey equipment retailer carrying the same major brands (Bauer, CCM, Warrior, TRUE, Sherwood) and serving the same player, parent, and team buyer. It is the closest direct competitor to Total Hockey / Pure Hockey in product mix, sizing coverage, and customer base.
• Pro Stock Hockey: Pro Stock Hockey specializes in NHL-pro-stock and pro-grade hockey sticks, gloves, and skates. It targets the same performance-focused player segment as Total Hockey's custom and premium equipment lines, with overlapping brand sourcing (Bauer, CCM, Warrior).
• Perani's Hockey World: Perani's Hockey World is a long-standing U.S. hockey specialty retailer offering sticks, skates, protective gear, and team sales. It competes with Total Hockey on breadth of hockey inventory, custom equipment, and youth-to-pro player coverage.
• Ice Warehouse: Ice Warehouse is a leading U.S. inline hockey equipment retailer that has expanded into ice hockey. It overlaps with Total Hockey on inline skates, sticks, and protective gear, and serves similar youth, adult, and league customers.

Emerging players

• GoalieMonkey: GoalieMonkey is a U.S. specialty retailer focused exclusively on goalie equipment — directly overlapping with Total Hockey's Pure Goalie subdomain. It competes for the same highly specialized goalie customer with comparable product depth in pads, blockers, catch gloves, and masks.

Broad incumbents

• Academy Sports + Outdoors: Academy Sports + Outdoors is a U.S. sporting goods chain that stocks Bauer, CCM, and Warrior equipment. It competes on price and convenience in markets where Total Hockey operates brick-and-mortar stores.
• Decathlon: Decathlon is a global sporting goods retailer with growing North American presence. Its hockey offering (including the Wedze and Oxelo brands for inline) and aggressive pricing pose a competitive threat in adjacent equipment categories to Total Hockey's traditional hockey lines.
• Sport Chek: Sport Chek is Canada's largest sporting goods retailer, carrying hockey equipment, NHL apparel, and team sales services. It competes with Total Hockey on hockey assortment and team sales across North America, especially in cross-border Canadian markets.
• Dick's Sporting Goods: Dick's Sporting Goods is the largest U.S. sporting goods retailer and stocks the same major hockey brands as Total Hockey across its House of Sport and Pro Concept stores. It competes on selection depth, financing, and omnichannel convenience rather than hockey-specialty expertise.

Regional players

• The Hockey Shop (Source For Sports / Hockey Shop retailers): Source For Sports / The Hockey Shop is a Canadian hockey specialty retail network with deep hockey assortment and team sales services. It is comparable in product mix and customer base to Total Hockey but primarily serves Canadian geographies.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/totalhockey
• YouTubeyoutube.com/user/purehockeydotcom
• Facebookfacebook.com/purehockey
• Instagraminstagram.com/purehockey
• TikToktiktok.com/@purehockey
• LinkedInlinkedin.com/company/total-hockey

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Total Hockey