HockeyStickMan

What HockeyStickMan does

HockeyStickMan is a private direct-to-consumer e-commerce retailer of hockey equipment founded in 2011 and headquartered in Belleville, Canada, with an additional retail showroom in Toronto. The company operates hockeystickman.com on a Shopify-based storefront and ships globally from a USA warehouse to 100+ countries with 2-5 day standard delivery. Its product range spans senior, intermediate, junior, women's, and goalie hockey sticks; skates; protective gloves; goalie equipment; training gear; and HSM-branded lifestyle apparel and upcycled products made from hockey sticks.

The core commercial proposition is offering pro-quality hockey equipment at approximately half standard retail pricing through direct sourcing from manufacturers and professional teams. The proprietary Pro Blackout™ brand family includes multiple variants (Extra Lite, Gold Lite, Red Lite, Blue Lite, Green Lite, Prototype, Pro Whiteout, Value Blackout) sold without third-party branding. HockeyStickMan is also the exclusive North American distributor of KHL Soyuz pro stock sticks and sells authentic pro stock sourced from NHL, KHL, NCAA, AHL, ECHL, CHL, and PWHL teams, alongside a refurbished sticks program using SRS repair technology backed by a 30-day warranty.

Revenue is generated almost entirely through one-time direct-to-consumer product sales at price points ranging from $79.99 (Value Blackout) to $379+ (premium pro stock), with free shipping on orders over $100. The go-to-market motion is product-led growth supported by content marketing via HockeyStickMan University, a stick selector quiz, 12,351+ customer reviews (with Pro Blackout rated 4.7/5 across 3,241 reviews), email newsletters, and organic social channels. The customer base consists of recreational to competitive hockey players, youth hockey families, pro stock seekers, and goalies — entirely individual consumers with no enterprise contracts. The company has 1-10 employees, no external venture funding (only a $0 government grant from ESDC in May 2023), and no disclosed ownership structure.

Name

HockeyStickMan

Website

https://hockeystickman.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

HockeyStickMan is a direct-to-consumer e-commerce retailer selling proprietary Pro Blackout™ hockey sticks, authentic pro stock from NHL/KHL teams, and refurbished gear at approximately half retail price to recreational and competitive hockey players globally.

Ownership category

akta.pro rank

Product category

Sporting Goods Retail (Hockey Equipment)

NAICS

Sporting Goods Retailers (45911)

SIC

Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Ice Hockey & Field Hockey Equipment Retail (CRAMAEAE)

Keywords

• Hockey equipment retail
• Hockey sticks
• Pro stock hockey
• Sporting goods ecommerce
• Hockey apparel

Headquarters

HQ city

Belleville

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales: Direct-to-consumer e-commerce revenue from selling hockey equipment including sticks, skates, protective gear, accessories, and apparel. Revenue generated through one-time product transactions at various price points ranging from budget to premium.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

HockeyStickMan is a direct-to-consumer e-commerce retailer that sells proprietary Pro Blackout™ hockey sticks, authentic pro stock sticks sourced from professional leagues, and refurbished sticks restored via SRS repair technology, all priced at roughly half the retail equivalent. The catalog also includes hockey skates, gloves, goalie equipment, training gear, upcycled hockey-stick products, and HSM-branded lifestyle apparel, supported by a Toronto showroom and global shipping from a U.S. warehouse.

Product overview

HockeyStickMan operates as an e-commerce retailer offering premium hockey equipment at competitive prices, featuring three core product lines: (1) Proprietary Pro Blackout™ brand of hockey sticks sourced directly from manufacturers in various weights (Extra Lite, Gold Lite, Red Lite, Blue Lite, Green Lite) and variants (Prototype, Pro Whiteout, Value Blackout), available in Senior, Intermediate, Junior, and Goalie sizes; (2) Authentic Pro Stock hockey sticks from major manufacturers (Bauer, CCM, Warrior, Sherwood, True, Easton, TPS, Fischer, Soyuz/KHL) sourced from professional teams; and (3) Refurbished hockey sticks professionally restored using SRS repair technology. The company also offers complementary equipment including hockey skates, gloves, goalie gear, protective equipment, training gear, and HSM-branded lifestyle apparel and upcycled products made from hockey sticks.

Differentiator

Problem solved

Functional benefit

Brands

• Pro Blackout™: Proprietary brand of top-end pro stock hockey sticks and gear sourced directly from manufacturers, featuring minimalist blackout design at competitive prices

Products and services

• Pro Blackout™ Hockey Sticks HockeyStickMan's proprietary brand of pro stock hockey sticks sourced directly from manufacturers, featuring a minimalist all-black design at approximately half the price of comparable retail sticks; available in Senior, Intermediate, Junior, and Goalie sizes and the company's #1 selling product.
• Pro Stock Hockey Sticks Authentic pro stock sticks used by NHL players and teams, including team-specific colorways and player-specific specs from brands like Bauer, CCM, Warrior, Sherwood, True, Easton, TPS, Fischer, and includes Team Canada and Team USA national team gear.
• Soyuz KHL Pro Stock Sticks Official KHL pro stock hockey sticks, available in North America exclusively through HockeyStickMan, featuring wild curves, unmistakable graphics, and authentic pro-level builds from professional KHL players.
• Refurbished Hockey Sticks Professionally restored hockey sticks sourced from professional teams across North America, repaired using SRS repair technology to return broken shafts to original state; all refurbished sticks include a 30-day full warranty.
• Hockey Skates Full range of hockey skates in Senior, Intermediate, Junior, and Goalie sizes from brands including Bauer, CCM, True, and Graf, with both Pro Stock and Retail options.
• Hockey Gloves Protective hockey gloves in Senior, Intermediate, Junior, Women's, and Goalie sizes from major brands plus Pro Blackout branded gloves.
• Goalie Equipment Complete goaltending equipment assortment including goalie sticks, full sets, gloves, blockers, pants, pads, and skates from CCM, Bauer, and Vaughn.
• Training Gear Training equipment including hockey nets, targets, synthetic ice tiles, floorball sticks, and training accessories (The Puck Catcher, Saucer King, Kwik Passer).
• HSM Made of Sticks (Upcycled Products) Upcycled consumer products handcrafted from hockey sticks, including BBQ sets, BBQ scrapers, car snow brushes, bottle openers, and hockey stick putters.
• HSM Lifestyle Apparel HockeyStickMan-branded lifestyle clothing including t-shirts, hoodies, jackets, hats, toques, sweatpants, and shorts.

Quantifiable outcome

• Products priced approximately 50% below retail equivalent
• +2 more outcomes

Named customers4 records

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

Three partnerships are on record, tiered core and minor.

• Soyuz / KHLcoreChannel Partner/ Reseller/ DistributorOfficial KHL pro stock distributor for North America. HockeyStickMan is the first and exclusive North American source for authentic Soyuz sticks built for and used by professional KHL players. Features wild curves, unmistakable graphics, and authentic pro-level builds not available elsewhere in North America.
• SRS Repair TechnologycoreTechnology or IntegrationProprietary repair technology used to restore refurbished hockey sticks. Repairs broken shafts and returns sticks to original state. Enables the refurbished stick program that offers premium sticks at reduced prices with 30-day warranty.
• Puck CatcherminorGTM or Marketing PartnerTraining equipment brand featured in flyer deals. HockeyStickMan offers Puck Catcher products for sale as part of their training gear category.

Scale indicators3 records

Recent moves1 record

Expansion highlights4 records

Direct peers

• Source For Sports: Canadian sporting goods retailer cooperative specializing in hockey equipment across local storefronts. Competes on the same core hockey customer, particularly in Canada where HockeyStickMan is headquartered.
• Hockey Monkey: National hockey e-commerce retailer offering sticks, goalie equipment, and team gear. Direct competitor in online hockey equipment retail with comparable pricing strategy and customer segments.
• Pure Hockey: One of the largest US hockey equipment e-commerce retailers, offering sticks, skates, gloves, and protective gear. Direct competitor in D2C hockey equipment with overlapping customer base of recreational and competitive players.
• Pro Stock Hockey: Online retailer specializing in authentic NHL, AHL, and junior pro stock sticks and equipment. Closest competitor on pro stock positioning, serving the same high-end enthusiast customer with similar sourcing model.
• Ice Warehouse: Long-standing US hockey equipment e-commerce retailer with broad assortment of sticks, skates, and apparel. Overlaps directly with HockeyStickMan on product range and customer profile.

Broad incumbents

• CCM Hockey: One of the largest hockey equipment brands globally with direct-to-consumer storefront. Competes as a brand-side channel but also supplies HockeyStickMan's pro stock assortment.
• Decathlon: Global sporting goods retailer with hockey sticks and equipment lines at value price points. Competes on price-value positioning in international markets where HockeyStickMan is shipping.
• Sport Chek: Canada's largest sporting goods retailer with significant hockey equipment assortment across physical stores and online. Competes for the same Canadian hockey customer with broader category coverage.
• Bauer Hockey: Major hockey equipment manufacturer with growing direct-to-consumer channels. Could be both supplier and competitor; expanding Bauer-owned retail could undercut HockeyStickMan's value proposition.

Emerging players

• SidelineSwap: Marketplace for new and used sporting goods, including hockey equipment. Competes in the secondary/used hockey equipment space where HockeyStickMan's refurbished program operates.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/hockeystickman
• Facebookfacebook.com/hockeystickman
• LinkedInlinkedin.com/company/5151541

Revenue estimate

Valuation estimate

Number of profiles

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 HockeyStickMan