TSR Hockey

What TSR Hockey does

TSR Hockey (legal entity: Total Sports Repair, Inc.) is a privately held, family-owned specialty hockey equipment retailer founded in 1999 by Dave Boucher and Brendan Sheehy Jr. in Salem, New Hampshire. Boucher brought nine years of experience as Bauer's repair center manager, and Sheehy brought sewing and equipment craftsmanship skills, anchoring TSR's service-oriented differentiation from inception. The company sells hockey equipment (skates, sticks, protective gear, helmets, gloves, apparel, and accessories) from major brands including Bauer, CCM, True, and Warrior, alongside complementary services: TSR SkateLab custom skate fitting, TSR Repairs, and TSR Customization (heel lifts, punching, foam inserts, holder mountings, blade alignment, skate stretching). Professional skate sharpening is offered at all locations, with a 20-pack subscription at $175 indicating recurring service revenue.

TSR Hockey operates seven physical retail locations spanning the Merrimack Valley and Southern New Hampshire region (Salem, NH flagship; Haverhill, MA; North Andover, MA at Merrimack College Gallant Arena; Saugus, MA at Hockeytown USA), plus a dedicated TSR Team Sales warehouse in Salem serving as the B2B engine for team and league procurement. The company holds Official Hockey Dealer designations for Hockey East and Atlantic Hockey college conferences, anchoring its institutional credibility. Distribution channels include direct-to-consumer e-commerce (tsrhockey.com), five-plus brick-and-mortar retail stores (several co-located at ice rinks), and the B2B team sales division. Customer segments include individual hockey players from youth to professional, hockey teams and leagues, and specialized goaltenders requiring custom equipment modifications.

The business model is primarily transactional retail (one-time hardware sales) with a smaller but durable services revenue stream from sharpening, fitting, and repairs. No subscription model exists beyond the sharpening 20-pack. Revenue figures are not publicly disclosed. The company has no proprietary technology platform, no AI/ML capabilities, no institutional investment or private equity backing, and remains under founder family control. Geographic expansion has been gradual and regional, with Bauer manufacturer policies restricting international e-commerce shipping as a structural constraint.

Name

TSR Hockey

Legal name

Total Sports Repair, Inc.

Website

https://tsrhockey.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

TSR Hockey is a family-owned hockey equipment retailer founded in 1999, operating seven retail locations across the Merrimack Valley and Southern New Hampshire plus e-commerce, serving individual players, college hockey programs, and teams with equipment, skate fitting, and repair services.

Ownership category

akta.pro rank

Product category

Sporting Goods Retail (Hockey Equipment)

NAICS

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

SIC

Sporting & Athletic Goods, Nec (3949)

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
• Skate sharpening services
• Custom skate fitting
• Hockey gear sales
• Team sports apparel

Headquarters

HQ city

Salem

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: One-time sales of hockey equipment including skates, sticks, protective gear, apparel, and accessories from major brands such as Bauer, CCM, True, and others. Products sold through both retail stores and e-commerce website.
2. Equipment Services: Revenue from skate sharpening, equipment repairs, and customization services. Includes services like holder mounting, blade alignment, skate stretching, and general equipment repair.
3. Team Sales: B2B equipment sales to hockey teams, leagues, and organizations through dedicated TSR Team Sales division serving Hockey East and Atlantic Hockey.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

TSR Hockey is a multi-location, family-owned retailer selling hockey skates, sticks, helmets, gloves, protective equipment, apparel, and accessories from major brands (Bauer, CCM, True, Warrior) through five physical retail stores and an e-commerce website. The company complements retail with paid services including professional skate sharpening (with a 20-pack membership), TSR SkateLab custom skate fitting and modifications, equipment repairs, and equipment customization, plus a dedicated B2B team sales division serving Hockey East and Atlantic Hockey programs.

Product overview

TSR Hockey is a family-owned hockey and lacrosse equipment retailer founded in 1999, operating as a multi-location brick-and-mortar and e-commerce business. The company offers a comprehensive product portfolio centered on hockey equipment (skates, sticks, protective gear, helmets, gloves, apparel) and training equipment, complemented by services including skate sharpening, custom skate fitting (SkateLab), equipment repairs, and customization. The core offerings are organized into Hockey Gear (skates, sticks, protective equipment, rollerblades), Hockey Training (goals, protective gear, pucks), and Apparel categories, with brands including Bauer, CCM, True, and Warrior. TSR also operates a Bargain Basement clearance section and offers gift cards. The business serves as an official dealer of Hockey East and Atlantic Hockey, positioning itself as a specialist retailer with strong local roots in the Merrimack Valley and Southern New Hampshire region.

Differentiator

Problem solved

Functional benefit

Brands

• TSR Team Sales: Dedicated team sales division handling team apparel and equipment orders
• TSR SkateLab

Products and services

• Hockey Gear Retail Full retail line of hockey equipment including skates, sticks, shoulder pads, gloves, pants, elbow pads, helmets, shin guards, holders and steel, referee gear, neck protection, base layers, and rollerblades, sold to individual hockey players, teams, and leagues.
• Hockey Training Retail Hockey training equipment including goals and backstops, protective training gear, pucks and balls, rollerblades, and sticks with blade protection, sold to individual players and teams for off-ice and on-ice training use.
• Apparel and More Retail Hockey apparel and accessories including bags, gamewear, hats, jackets and pants, shirts and sweatshirts, shoes and socks, sharpening supplies, fun-and-games items, and Olympic-themed merchandise, sold to hockey players and fans.
• TSR SkateLab Custom Skate Fitting Custom skate fitting and modification service including skate length stretching (up to one full size), skate width stretching, heel lifts, punching for ankle/toe/arch/bunion fitting, foam inserts, holder mountings for pronation/supination, tongue replacement, and blade alignment, for hockey players seeking performance and comfort optimization.
• Skate Sharpening Services Professional skate sharpening services available at all TSR Hockey retail locations, sold individually or as a 20-pack membership ($175) intended for families with multiple skaters seeking routine blade profiling.
• TSR Repairs Equipment repair services including replacement and repair of toe caps, holders, rivets, eyelets, tongues, tendon guards, steel, blockers, goalie pads, and gloves, plus skate stretching, to extend equipment life for hockey players.
• TSR Customization Equipment customization services including skate modifications (heel lifts, punching, foam inserts, holder mountings, tongue replacement, blade alignment, stretching) and glove cuff shortening, to personalize fit and performance for individual players.
• TSR Team Sales (B2B Division) Dedicated B2B division handling team apparel and equipment orders for hockey teams, leagues, travel programs, and college hockey programs, with team discounts, bulk ordering, and league-level supply arrangements (Official Hockey Dealer for Hockey East and Atlantic Hockey).
• TSR Gift Card Store-branded gift cards redeemable across TSR Hockey's products and services, including retail equipment and skate-sharpening/fitting services.

Quantifiable outcome

• Over 24 years of continuous operation since 1999
• +1 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core.

• Bauer HockeycoreChannel Partner/ Reseller/ Distributor · 1 January 1999Bauer Hockey is a primary vendor and brand partner for TSR Hockey. Dave Boucher worked as repair center manager at Bauer Hockey for 9 years before founding TSR. TSR is an authorized Bauer dealer and carries extensive Bauer skate, stick, and equipment inventory. Note: Bauer policy restricts international shipping.
• Reebok-CCM HockeycoreChannel Partner/ Reseller/ Distributor · 1 January 1999CCM (Reebok-CCM Hockey US, Inc.) is a major equipment vendor for TSR Hockey, providing sticks, shin guards, and other hockey equipment. TSR carries extensive CCM product lines including JetSpeed, Tacks, and FTW series.
• TruecoreChannel Partner/ Reseller/ Distributor · 1 January 1999True is a hockey equipment vendor for TSR, providing sticks and equipment. TSR carries True Catalyst and HZRDUS product lines.
• Hockey EastcoreStrategic or Co-development PartnerOfficial Hockey Dealer designation for Hockey East, a college hockey conference. TSR serves as preferred equipment supplier for member schools and programs.
• Atlantic HockeycoreStrategic or Co-development PartnerOfficial Hockey Dealer designation for Atlantic Hockey, a college hockey league. TSR serves as preferred equipment supplier for member programs.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Others

• Bauer Hockey: Bauer Hockey is a leading manufacturer of hockey equipment and TSR's largest wholesale supplier. It is not a competitor in retail but is a critical ecosystem counterpart: TSR's product breadth, brand authority, and even its skate-repair heritage trace back to founder Dave Boucher's tenure as Bauer's repair center manager.

Direct peers

• Perani's Hockey World: Perani's Hockey World is a multi-generation family-owned hockey retailer based in Michigan with a strong in-store service, sharpening, and pro-customer reputation — an archetype comparable to TSR's service-led, regional specialty model, just in a different geography.
• Pure Hockey: Pure Hockey is the largest hockey-specialty retailer in North America, operating a national chain of stores plus e-commerce across Bauer, CCM, and other brands. It directly overlaps TSR's product mix (skates, sticks, protective gear) and target customers (youth through pro players), making it the most comparable direct peer in scale and assortment.
• MonkeySports: MonkeySports operates a New England-based hockey and lacrosse retail/showroom concept with online distribution across major brands. Overlap with TSR is direct on product mix, regional presence, and the lacrosse cross-sell that TSR includes under the TSR Hockey/Lacrosse brand.
• Hockey Giant: Hockey Giant is a US-based hockey equipment retailer selling the same Bauer/CCM/True inventory online and through limited physical locations. It competes head-to-head with TSR for the same equipment categories and consumers, though with materially less emphasis on in-store service and fitting.

Regional players

• Pro Hockey Life: Pro Hockey Life (formerly Pro Hockey Life and The Hockey Shop parent) is a Canadian hockey specialty chain offering equipment, sharpening, and custom fitting services. The comparable service-led model and hockey-only focus map closely to TSR's positioning, though it serves a Canadian customer base.
• The Hockey Shop: The Hockey Shop is a long-standing Canadian hockey equipment retailer with deep Bauer/CCM inventory and a multi-store Canadian footprint. It is comparable in assortment and service orientation but operates north of the border and does not directly compete with TSR in its New England territory.

Emerging players

• Source For Sports: Source For Sports is a Canadian buying-group/cooperative of independent hockey and sporting goods retailers offering multi-brand equipment, sharpening, and team services. The cooperative model and hockey-specialist orientation are closely comparable to what TSR does as an independent in New England.

Broad incumbents

• DICK's Sporting Goods: DICK's Sporting Goods is a national big-box sporting goods retailer that carries hockey equipment alongside a much broader assortment. It overlaps with TSR on core product categories and e-commerce competition but does not specialize in hockey services like SkateLab or team sales.
• Sportsman's Warehouse: Sportsman's Warehouse is a multi-category outdoor and sporting goods retailer with growing hockey equipment SKUs online. It competes with TSR on price and convenience for hockey gear but lacks the hockey-only specialization, SkateLab service, and rink-side locations that define TSR.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/tsr_hockey
• Facebookfacebook.com/tsrhockeylax
• LinkedInlinkedin.com/company/tsr-hockey

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

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 TSR Hockey