Interhockey AG
Interhockey AG is a Swiss specialty retailer and general importer of ice hockey, floorball, and outdoor snowsports equipment for brands including TRUE, Warrior, Exel, and ASICS, serving Swiss consumers, hockey clubs, and league federations through six retail stores, an e-commerce platform, sharpening and rental services, and custom merchandising.
- Company typePrivate
- Founded1980
- HeadquartersLittle Switzerland, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Interhockey AG does
Interhockey AG is a privately held Swiss specialty retailer and general importer founded in 1980 by former ice hockey player Peter Ronner, headquartered in Kirchberg BE with approximately 25 employees. The company sources and distributes ice hockey equipment, unihockey (floorball) material, and outdoor snowsports products under general importer agreements for the premium brands TRUE, Warrior, and Exel, with a recently announced ASICS partnership extending into footwear. Its go-to-market combines six retail locations across Switzerland (Kirchberg flagship of 700m2 plus Chur, Langnau, Rapperswil-Jona, Ticino/Sigirino, and an upcoming Argovia store at OSC Hockey Centre), a proprietary e-commerce platform at shop.interhockey.ch, a B2B reseller channel into Swiss sport retailers, and field sales coverage segmented by region (Western Switzerland, Northwestern Switzerland, Zurich, Eastern Switzerland, Ticino, Graubünden).
The core product offering spans complete equipment sets for players and goalkeepers from amateur to professional levels, augmented by value-added services: professional skate sharpening (basic, ProSharp profiling, and Blackstone FBV technologies), short-term and seasonal equipment rentals (including the Rookie League beginner program at CHF 120 per season), custom stick production via the Warrior Customizer at CHF 319-339, digital sublimation merchandising for clubs and athletes, and an on-site training center with Skatemill and Smart-Ice at the Kirchberg HQ. Distribution is restricted to Switzerland and Liechtenstein per the AGB, and the firm operates the SC Bern fanshop and serves as official merchandising partner for HC Ajoie, HC Ambrì-Piotta, Genève-Servette HC, Swiss Unihockey, and wrestler Remo Käser, alongside multiple Swiss Mobiliar League unihockey teams.
The business model is primarily transactional retail (one-time equipment sales) layered with high-margin recurring services (skate sharpening subscriptions at CHF 90-120 for ten sessions, seasonal rentals, and B2B sublimation contracts) and a 5% annual bonus customer card loyalty program. Pricing is denominated in CHF with free shipping above CHF 250; no revenue is publicly disclosed. The company is family-founded, CEO-led by Beat Lerch, and has no disclosed institutional investors, subsidiaries, or M&A activity.
Interhockey AG firmographics
Firmographics- Name
- Interhockey AG
- Legal name
- Interhockey AG
- Website
- https://interhockey.ch
- Company type
- Private
- Founded year
- 1980
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Interhockey AG is a Swiss specialty retailer and general importer of ice hockey, floorball, and outdoor snowsports equipment for brands including TRUE, Warrior, Exel, and ASICS, serving Swiss consumers, hockey clubs, and league federations through six retail stores, an e-commerce platform, sharpening and rental services, and custom merchandising.
- Ownership category
- akta.pro rank
Interhockey AG industry classification
Industry- Product category
- Sporting Goods Retail
- NAICS
- Sporting Goods Retailers (45911)
- SIC
- Sporting & Athletic Goods, Nec (3949)
- akta.pro primary industry
- Ice Hockey & Field Hockey Equipment Retail (CRAMAEAE)
- akta.pro secondary industry
- Nordic / Cross-Country Ski Retail (Skis, Boots, Bindings, Poles, Wax) (CRAMAJAG)
Keywords
Where Interhockey AG is headquartered
LocationHeadquarters
- HQ city
- Little Switzerland
- HQ country
- United States
- HQ region
- North America
Offices6 records
Markets served
Interhockey AG business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Product Sales (Retail and E-commerce): Sale of ice hockey equipment, unihockey material, and outdoor snowsports products through 6 physical stores and online shop platform. Includes equipment for players and goalkeepers from amateur to professional levels.
- Equipment Rental: Short-term and seasonal rental of complete hockey equipment including gear for players and goalkeepers. Includes Rookie League seasonal rental program for beginners.
- Skate Sharpening Services: Professional skate sharpening services offered at all store locations with various pricing tiers including subscription options and different blade profile services.
- Custom Merchandising: Digital sublimation printing services for team sports clothing, club merchandise, and fan sampling products. Official merchandising partner for SC Bern, HC Ajoie, and Remo Käser.
- Custom Stick Production: Warrior stick customization through customizer tool, producing personalized composite hockey sticks for individual customers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Skate Sharpening - Basic |
| Unit Pricing | Pay-as-you-go | Skate Sharpening - Pro Services (Rivera TI) |
| Subscription | Multi-year contract | Skate Sharpening Subscription |
| Usage-based | Pay-as-you-go | Equipment Rental - Short Term |
| Usage-based | Annual | Rookie League Seasonal Rental |
| One time/ perpetual license | Pay-as-you-go | Warrior Custom Sticks |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Interhockey AG product offering
Product offeringCore offering
Interhockey AG is a Swiss specialty retailer and general importer that sells ice hockey equipment, unihockey (floorball) material, outdoor snowsports gear, and related accessories. The company operates six physical stores across Switzerland and a proprietary e-commerce platform (shop.interhockey.ch), distributing leading brands such as TRUE, Warrior, Exel, and ASICS. It supplements product sales with skate sharpening services, equipment rental programs for beginners and events, custom stick production via the Warrior Customizer, and digital sublimation merchandising for sports clubs.
Product overview
Interhockey AG is a Swiss retail company specializing in ice hockey equipment and unihockey (floorball) material, operating as a general importer for leading brands including TRUE, Warrior, Exel, ASICS, Auclair, Fischer, Marsblade, and others. The company operates 5 physical store locations in Switzerland (Kirchberg, Langnau, Chur, Ticino/Sigirino, Rapperswil-Jona) plus an online shop. Core offerings include complete ice hockey and unihockey equipment, skate sharpening services, equipment rental programs, and custom merchandising services. The company also distributes Exel Nordic walking, trekking, and skiing poles. Services include the Warrior Customizer for personalized stick orders, the Rookie League seasonal rental program, and short-term equipment rentals for events. The company is an official merchandising partner for SC Bern and HC Ajoie hockey clubs.
Differentiator
Problem solved
Functional benefit
Brands
- Rookie League: Rental equipment program for beginners to try ice hockey with flexible rental options for one or multiple seasons.
Products and services
- Ice Hockey Equipment
- Unihockey (Floorball) Material
- Outdoor Snowsports Equipment
- Skate Sharpening Service
- Rookie League Seasonal Equipment Rental
- Short-Term Equipment Rental
- Merchandising Services
- Custom Warrior Stick Production
Companies that use Interhockey AG
Customer profileNamed customers7 records
Segments5 records
Ideal customer profiles5 records
Interhockey AG technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Interhockey AG partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core, flagship and minor.
- TRUE HockeycoreGeneral importer of TRUE brand products in Switzerland, providing premium ice hockey equipment including sticks, skates, and protective gear.
- Warrior HockeycoreGeneral importer of Warrior brand products including the Warrior Customizer tool for personalized stick creation. Exclusive pricing for Swiss market.
- ExelcoreGeneral importer of Exel brand for unihockey equipment since 1999. Also distributes Exel Nordicwalking, Trekking, Langlauf and Alpine poles since 2012.
- SC BernflagshipOfficial merchandising partner and supplier. Operates SC Bern fanshop. Long-standing partnership with one of Switzerland's top hockey clubs.
- HC AjoiecoreOfficial merchandising partner for the hockey club located in the Jura region of Switzerland.
- HC Ambrì-Piotta (HCAP)corePartner club for equipment supply, part of Swiss National League.
- Genève-Servette HC (GSHC)corePartner club for equipment supply, based in Geneva.
- Floorball ThurgauminorPartner club in the unihockey sport segment.
- Swiss UnihockeycoreOfficial partner and equipment supplier for Swiss Unihockey federation. Supplier of multiple Swiss Mobiliar League teams.
- Remo KäsercoreOfficial merchandising partner for Swiss wrestler Remo Käser, with dedicated merchandise collection and shop.
- OSC Hockey CentreminorPartnership with OSC Hockey Centre in Niederlenz for Argovia store location serving as hockey centre retailer.
Scale indicators7 records
Recent moves10 records
Expansion highlights6 records
Interhockey AG competitors and assessment
Company assessmentBroad incumbents
- Ochsner Sport: Major Swiss sporting goods retailer with a strong online and store presence. Comparable as a domestic competitor carrying hockey, floorball, and outdoor sports assortments, though as part of a much wider product portfolio.
- Decathlon: Global sporting goods retailer with Swiss stores offering ice hockey, floorball, and outdoor equipment at competitive price points. Comparable as a mass-market competitor in adjacent categories; not specialist but capable of compressing Interhockey's price advantage.
- SportXX: Switzerland's largest sporting goods retailer (Migros group) operating ~50+ stores. Comparable as a Swiss multi-sport retailer with overlapping ice hockey and outdoor assortments, but operating at substantially greater scale and with broader category coverage.
- Intersport (Switzerland): Swiss subsidiary of the global Intersport sporting goods retail cooperative. Comparable as a multi-brand Swiss sporting goods retailer carrying hockey and outdoor equipment, but with a much broader assortment and store footprint.
Direct peers
- Hockey Giant: US online and physical ice hockey retailer specializing in equipment, sticks, and team sales. Comparable to Interhockey's core offering of branded ice hockey equipment for players and goalies across skill levels.
- Pure Hockey: Largest US-based specialty ice hockey equipment retailer with ~80+ stores and strong e-commerce. Directly comparable to Interhockey as a multi-channel ice hockey specialist serving amateur-to-professional players with branded equipment, sharpening, and customization services.
- Ice Warehouse: Long-standing US online ice hockey retailer carrying major brands (Bauer, CCM, Warrior, TRUE). Directly comparable to Interhockey's product assortment and category focus, though predominantly online rather than store-led.
- The Hockey Shop: Canadian specialty hockey retailer with multiple store locations and broad equipment/service offerings. Comparable as a brick-and-mortar ice hockey specialist operating in a defined regional market (Ontario), serving a similar amateur-to-pro customer base.
Emerging players
- Unihockey-Center / Swiss Unihockey official retail partners: Specialty floorball/unihockey retailers and the Swiss Unihockey federation's commercial arm. Comparable as focused unihockey category players that compete with Interhockey's secondary product line and Exel-brand distribution business.
Regional players
- Hockeyhouse (Hockeyhause): Germany-based ice hockey specialty retailer — the closest European geographic peer to Interhockey. Comparable as a multi-channel ice hockey specialist serving the German-speaking market with branded equipment and pro-shop services.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Interhockey AG social profiles
Digital presenceInterhockey AG financial estimates
Financial estimateRevenue estimate
Valuation estimate
Interhockey AG leadership team
Management profileNumber of profiles
Profiles5 records
Interhockey AG funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Interhockey AG M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Interhockey AG
What does Interhockey AG do?
Interhockey AG is a Swiss specialty retailer and general importer that sells ice hockey equipment, unihockey (floorball) material, outdoor snowsports gear, and related accessories. The company operates six physical stores across Switzerland and a proprietary e-commerce platform (shop.interhockey.ch), distributing leading brands such as TRUE, Warrior, Exel, and ASICS. It supplements product sales with skate sharpening services, equipment rental programs for beginners and events, custom stick production via the Warrior Customizer, and digital sublimation merchandising for sports clubs.
Is Interhockey AG a public or private company?
Interhockey AG is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Interhockey AG founded?
Interhockey AG was founded in 1980. It employs 11 to 50 people.
Where is Interhockey AG based?
Interhockey AG is headquartered in Little Switzerland, United States, in the North America region.
How does Interhockey AG make money?
Five revenue lines are on record. Product Sales (Retail and E-commerce) is the primary driver. The others are equipment Rental, skate Sharpening Services, custom Merchandising and custom Stick Production.
Who are Interhockey AG's main competitors?
Broad incumbents on record are Ochsner Sport, Decathlon, SportXX and Intersport (Switzerland). Direct peers are Hockey Giant, Pure Hockey, Ice Warehouse and The Hockey Shop. Unihockey-Center / Swiss Unihockey official retail partners is listed as an emerging player. Hockeyhouse (Hockeyhause) is listed as a regional player.
Does Interhockey AG have an API?
No public API is recorded for Interhockey AG.
What industry is Interhockey AG in?
Interhockey AG's product category is Sporting Goods Retail. Its primary akta.pro industry code is CRAMAEAE, Ice Hockey & Field Hockey Equipment Retail, with a secondary code of CRAMAJAG, Nordic / Cross-Country Ski Retail (Skis, Boots, Bindings, Poles, Wax). Its NAICS code is 45911 and its SIC code is 3949.