Select Sports Group

What Select Sports Group does

Select Sports Group (SSG) is a privately held Australian specialty sporting goods company founded in 1988 and headquartered in Hallam, Victoria. The company operates as Australia's largest dedicated hockey distributor, representing and selling an exclusive portfolio of international hockey brands — including MAZON, Espada, Hingly, Just Hockey, OBO Goalkeeping, Osaka, and Bola Hockey Machines — through a dual B2C and B2B channel structure. B2C sales flow through a network of branded hockey retail stores and online platforms reaching individual players, goalkeepers, coaches, umpires, and supporters, while B2B wholesale supplies other hockey specialists and general sports retailers across Australia. All fulfillment is executed from a single Melbourne Distribution Centre at 18 Decor Drive, Hallam.

Complementing the distribution business, SSG operates the Select Sports Teamwear sub-brand, a custom uniform design and manufacturing service launched around 2018-2019. The service applies sublimation printing (28-day production turnaround), traditional embroidery, and cut-and-sew manufacturing (35-day turnaround) to produce custom hockey apparel for clubs and teams, using a library of 15+ performance fabrics and premium inks for color consistency. Minimum orders of 20 units per sublimated style apply, with no minimum for GK smocks. Customer evidence includes state associations (Hockey Victoria, Hockey WA, Cairns Hockey Association), the Oceania Hockey Federation, and multiple SMB clubs, indicating a distributed, SMB-heavy customer base with no dominant anchor accounts.

The business model combines hardware resale (sticks, balls, bags, footwear, protection, goalkeeping and coaching gear) with custom apparel manufacturing, both priced on a per-unit basis with contact-based quoting for teamwear. The company is founder/owner-operated with no disclosed institutional investors, parent company, or M&A activity, and serves Australia exclusively.

Name

Select Sports Group

Legal name

Select Sports Group

Website

https://selectsports.com.au

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

51–100 employees

Short description

Select Sports Group is a privately held Australian specialty distributor (founded 1988, Hallam, Victoria) that exclusively distributes leading international hockey brands to consumers, clubs, and retailers across Australia, and manufactures custom teamwear via sublimation, embroidery, and cut-and-sew processes.

Ownership category

akta.pro rank

Product category

Hockey Equipment Distribution & Custom Teamwear

NAICS

Sporting and Athletic Goods Manufacturing (33992), Sporting and Recreational Goods and Supplies Merchant Wholesalers (42391), Sporting Goods Retailers (45911)

SIC

Sporting & Athletic Goods, Nec (3949), Wholesale-Apparel, Piece Goods & Notions (5130), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Ice Hockey & Field Hockey Equipment Retail (CRAMAEAE)

akta.pro secondary industries

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

Keywords

• Hockey equipment distribution
• Custom teamwear manufacturing
• Sublimation printing services
• Sports wholesale supply
• Hockey apparel production

Headquarters

HQ city

Hallam

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hockey Equipment Distribution: Distribution of hockey equipment including sticks, balls, bags, footwear, player protection, goalkeeping gear, coaches gear, and accessories through B2C retail stores and online platforms, as well as B2B wholesale to other hockey specialists and sports retail stores throughout Australia.
2. Custom Teamwear Manufacturing: Custom uniform design and manufacturing services including sublimation, embroidery, and cut & sew processes for hockey clubs and teams. Minimum orders of 20 units for sublimated garments with production timelines of 28-35 days.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Select Sports Group distributes Australia's largest range of premium hockey equipment brands, including sticks, balls, bags, footwear, player protection, goalkeeping gear, coaching equipment, umpire gear, and accessories, to individual players, clubs, and retailers nationwide. The company also designs and manufactures custom teamwear and uniforms through its Select Sports Teamwear service using sublimation printing, embroidery, and cut & sew processes, with minimum orders of 20 units per style and 28-35 day production timelines.

Product overview

Select Sports Group operates as a unified platform combining brand distribution with custom teamwear services. The core offering includes distributed hockey brands (Mazon Hockey, Espada Hockey, Hingly, Just Hockey, Bola Hockey Machines, OBO Goalkeeping, and Osaka) providing sticks, balls, bags, footwear, player protection, goalkeeping, coaching gear, and accessories. Complementing this is the Select Sports Teamwear service with modular customization options including Sublimation, Embroidery, Cut & Sew, GK Smocks, Custom Design, and Tours & Events offerings, supported by premium performance fabrics. Products are distributed from a Melbourne Distribution Centre through B2C hockey stores including online platforms and B2B wholesale to other hockey specialists and general sports retail stores throughout Australia.

Differentiator

Problem solved

Functional benefit

Brands

• MAZON Hockey: Hockey brand offering sticks, balls, bags, footwear, player protection, and accessories.
• Espada Hockey
• OBO Goalkeeping
• Hingly
• Just Hockey
• Bola Hockey Machines

Products and services

• Hockey Equipment Distribution Distribution of premium hockey equipment covering all categories: sticks, balls, bags, footwear, player protection, goalkeeping gear, coaching equipment, umpire gear, and accessories, offered under the SSG brand portfolio including MAZON Hockey, Espada Hockey, Hingly, Just Hockey, Bola Hockey Machines, OBO Goalkeeping, and Osaka Hockey. Distributed through B2C retail stores and online platforms to individual players, and B2B wholesale to other hockey specialists and general sports retail stores throughout Australia.
• MAZON Hockey

Named customers8 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• MAZON HockeycoreChannel Partner/ Reseller/ DistributorMazon Hockey is a brand represented and distributed by SSG in Australia. It is positioned as a premium hockey brand with its own heritage and personality, part of SSG's portfolio covering all hockey categories.
• Espada HockeycoreChannel Partner/ Reseller/ DistributorEspada Hockey is a brand in SSG's portfolio with its own heritage and personality, distributed in Australia through SSG's network of B2C stores and online platforms.
• HinglycoreChannel Partner/ Reseller/ DistributorHingly is a hockey brand distributed by SSG in Australia, included in the portfolio covering all hockey categories for players, keepers, coaches, umpires and supporters.
• Just HockeycoreChannel Partner/ Reseller/ DistributorJust Hockey is a brand distributed by SSG, offering hockey equipment and products as part of the comprehensive hockey portfolio.
• Bola Hockey MachinesminorChannel Partner/ Reseller/ DistributorBola Hockey Machines are distributed by SSG through Just Hockey's catalog, offering hockey training machines as part of the product range.
• OBO GoalkeepingcoreChannel Partner/ Reseller/ DistributorOBO is a specialized goalkeeping equipment brand distributed by SSG, featuring goalkeeping gear as part of the comprehensive hockey product portfolio covering all categories.
• Off-Shelf Product SuppliersminorChannel Partner/ Reseller/ DistributorSSG has access to thousands of 'off shelf' ready-to-go products from multiple local partners to fulfill small orders for tours and events, complementing their custom manufacturing capabilities.

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• Ritual Hockey: Netherlands-based premium field hockey brand (sticks, apparel, protection) selling globally direct-to-consumer. Competes with SSG's distribution arm by reaching Australian consumers directly online, bypassing local distributors; offers comparable premium positioning in the same field hockey equipment category.
• KASKA Hockey: Belgium-based field hockey brand offering sticks, protection, and apparel with global distribution. Direct competitor in the premium field hockey equipment category, with the same club-and-individual customer focus and comparable product breadth to SSG's distributed portfolio.
• TK Hockey: Field hockey equipment brand (sticks, protection, gloves) with global distribution and direct online sales. Comparable peer for SSG's equipment distribution business — sells the same product categories to the same global field hockey end market via its own channel.
• Cranbarry: UK-based field hockey apparel and equipment brand with global distribution. Comparable peer to SSG's mix of equipment distribution plus teamwear/apparel offerings, particularly competing for club and federation supply contracts in the same product categories.
• Grays International: Major UK-based field hockey equipment and apparel brand with global distribution and direct online sales. Comparable as a one-stop field hockey supplier (sticks, protection, apparel) targeting clubs and national federations worldwide, in the same premium hockey category SSG serves in Australia.
• Osaka Hockey: Netherlands-based field hockey brand offering sticks, apparel, and protection globally. Listed both as a brand distributed by SSG and as a direct competitor given its own DTC e-commerce channel reaching Australian consumers — same hockey-only focus, same premium positioning, same target customer.
• Just Hockey: Australian online hockey specialty retailer offering sticks, balls, and player equipment across Australia. Competes directly with SSG's B2C channel for the same Australian hockey consumer base; SSG actually distributes the Just Hockey brand, making this a partner-and-competitor overlap typical of distribution businesses.
• JDH Hockey: UK-based field hockey stick and equipment specialist selling globally direct-to-consumer. Directly competes with SSG's distributed brand portfolio (sticks and player equipment) by reaching Australian field hockey players through its own e-commerce channel, particularly in the high-end stick segment.
• Gray-Nicolls: UK heritage sports brand with a dedicated field hockey equipment and apparel range, distributing globally. Comparable to SSG as a multi-category hockey supplier targeting clubs and players, and as a brand owner-distributor hybrid in the same end market.

Broad incumbents

• Adidas Field Hockey: Field hockey line within Adidas's global sports brand, offering sticks, footwear, and apparel at scale. While not a hockey-only specialist like SSG, the broad incumbent's hockey range directly competes in the same equipment and apparel categories and benefits from far larger marketing budgets and global brand reach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

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 Select Sports Group