Lettermen Sports

What Lettermen Sports does

Lettermen Sports is a privately held, multi-category specialty retailer founded in 1982 and headquartered in Blaine, Minnesota, with two physical storefronts (Blaine and Plymouth) and a Magento-based e-commerce site shipping to the contiguous 48 United States. The company's core offering is ice hockey equipment — sticks, skates, gloves, protective gear, bags, and training accessories — drawn from major brands including Bauer, CCM, Warrior, Sherwood, and TRUE, alongside an in-store ProSharp skate sharpening service. Secondary lines include Lettermen-branded apparel, custom letterman jackets with chenille customization, a Waggle private-label golf apparel sub-brand, lifestyle apparel, and a multi-school Community Apparel program that supplies team and school-branded merchandise to roughly a dozen Minnesota school districts and the OMGHA hockey association.

The business model is direct-to-consumer retail: merchandise revenue (one-time unit purchases priced from $6.99 apparel up to $1,229.99 premium skates), custom/team-apparel sales (non-returnable made-to-order items), in-store skate sharpening services, and a recurring Lettermen Loot loyalty program (up to 20% back on purchases) that drives repeat engagement. Distribution is omnichannel — two brick-and-mortar stores serving the Twin Cities metro plus nationwide e-commerce fulfillment via UPS and USPS, with free shipping on orders over $49. Customer segments span ice hockey players (primary), golf enthusiasts, high school and college athletes seeking letterman recognition, community schools and hockey associations (B2B bulk apparel), and Minnesota lifestyle apparel buyers. Marketing relies on the e-commerce storefront, email newsletter, organic social, community partnerships, and the loyalty program. Lettermen Sports does not publicly disclose revenue and operates without institutional investors, mergers and acquisitions, or documented leadership changes.

Name

Lettermen Sports

Legal name

Lettermen Sports

Website

https://lettermensports.com

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

11–50 employees

Short description

Lettermen Sports is a private Minnesota-based specialty retailer operating two Twin Cities stores and an e-commerce site, selling ice hockey equipment, apparel, custom team gear, and the Waggle golf apparel line to consumers, schools, and hockey associations across the contiguous United States.

Ownership category

akta.pro rank

Product category

Hockey Equipment and Sporting Goods Retail

NAICS

Sporting Goods Retailers (45911), Sporting Goods, Hobby, and Musical Instrument Retailers (4591)

SIC

Retail-Apparel & Accessory Stores (5600), 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), Team & School Athletic Uniforms Retail (CRAMACAJ)

Keywords

• Ice hockey equipment
• Retail sporting goods
• Custom letterman jackets
• Hockey skate sharpening
• Team apparel

Headquarters

HQ city

Blaine

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: One-time purchase revenue from selling hockey equipment, apparel, and accessories through two retail stores and e-commerce website. Revenue generated through markup on branded products from manufacturers.
2. Custom Gear Sales: Custom letterman jackets, team jerseys, and personalized apparel. Made-to-order items with customization options for schools and organizations.
3. Service Revenue: ProSharp skate sharpening services offered in-store.
4. Loyalty Program: Lettermen Loot loyalty program offering up to 20% back on purchases, driving repeat customer engagement.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Lettermen Sports operates as a specialty retailer of ice hockey equipment and apparel, running two physical stores in the Twin Cities (Blaine and Plymouth, MN) and an e-commerce website. The core assortment includes ice hockey gear (skates, sticks, gloves, protective equipment, bags, training gear, team jerseys), Lettermen-branded apparel, custom letterman jackets with chenille awards, community-themed apparel for local Minnesota schools, Waggle private-label golf apparel, and lifestyle apparel. Ancillary offerings include in-store ProSharp skate sharpening and a Lettermen Loot loyalty program.

Product overview

Lettermen Sports is a retail company operating two physical stores in Minnesota (Blaine and Plymouth) plus an e-commerce platform. The offering is a multi-category retail portfolio organized around ice hockey equipment, branded apparel, and custom gear. The core product lines include Ice Hockey Gear (complete equipment from sticks and skates to protective gear and bags from brands like Bauer, CCM, and Sherwood), Lettermen Apparel (branded tees, hoodies, headwear), and Custom Gear (personalized hats, hoodies, t-shirts). Supporting lines include Letter Jackets with chenille customization, Community Apparel for regional Minnesota schools, Waggle Golf Apparel (a sub-brand of golf-specific hats and polos), and Lifestyle Apparel. The company also offers services including ProSharp skate sharpening and a loyalty program (Lettermen Loot) earning up to 20% back on purchases.

Differentiator

Problem solved

Functional benefit

Brands

• Waggle: Private label golf apparel brand featuring snapback hats, polos, hoodies, and accessories
• Lettermen Apparel
• Lettermen Loot

Products and services

• Ice Hockey Gear Complete line of ice hockey equipment including sticks, skates, gloves, protective gear, bags, training gear, goals, accessories, and team jerseys for youth through senior players, sourced from brands such as Bauer, CCM, Warrior, Sherwood, and TRUE.
• Lettermen Apparel Brand apparel including tees, hoodies, and headwear with classic lettermen styling and logo variations such as School Colors Logo, Classic Logo, and Shimmer Logo.
• Custom Gear Made-to-order customizable apparel including custom hats, hoodies, and t-shirts with personalization options for teams, schools, and individuals.
• Letter Jackets Traditional letterman jackets with chenille customization, including chenille backs, chenille front letters, and chenille symbols for varsity recognition.
• Community Apparel Community-themed apparel for local Minnesota communities and schools including Andover, Blaine, Coon Rapids, Centennial, Irondale, Maple Grove, Orono, Spring Lake Park, Wayzata, and other regional organizations.
• Waggle Golf Apparel Private-label golf apparel sub-brand featuring custom hats, polos, knit hats, quarter zips, and golf bags sold under the Waggle brand.
• Lifestyle Apparel Casual lifestyle clothing including hoodies, tees, caps, USA Hockey gear, Minnesota Frost apparel, Sota Hockey merchandise, golf apparel, bags, and PPE face masks.
• ProSharp Skate Sharpening Service In-store professional skate sharpening service offered at both retail locations using the ProSharp system.

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core.

• Bauer HockeycoreTechnology or IntegrationPrimary hockey equipment supplier. Lettermen Sports carries a comprehensive selection of Bauer hockey products including Vapor, Supreme, and Nexus lines of skates, sticks, helmets, and protective equipment.
• CCM HockeycoreTechnology or IntegrationKey equipment brand partner. Stocks CCM Tacks, Jetspeed, and FT series equipment including skates, sticks, and protective gear.
• ProSharpcoreTechnology or IntegrationSkate sharpening service offered in-store. ProSharp branded sharpening service available at both retail locations.
• Minnesota Community SchoolscoreStrategic or Co-development PartnerOngoing partnerships with local Minnesota schools including Andover, Blaine, Centennial, Coon Rapids, Irondale, Maple Grove, Mounds View, Orono, Spring Lake Park, St. Francis, and Wayzata for custom community apparel.
• OMGHA (Osseo Maple Grove Hockey Association)coreStrategic or Co-development PartnerOfficial apparel partner for OMGHA hockey association providing team uniforms and merchandise.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Scheels: Large regional sporting goods retailer with strong Midwest presence. Overlaps with Lettermen Sports in hockey equipment, apparel, and team outfitting, but competes across many other sports categories rather than specializing in hockey.
• LIDS: National headwear and licensed sports apparel retailer. Comparable to Lettermen Sports' branded headwear, lifestyle apparel, and community/school-affiliated apparel offerings.
• Bauer Hockey: Primary hockey equipment manufacturer and a key Lettermen Sports supplier. Comparable as both a critical partner and a structural threat if Bauer expands direct-to-consumer channels that disintermediate Lettermen Sports.
• Dick's Sporting Goods: National big-box sporting goods retailer carrying hockey equipment and apparel. Competes for the same consumer wallet and increasingly invests in hockey-specific merchandising, posing a competitive threat on both breadth and convenience.

Regional players

• Pro Hockey Life: Canadian hockey specialty retailer with physical stores and e-commerce. Comparable product mix and target customer to Lettermen Sports, though primarily serving Canadian markets rather than U.S. customers.
• Fleet Farm: Upper-Midwest general sporting and lifestyle retailer with stores across Minnesota and Wisconsin. Competes with Lettermen Sports on apparel and recreational sporting goods within the same regional geography.

Direct peers

• Hockey Monkey: National hockey equipment and apparel e-commerce retailer carrying Bauer, CCM, Warrior, and other major brands. Competes head-to-head with Lettermen Sports' online channel for non-Twin-Cities customers seeking hockey equipment.
• Perani's Hockey World: Multi-store hockey specialty retailer serving the Midwest U.S. with equipment, apparel, and skate sharpening. Highly comparable to Lettermen Sports in store-based service model and product assortment.
• MonkeySports Superstores: Parent of Hockey Monkey and operator of physical hockey superstores. Closely comparable in product breadth (hockey sticks, skates, apparel) and omnichannel D2C model.
• Pure Hockey: Largest U.S. hockey-specialty retailer with both physical stores and a national e-commerce platform. Directly comparable to Lettermen Sports in product mix (skates, sticks, protective gear) and target customer (hockey players of all levels), but with materially greater scale and geographic reach.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/lettermensports
• Facebookfacebook.com/LettermenSports

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 Lettermen Sports