Sherwood Hockey

What Sherwood Hockey does

Sherwood Hockey is a privately held Canadian sporting goods manufacturer founded in 1949 and headquartered in Sherbrooke, Quebec. The company designs, produces, and distributes a full range of ice hockey equipment including player sticks, goalie sticks, gloves, protective gear (shoulder pads, shin guards), hockey pants, apparel, bags, mini sticks, and accessories. The catalog is organized into technology families — REKKER Morph and CODE Photon at the professional/elite tier, CODE Encrypt and T60X at the competitive tier, and True Touch, Playrite, Foamcore, and Wood at the entry and traditional tiers — with composite materials, foam core construction, and ergonomic design serving as the core technical underpinnings. Sherwood also markets registered trademarks across its flagship product lines (REKKER, CODE, True Touch, T60X) and operates a Signature Series mini-stick collectibles program.

The company runs a hybrid go-to-market combining direct-to-consumer e-commerce at sherwoodhockey.com, retail partnerships with a public store locator, an international distributor network, and reseller/channel collaborations including Winter Classic and lifestyle co-brands. Revenue is generated entirely through hardware unit sales across three pricing tiers (entry-level wood sticks, mid-range composite sticks, and premium professional equipment), with pricing not publicly disclosed. Sherwood serves professional, amateur, and recreational hockey players as its primary persona, with goaltenders addressed through a distinct product family of goal sticks, gloves, and protective gear; a recently added Women's Design line extends reach to female players.

Brand heritage of more than 75 years anchors Sherwood's positioning as a challenger in hockey equipment design. The company has been actively broadening its addressable market through lifestyle collaborations with OVO (October's Very Own), Marucci, Avirex, and Mitchell & Ness, an NHL Winter Classic partnership, expansion into synthetic training floor tiles, and the Signature Series collectible mini-stick program. Sherwood holds no institutional investors, parent company, or disclosed funding in the available record and operates with a headcount of 11–50 employees.

Name

Sherwood Hockey

Legal name

Sherwood Hockey

Website

https://sher-wood.com

Company type

Private

Founded year

1949

Operating status

Operating

Headcount range

11–50 employees

Short description

Sherwood Hockey is a Canadian manufacturer founded in 1949 that designs and sells ice hockey equipment — sticks, gloves, protective gear, pants, apparel, and accessories — directly and through retail distributors to professional, amateur, and recreational hockey players worldwide.

Ownership category

akta.pro rank

Product category

Ice Hockey Equipment

NAICS

Sporting and Athletic Goods Manufacturing (33992), Sporting Goods Retailers (45911)

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), Customized & Personalized Fan Gear Retail (CRAMAOAJ)

Keywords

• Hockey equipment manufacturing
• Ice hockey sticks
• Goalie equipment
• Protective hockey gear
• Sports apparel accessories

Headquarters

HQ city

Sherbrooke

HQ country

Canada

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hockey Equipment Sales: Sherwood Hockey generates revenue through the sale of hockey sticks (player sticks, goal sticks), protective equipment, gloves, apparel, bags, and accessories. Revenue is generated through both direct-to-consumer e-commerce sales and retail distribution channels.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Sherwood Hockey designs, manufactures, and sells ice hockey equipment including player sticks, goalie sticks, hockey gloves, protective gear (shoulder pads, shin guards), hockey pants, apparel, and accessories. The portfolio is built around multiple proprietary technology families — CODE Photon, REKKER Morph, CODE Encrypt, T60X, True Touch, Playrite, Foamcore, and Wood — addressing entry-level through professional performance tiers. The company sells direct to consumers through its e-commerce site, through international distributors and retail partners globally, and through lifestyle/collaboration channels.

Product overview

Sherwood Hockey is a manufacturer of ice hockey equipment offering a multi-product portfolio organized around several technology families. The core product lines include sticks (player sticks and goalie sticks), hockey gloves, protective equipment (shoulder pads, shin guards), hockey pants, apparel, and accessories. The main technology/family lines are CODE Photon, REKKER Morph, CODE Encrypt, T60X, True Touch, Playrite, and Wood sticks, each targeting different performance levels from elite/professional (REKKER Morph, T60X, CODE Photon) to competitive (CODE Encrypt, True Touch, Playrite) to traditional (Wood). The REKKER Morph line serves as the flagship premium line across multiple product categories including sticks, gloves, protective, and pants. Limited Edition products and Signature Series Mini-Sticks are special offerings featuring collaborative designs. Founded in 1949, the company positions itself as a heritage brand that continues to innovate in hockey equipment technology.

Differentiator

Problem solved

Functional benefit

Brands

• CODE Photon: Product line of hockey sticks
• REKKER Morph
• CODE Encrypt
• True Touch
• Playrite
• Wood
• T60X
• Foamcore (FC)
• 5030 HOF
• Signature Series Mini-Sticks
• OVO
• Marucci, Avirex and Mitchell & Ness

Products and services

• Player Hockey Sticks Composite and wood ice hockey sticks for skaters across all performance levels, from entry-level wood to elite composite player sticks (CODE Photon, REKKER Morph, CODE Encrypt, True Touch, Playrite, Limited Edition, Wood). Designed for hockey players seeking different blends of shot power, puck feel, and price.
• Goalie Sticks Specialized goalie sticks for ice hockey goaltenders, including the premium REKKER Morph goal stick, professional-grade T60X senior goal stick, lightweight Foamcore (FC) foam-core construction, and traditional wood goalie sticks. Designed for goaltenders across performance levels.
• Hockey Gloves Protective hockey gloves spanning premium (REKKER Morph), high-performance (T60X), competitive (CODE Encrypt), and professional Hall of Fame (HOF 9950 Pro 4 Roll) tiers. Designed for hockey players seeking protection and dexterity.
• Protective Equipment Body protective equipment for hockey, including shoulder pads, shin guards, and other protective gear across the REKKER Morph (premium), CODE Encrypt (competitive), T60X (high-performance), Sherwood Women's Design (female-specific fit), and 5030 HOF (Hall of Fame) families, plus protective accessories and on-ice under-protective apparel.
• Hockey Pants Ice hockey pants for protection and mobility, available in premium (REKKER Morph), competitive (CODE Encrypt), high-performance (T60X), and women's-design (Sherwood Women's Design) variants.
• Hockey Apparel Hockey-branded apparel and lifestyle/crossover apparel, including the Sherwood branded apparel line and apparel produced through brand collaborations (OVO, Marucci, Avirex, Mitchell & Ness) extending into lifestyle and streetwear-adjacent markets.
• Hockey Equipment Bags Bags designed for transporting hockey sticks, gear, and accessories to and from the rink.
• Mini Sticks and Signature Series Mini-Sticks Miniature hockey sticks sold as promotional items, fan merchandise, and collectibles, including the Signature Series Mini-Sticks featuring partnership collaboration designs.
• Sherwood Synthetic Interlocking Floor Tile System Interlocking synthetic floor tile system intended for synthetic ice or training surfaces, used by hockey players for off-ice or simulated on-ice training.

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Five partnerships are on record, tiered core and minor.

• OVO (October's Very Own)coreGTM or Marketing Partner · 1 January 2025OVO collaboration featuring hockey-themed products as part of a brand partnership with Drake's October's Very Own lifestyle brand. The collaboration represents Sherwood's push into lifestyle and streetwear-adjacent markets to reach broader consumer demographics.
• MarucciminorGTM or Marketing PartnerCollaborative partnership featuring products with Marucci, expanding Sherwood's presence in baseball and lifestyle apparel crossover markets.
• AvirexminorGTM or Marketing PartnerCollaboration with Avirex for lifestyle apparel products, bringing aviation-inspired designs to the hockey apparel category.
• Mitchell & NessminorGTM or Marketing PartnerPartnership with Mitchell & Ness for retro-inspired hockey apparel and nostalgic sportswear collections.
• Winter ClassiccoreStrategic or Co-development PartnerWinter Classic collaboration featuring special edition products tied to the annual NHL outdoor hockey game event. Products include the Market collection and limited edition Winter Classic items.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Direct peers

• CCM Hockey: Top-tier ice hockey equipment brand owned by Topgolf Callaway Brands; competes with Sherwood in sticks, gloves, and protective gear across all performance tiers.
• Bauer Hockey: The dominant ice hockey equipment manufacturer (sticks, skates, gloves, protective), competing directly with Sherwood across every category Sherwood serves. Closest comparable in product mix and target customer.
• TRUE Hockey: Performance-focused hockey equipment brand offering sticks, gloves, and protective gear; competes with Sherwood in the premium composite segment.
• Warrior Sports: Hockey equipment manufacturer specializing in sticks, gloves, and protective gear; directly comparable product portfolio and competitive positioning to Sherwood's performance lines.
• STX Hockey: Hockey stick and equipment brand offering composite sticks and protective gear; competes directly with Sherwood in the player stick category.
• Easton Hockey: Long-standing hockey equipment manufacturer with sticks, gloves, and protective gear; comparable heritage position and product category overlap with Sherwood.

Emerging players

• Winnwell: Hockey accessories and equipment brand offering sticks, bags, and protective gear at accessible price points; overlaps with Sherwood's entry- and mid-tier lines.
• Hespeler Hockey: Heritage-tinged hockey equipment brand focused on gloves, sticks, and accessories; comparable niche positioning and direct-to-consumer go-to-market model.

Broad incumbents

• Franklin Sports: Broad sporting goods manufacturer with a hockey equipment line (sticks, protective, accessories); larger and more diversified than Sherwood, with overlapping but less specialized hockey offerings.

Regional players

• Graf Skates (hockey): Swiss-based hockey skate and equipment manufacturer with strong European presence; comparable hockey-focused product approach though primarily regional versus Sherwood's North American base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/sherwoodhockey
• YouTubeyoutube.com/user/SherWoodHockey
• Facebookfacebook.com/sherwoodhockeyinc
• Instagraminstagram.com/sherwoodhockey
• LinkedInlinkedin.com/company/sher-wood-hockey-inc.

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 Sherwood Hockey