Absolute Filth Hockey

What Absolute Filth Hockey does

Absolute Filth Hockey is a Hamel, Minnesota-based manufacturer and direct-to-consumer seller of premium scented hockey stick wax and adjacent gear-care products. Founded in 2019 by Katie and Casey Kirt as an outgrowth of their separate Fast Wax ski-wax business, the company sells 16+ themed scented wax SKUs organized into Light, Everyday, and Super Grip tiers, priced between $12.99 and $14.99 per unit, plus a 2024-launched Neutral Zone cherry-scented odor neutralizer spray at $18.99 and digital gift cards. Core product technology centers on proprietary wax formulations — a 5-wax blend for scented SKUs and an all-natural 3-wax blend (soy, coconut, beeswax) for the Pure Filth line — engineered by wax scientists with 25+ years of ski-wax experience and hand-cast into custom molds inside hockey-bag-resistant steel tins. The company's flagship Northern Lights product has demonstrated 59% greater tack strength than its nearest competitor in force-measurement testing.

The business runs a multi-channel go-to-market: a Shopify-powered DTC storefront at absolutefilth.com with a 50%-off first-order email capture and Buy-2-Get-1-Free promo mechanics; a wholesale dealer program serving US pro shops and rink shops with flexible terms and point-of-sale marketing support; and an Amazon.ca storefront reaching Canadian consumers without direct international logistics. The company is bootstrapped, family-owned, and has no disclosed external funding, with 1–10 employees operating from a single Hamel, MN headquarters. Customers are predominantly individual hockey players from youth through beer-league and elite tiers, with a secondary team/corporate lane that has produced at least one custom-scent engagement (North Pine for the Minnesota Blue OX USPHL). Revenue is generated almost entirely through one-time product sales across the three channels, with promotional discounting (Buy 2 Get 1 Free; 25% team discount at 13+ units; free shipping at 12+ units or $50+) driving volume. The legal entity is Absolute Filth LLC, domiciled in Minnesota.

Name

Absolute Filth Hockey

Legal name

Absolute Filth LLC

Website

https://absolutefilth.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Absolute Filth Hockey is a Hamel, Minnesota-based manufacturer of premium scented hockey stick wax and gear-care products, selling 16+ themed SKUs directly to consumers, wholesale dealers, and Canadian buyers via Amazon.ca. Founded in 2019 and bootstrapped.

Ownership category

akta.pro rank

Product category

Hockey Equipment Accessories

NAICS

Soap and Cleaning Compound Manufacturing (32561)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Solid & Cream Fragrances (CRABADAF)

akta.pro secondary industry

Odor Eliminators & Neutralizers (Non-fragrance) (CRAJAEAF)

Keywords

• Hockey stick wax
• Scented sports wax
• Hockey equipment accessories
• Natural hockey wax
• Hockey gear care

Headquarters

HQ city

Hamel

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Direct-to-consumer sales of hockey wax products through their e-commerce website. Products sold as individual units with Buy 2 Get 1 Free promotions and bulk team ordering discounts.
2. Wholesale/Dealer Sales: Wholesale distribution to pro shops, rink shops, and retail chains. Offers flexible ordering, payment terms, and point-of-sale marketing support for dealers.
3. Marketplace Sales: Sales through Amazon.ca for Canadian customers, expanding geographic reach without direct investment in international logistics.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Absolute Filth Hockey manufactures and sells scented hockey stick wax pucks in proprietary five-wax and three-wax (all-natural) blends, packaged in custom steel tins and sold direct to consumers, in bulk to teams, and wholesale to pro shops. The portfolio covers seventeen named scented waxes plus the Neutral Zone hockey gear deodorizer spray and digital gift cards.

Product overview

Absolute Filth Hockey is a premium scented hockey wax company offering a portfolio of 16+ scented stick wax products alongside complementary hockey gear care products. The core offering consists of scented hockey waxes made from a blend of natural waxes (soy, coconut, beeswax, and 2 additional proprietary waxes) in various grip levels (Light Grip, Everyday Grip, Super Grip). Flagship products include Northern Lights (the world's stickiest wax), Pure Filth (all-natural unscented formula), and the full catalog of themed scented waxes ranging from fruit scents (Wicked Cherry, Sweet Citrus, Banana Bender) to exotic scents (Dragons Blood, North Pine) to tropical scents (Coco Mango Beach Party, Goals A-GOGO). The portfolio also includes a gear odor neutralizer spray (Neutral Zone) and gift cards. All wax products are hand-cast into custom molds, packaged in hockey bag-resistant steel tins, made in Minnesota from certified organic food-grade ingredients, and sold with a Buy 2 Get 1 Free promotion. The company also offers a team ordering program with 25% discounts for orders of 13+ waxes.

Differentiator

Problem solved

Functional benefit

Products and services

• Northern Lights Hockey Stick Wax

Quantifiable outcome

• 59% more tack strength than nearest competitor based on force measurement testing

Named customers1 record

Segments4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered core and minor.

• The Honey HousecoreStrategic or Co-development PartnerLocal Wisconsin beekeeping operation that supplies natural beeswax for Absolute Filth products. Located in St. Croix Falls, Wisconsin. Beeswax is minimally processed and filtered in-house. Seasonal variations in wax color based on bee feeding sources (clover, wildflowers, tree pollen) create natural product variation.
• ShopifycoreTechnology or IntegrationE-commerce platform provider powering the absolutefilth.com online store. Provides payment processing, store infrastructure, and order management capabilities.
• Amazon.caminorChannel Partner/ Reseller/ DistributorCanadian marketplace distribution channel allowing Canadian customers to purchase Absolute Filth products through Amazon.ca store page.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Hockey Monkey: Multi-channel hockey equipment retailer (online + brick-and-mortar) carrying accessories, sticks, and gear. Comparable as a wholesale buyer whose adoption or rejection directly affects Absolute Filth's hockey retail distribution.
• Bauer Hockey: Largest hockey equipment manufacturer with broad product portfolio (sticks, skates, bags, accessories). As a broad incumbent, Bauer is the most likely large competitor that could launch competing stick-wax or grip products leveraging its pro-shop distribution.
• Pure Hockey: Largest hockey-specific retail chain in North America. Comparable as a wholesale channel partner that determines whether niche brands like Absolute Filth can scale through specialty hockey retail beyond DTC.
• CCM Hockey: Major hockey equipment brand with extensive retail distribution and accessories line. Comparable as a broad incumbent that could bundle or clone a scented stick wax into its accessory category if the hockey-wax niche proves attractive.
• Swix: Global leader in ski wax and tools that also extends into cross-country and endurance categories. Comparable as a wax-science incumbent with formulation IP that could enter the hockey accessory market if cross-sport opportunity emerges.
• Warrior Sports: Established hockey equipment manufacturer producing sticks, gloves, and accessories with broad retail reach. Relevant as a broad incumbent that controls the same pro-shop and rink-shop shelf space Absolute Filth targets.
• Toko Wax: European ski wax and sports care brand with deep wax-science heritage. Comparable as a broad incumbent whose formulation capabilities and international retail footprint could be leveraged to compete in hockey-wax should the niche scale.

Direct peers

• Howie's Hockey: Long-standing manufacturer of hockey stick wax products targeted at the same hockey players. Direct competitor in the stick wax category with comparable product form (bar/block wax) and retail positioning through pro shops.
• Snipers Edge Hockey: Brand that markets hockey stick wax and grip-enhancing products for players seeking puck control. Directly comparable on product type (scented hockey wax) and target buyer (hockey players across levels).
• Fast Wax: Sibling brand owned by the same Kirt family producing ski/board wax. Highly relevant as the R&D and manufacturing platform from which Absolute Filth's formulations originate, serving an adjacent but comparable wax-for-sports category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/AbsoluteFilth2
• YouTubeyoutube.com/@AbsoluteFilthHockey
• Facebookfacebook.com/AbsoluteFilthHockey
• Instagraminstagram.com/absolutefilthhockey
• TikToktiktok.com/@absolutefilthhockey

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Absolute Filth Hockey