Better Hockey

What Better Hockey does

Better Hockey is a Sweden-based, privately held direct-to-consumer retailer specializing in off-ice hockey training equipment, operating under its own brands including Extreme Hockey, XDT, Game Changer, and Green Biscuit. The company sells modular flooring tiles, shooting pads, rebounders and passers, stickhandling trainers, goals, pucks, slide boards, and practice tarps, complemented by a connected hardware line (XDT) that pairs Bluetooth-enabled shooting targets, a radar, and a smart passer with an iOS/Android app to capture shot speed, accuracy, and reaction time. The interactive Game Changer system uses an iPuck smart puck across LITE and Extreme versions to deliver nine game modes with electronic scoring.

The business runs entirely through a Shopify-powered D2C storefront at betterhockey.se with multi-currency (SEK, EUR, NOK, PLN) and multi-language (Swedish, English) support, 1-3 day domestic delivery, and free shipping above 3000 SEK. Pricing is one-time hardware unit pricing across a tiered range from 129 SEK accessories up to 4,799 SEK bundles; no subscription or recurring software revenue is disclosed. Customer segments span individual players from beginners to elite professionals, with self-reported adoption by 100+ NHL professionals and tens of thousands of youth players worldwide, but no enterprise or team-level contracts are disclosed.

The GTM is product-led growth supported by organic social (Facebook, Instagram, TikTok, YouTube), email/newsletter, content/SEO, customer reviews, and NHL-player endorsements as social proof. Headcount sits at 11-50, there is no disclosed funding history or parent entity, and revenue figures are not publicly reported. Expansion is currently driven by product launches (XDT smart line, tarp SKUs) and international checkout enablement rather than capital-raising or M&A.

Name

Better Hockey

Legal name

Better Hockey

Website

https://betterhockey.se

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Better Hockey is a Sweden-based D2C retailer of off-ice hockey training equipment — flooring tiles, goals, passers, shooting pads, and a new XDT smart line with app integration — serving individual players, youth athletes, and professionals worldwide.

Ownership category

akta.pro rank

Product category

Sports Training Equipment (Off-Ice Hockey)

NAICS

Sporting Goods Retailers (459110), Sporting and Athletic Goods Manufacturing (33992)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Team Sports Training Aids & Coaching Equipment Retail (CRAMAEAL)

akta.pro secondary industry

Ice Hockey & Field Hockey Equipment Retail (CRAMAEAE)

Keywords

• Off-ice hockey training
• Hockey shooting targets
• Stickhandling training equipment
• Hockey flooring tiles
• Hockey training goals

Headquarters

HQ city

Täby

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hockey Training Equipment Sales: One-time hardware sales of off-ice hockey training products including flooring tiles, shooting targets, passing machines, goals, and training accessories. Products sold directly to consumers through e-commerce platform.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Better Hockey sells proprietary off-ice hockey training equipment under its own brands (Extreme Hockey, XDT, Game Changer, Green Biscuit) including modular flooring tiles, Bluetooth-enabled smart shooting targets, interactive stickhandling systems, passers, rebounders, shooting pads, hockey goals, slide boards, and training pucks. Products are sold directly to consumers via e-commerce and designed for year-round home and outdoor use by hockey players of all levels.

Product overview

Better Hockey is a world leader in off-ice hockey training products, operating as an e-commerce retailer with own-brand products (Extreme Hockey and Better Hockey). The product portfolio centers on training equipment for shooting, passing, stickhandling, and skating. The core products include the XDT (Xtreme Digital Training) smart training line with Bluetooth-enabled shooting targets and app integration, the interactive Game Changer system with smart puck technology and 9 game modes, modular Flooring Tiles (Plastis) that simulate ice-like gliding, and various accessories including rebounders, passing trainers, shooting pads, hockey goals, pucks (including Green Biscuit brand), and slide boards. The company positions itself as offering professional-quality equipment used by 100+ NHL players at prices below competitors. Products are designed for both indoor and outdoor use, with weather-resistant features for year-round training.

Differentiator

Problem solved

Functional benefit

Brands

• Extreme Hockey: Primary product brand for off-ice hockey training equipment including flooring tiles, shooting pads, passing machines, stickhandling trainers, and goals.
• XDT (Xtreme Digital Training)
• Game Changer
• Green Biscuit

Products and services

• Extreme Hockey Flooring Tiles Modular plastic floor tiles (47x47 cm) with proprietary interlocking click-system that simulate ice-like gliding for off-ice stickhandling, shooting, and passing training. Sold in packs from 6-pack (1 m²) up to 60-pack (12 m²), weather-resistant for year-round outdoor use. Designed for hockey players seeking a portable, large-tile training surface at home.
• Better Hockey Extreme Game Changer Interactive stickhandling training system with 9 game modes, 10 sensors, polycarbonate playing surface that slides like real ice, built-in scoring, and iPuck smart puck technology. Designed for hockey players seeking gamified stickhandling practice.
• Better Hockey Extreme Game Changer LITE Compact version of the Game Changer with 9 game modes, 10 sensors, 83x83 cm polycarbonate surface. Includes iPuck, rebounder bands, and ice spray. Targeted at younger players or beginners.
• Better Hockey Game Changer iPuck Smart puck that registers lamp hits and scores on the Game Changer system surface. Required for multiplayer modes; compatible with Game Changer LITE and Extreme versions.
• XDT Smart Shooting Targets 2-Pack Bluetooth-enabled shooting targets with SmartBox devices that measure shot speed, accuracy percentage, and reaction time. Connects to the XDT Training App for real-time feedback and statistics tracking.
• XDT Smart Shooting Targets 4-Pack Four Bluetooth-enabled targets with SmartBox devices providing complete goal corner coverage for comprehensive shot tracking and statistics.
• Xtreme Hockey Radar Digital shot speed measuring device with radar technology and digital display for measuring hockey shot velocity. Part of the XDT digital training ecosystem.
• Xtreme Passer (SmartBox Passer) Smart passing trainer that connects to the XDT app for tracking passing accuracy and training statistics, returning the puck for solo passing and one-timer practice.
• Extreme Hockey Passer Clamp-On Pro Clamp-on hockey passer that attaches to shooting pads and flooring tiles, returning pucks automatically with consistent bungee cord tension for solo passing and one-timer training. Built from helmet-grade materials.
• Extreme Hockey Rebounder Passing trainer with 60 cm passing slot that returns the puck for solo training. Works on all shooting pads, synthetic ice, and flooring tiles; weather-resistant for year-round outdoor use.
• Extreme Hockey Stickhandling Trainer Modular stickhandling training device with 5 flexible sections (170 cm total length, 38 cm per section, 6.4 cm height) to improve puck control and hand agility. Works on ice and off-ice surfaces.
• Extreme Hockey Shooting Targets 3-pack of shooting targets that attach to hockey goals with bungee bands, providing target areas to aim at to improve shot accuracy. Durable construction for thousands of shots.
• Extreme Better Hockey Pro Goalie Goalie shooting tarp with 10 target holes positioned where goalies have difficulty saving, made of heavy-duty nylon for durability. Fits all regulation 183x122 cm hockey goals.
• Extreme Hockey Slide Board Pro Training board that mimics skating muscles for improved explosiveness, leg strength, and conditioning. Adjustable length; includes 3 pairs of booties and carry bag.
• Green Biscuit Better Hockey Off-ice training puck that glides on all surfaces including asphalt, used for stickhandling and passing practice.
• Green Biscuit NHL NHL-branded Green Biscuit training puck with various team logos, providing the same off-ice training benefits as the standard Green Biscuit with licensed NHL team designs.
• Extreme Hockey Monster Goal Heavy Duty Regulation-size hockey goal with heavy-duty construction designed to withstand shots up to 130 km/h. Includes protective netting for safer training.
• Extreme Hockey Pro Shooting Pad Shooting pad for off-ice training with ice-like glide. Available in multiple sizes (120x60 cm, 145x70 cm, 260x122 cm, 305x138 cm), UV-treated for year-round outdoor use.
• Gufex Official IIHF Hockey Puck 50-pack Official IIHF-approved match puck used in Olympics and World Championships, available in bulk 50-packs for extensive shooting practice.
• Extreme Hockey Speed Chute Resistance chute for improving skating speed and acceleration, helping hockey players develop faster leg power and explosiveness.
• Extreme Hockey Tarp Heavy-duty practice tarp with 8 goal holes that can be hung anywhere for indoor, outdoor, year-round training. Available in 2.1x3.05 m and 2.1x4.9 m sizes.
• XDT Training App Mobile application for iOS and Android that connects to XDT smart products via Bluetooth, providing real-time shot tracking, player profiles, statistics, challenges, and multiple training modes.

Quantifiable outcome

• 100+ NHL players use Better Hockey products
• +3 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature5 records

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• DangleDome: Niche off-ice stickhandling training product focused on quick-hand skills development, sold direct to consumer. Comparable on the off-ice stickhandling category and youth/individual buyer persona.
• Sense Arena: VR-based hockey training platform used by NHL and European pro teams. Competes with Better Hockey's XDT smart-target line for the connected/sensor-based off-ice training category and targets the same elite and youth segments.

Broad incumbents

• Pure Hockey: Largest specialty hockey retailer in North America, operating both e-commerce and physical stores. Comparable as a hockey-focused retail channel that could expand into proprietary training equipment and compete for Better Hockey's North American demand.
• Bauer Hockey: Largest ice hockey equipment manufacturer globally, with sticks, skates, and an expanding portfolio of training aids. Overlaps with Better Hockey on training accessories and could enter the smart-training space through its scale and NHL league relationships.
• Perani's Hockey World: Established North American hockey retailer with both retail stores and e-commerce for sticks, skates, and training equipment. Comparable as a broad incumbent competing for the same hockey training customer wallet.
• CCM Hockey: Major hockey equipment brand with sticks, protective gear, and training products distributed through major retail. Comparable as a broad incumbent in hockey training with overlapping channels and customer base.
• HockeyMonkey: Multi-channel hockey equipment retailer (online + brick-and-mortar) carrying training accessories alongside sticks and protective gear. Comparable as a hockey-focused retailer overlapping with Better Hockey's accessory and gear categories.

Direct peers

• HockeyShot: Canadian direct-to-consumer brand selling off-ice hockey training equipment (shooting pads, stickhandling trainers, synthetic ice, targets). Most directly comparable competitor to Better Hockey on product category, customer base (youth → NHL players), and D2C go-to-market.
• Warroad: Hockey-rooted training and lifestyle brand with NHL-player pedigree, selling off-ice training products alongside apparel. Comparable on the hockey-training niche, pro-player endorsement angle, and DTC distribution.
• Green Biscuit: Inventor of the original off-ice training puck used by NHL players; Better Hockey actually distributes Green Biscuit pucks under its own storefront. Competes directly in the off-ice puck category and adjacent training accessories.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@BetterHockeySweden
• Facebookfacebook.com/BetterHockeySweden
• Instagraminstagram.com/betterhockeysweden
• TikToktiktok.com/@betterhockey
• LinkedInlinkedin.com/company/better_hockey

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 Better Hockey