House Of Hockey, Llc

What House Of Hockey, Llc does

House of Hockey, LLC operates a single-location hockey pro shop inside the Verona Ice Arena at 451 E. Verona Avenue in Verona, Wisconsin. Founded in 2023 and owned by Todd Carlson — a hockey player and coach with over 50 years of experience — the business sells ice hockey equipment and apparel from major brands including Bauer, CCM, True, Warrior, Sherwood, and Graf, alongside providing professional skate services: sharpening (Blademaster Platinum and Sparx systems), Bauer Prosharp blade profiling, CCM Skate Compressor heat molding, skate repair, and stick fitting.

The core technology footprint is service equipment rather than software: precision skate sharpening and profiling machines, heat molding compressors, and a Square-powered e-commerce and loyalty infrastructure. The company supplements its in-store experience with digital tools — Bauer Custom Stick Builder, MyBauer Custom FlyLite Skate Builder, and an interactive Hockey Stick Finder Quiz — and ships to 48 contiguous US states via houseofhockeyverona.com.

House of Hockey generates revenue through five streams: one-time retail product sales under manufacturer MAP pricing constraints, pay-as-you-go skate services ($7–$50 per transaction), team sales and bulk uniform orders through a dedicated submission process, digital and physical gift cards, and a recurring House Rewards three-tier loyalty program (House Rewards, Plus at $500–$1,499 annual spend, VIP at $1,500+ annual spend). It serves three primary consumer personas — youth, competitive/junior, and adult/senior hockey players — plus a secondary segment of youth and adult hockey teams, all accessed through its arena-embedded retail footprint, e-commerce site, social channels (Facebook, Instagram), email newsletter, and community sponsorship activities.

Name

House Of Hockey, Llc

Legal name

House of Hockey, LLC

Website

https://houseofhockeyverona.com

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

1–10 employees

Short description

House of Hockey, LLC operates a single-location hockey pro shop inside the Verona Ice Arena in Verona, Wisconsin, founded in 2023 by Todd Carlson. It sells ice hockey equipment and apparel from major brands and provides professional skate sharpening, blade profiling, heat molding, repair, and team uniform services to youth, competitive, and adult hockey players, plus a House Rewards loyalty program.

Ownership category

akta.pro rank

Product category

Hockey Equipment Retail

akta.pro primary industry

Ice Hockey & Field Hockey Equipment Retail (CRAMAEAE)

Keywords

• Hockey equipment retail
• Skate sharpening services
• Hockey pro shop
• Custom skate fitting
• Ice hockey apparel

Headquarters

HQ city

Verona

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Sale of hockey equipment including sticks, skates, protective gear, team uniforms, and accessories. Products sourced from major brands including Bauer, CCM, True, Warrior, Sherwood, Graf, and others.
2. Skate Sharpening Services: Professional skate sharpening using Blademaster and Sparx systems. Pricing: $10.00 for hockey skates (while you wait or drop-off next day), $12.00 for figure skates, $7.00 for Sparx sharpening. Free first sharpening on new skates purchased at House of Hockey.
3. Heat Molding Services: Skate heat molding using CCM Skate Compressor. Free with new heat-moldable skates purchased at House of Hockey, $20.00 for skates purchased elsewhere.
4. Skate Repair Services: Skate repair including steel replacement, TUUK/power-fly/holder replacement, and rivet/eyelet replacement. Labor rates: $25/hour with parts from HoH, $50/hour for outside parts. Free TUUK/holder installation for parts purchased at House of Hockey.
5. Team Sales & Bulk Orders: Bulk ordering of team uniforms, jerseys, socks, and equipment with custom design options. Includes product catalogs from Bauer, CCM, Howies, Warrior, and others.
6. Gift Cards: Sale of digital and physical gift cards for future purchases at retail locations or online.
7. House Rewards Program: Loyalty program with tiered membership (House Rewards, House Rewards Plus, House Rewards VIP). Members earn points on purchases redeemable for gift rewards ($10 per 500 points). Generates customer retention and repeat purchases.

Pricing tiers

Distribution channels4 records

Marketing channels6 records

Core offering

House of Hockey is a hockey pro shop that sells ice hockey equipment, apparel, and accessories from major brands including Bauer, CCM, True, Warrior, Sherwood, and Graf. It also provides in-store professional services such as skate sharpening, blade profiling, heat molding, skate repair, and stick fitting, supported by an e-commerce online store and team sales for bulk uniform orders.

Product overview

House of Hockey is a premier hockey gear retailer and pro shop offering a comprehensive selection of ice hockey equipment and professional services. The core product portfolio includes hockey sticks (CCM Jetspeed FT8 Pro, CCM Jetspeed FT9 Pro, CCM Vizion, Bauer Vapor Fly, CCM Tacks XF Ghost, CCM Ribcor Trigger 10 Pro, Bauer Proto2 White, Bauer Pulse), protective gear (CCM Jetspeed FT8 Pro Protective, Bauer Vapor Fly Protective), goalie equipment (Bauer Vapor Flylite Goalie), ice skates (Bauer Vapor Fly series), and team uniforms. The company differentiates through professional services including skate sharpening (Blademaster/Sparx systems), Bauer Prosharp blade profiling (Quad/Zuperior/Ellipse profiles), heat molding, skate repair, and stick fitting services. Additional offerings include a loyalty program (House Rewards with three tiers), custom stick and skate builders, a hockey stick finder tool, team sales/bulk ordering, and eGift cards. The business operates as a physical pro shop with online e-commerce integration.

Differentiator

Problem solved

Functional benefit

Products and services

• Hockey Equipment Retail (sticks, skates, protective gear, goalie equipment) Multi-brand retail of ice hockey equipment and apparel, including Bauer and CCM protective gear, sticks (CCM Jetspeed FT8 Pro Stick, CCM Jetspeed FT9 Pro, CCM Vizion, Bauer Vapor Fly series, CCM Tacks XF Ghost, CCM Ribcor Trigger 10 Pro, Bauer Proto2 White, Bauer Pulse), Bauer Vapor Fly skates, and Bauer Vapor Flylite Goalie gear, sourced from Bauer, CCM, True, Warrior, Sherwood, Graf, and others.
• Skate Sharpening Service Professional skate sharpening for hockey and figure skates using a Blademaster Platinum 3-station machine (PLA5VSV) with Multi Purpose Form Dresser and the Sparx automated sharpening system. Pricing: $10 hockey skates, $12 figure skates, $7 Sparx; free first sharpening on new skates and new steel purchased at House of Hockey.
• Bauer Prosharp Blade Profiling Service Performance blade profiling using Bauer Prosharp technology offering Quad, Zuperior, and Ellipse profiles to optimize skating performance based on individual skating style.
• Skate Heat Molding Service Heat molding and compression of new hockey skates using the CCM Skate Compressor machine with air bladders applying consistent outside pressure during the cooling process. Free with new heat-moldable skates purchased in-store, $20 for skates purchased elsewhere.
• Skate Repair Service Skate repair services including steel replacement, TUUK/power-fly/holder replacement, and rivet/eyelet replacement. Labor at $25/hour for parts purchased in-store ($10 minimum) or $50/hour for outside parts ($15 minimum); free TUUK/holder and steel installation for parts purchased at House of Hockey.
• Stick Services (Fitting, Cutting, Tape Instruction) Professional stick fitting for shooting hand, length, flex, and curve, with free cutting and tape instruction for customers.
• Team Uniforms and Bulk Orders Bulk ordering of custom hockey uniforms including jerseys, socks, pant covers, and hoodies from Bauer, CCM, Howies, Warrior, and True catalogs, with team-specific design and bulk pricing handled through a dedicated submission form.
• House Rewards Loyalty Program Three-tier loyalty program (House Rewards, House Rewards Plus at $500-$1,499 annual spend, and House Rewards VIP at $1,500+ annual spend) with points earned on purchases, redeemable for gift rewards at $10 per 500 points and bonus points on skate sharpening services.
• eGift Cards Digital gift cards redeemable for purchases at House of Hockey retail locations or through the online store.

Quantifiable outcome

• Free first sharpening on all new skates and steel purchased at House of Hockey
• +2 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Bauer HockeycoreOthersMajor hockey equipment brand whose products are sold at House of Hockey. The company offers Bauer custom stick and skate builders, and adheres to Bauer MAP (Minimum Advertised Price) policies.
• CCM HockeycoreOthersMajor hockey equipment manufacturer. House of Hockey sells CCM products including Jetspeed and Tacks lines, and uses CCM Skate Compressor for heat molding services.
• True HockeyminorOthersHockey equipment brand whose products are featured at House of Hockey including True skate sizing and products.
• Warrior HockeyminorOthersHockey equipment brand whose products are sold at House of Hockey, subject to MAP pricing restrictions.
• Sherwood HockeyminorOthersHockey equipment brand whose sticks and products are sold at House of Hockey, subject to MAP pricing restrictions.
• HowiesminorOthersTeam hockey equipment supplier featured in House of Hockey's team sales catalogs for team accessories and gear.
• Verona Ice ArenacoreOthersHost venue for House of Hockey's retail location, providing physical storefront within the ice arena facility.
• Square (Payment Processing)coreTechnology or IntegrationSquare provides payment processing for retail and online transactions, gift card services, and loyalty program infrastructure for House Rewards.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Bauer Hockey: Major global hockey equipment manufacturer whose products and custom builders (Bauer Custom Stick, MyBauer) House of Hockey retails. Comparable as the dominant supplier shaping MAP policy and product roadmap across the entire category.
• CCM Hockey: Major global hockey equipment manufacturer whose Jetspeed, Tacks, Ribcor, and Vizion lines House of Hockey sells and whose Skate Compressor the shop uses for heat molding. Comparable as a category-defining manufacturer and equipment partner.

Direct peers

• Total Hockey: US hockey equipment retailer combining stores and online sales of major-brand sticks, skates, and protective gear. Comparable for offering the same product categories and targeting youth through adult hockey players.
• Pure Hockey: Largest US hockey specialty retailer operating both brick-and-mortar stores and a full online catalog of equipment, apparel, and skate services. Directly comparable as a multi-channel hockey pro shop competing for the same youth, junior, and adult hockey customer.
• Hockey Monkey: Online-direct hockey equipment retailer offering sticks, skates, protective gear, and team uniforms from major brands. Comparable as a multi-brand hockey equipment seller competing for the same e-commerce buyer across the contiguous US.
• Play It Again Sports: US new and used sporting goods franchise chain with hockey equipment and apparel as a core category. Comparable as a multi-store retailer serving recreational hockey buyers with broader sporting goods assortment.
• Perani's Hockey World: US hockey equipment retailer with multiple physical stores across the Midwest and a strong online presence, founded and run by experienced hockey people. Comparable as a specialty hockey pro shop targeting the same customer segments with similar brand mix and service offerings.

Regional players

• Pro Hockey Life: Leading Canadian hockey specialty retailer with stores across Canada offering sticks, skates, protective gear, and skate services. Comparable in assortment, service mix, and customer base, but operates primarily in Canada rather than the US market House of Hockey serves.
• Source for Sports: Canadian sporting goods retailer with a strong hockey equipment and team uniform offering across multiple Canadian locations. Comparable in product categories and team sales focus, but Canadian rather than US geography.

Emerging players

• SweetSpot Hockey Shop: Specialty hockey retailer focused on premium sticks, apparel, and gear for serious players. Comparable as a niche multi-channel competitor targeting the same performance-oriented hockey segments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/hohverona
• Instagraminstagram.com/hohverona
• LinkedInlinkedin.com/company/house-of-hockey-llc

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 House Of Hockey, Llc