discount hockey

What discount hockey does

Discount Hockey (discounthockey.com) is a US-based direct-to-consumer e-commerce retailer specializing in hockey equipment, apparel, accessories, and custom jerseys. The company operates a Shopify platform serving individual hockey players at all levels (youth through senior+, including female players) as the primary customer segment, with secondary segments covering hockey teams and leagues (custom jerseys, team orders), coaches and training facilities (training aids and the proprietary xHockeyProducts line), and hockey officials (referee equipment). The catalog spans over 50 product categories including ice hockey skates, inline skates, composite and goalie sticks, full protective equipment sets (helmets, gloves, shoulder pads, elbow pads, pants, shin guards), goalie-specific gear, training aids, apparel, figure skating, and referee accessories, with inventory from major brands such as Bauer, CCM, Sherwood, Warrior, and TRUE.

The business runs a multi-brand plus private-label model. In addition to distributing third-party brands, Discount Hockey owns and markets the xHockeyProducts proprietary training equipment brand (including Pro Passer, Extreme Stick Handling Ball, xTargets 3.0, xTiles, and xSlideboard), which provides private-label margin capture and category differentiation. The technology stack is a standard Shopify storefront with self-serve product filtering by brand, size, fit, width, and price, supplemented by an SEO-focused blog (gear comparison guides such as Bauer Vapor/Supreme/Nexus and CCM JetSpeed/Tacks/Ribcor) and social media presence on Twitter, Facebook, YouTube, and Instagram.

Revenue is generated entirely through one-time hardware sales at retail unit pricing ranging from low-cost consumables (pucks, tape, accessories from a few dollars) to premium skates priced above $1,200, with frequent promotional discounts of 20–50% off MSRP. The company offers free shipping on orders over $200, flat-rate $14 ground shipping on all orders, and a Best Price Guarantee that matches or beats competitor pricing, positioning the business as a price-competitive, full-catalog alternative to specialty retail stores. The operating geography is North America, with no disclosed international shipping, and there is no subscription, recurring, or contract revenue component.

Name

discount hockey

Legal name

Discount Hockey

Website

https://discounthockey.com

Company type

Private

Operating status

Operating

Short description

Discount Hockey is a US-based direct-to-consumer e-commerce retailer selling hockey equipment, apparel, accessories, and custom jerseys through a Shopify storefront, serving individual players, teams, coaches, and officials across all skill levels.

Ownership category

akta.pro rank

Product category

Hockey Equipment Retail

NAICS

Sporting Goods Retailers (45911)

SIC

Retail-Miscellaneous Retail (5900)

akta.pro primary industry

Ice Hockey & Field Hockey Equipment Retail (CRAMAEAE)

Keywords

• Hockey equipment retail
• Ice hockey gear
• Hockey protective equipment
• Goalie equipment
• Custom hockey jerseys

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology

Revenue model

1. Product Sales: Retail e-commerce revenue from selling hockey equipment and gear directly to consumers. Products include skates, sticks, protective gear, apparel, and accessories from major brands. Revenue is generated through one-time product purchases with no subscription component.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Discount Hockey is an online e-commerce retailer that sells ice hockey and roller hockey equipment, apparel, protective gear, goalie equipment, training aids, referee gear, and custom jerseys directly to consumers through its discounthockey.com Shopify storefront. The company resells products from major brands such as Bauer, CCM, Sherwood, Warrior, and TRUE, and also distributes its proprietary xHockeyProducts training line.

Product overview

Discount Hockey is an online e-commerce retailer specializing in hockey equipment and gear, offering a comprehensive single-platform storefront with products spanning multiple categories including ice hockey skates (Bauer, CCM, TRUE), inline/roller skates, composite sticks, protective equipment (helmets, gloves, shoulder pads, elbow pads, shin guards, hockey pants), and goalie-specific gear (leg pads, catch gloves, blockers, chest protectors, masks). The company operates its own xHockeyProducts proprietary training equipment brand featuring items like Pro Passer, Extreme Stick Handling Ball, xTargets, and shooting pads for skill development. Beyond player equipment, the catalog includes apparel (practice jerseys, hockey socks), figure skating equipment, referee gear, and accessories (bags, skate accessories, stick accessories). Additional services include custom jersey ordering with team personalization. The platform offers free shipping on orders over $200 and a best price guarantee.

Differentiator

Problem solved

Functional benefit

Brands

• xHockeyProducts: Private-label training aids brand including Pro Passer, Extreme Stick Handling Ball, xPasser Dual Pro Passing Rebounder, xTargets 3.0 Shooting Targets, xTiles passing and sliding products, and xSlideboard Booties

Segments4 records

Ideal customer profiles4 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves2 records

Expansion highlights5 records

Direct peers

• Pure Hockey: Pure Hockey is the largest US hockey specialty retailer (acquired by Dick's Sporting Goods) operating both physical stores and a robust e-commerce site selling skates, sticks, protective gear, and apparel across all major hockey brands. It is the most direct competitor to Discount Hockey in the online hockey equipment space.
• HockeyMonkey: HockeyMonkey is a multi-channel hockey equipment retailer selling skates, sticks, protective gear, and apparel online and through showrooms. Like Discount Hockey, it serves all player levels and positions, and competes directly on price and selection for online hockey shoppers.
• Perani's Hockey World: Perani's Hockey World is a long-standing hockey equipment retailer with both online and brick-and-mortar operations across the Midwest and beyond. Sells the same major brands (Bauer, CCM) at competitive prices and serves individual players and teams with custom jersey services.
• Ice Warehouse: Ice Warehouse is a hockey-focused online retailer offering ice and inline skates, sticks, protective equipment, and apparel. It competes directly with Discount Hockey in the online hockey gear space with similar product breadth and discount positioning.

Emerging players

• GoalieMonkey: GoalieMonkey is a specialty retailer dedicated to goaltender equipment (leg pads, catch gloves, blockers, masks), operated as a sister concept by the same parent as HockeyMonkey. It overlaps with Discount Hockey's extensive goalie gear category but focuses exclusively on the goaltender niche.
• SidelineSwap: SidelineSwap operates a peer-to-peer marketplace for new and used sports equipment, including hockey gear. While not a specialty hockey retailer, it competes for price-sensitive hockey equipment buyers and represents an alternative secondary-market channel.

Broad incumbents

• Bauer (direct-to-consumer): Bauer is one of the two dominant hockey equipment manufacturers and sells direct-to-consumer through bauer.com. The Bauer DTC channel competes with Discount Hockey for full-price hockey gear purchases, particularly for new release skates and sticks.
• CCM Hockey (direct-to-consumer): CCM Hockey is the second major hockey equipment manufacturer, alongside Bauer, and operates direct e-commerce for its full product line. CCM DTC directly competes with Discount Hockey on new releases and brand-direct pricing.
• Dick's Sporting Goods (hockey section): Dick's Sporting Goods acquired Pure Hockey and operates a broad sporting goods e-commerce platform with a deep hockey equipment category. As a national omnichannel retailer owning Pure Hockey, it competes with Discount Hockey across both online and offline channels.

Others

• Lids: Lids is a large online and physical retailer of sports apparel, headwear, and fan merchandise that overlaps with Discount Hockey's apparel and souvenirs/novelty categories (hats, hoodies, team socks). Not a direct equipment competitor but overlaps in adjacent apparel purchases.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/discounthockey
• YouTubeyoutube.com/user/DiscountHockeydotcom
• Facebookfacebook.com/discounthockey
• Instagraminstagram.com/discounthockey
• LinkedInlinkedin.com/company/discounthockey-com

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 discount hockey