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Aside from world-class skill and athleticism, there’s one thing nearly every player in today’s NHL has in common: they wear something made by Bauer Performance Sports. In recent years, the hockey equipment maker that pioneered modern skate technology has become an industry behemoth, controlling 49 per cent of the global market for hockey gear. “We are number one in every category,” boasts president and CEO Kevin Davis.
Roughly 90 per cent of NHL players wear at least one piece of Bauer equipment. Seven out of 10 wear Bauer skates. As the puck dropped on the current NHL season, Bauer was the top hockey stick provider for the league’s players—beating out rival Easton—thanks in part to the introduction of the new Vapor APX model. Meanwhile, Bauer says it has surpassed legendary brand CCM—bought by Reebok in 2004—to become the leading seller of sticks, helmets, skates and goalie equipment.
It’s a radical change of fate for the company, which just a few short years ago seemed all but down and out. Sports giant Nike bought Bauer in 1994, when hockey’s growth in the U.S. market seemed almost limitless, buoyed by the latest fad of in-line skating. But by 2008, with the economy in a tailspin, hockey participation rates in Canada falling and the U.S. hockey experiment in shambles, Nike dumped it, selling to investment firms Kohlberg and Co. (best know for buying distressed companies) and Roustan Inc. for US$200 million—a steal compared to the US$395 million Nike paid in 1994. Davis admits it was a “very uncertain time.”
But rather than retrench, Bauer embarked on an aggressive acquisition strategy, absorbing companies that could expand its scope and complement its existing products. Davis credits Bauer’s new owners for their support. “It was a huge benefit to our company to have a financial sponsor who was willing to invest in our growth,” he says.
Four months after the Nike sale closed, Bauer bought Mission-Itech, a California-based face mask, goalie and protective equipment company that also made road hockey gear. Soon after, it purchased Jock Plus, noted for its patented undershirt featuring a sewn-on Kevlar neck protector. Bauer then entered the lacrosse market in June 2010, purchasing Maverik Lacrosse. The strategy is paying off. Revenues in the most recent quarter increased 29 per cent over the same period last year to US$142 million, while gross profit jumped 33 per cent to US$59.5 million.
The Bauer lineup now also includes an influential figure in the hockey world. Its chairman, Graeme Roustan, is behind a recent plan to build a 20,000-seat arena north of Toronto that could conceivably host a second NHL team in the GTA. Roustan, who grew up playing hockey in Montreal, primarily invests in the arena and aviation industries. In the late 1980s, he was involved in efforts to expand the NHL to San Jose and nearly bought an AHL team in 2004, the Toronto Star reported. He was also considered a potential buyer of the Montreal Canadiens when the club was up for sale two years ago. And according to the Quebec newspaper Le Soleil, Roustan is a loyal friend to NHL commissioner Gary Bettman.
Bauer’s post-Nike period hasn’t been entirely free of speed bumps. In March 2010, reports surfaced that some of its children’s hockey sticks—made in China—were contaminated with lead. The company quickly recalled 100,000 sticks. But rather than losing consumer trust, Bauer managed to strengthen its market position. Davis says that’s because of the company’s frankness and generosity (allowing consumers to trade in sticks for higher calibre models) during the recall.
A year later, Bauer debuted on the Toronto Stock Exchange, garnering $75 million when 10 million shares sold for $7.50 each. The stock hasn’t moved much since, but CIBC analyst Mark Petrie puts that down to the current economic climate. “I don’t think the share price reflects what the company has delivered in terms of results,” he says. Davis, meanwhile, insists the IPO was a step forward. “In hindsight, people can look at the timing of the marketplace and question that,” he says, “but we were able to refinance our debt [and] get lower interest costs.”
Moving forward, Bauer will focus on cementing its foothold in Eastern Europe, particularly in Russia, where Davis sees the highest potential for growth in a game that hasn’t caught on in the U.S. like some had hoped. To help, Bauer inked a six-year endorsem*nt deal with Russian star Alexander Ovechkin in September. Davis calls him “a huge ambassador for the brand in Russia.” He also believes it will help put Bauer in a position to get through any future economic downturn. The company has been on the brink before, and one thing is certain, says Davis: “Nobody ever wants to go back.”
FAQs
In 1927, the Bauer family, owners of Western Shoe Company, established the Bauer Skate company as it is known today in Kitchener, Ontario. Bauer was the first hockey company to begin producing hockey skates in which the blade was permanently secured to the boot.
Where is Bauer hockey equipment manufactured? ›
For NHL customers, Bauer, a division of Performance Sports Group Ltd., keeps production in Quebec to ensure quality control and rapid turnaround.
Do any Nhlers use the Bauer Sling? ›
Bauer custom made the new sticks for only seven players in the NHL, including DeBrusk, the Hurricanes' Andrei Svechnikov, the Senators' Brady Tkachuk, the Avalanche's Cale Makar, the Canucks' Quinn Hughes, the Devils' Jack Hughes and the Blues' Brayden Schenn.
What percentage of NHL players wear Bauer skates? ›
Roughly 90 per cent of NHL players wear at least one piece of Bauer equipment. Seven out of 10 wear Bauer skates.
What is Bauer known for? ›
Bauer Hockey is the world's leading designer, developer, manufacturer and marketer of ice hockey equipment. Founded in Kitchener, Ontario in 1927, Bauer developed the first skate with a blade attached to a boot, forever changing the game of hockey.
What's better Bauer or CCM? ›
Bauer equipment is more accurate when it comes to sizes and also has better quality overall. Other than the equipment aspect of the brands, another factor plays in: pricing. The most expensive pieces of equipment are the skates and sticks. The majority of people use Bauer more because of the cheaper prices.
Is any hockey equipment made in Canada? ›
CAMBRIDGE, Ont. — There is a plant in southwestern Ontario that is not only one of Canada's oldest continuous manufacturing operations, but has been making equipment for our national pastime since before that sport's professional league was founded.
Who makes true hockey equipment? ›
For over 100 years, True Temper has been making high performance sporting goods. They have produced over 1 billion golf shafts, 2 million hockey sticks, and many other products throughout the lacrosse, baseball, paddle, and cycling markets.
Why is there a hole in the new Bauer stick? ›
The basic principal of Slingtech Technology and the hole in the blade is to create a slingshot effect when releasing the puck. The hole in the blade separates the blade into two independent sections that work in conjunction with each other.
What hockey stick does Wayne Gretzky use? ›
The movement was started by none other than Wayne Gretzky who signed an endorsem*nt deal to use an HXP 5100 aluminum shafted stick made by Easton.
Sidney Crosby uses a unique two-piece hockey stick with a blade that's nearly straight. There's no wicked curve on the blade – it bends only slightly near the toe.
Do NHL players bake their skates? ›
Some hockey players choose to heat mold their skates at home in the oven, and others take them to a pro shop.
What is the most used skate in the NHL? ›
The NHL's Most Popular Gear
| Skates | Players |
|---|
| Supreme Ultra Sonic | 84 |
| Vapor 2X Pro | 68 |
| JetSpeed FT4 Pro | 68 |
| Supreme Mach | 67 |
1 more rowCallan Foote's size 16 skate.
What does Bauer mean? ›
Bauer is a German surname meaning "peasant" or "farmer".
Who are Bauer's competitors? ›
Eddie Bauer competitors include The North Face, Graco, L.L. Bean, Talbots and Gap Inc.. Eddie Bauer ranks 5th in Diversity Score on Comparably vs its competitors.
How much is Bauer Hockey worth? ›
Bauer, still majority owned by Kohlberg & Co., has an enterprise value of $374 million.
Where is hockey most popular in the world? ›
Ice hockey is immensely popular in Canada, where it is the national winter sport and arguably the country's most popular game. Hockey is also popular in the United States and in European countries such as Russia, Sweden, and Finland. More than a million registered athletes play regularly in leagues worldwide.
Is Bauer and CCM the same company? ›
With different origins, CCM and Bauer have followed similar paths in the past 30 years, continuously pushing innovations in skate, stick, helmet, glove, and pad technology, each company owned for a short stint by the two biggest names in sports, and still the two most popular brands at all levels of play today.
What hockey team sells the most jerseys? ›
New York Rangers No. 1 in merchandise sales; Vegas Golden Knights No.
True Pro Custom Skates are now worn by 122 NHL players, 110 AHL players, and 60% of all NHL goaltenders. Visit select Pure Hockey locations to design your skates today.
Does Nike still own Bauer? ›
Nike rebranded Bauer in 2006 to be called Nike Bauer, but that was only for two years. In 2008, Nike sold Bauer to investors who take on troubled companies.
Is Ovechkin CCM or Bauer? ›
Ovechkin used CCM products early in his NHL career and, after working as a spokesman for Bauer Hockey for years, returned to CCM in 2017 when he signed a long-term deal with the company.
Is CCM a Russian company? ›
CCM Hockey is a Canadian brand of ice hockey equipment. CCM (formerly an initialism for Canada Cycle & Motor Co. Ltd.)
Does CCM own Sher-Wood? ›
Sher-Wood Hockey Inc. is a Canadian manufacturing company of ice hockey equipment. Sher-Wood also produced equipment under the Chimo brand name from 1977 to 1986.
...
Sher-Wood.
| Type | Subsidiary |
|---|
| Parent | Canadian Tire Corp. |
| Website | sherwoodhockey.com |
4 more rowsProcycle Group Inc.
Procycle has acquired rights to a number of cycling brands for use on various lines of bicycles. At some point, Procycle renamed CCM to 'CCM cycle' to better differentiate the brand from the separate CCM Hockey business. In 1999, the CCM brand turned 100 years old.
Did true buy CCM? ›
The truth is the pads didn't change at all. Hellebuyck's pads, just like they've been since 2010, were handcrafted just outside of Montreal by Lefevre Inc., a goalie equipment manufacturer that used to be partnered with CCM and was bought by True in 2020.
What is the best hockey blade? ›
McDavid Curve
Perhaps the fastest growing Hockey Blade right now is the P28 “McDavid” curve. This Hockey Blade curve is a great option for players who play the game with the puck on the toe of their stick, due to the toe curve with an open face.
What CCM stands for? ›
Customer communications management (CCM) is defined as the strategy to improve the creation, delivery, storage and retrieval of outbound communications, including those for marketing, new product introductions, renewal notifications, claims correspondence and documentation, and bill and payment notifications.
What is the new Bauer stick called? ›
The Bauer Nexus E4 hockey stick replaces the 3N Team stick from 2020. Just like the 3N model, the Nexus E4 is a lightweight stick full of top-end features, providing an elite-level feel at a performance-level price.
Many players enjoy this style of padding that Bauer has used for years, giving them the snug, classic fit they are looking for. The 4500 uses a dual density liner, found between the helmet's shell and the thick layer of foam padding, adding extra resistance to head impact.
What are Bauer hockey sticks made out of? ›
These hockey sticks are made from carbon fiber sheets impregnated with partially cured resin. Composite shafts are made by fusing up to 15 layers of carbon fiber sheets using epoxy resin.
Do any NHL players use 2 piece sticks? ›
Former Sharks teammate Joe Thornton is believed to be the only other NHLer currently using a two-piece stick.
Who was the last NHL player to use a wooden stick? ›
Retired goalie Henrik Lundqvist was the last to use a wood Bauer stick, switching to composite in 2018-19, almost 12 years after the company started leading the NHL trend toward composite goalie sticks.
Why do NHL players not shave? ›
The Stanley Cup playoff beard has been an NHL tradition since the early 1980s, when the shaggy New York Islanders won four straight championships. It represents the players' singular focus, as if even personal hygiene is sacrificed in pursuit of hockey's holy grail.
Do any NHL players use wooden sticks? ›
Today in the NHL, almost no players still use wooden sticks. The main advantage that wooden sticks enjoy today is their low cost. This makes them a popular choice for street hockey.
Do any NHL players use Colt sticks? ›
While all COLT Hockey products are approved for NHL and professional use, you won't be seeing any COLT hockey sticks in the NHL this year. We've been there before, and we're proud of that accomplishment, but the reality is that the NHL only represents one thing: an expensive means of mass product placement.
Do NHL players wash their gear? ›
Many NHL teams rely on a sanitization process to make certain that gear stays fresh and odorless. An ozone treatment machine can do wonders for any hockey player or team by killing the microbes that lead to smelly socks and gloves. Even goalie pads can be sanitized with ozone machines.
How hot does a hockey skate oven get? ›
Some skates will come with specific instructions regarding temperature and time of baking. If not, you'll find home-bakers recommending anything from 175 to 210 degrees Fahrenheit. Once it is preheated, turn it off. Bake for three to four minutes, unless the manufacturer specifies a time.
Can hockey skates be baked twice? ›
Can You Bake Ice Hockey Skates More Than Once? If you have a higher-end model, you'll get away with heating them three or four times. So, if you find that the new form is not all that comfortable, repeat the steps and try again. You should leave at them for at least 24 hours before heating them again, though.
Hockey player and goalie skates are often sharpened with a ROH from 3/8” up to 1-1/2”.
How much does a pair of NHL skates cost? ›
How much do hockey skates cost? Ice hockey skates for senior-level players run from $130 for rec league skates to $1120 for top-of-the-line models for elite players.
How do NHL players skate so fast? ›
The sharp edges on hockey skate blades can dig deeply into the ice, allowing a player to accelerate quickly or stop on a dime using the "hockey stop." The friction between the blade and the ice is minimized because the surface of the ice is so slippery, and because only a small portion of the skate's blade is actually ...
Who was the toughest NHL fighter? ›
Tie Domi
Tie Domi may not have been the biggest guy on the ice at just 5-foot-8 but he made up for it by being the toughest. Domi retired with the third-most penalty minutes of all-time. Domi finished his career with a whopping 274 fights. Domi also had some of the most epic battles in NHL history with Bob Probert.
Who skates the fastest in the NHL? ›
Blues' Jordan Kyrou beats McDavid, others for Fastest Skater
Kyrou beat out a densely packed Fastest Skater field at the 2022 NHL All-Star Skills competition. Check out the full Fastest Skater results, with the winner (Blues' Kyrou) in bold: Kyle Connor, Winnipeg Jets – 13.851 seconds.
Who is the biggest NHL player in history? ›
Standing 2.04 m (6 ft 9 in) tall, defenceman Zdeno Chara (Slovakia) of the Boston Bruins (USA) is the tallest player in NHL history.
Does Nike Own Bauer hockey? ›
Nike rebranded Bauer in 2006 to be called Nike Bauer, but that was only for two years. In 2008, Nike sold Bauer to investors who take on troubled companies. It was the first time that Nike put another brand's name with their own.
What company owns Bauer Hockey? ›
What does Bauer stand for? ›
Bauer is a German surname meaning "peasant" or "farmer".
Why did Nike stop making hockey? ›
Sportswear giant Nike has suspended its partnership with Hockey Canada, pausing all support for the sport's national governing body amid an increasing backlash over its mishandling of alleged sexual assaults.
Oct 7 (Reuters) - Nike Inc (NKE. N) has decided to suspend its relationship with Hockey Canada as the national governing body faces increased scrutiny over its handling of sexual assault allegations, the world's largest sportswear maker said on Friday.
What is Bauer Hockey worth? ›
Bauer, still majority owned by Kohlberg & Co., has an enterprise value of $374 million.
What does CCM Hockey stand for? ›
August 2022) CCM Hockey is a Canadian brand of ice hockey equipment. CCM (formerly an initialism for Canada Cycle & Motor Co. Ltd.)
When did CCM go out of business? ›
Shortly after C.C.M. declared bankruptcy in 1983, all of the assets of the Company were purchased by Procycle Group Inc. of Québec who retained the bicycle division and sold off the hockey division to Montréal businessman David Zunenshine.
What does CCM stand for? ›
Customer communications management (CCM) is defined as the strategy to improve the creation, delivery, storage and retrieval of outbound communications, including those for marketing, new product introductions, renewal notifications, claims correspondence and documentation, and bill and payment notifications.
