Minor hockey players getting better gear for a lower price?
Is this a true story?
If a Canadian businessman with deep ties to the hockey industry has his way, it will be.
W. Graeme Roustan, chair of Roustan Capital, has acquired TRUE Hockey from TRUE Temper Sports Inc., and says he plans to grow the brand from the grassroots level up.
Roustan said affordability is top of mind, noting that the cost of equipment remains a barrier for many families. He said TRUE will explore ways to make its gear more accessible while maintaining the high standards that have made the brand popular with elite athletes.
“Parents want to know their kids have equipment that is safe, durable and helps them enjoy the game,” Roustan said. “We want to deliver that without forcing families to break the bank.”
“Parents want to know their kids have equipment that is safe, durable and helps them enjoy the game. We want to deliver that without forcing families to break the bank.”
The deal includes the company’s factories in Winnipeg, where it produces custom player skates, and Terrebonne, Que., where it manufactures goalie equipment. TRUE’s European Union headquarters in Gothenburg, Sweden, will also be part of the operations moving forward.
The company’s new global headquarters will be based in Brantford, Ont., at the facility that has housed Roustan Sports since 2019.
Roustan, who also owns the Sherwood brand, is no stranger to the hockey world. In 2008, he led the acquisition of Bauer from Nike and served as chairman, helping guide the company to more than 50 per cent market share globally. He said he intends to replicate that kind of growth with TRUE.
“TRUE has already established itself as a leader in custom skates and goalie gear,” Roustan said. “My focus is on building on that reputation, scaling up, and making the brand even stronger across all levels of the game.”
TRUE products are used by NHL and PWHL stars including Connor Hellebuyck, Mitch Marner, Brady Tkachuk, Jordan Binnington and Natalie Spooner. While Roustan is confident the brand can continue to capture market share at the professional level, he stressed that the real opportunity lies in grassroots hockey.
“I believe the future of our sport depends on how well we support minor hockey,” he said. “It’s where every player starts whether they go on to the NHL or just play for fun. TRUE can play a role in making that experience better.”
He also pointed to potential partnerships with minor-hockey associations, local clubs and community programs. Those could include sponsorships, team discounts, or development clinics featuring professional athletes who use TRUE equipment.
“Minor hockey is where the passion begins,” Roustan said. “If we can connect with young players early on not just by selling them equipment but by being present in their communities it creates a lasting relationship with the game and the brand.”
The move is another boost to Brantford’s sporting identity. The city is home to the Wayne Gretzky Sports Centre and has a rich hockey history. With TRUE’s global headquarters now in town, Roustan said there will also be local benefits, including jobs and closer ties between the company and grassroots programs in Ontario.
Roustan said further details about grassroots initiatives will be announced in the coming months, but made clear his vision for the brand extends beyond just the pro ranks.
“Now it’s about making sure every young player who pulls on a pair of skates or straps on goalie pads feels the same level of pride in the equipment they use.”
