The Smaller Brands in Hockey: Innovating Faster Than CCM or BAUER

The world of hockey equipment has long been dominated by a few major players. Bauer, CCM, True, Warrior, Sherwood, and Winwell are some of the most recognized names in the industry. These companies offer full ranges of products, from sticks and skates to protective gear and apparel.

But while these giants continue to shape the market, a wave of smaller, niche companies such as Rezztek® has been quietly driving innovation and pushing boundaries. In this blog, we’ll explore the journey of the biggest names in hockey equipment, the impact of smaller brands, and how the competition for superior gear is reshaping the sport.

Zdeno Chára & Rezztek®

The Giants: Big Brands That Shape the Market

When it comes to hockey equipment, a few brands are synonymous with quality and reliability. Bauer and CCM stand at the forefront, having shaped the fastest game on Earth for decades. Bauer, founded in 1927, became a staple in the industry with its line of skates, sticks, and protective equipment. It wasn’t long before CCM, originally known for its skate production, became another powerhouse, particularly with its iconic hockey sticks. The two brands have expanded their portfolios over time, now offering almost every type of equipment a hockey player could need.

Similarly, True Hockey, known for its high-performance sticks, quickly became a competitor to the traditional giants, making waves by offering custom sticks with a focus on feel and performance. Warrior, which started with hockey sticks in the early 2000s, has since grown into a strong player in the equipment market, providing everything from skates to protective gear.

Brands like Sherwood and Winwell have maintained loyal followings, especially among players who value their traditional designs and craftsmanship, even as newer companies rise in prominence. These brands were often among the first to introduce certain innovations, but as the market evolved, their presence shrank as larger brands like Bauer and CCM consolidated their dominance.

For decades, these companies have continued to evolve and improve their offerings, creating cutting-edge technologies and materials to optimize player performance. Their presence at the NHL level and other professional leagues is unmatched, making them a first choice for elite athletes around the world.

Innovation From Smaller Players

While the big brands dominate the market, the driving force behind many of the game’s most exciting innovations often comes from smaller companies with a sharp focus on niche products. These brands, typically with fewer resources and a narrower product range, have been able to push the boundaries of design and functionality in ways that major companies sometimes overlook.

Take Hockey Wraparound and  Rezztek®, for example, a smaller companies that’s revolutionized the industry with its unique custom inventions. Their specialized products focus on solving specific problems that athletes experience, providing comfort and enhancing performance.  Did Hockey Wraparound inspire Bauer to create their own version? Find out more here. 

Pucks like the GREEN BISCUIT and XENO Pucks offer excellent durability, with the GREEN BISCUIT being popular for training purposes and the XENO Pucks known for its resilience. When it comes to tape, Howie’s and Renfrew Pro are recognized for their strength and reliability.

As for blades, brands like Bladetech Hockey and RamonEdge focus on innovation and performance. To complete the gear, we can't forget Sparx Hockey, which offers efficient and precise skate sharpening, ensuring players get the optimal performance on the ice.

Rezztek® on a CCM stick at Lake Louise, Canada (source: Tomáš Falkai)

RocketGrip and Lizard Skins have been at the forefront of stick and grip innovation. RocketGrip has brought new textures and designs to hockey stick grips, improving feel and control, while Lizard Skins has become a one of the go-to brands for players seeking custom grip solutions.

What sets these smaller brands apart is their ability to focus intensely on a single product or category, refining it with specialized knowledge and skill. It’s this commitment to improving performance for the everyday player that has driven their success and led to big brands taking notice.

The Battle for Sticks: Rising Brands Against the Giants

While the big brands continue to hold their ground in various equipment categories, a significant area of competition is in the world of hockey sticks. Swift Hockey, All Black, No Name, Rush Hockey, and Falk are just a few of the smaller brands making noise in the stick market. These companies, often more agile and responsive to player feedback, have carved out niches with highly customizable sticks designed to enhance specific aspects of a player’s game, such as shooting power, durability, or puck handling.

These niche brands are not just offering alternatives to the major brands—they are challenging the very design concepts that have dominated the market for years. Swift, for instance, has gained attention for its use of unique carbon fiber technology that enhances stick strength without adding weight. All Black, with its minimalist design and emphasis on durability, is attracting players looking for reliability and simplicity in a high-performance stick.

The rise of these companies is more than just a trend. It’s an indication that players are looking for innovation, customization, and personalized gear that speaks directly to their needs, rather than just trusting established companies. With these brands offering cutting-edge technologies and tailored options, they are pushing the limits of what hockey sticks can achieve.

 

Products featured in this blog post

Big Brands Respond: How the Giants Adapt

The success of these smaller companies has not gone unnoticed by the industry’s heavyweights. In fact, many major players have responded with new products designed to compete directly with these niche innovations. For example, Bauer, always known for leading the charge in stick development, responded to growing demands for blade protectors by introducing its own innovative solution, addressing a long-standing problem for players who wanted to preserve their sticks' blades for longer.

This kind of reactive innovation shows how even the biggest companies recognize the impact that smaller brands can have on the market. By paying attention to these niche products, the major players ensure they remain competitive while adapting to new demands and challenges in the game.

Supporting Innovation: Why Smaller Brands Deserve Your Attention

While the big names in hockey gear will always dominate the shelves, it’s essential to support innovation by exploring products from smaller manufacturers. Smaller brands tend to focus on specific details that make a big difference in player performance, from custom grips and better blade protection to enhanced mobility in protective gear.

By investing in products from these companies, players are not only supporting innovation but also helping drive the development of new technologies that could change the game.If you're looking for the next big breakthrough in hockey gear, it might not come from a major corporation—it might come from a small company with a vision for improvement.

Rezztek® NHL Edition

Present & Future

The world of hockey equipment is ever-changing, with both established giants and smaller innovators shaping the game. While brands like Bauer, CCM, and Warrior continue to dominate the market, it’s the smaller companies that are often leading the charge when it comes to pushing boundaries and improving individual player performance.

Whether it’s custom grips, enhanced skate technology, or new stick designs, these niche players offer products that meet the unique needs of every athlete. As a fan or the NHL player, supporting these smaller innovators can help fuel future progress and make the game even better.