Toronto — Canadian investor W. Graeme Roustan has signed a definitive agreement to acquire TRUE Hockey from U.S.-based TRUE Temper Sports Inc., in a deal that transfers ownership of one of hockey’s fastest-growing equipment brands to a familiar name in the industry.
The agreement, announced September 3, follows a competitive sale process that drew interest from across the sporting goods and investment sectors, reflecting the strong market position TRUE Hockey has carved out in recent years. The transaction is expected to close within 60 days, subject to regulatory approvals. Financial terms were not disclosed.
TRUE’s Market Position
TRUE Hockey has emerged as a leader in performance-driven equipment, with a reputation for integrating elite athlete feedback into its product design. The company holds the No. 1 market share in both custom skates and custom goalie gear, and its equipment is trusted by top players across the NHL and international competition.
Among its roster of athletes are 2025 NHL MVP Connor Hellebuyck, as well as stars Mitch Marner, Brady Tkachuk, Natalie Spooner, and Jordan Binnington. Their endorsement has helped TRUE build credibility as the “go-to brand” for both professionals and dedicated amateur players.
Roustan’s Track Record
For Roustan, Chairman of Roustan Capital, the deal marks a return to the business of building hockey brands. He previously played a central role in the acquisition of Bauer Hockey from Nike in 2008, later serving as Chairman of the Board. During his tenure, Bauer expanded its dominance to capture more than 50 per cent of the global hockey equipment market.
“It is an honor and a privilege to be able to acquire the most exciting entrepreneurial brand in the game,” Roustan said. “Just as I helped drive Bauer to the number one brand in the industry, my goal is to repeat that once again with TRUE.”
Industry Reaction
TRUE Hockey executives said the acquisition positions the brand for accelerated growth, citing Roustan’s deep experience in the sector.
“The sale of TRUE Hockey to W. Graeme Roustan marks an exciting new chapter for our brand and our customers,” said Dave McNally, Vice President, Sales & Marketing at TRUE Hockey. “Our commitment to innovation and raising the bar on performance has never been stronger. With the support and deep industry experience of Graeme and his team, TRUE is poised for its next phase of rapid growth.”
The acquisition includes TRUE Hockey’s global operations, spanning the Lefebvre family’s goalie equipment factory in Terrebonne, Quebec, the Scott Van Horne skate factory in Winnipeg, Manitoba, and the company’s European Union headquarters in Gothenburg, Sweden. Also transferring are the intellectual property and assets tied to TRUE Hockey, TRUE Lacrosse, and TRUE Baseball.
Roustan expressed enthusiasm about working with leading figures in the sport’s equipment design. “To be able to work alongside members of the Lefebvre family – who I believe are by far the most recognized family in the history of the development of goalie equipment – and Scott Van Horne, the global leader in the design of skates, is a scenario that I could have only dreamed about when I was Chairman of Bauer. Now the dream has come true.”
Commitment from Industry Leaders
TRUE Hockey’s leadership team welcomed the change, signaling continuity in innovation and product development.
“My family and I are very excited to continue to build on our passion of designing and manufacturing world-class goalie product,” said Pat Lefebvre, General Manager & Director of Innovation – Goalie, TRUE Hockey. “TRUE has built an incredible team and we look forward to continuing to build our momentum in the goalie category with the support of Graeme and his company.”
“Building and innovating the skate category has been my passion for 25 years,” added Scott Van Horne, VP of Innovation – Skate, TRUE Hockey. “I look forward to continuing my life’s work in this exciting new phase for TRUE Hockey. Graeme is the perfect owner for our business at this critical stage in our growth, I could not be more excited about the future.”
New Headquarters in Brantford
Following the transaction, TRUE will operate as TRUE SPORTS and relocate its headquarters to Brantford, Ontario. The company will base its operations out of a 130,000-square-foot facility that has housed Roustan Sports since 2019.
The move is expected to provide expanded capacity and operational efficiencies as TRUE integrates into Roustan’s broader portfolio.
Looking Forward
With Roustan at the helm, industry observers will be watching closely to see whether TRUE can replicate Bauer’s trajectory under his previous leadership. The combination of established athlete trust, strong market position, and expanded operational resources sets the stage for the brand to deepen its footprint in hockey and beyond.
If the acquisition achieves its goals, TRUE SPORTS could become a new heavyweight in global sporting goods, reinforcing Canada’s prominent role in the hockey equipment industry.
