Canadian Hockey Equipment Leader Adds Elite Goalie Mask Technology to Its NHL-Focused Product Line
BRANTFORD, Ont. — TRUE Hockey has entered into an exclusive long-term partnership with Pro’s Choice, a move that strengthens the company’s position in the professional goaltending equipment market by adding premium goalie mask technology to its expanding product lineup.
The partnership, announced Monday, brings together one of hockey’s fastest-growing equipment brands with a company widely recognized among professional goaltenders for its custom-built masks and safety innovations. TRUE Hockey said the agreement aligns with its broader strategy of becoming the leading supplier of head-to-toe equipment solutions for elite goalies, particularly within the NHL.
The deal also marks another step in TRUE Hockey’s effort to deepen its influence in the goaltending category, where the company already holds a strong presence through its skates, pads and sticks used by professional athletes.
“Adding Pro’s Choice to the TRUE Hockey family is a natural fit as we continue to build the most complete offering for elite goaltenders,” said W. Graeme Roustan, CEO, Owner, Chairman at TRUE Hockey. “Their commitment to quality, innovation and performance aligns perfectly with our mission to deliver best-in-class performance equipment at every level of the game.”
Pro’s Choice Founder Joins TRUE’s Expanding Innovation Team
As part of the agreement, Pro’s Choice founder Dominic Malerba will join TRUE Hockey’s roster of equipment innovators, a group that already includes several respected names in hockey gear development. The company said Malerba’s expertise in goalie mask design and protection technology will help shape the next generation of performance equipment.
Malerba, known throughout the hockey industry as “Dom,” founded Pro’s Choice in 1986 after developing his first goalie mask as a personal project. What began as a passion-driven experiment evolved into a decades-long business focused on custom craftsmanship, safety and performance enhancement for goaltenders at all levels of the sport.
Over the years, the company established itself as a trusted brand among professional and amateur goalies, building a reputation for precision manufacturing and continuous product refinement. Today, Pro’s Choice masks are widely associated with elite-level protection and customization.
“From the very beginning, our goal has been simple – to create the most innovative, highest-quality goalie masks in the world,” said Dominic, Founder of Pro’s Choice. “Partnering with TRUE Hockey allows us to continue that mission on a larger scale while maintaining the craftsmanship and attention to detail that define our brand.”
TRUE Hockey said integrating Pro’s Choice technology into its portfolio will give athletes access to what it described as some of the highest-performing goalie masks currently available on the market.
Growing Competition in Hockey Equipment Innovation
The partnership reflects increasing competition among hockey equipment manufacturers seeking to secure market share in specialized categories such as goaltending protection and performance gear. With professional athletes placing greater emphasis on customization, safety and lightweight design, equipment companies have accelerated investments in research and development.
TRUE Hockey has positioned itself as an innovation-focused manufacturer, working closely with professional athletes to refine equipment performance and durability. The company has steadily expanded its global reach through its equipment business and media affiliations, including its connection to The Hockey News.
The addition of Pro’s Choice further enhances TRUE Hockey’s standing within the NHL goaltending market, where brand loyalty and equipment trust remain critical factors for professional players.
Industry observers say the integration of specialized mask technology could help TRUE Hockey strengthen its appeal among younger elite athletes and competitive goaltenders seeking complete equipment solutions from a single brand.
Family-Driven Legacy Continues Under New Partnership
Despite joining forces with a larger hockey equipment company, Pro’s Choice emphasized that its identity and craftsmanship philosophy will remain central to the business. Dominic Malerba continues to work alongside his son, Dom Jr., and Production Supervisor Anthony Giardina in overseeing mask production and product development.
The companies did not disclose financial terms of the agreement.
About TRUE Sports
TRUE Hockey is owned by TRUE Sports ULC, a manufacturer of high-performance hockey equipment and apparel focused on research, development and athlete-driven product design. The company works with professional and elite-level players to create equipment aimed at improving performance, comfort and durability.
About Pro’s Choice
Founded in 1986, Pro’s Choice manufactures custom goalie masks known for safety, craftsmanship and innovation. The company has built a long-standing reputation among goaltenders across professional and amateur hockey.