National Hockey League players demand the best.
They expect to perform at an elite level, individually and as a team. They hold their equipment to the same standard, too, particularly their skates, which is why ice skate companies keep raising the bar with their customization processes and sales experiences.
"There’s a lot of emphasis on the high end of the skate market right now and trying to create more value," True Hockey senior marketing and business development manager Dave McNally said.
True is especially studying this segment since it has one player skate offering, which is 100 percent custom and sells at the premium price point.
"We acquired VH footwear last year, which was primarily a custom-skate business," McNally explained. "We’ll continue to be a custom-skate business for at least the next year. You can’t buy our skates off the shelf; you must go to the store and get your foot scanned. The skate is built to your foot, which is why our way is unique."