MINNEAPOLIS — Recent calls from U.S.-based customers to Roustan Hockey, a Canadian manufacturer, have veered from ordinary discussions, as complications arise over bulk orders of hockey sticks due to potential tariffs. Graeme Roustan, owner of the company that produces over 100,000 sticks annually for the U.S. market, shared, “Customers are unsure if they’ll face a 25% tariff upon shipment, leading many to delay or cancel orders. This uncertainty compels them to understand costs before committing.”
The looming 25% tariff proposed by President Donald Trump on Canadian imports has introduced challenges in the commercial sector, with the sports equipment industry no exception. Many sports products cherished by Americans are manufactured abroad, placing hockey businesses — deeply integrated with Canada — on edge over potential trade conflicts.
The origins of Roustan Hockey trace back to its acquisition of Christian and Northland brands in Minnesota, now manufactured under Roustan’s leadership in Brantford, Ontario. As a significant portion of their business, about 40%, is U.S.-based, approximately 90% of Christian and Northland sales cater to American customers. Roustan expressed concern, “Although our U.S. transactions are steady due to preemptive orders, post-tariff implementation might deter Minnesota customers from buying our sticks.”
Significant portions of retail hockey equipment originate from Asia, particularly China, while Mexico, hosting a Warrior brand stick factory, is also involved, placing them within tariff consideration. Todd Smith, CEO of the Sports & Fitness Industry Association, emphasized that tariffs create a challenging business environment, adding, “The overarching sentiment is one of unease and ambiguity.”
The manufacturing shift towards Asia is not unprecedented. When Roustan purchased Bauer’s hockey division from Nike in 2008, the brand, known worldwide since 1927, had already migrated production to Asia to capitalize on labor and facility costs. “Globally, the industry strives to manufacture efficiently while maximizing local production potential,” Smith noted. However, U.S. limitations in manufacturing capabilities and workforce persist.
Hockey, requiring extensive gear, faces notable cost barriers, making it vulnerable to tariff-induced price hikes. In North America, hockey equipment amounts to a $1.3 billion market, as reported by Grand View market research. Increased import taxes will likely trickle down to consumers, raising concerns about the accessibility of youth sports. Organizations like SFIA fear such cost escalations could affect participation, especially in less privileged communities. Smith warned, “People need to realize that tariffs broadly harm sports.”
Beyond economic impacts, families with sports-loving children often prioritize sports engagement over global trade matters. An impending price increase due to tariffs simply joins an extensive list of concerns. For Minneapolis resident Jeremiah Lamont, managing hockey gear for his two sons is challenging enough, especially with the cost inflating as his 12-year-old son Max progresses competitively. “Youth skates could set you back $200, but once his foot grows, they’re suddenly $450,” Lamont lamented, recognizing that annual equipment costs exceed $1,500, not including ice time or travel.
In Colorado, Kelley Baer experienced similar sticker shock when her now 13-year-old son Brian began hockey. The financial strain extends beyond initial costs, with vital equipment like sticks susceptible to damage, challenging young players to safeguard their resources. “I constantly remind Brian to handle his $400 stick with care,” Baer said, using it as a disciplinary tool to teach emotional management on the ice. Baer remains committed to supporting her son’s passion despite the expenses, stating, “It’s a commitment, but we can manage it. He’s our child, and his happiness is our priority.”
Even as tariffs bring complications, the dedication to sports and the life lessons they offer remains unwavering in communities across North America.