Understanding and serving the hockey community
SkateWorks has identified key market segments within the hockey community that will benefit most from our integrated model. Our approach is to understand the specific needs of each segment and tailor our offerings to provide maximum value, creating loyal customers and advocates for our brand.
Young hockey players who are developing their skills and growing physically, requiring frequent equipment upgrades and specialized training to improve their game.
We provide a comprehensive development environment where young players can access quality equipment that grows with them, expert coaching to develop their skills, and a supportive community that celebrates their progress.
Adult hockey enthusiasts who play in recreational leagues, seeking quality equipment, skill improvement, and social connection through the sport.
We offer adult players a one-stop destination where they can efficiently maintain their equipment, improve their skills through targeted training, and connect with a community of like-minded hockey enthusiasts.
Serious competitive players who require professional-grade equipment, advanced training, and specialized services to maximize their performance.
We provide elite players with access to professional-level equipment, NHL-caliber training expertise through our ELEV802 partnership, and specialized services that help them gain a competitive edge and reach their full potential.
Hockey teams, clubs, and organizations seeking group services, bulk equipment purchases, and dedicated training and ice time for their members.
We offer teams and organizations a comprehensive solution for their hockey needs, including dedicated ice time, customized training programs, team equipment management, and administrative support, all in one convenient location.
Individuals new to hockey who need guidance, entry-level equipment, and introductory training to get started in the sport.
Hockey coaches and trainers who influence equipment decisions and require resources to develop their players.
Non-players who purchase hockey merchandise, gifts, and novelty items for themselves or hockey-playing friends and family.
Understanding the demographic profile of our target market helps us tailor our offerings and marketing approach to effectively reach and serve our customers.
Our primary market is concentrated within a 25-mile radius of our location, with highest density in suburban areas with strong youth sports participation. Secondary reach extends to 50 miles for specialized services and training programs.
Hockey participants typically come from middle to upper-income households (median household income of $85,000+) due to the equipment and participation costs associated with the sport. Our pricing strategy accommodates various budget levels while maintaining quality standards.
While historically male-dominated, women's hockey is one of the fastest-growing segments, increasing at 25% annually. We actively support this growth through dedicated women's programs, appropriate equipment selection, and female coaching staff.
Our customer base tends to be well-educated (65% with college degrees) and includes a high percentage of professionals, business owners, and skilled workers who value quality and expertise in their hockey-related purchases.
The hockey market is evolving, presenting both challenges and opportunities for SkateWorks. By staying ahead of these trends, we can adapt our offerings to meet changing customer needs and maintain our competitive advantage.
Women's hockey participation has increased by over 30% in the past five years, creating demand for women-specific equipment, training programs, and community support.
Players at all levels are increasingly interested in data-driven performance analysis to improve their game and track progress over time.
Increasing consumer interest in environmentally responsible products and practices, including equipment recycling, eco-friendly materials, and energy-efficient facilities.
Hockey players increasingly expect digital tools for scheduling, training, equipment research, and community engagement, accessible through mobile devices.