W. Graeme Roustan Acquires TRUE Hockey

BRANTFORD, ONTARIO (September 3, 2025) – W. Graeme Roustan has signed a definitive agreement to acquire TRUE Hockey from TRUE Temper Sports Inc. The competitive sale process drew broad interest across the sporting goods and investment sectors, underscoring the strength and trajectory of the TRUE brand.

The acquisition also includes intellectual property and assets for TRUE Hockey, TRUE Lacrosse and TRUE Baseball.

“Built on performance-driven design and elite athlete input, TRUE Hockey has become the fastest-growing brand in the sport, highlighted by the No. 1 market share position in both Custom Skates and Custom Goalie gear,” the release from TRUE stated. “Trusted by world-class athletes such as 2025 NHL MVP Connor Hellebuyck, Mitch Marner, Brady Tkachuk, Natalie Spooner and Jordan Binnington, TRUE has become the go-to brand for professionals and passionate players seeking to elevate their performance.”

Roustan was the driving force and an investor in the acquisition of Bauer Hockey from Nike in 2008. During his tenure as Chairman of the Board, the Bauer Hockey business was transformed into the No. 1 brand in hockey, growing its market share to more than 50%, according to the company release.

“It is an honor and a privilege to be able to acquire the most exciting entrepreneurial brand in the game,” said Roustan, Chairman of Roustan Capital. “Just as I helped drive Bauer to the number one brand in the industry, my goal is to repeat that once again with TRUE.”

“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, 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.”

As part of the transaction, TRUE Hockey’s global operations will transfer to Roustan, including the Lefebvre family’s iconic goalie factory in Terrebonne, Quebec, the Scott Van Horne skate factory in Winnipeg, Manitoba and the European Union headquarters in Gothenburg, Sweden.

“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,” said Roustan. “Now the dream has come true.”

“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, I look forward to continuing my life’s work in this exciting new phase for TRUE Hockey,” said Scott Van Horne, VP of Innovation – Skate, 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.”

The business will operate as TRUE SPORTS and relocate its headquarters to Brantford, Ontario, in the 130,000-square-foot facility that has housed Roustan Sports since 2019.

The financial terms of the transaction were not disclosed. The transaction is expected to close within 60 days and is subject to customary closing conditions, including necessary regulatory clearances.