September 29, 2020
TRUE Sports Acquires Iconic Goalie Company Lefevre Inc.
MEMPHIS, TN – MONTREAL, QC – TRUE Sports, a leading developer and manufacturer of hockey, golf, baseball and lacrosse products, has announced the acquisition of QC-based goalie equipment manufacturer, Lefevre Inc. While the terms of the deal were not disclosed, the acquisition will add exciting, innovative technology to the company’s advanced R&D portfolio, as well as expand TRUE Hockey’s reach into the goalie equipment market segment.
“Working with Lefevre is something our entire team is looking forward to,” Chris Considine, President & CEO of TRUE Sports said. “At TRUE Sports, our commitment to improving the player experience has never wavered, and we knew from our first meeting with Lefevre that this was the right move to make. This next chapter will help us continue to be the fastest growing hockey brand in the world, and it will generate additional partnerships with distributors, professional players, and influencers.”
As part of the agreement, TRUE Sports will continue to manufacture Lefevre goalie equipment in Canada. All Lefevre employees will be retained and will be moving forward with the business.
“We are thrilled to be starting this endeavor with TRUE Hockey,” Michel Lefevre, President of Lefevre said. “It was important to us that we continued with a company that’s as eager to improve the player experience as we are. It was vital to us that our team be able to retain their current positions, while aligning with one of – if not the most – innovative hockey brand to date. It’s been a natural progression from the start and we’re eager to see what the future holds!”
Both TRUE Hockey and Lefevre currently distribute their hockey product lines globally and are used by elite level hockey players around the world, including a wealth of NHL goaltenders.
“We are thrilled to be working with the Lefevre family,” said Steve Sutherland, TRUE Hockey Vice President & General Manager. “As a brand rooted in the continuous enhancement of the goalie experience, the Lefevre acquisition is a sign of our commitment to the game and a step forward in our mission to become the most innovative hockey brand in the world.”
In the coming weeks, TRUE Hockey will be rolling out a detailed strategic plan to its valued retail partners and consumers for the Lefevre Goalie line, which will include a very exciting retail consumer experience with select TRUE Hockey retail partners in 2021.
About TRUE Hockey:
True Sport’s Hockey Division was established with the mission to bring the company’s devotion to the highest quality materials, the strictest manufacturing processes and the best engineering minds to the ice. For fourteen years, other hockey companies hired TRUE Hockey to design, engineer and manufacture over 2,000,000 sticks – sticks that showed up in the ends of countless NHL professionals and provided domination at every level of the game.
Following in the line with TRUE Sports, the world leader in golf shaft technology and the number one shaft on the PGA Tour for more than 70 years, TRUE Hockey is poised to continue providing the hockey industry with superior product design and technology for many decades to come. With full control of the product, from R&D to distribution, TRUE Hockey is focused on one goal, devotion to the best performing hockey products on the market. For more information, visit www.true-hockey.com.
Lefevre started making goalie masks in the basement of their family home in 1967. They created their first pads in 1987. After more than 25 years of designing and manufacturing products for other companies, Lefevre made history and launched their own line in 2020.
Trade Marketing Manager
TRUE Sports Inc.