For the first time in hockey history,
Get more than what you pay for.

We love the game. And we love the gear. But the game has evolved much faster and more elegantly than the gear that supports it. Hockey equipment is still produced and sold the same way it was when Gretzky was in the league but the prices have only gone up. The industry is due for a seismic shift.

We know we like our stuff. See what Our customers Think.

How we do it.

We have the best manufacturers in the world making our gear just like the traditional big brands. With Shift, you pay for the premium equipment you purchased, not sponsorship deals, corporate salaries, debt service, or gimmicks marketed as innovation.

Why Direct to Consumer?

The retail model is broken and it’s time to catch up like other consumer categories have. There’s a reason Tesla doesn’t have dealers and Warby Parker doesn’t sell through LensCrafters. We want to fix our game and bring affordable high quality gear to you. 
Shift Starter Pack - Extended 64"Shift Starter Pack - Standard 60"

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