Holliston hockey retailer partners with NHL, NHLPA

BY Zachary Comeau

Courtesy/Pure Hockey
Courtesy/Pure Hockey
Pure Hockey's location include this store in Marlborough.

Holliston retailer of ice hockey equipment Pure Hockey will be the retail partner of the National Hockey League and its Players’ Association's program for young players.
The partnership, announced Tuesday, includes head-to-toe fitting events for the Learn to Play program at the company’s network of more than 53 stores in 18 states, as well as pop-up events in other markets, the company said.
According to the company’s website, there are just two stores in Central Massachusetts: Marlborough and Franklin.
CEO David Nectow in a statement said Pure Hockey is committed to growing the game at the youth level.
"Partnering with the NHL/NHLPA Learn to Play program allows us to share our love of hockey with the next generation of hockey players, and help ensure that they have an all-around positive experience as they begin their hockey journey,” he said. 
Pure Hockey has had several years of growth. It nearly doubled its retail presence in 2016 when it acquired 23 stores from St. Louis retailer Total Hockey.
In the announcement, representatives from the NHL and NHLPA commented on Pure Hockey’s status in the hockey retail market.
"Partnering with Pure Hockey was a natural choice due to their shared vision, commitment to the first-touch experience into the game, and nation-wide retail footprint," said Rob Knesaurek, vice president of industry growth fund initiatives for the NHL.
Rob Zepp, a manager of special projects for the NHLPA said the association plans to utilize Pure Hockey’s “expertise in the equipment fitting and fulfillment process.”