Manufacturing Today - September/October 2016 - 140

International

CCM Hockey

CCM Skills Camp

player safety is key when
developing new skate and
helmet technology.

CCM is reconnecting with younger consumers through a program called
the CCM Skills Camp. Kids in Chicago, Winnipeg, Boston, Detroit, Toronto
and several other cities can work with a team of elite coaches and play
hockey and meet some of the best players in the NHL. The camp features
on-ice training, panels on nutrition and fitness and agility training so kids
can develop the skills needed to excel in this physically demanding sport
and become the best hockey players they can be.
"It's very much appreciated by the kids and really helping CCM become
more relevant in the industry," President Philippe Dube says.

them so they can manufacture what we need in terms of
quality and technology."

Growing Momentum
After 26 years in the industry, Dube has noticed that
many companies in the hockey industry in particular
are consolidating. Therefore, CCM has fewer players to
contend with, but also bigger players in the market.

"We have to rely on our retailers for our business because there are so many doors," Dube says. "Our competitors are investing in director-to-consumer, but it's not
very successful right now. We're a small industry and, to
do it yourself, it's hard to have a profitable hockey-only
store year-round. It's easier to rely on retailers that don't
sell only hockey equipment."
In the United States and Europe, countless independent retailers sell CCM's hockey equipment, while it
works with a buying group in Canada that owns about 60
percent of the market.
"In all industries I've been in before, there were so
many players to compete, but now it's more of a twohorse race," Dube explains. "We have gained marketshare and crushed the competition. It's not a huge growing market - about 2 percent growth annually. So it's like
starting a world championship every year to try to capture more marketshare than the other guy. But we have
the momentum right now; we only have one way to go if
we do it right." mt
140

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Table of Contents for the Digital Edition of Manufacturing Today - September/October 2016

Contents
Manufacturing Today - September/October 2016 - Cover1
Manufacturing Today - September/October 2016 - Cover2
Manufacturing Today - September/October 2016 - 1
Manufacturing Today - September/October 2016 - 2
Manufacturing Today - September/October 2016 - Contents
Manufacturing Today - September/October 2016 - 4
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Manufacturing Today - September/October 2016 - Cover3
Manufacturing Today - September/October 2016 - Cover4
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