How do I learn which hockey brands drive a pro shop’s repeat customers?

Start with the point-of-sale data. Ask for sales broken down by brand, category and customer, covering several seasons so you see through any single good or bad year. Look for customers who come back, and notice which products they return for. Skates, sticks and repair services may behave very differently, and a brand that brings in many first-time buyers may not bring them back.

Then talk to the people on the floor. Fitters and long-serving staff know which brands families request and which they have to be talked into. Ask which items get recommended and why, and whether those brands give the shop a better supplier arrangement. A shop that leans on one supplier for terms or exclusivity needs a close look at what that arrangement requires and whether it survives a sale.

Finally, test loyalty to the person. If customers come in for the owner’s advice, repeat business may not follow a new owner automatically. Ask who handles the fitting appointments, team orders and club relationships, and what the plan is to keep them. Also ask what happens to special orders and deposits already taken, since the sale agreement should say who honours those promises. Compare what you hear with the figures.

Key takeaways

• Request sales by brand and customer across several seasons.
• Ask fitters which brands customers request by name.
• Check whether supplier terms and customer loyalty carry over to a new owner.