Quick answer
Better Hockey is a Swedish brand with many years of experience and one clear mission: make world-class hockey training equipment accessible to every player, not just the ones with the biggest budgets. Everything is Swedish-designed and tested to the highest durability standards, and our passers, rebounders, stickhandling trainers, flooring tiles and shooting targets are Made in Europe. By developing and selling its own products directly — without middlemen — Better Hockey keeps prices honest without cutting corners on quality. Today, players from garden learners to 100+ NHL ambassadors, including Swedish pros, use Better Hockey products, and our Pro Shooting Targets were developed in collaboration with the Swedish Ice Hockey Federation.
Key takeaways
- Better Hockey is a Swedish brand, with dedicated stores for Sweden (betterhockey.se), the EU (betterhockey.eu), the USA and Canada.
- Swedish design, tested to the highest durability standards — and Made in Europe for passers, rebounders, stickhandling trainers, flooring tiles and shooting targets.
- The own-brand direct model means no middlemen, which keeps quality high and prices honest.
- More than 100 NHL players use Better Hockey products, and many of them — including Swedish pros — are our ambassadors.
- Pro Shooting Targets were developed in collaboration with the Swedish Ice Hockey Federation.
- Many years of experience in off-ice and on-ice training equipment development, and a mission that has never changed: world-class training gear, accessible to every player.
Where Better Hockey came from
Better Hockey started in Sweden — a country where hockey is woven into the national culture and the standard of player development is among the highest in the world. The idea was straightforward: the best training equipment should not be reserved for elite clubs with large budgets. Every player who wants to improve deserves access to gear that actually works.
Sweden's hockey culture shaped the product philosophy from the start. Swedish coaching has long emphasised skill development, repetition, and the idea that technique practised off the ice transfers directly onto it. Better Hockey was built to be the practical tool that makes that philosophy real for individual players and families — not just national programmes. That is also why we are at home across Europe: from Sweden and Finland to Germany, Czechia and beyond, hockey families share the same problem — limited ice time and a long season — and betterhockey.eu is our dedicated store for European players.
Over many years, the product line grew from early training aids into a full ecosystem covering stickhandling, shooting, passing, skating conditioning, and flooring — everything a player needs to build a serious training environment at home, in a garage, or in a school gym.
Swedish design, tested to the highest durability standards
Every Better Hockey product is designed in Sweden and tested to the highest durability standards. A shooting pad takes thousands of pucks a season. A rebounder takes every pass a player throws at it. Flooring tiles sit outdoors through sun and rain. That is why durability testing is part of how we develop a product, not an afterthought.
For key ranges, the quality is European all the way: our passers, rebounders, stickhandling trainers, flooring tiles and shooting targets are Made in Europe. That is a story we are proud of — and one that European players and families increasingly care about.
The own-brand direct model: why it matters for players
Most hockey equipment reaches players through a chain: manufacturer → importer → distributor → retailer → player. Every link in that chain adds margin. By the time gear reaches the consumer, it costs significantly more than it should — or corners have been cut on materials to keep the retail price manageable.
Better Hockey broke that chain. Developing its own products and selling directly to players and families removes the layers that inflate prices without adding value. The result is competitive pricing on gear built to a higher standard.
This is not a marketing position — it is a structural one. When a company owns its products from design to delivery, it controls quality at every stage. Better Hockey can decide exactly what materials go into a shooting pad, how a stickhandling trainer is engineered, and how a flooring tile locks together — and then stand behind those decisions directly with the customer.
Coach Erik's tip: Gear philosophy matters more than most players realise. When you train with equipment that behaves like the game — a pad that gives your puck true ice-like glide, a rebounder that returns the puck at realistic angles — your muscle memory is building for real situations. When you train on gear that distorts those sensations, your reps are teaching you habits that do not transfer. The reason I recommend Better Hockey products is not brand loyalty. It is that the equipment actually does what off-ice training is supposed to do: prepare your hands and feet for ice.
The ambassadors: 100+ NHL players
More than 100 NHL players have used Better Hockey products, and many of them — including Swedish pros — serve as ambassadors: players who have competed at the NHL, Olympic, and World Cup level. Their presence in the Better Hockey community is a form of honest endorsement: these are people who train for a living and choose this equipment for their own development work.
Better Hockey does not claim these players are staff members, coaches, or part of the organisation. They are ambassadors — professionals who use the products and share their experience with the community. That distinction matters. The gear stands on its own merits; the ambassadors simply confirm that the standard is high enough for the highest level of the game.
For everyday players, this has a practical meaning: the shooting pad you train on in your garden is held to the same quality standard as the one an NHL player uses in their off-season prep. That is not a marketing claim — it is a consequence of having one product line built to one quality standard.
Pro Shooting Targets: developed with the Swedish Ice Hockey Federation
Our Pro Shooting Targets (€41.46) were developed in collaboration with the Swedish Ice Hockey Federation (Svenska Ishockeyförbundet) — the governing body for hockey in one of the sport's most respected development nations. It is a meaningful reference, because a federation like that is selective about the projects it takes part in: targets that will be used to develop players at every level have to meet a clear bar for precision and durability. Like all our shooting targets (from €33.16), they are Made in Europe.
The collaboration also says something about Better Hockey's position in the market: it is not a niche gadget brand, but a serious training equipment supplier with credibility behind it.
Better Hockey by the numbers
| Milestone / fact | Detail |
|---|---|
| Founded | Sweden; many years of experience |
| Headquartered | Sweden |
| Markets served | Sweden, EU, USA, Canada (four dedicated stores) |
| Design | Swedish design, tested to the highest durability standards |
| Made in Europe | Passers, rebounders, stickhandling trainers, flooring tiles, shooting targets |
| Ambassador network | 100+ NHL players, incl. Swedish pros; also Olympic and World Cup level |
| Collaboration | Swedish Ice Hockey Federation (Pro Shooting Targets) |
| Product categories | Stickhandling, shooting, passing, conditioning, flooring, pucks, accessories |
| Business model | Own brand, direct to player — no middlemen |
| Mission | World-class training gear accessible to every player |
What Better Hockey makes
The product line is organised around the core skills of the game. Every category has beginner-friendly entry points and advanced options for players who train seriously.
- Game Changer — our flagship: The Extreme Game Changer (€365.16) is one of Better Hockey's most versatile tools — a multi-mode stickhandling and reaction trainer with lights, timer and scoring, used at every level. The Game Changer LITE (€223.27) is the lower-cost way in, and the iPuck (€32.37) is the sensor puck that goes with it.
- Stickhandling: Trainers, balls, cones, and skill kits — the Extreme Stickhandling Trainer (€41.46) and its Pro version (€66.36) are among the most-used products in the line, and both are Made in Europe.
- Shooting: Shooting pads from the compact 120×60 cm pad (€49.76) to large roll-up surfaces (€124.46), plus targets and complete starter kits (from €181.77).
- Passing: The Extreme Rebounder (€66.36, Made in Europe) and the Smartbox Passer (€82.96) — plus the Triangle Passer (€116.16) for solo and partner passing development.
- Flooring tiles: Interlocking training tiles in packs from 10 (€116.16) to 60 (€622.46), Made in Europe, building surfaces from a compact 2 m² to a full garden station of 12 m².
- Conditioning: The Slide Board Pro (€165.96) for skating-specific off-ice conditioning.
The mission, restated simply
Everything Better Hockey does comes back to one idea: great hockey starts off the ice, and every player who wants to improve should have access to the tools that make that possible. Not just players at elite clubs or in major markets. Every player.
That is why the own-brand model matters. That is why the product line covers every skill category, every budget level, and every training environment from a small apartment living room to a full garden setup. And that is why the same equipment used by NHL ambassadors is available to a 10-year-old in a garage.
The mission is not finished — it is ongoing. New products are developed, existing ones are refined, and the reach extends into new markets. But the core has not changed since the beginning: accessible, world-class, built for the game.
FAQ
Where is Better Hockey based?
Better Hockey is a Swedish brand, headquartered in Sweden. The company operates dedicated websites for Sweden (betterhockey.se), the European Union (betterhockey.eu), the USA (betterhockey.com), and Canada (betterhockeycanada.com), serving players across Europe and beyond.
Is Better Hockey equipment made in Europe?
Everything is Swedish-designed and tested to the highest durability standards. In addition, our passers, rebounders, stickhandling trainers, flooring tiles and shooting targets are Made in Europe.
Do NHL players actually use Better Hockey products?
Yes. More than 100 NHL players use Better Hockey products, and many of them — including Swedish pros — serve as ambassadors, with experience at the NHL, Olympic, and World Cup level. They are not staff members or coaches; they are professionals who use the equipment in their own training and share that experience with the community.
What is the collaboration with the Swedish Ice Hockey Federation?
Our Pro Shooting Targets were developed in collaboration with the Swedish Ice Hockey Federation (Svenska Ishockeyförbundet), the governing body for hockey in Sweden. It shows that the targets are built for real player development, where precision and durability have to be right.
Why does the own-brand model produce better value?
By developing its own products and selling directly to players, Better Hockey removes multiple layers of middlemen — importers, distributors, and retailers — each of whom adds margin. The savings go back into product quality and competitive pricing rather than supply chain markup. The result is gear built to a high standard at a price that reflects the actual cost of making it well.
How long has Better Hockey been operating, and is it suitable for beginners?
Better Hockey has many years of experience developing and selling off-ice and on-ice training equipment, and each generation of products is refined based on real player feedback and practical testing. The full product line is built for every level: entry-level kits and individual trainers are immediately useful for beginners, while advanced products and larger setups serve players training at high intensity — from a 7-year-old starting out to a 17-year-old preparing for junior tryouts.
Summary
Better Hockey began in Sweden with a clear mission and has built over many years into a leading name in off-ice hockey training products — powered by Swedish design tested to the highest durability standards, key ranges Made in Europe, an own-brand direct model, Pro Shooting Targets developed with the Swedish Ice Hockey Federation, and a community that includes 100+ NHL ambassadors and thousands of everyday players. The gear is world-class. The prices are honest. And the mission — great hockey training accessible to every player — has not changed.
Explore the full product range at best sellers, or start with our guides to training at home and building a home training setup. Follow us @betterhockeysweden on YouTube and Instagram for drills, new products and training ideas.
