The last bastion of North American hockey stick manufacturing is facing an uncertain future, caught in the crossfire of a trade war. This story is a testament to the resilience of a bygone era, but it also serves as a cautionary tale about the fragility of industries in an era of global trade tensions.
In the small town of Brantford, Ontario, a dedicated team of 15 workers toil away at Roustan Hockey, Canada's last major hockey stick factory. Their work is a labor of love, a craft that has survived the test of time and the forces of globalization. But now, they find themselves in the eye of a storm, as the trade policies of U.S. President Donald Trump threaten their very existence.
Imagine the scene: workers donning protective gear, feeding lengths of wood into a machine that emits an earsplitting whine. Nearby, wooden wedges await their turn, destined to become part of a hockey stick's iconic form. Further down the production line, the sticks are shaped, trimmed, sanded, painted, and screen-printed, transforming lumber into a symbol of Canadian pride.
But here's where it gets controversial. The factory, with its origins dating back to the 1800s, has managed to endure decades of trade globalization, but now faces a new challenge: the trade war launched by President Trump. With free trade deals in North America torn apart and tariffs imposed on Canadian exports, Roustan Hockey finds itself in uncharted territory.
"You never know what Trump will do," says Bo Crawford, the factory's general manager. "You just have to roll with it."
And this is the part most people miss: the impact of these trade policies extends far beyond the factory walls. It's a disruption that underscores the broader trade turmoil, leaving the Canadian economy reeling. The country's economy shrank by 1.6% in the second quarter, the first contraction since 2023, and the biggest decline since the COVID-19 pandemic. Exports slumped, and manufacturing jobs were lost, with real investment in industrial machinery falling to its lowest level since records began.
So, how did we get here? Stéfane Marion and Matthieu Arseneau, economists at the National Bank of Canada, point to years of excessive regulation and a lack of ambition by governments in promoting domestic resource transformation. They argue that this, coupled with Washington's protectionist agenda, has eroded Canada's manufacturing base and left it vulnerable in global supply chains.
The Roustan operation began life in 1847 as an agricultural workshop, long before Canada became a country and the National Hockey League was even a twinkle in its eye. It's a survivor of the golden era of North American wooden hockey stick manufacturing in the 1970s and '80s, when numerous workshops dotted Ontario and Quebec, and U.S. production thrived in Minnesota.
But times have changed. Global production now amounts to around 5 million hockey sticks annually, yet wood accounts for only about a tenth of that. No NHL player has regularly used a wooden stick in over a decade, a testament to the sport's embrace of newer, composite technology.
Composite sticks, made of carbon fiber and other lightweight materials, are now the preferred choice for amateurs and professionals alike. They're pricier, but the advanced manufacturing processes involved make them more appealing.
Meanwhile, Canadian and U.S. production has consolidated or moved to Asia and Mexico, driven by Western consumer brands in search of cheaper manufacturing options overseas. "It's very hard to compete against some of the Asian markets," says Crawford. "But our quality speaks for itself."
Roustan acknowledges that the wooden hockey stick market is not a growth industry. "Right now, we have a small share of the market, but it's diminishing every year. The kids growing up today are all about composite. It's a shrinking market for sure."
At Roustan's factory, the manufacturing process is a blend of low-tech and artisanal craftsmanship. Workers use liquid epoxy to glue fiberglass reinforcing sheets to wooden blades, trim excess fiberglass, and dip sticks in white paint, hanging them to dry on a line of moving hooks.
The factory's story is not just about trade and industry; it's about the soul of a nation and its national winter sport. "It's important for a country to have a manufacturing base for products it consumes regularly," says Roustan. "A factory making hockey sticks in Canada serves a dual purpose: it contributes to the manufacturing base and keeps alive the legacy and passion of a game we all love."
As the trade war rages on, the future of Roustan Hockey hangs in the balance. Will they survive this latest challenge, or will they become a relic of a bygone era? Only time will tell, but one thing is certain: their story is a reminder of the impact of global trade policies on local industries and the communities they support.
