Bauer in the NHL

[monoclub 5]

Some interesting numbers coming out of the NHL as reported by the Bauer marketing department below. No surprises in most instances but the numbers quoted in the "A Markets" regarding Bauer sticks ahead of Easton by 14% is interesting (though I wonder if that's not statistics being worked) would be interested to hear feedback from guys in those markets wiuth a feel for the numbers.

As the halfway point of the NHL season approaches, we have compiled a summary of how Bauer ranks in each of the product categories in the league.

Once again, Bauer is the top choice of players in the National Hockey League as 90.1% of players in the league wear at least one piece of Bauer equipment. Of the 634 players on active rosters as of November 1, Bauer ranks No. 1 in skates, helmets, gloves, pants, holders, visors, goal skates, goal masks and is quickly closing in on the No. 1 position in sticks. Most importantly, we have grown share in every single NHL category this season.

Bauer held onto its stranglehold as the top skate brand as nearly 70 percent (69.7%) of all NHL players use Bauer skates with a total of 442 of 634 players. In sticks - Bauer has nearly 200 players using its sticks at the NHL level for 31% of the league. Easton continues to grasp the lead position at 39.4%, but the gap is closing quickly as Bauer has nearly tripled its stick exposure in the past three years. In the key A-markets such as Toronto, Boston, Detroit, Chicago, Vancouver, Montreal, Calgary and Ottawa - Bauer is the clear No. 1 stick. In fact - in the 11 teams identified as A-markets, Bauer is the No. 1 brand with 43.8% of players while Easton is a distant second at 29.4%.

Bauer continues to dominate in helmets with 42.6% of players and we have made an immediate impact getting back into the NHL pant category as the No. 1 brand with 28% share. Bauer is again No. 1 in gloves with 31.4% of players.

On the goal side, Bauer has clearly re-established itself as a true goal company. Bauer is the No. 1 goal skate in the NHL as 62.3% of goalies wear Bauer. On the protective side, Bauer is one of the top three brands in catcher, blocker and leg pads, trailing only RBK and Vaughn. Bauer also takes over the No. 1 goal mask position as more than half (55.5%) of all goalies wear Bauer branded masks.

[LivHockey84 0]

alot of these stats are on a slant due to the fact that bauer now owns itech and mission. So everything in mission/Itech has been re-branded. Thats huge in the goalie mask department.

[dsjunior1388 81]

That goes for Bauer visors that were formerly Itech visors, too.

[shotty 7]

is anyone surprised by these numbers? seems like the only players who don't have some form of bauer equipment are the ones who are endorsed by a competitor.

shows you how hard those pro reps work in those "a" markets to get the gear on the players. I heard that the bauer rep in vancouver is at the facilities all day every day.

[Speedz98 15]

Most of the New Jersey Devils are almost entirely Easton stick users.

Are bauer sticks really that popular in the NHL?

[shooter27 117]

Obviously Bauer is focusing its NHL product on the "A" markets, given their release there are 11 A markets that include: Toronto, Boston, Detroit, Chicago, Vancouver, Montreal, Calgary and Ottawa. That's 8 markets. Given the number of Flyers (particularly Carter and Richards) using Bauer I'm going to guess Philly is another one of those A markets, along with New York, and Minnesota? I guessed Minnesota because of the size of the youth hockey population there, but I wouldn't be surprised if it was St. Louis or DC either.

[Michael9 57]

As far from a marketing aspect, Bauer has a lot of young rising superstar endorses to market their products. Easton on the other hand has had a lot of their top endorses either retire or change brands which I think plays in to the decision of some players when choosing gear, using what others are using.

[sher-awesomeness 0]

Philadelphia is one of those Bauer markets. I think I read something about a rep in Philadelphia who's responsible for getting most of the team outfitted with Bauer gear.

Minnesota I think was more of a Mission market, but of course with the purchase of Mission-Itech they might be a Bauer market.

[shotty 7]

yeah. probably new york, philly (or minny) and edmonton. i say edmonton because the other canadian clubs are on there and they also have a high number of players using easton sticks.

[epstud74 24]

Mission? Maybe the U of MN hockey team had Mission equipment in the past, but I rarely see a Mission skate or glove set. As for sticks, Bauer rules the roost in MN, not Easton. It is usually the other way around in most places.

[gxc999 7]

I think Easton will continue to fall until they revamp their product line. How long as the ST been around, 8 years in some form or another? The SE16, basically the SE with focus weight, has been around quite a while too. Bauer has been coming out with more blockbuster new sticks than Easton, ditto for their new skates.

[AdamCV 0]

Bauer will increase market share as stated when they strategically purchased mission/itech hockey and made everything for ice hockey Bauer and ecerything inline will now be Mission. It was a very smart business move, when you consider the number of visors and jock plus's that are sold and used in the pros. I think they will continue this trend unless there is a quality problem coming out of the decision to produce high end items overseas now as well

[jrhky36 1]

is anyone surprised by these numbers? seems like the only players who don't have some form of bauer equipment are the ones who are endorsed by a competitor.

shows you how hard those pro reps work in those "a" markets to get the gear on the players. I heard that the bauer rep in vancouver is at the facilities all day every day.

i konw the pro rep for the central div and the fla teams. it seems like he is visiting one of his teams everyday. he's on the road alot.

[K9 Unit 1]

i can say for toronto is more easton that bauer sticks for sure but most of it seems right...to me at least

[warrior37 0]

I think Easton will continue to fall until they revamp their product line. How long as the ST been around, 8 years in some form or another? The SE16, basically the SE with focus weight, has been around quite a while too. Bauer has been coming out with more blockbuster new sticks than Easton, ditto for their new skates.

As far as Easton skates go, I fully agree with you on that one. But on the sticks I have to toss this in here: Im pretty sure that this is a rough evolution of sticks, the Bauer Tri-Flex, the Nike Apollo creamsicle, then to the Bauer Vapor XX, then onto the One90, and then the One95. Someone correct me if Im totally wrong, or feel free to add some more info if Im on the right track.

[DarkStar50 680]

Bauer invests more in research design and development than the other companies combined. The only business Bauer is in is the business of hockey. Easton and RBK have multiple business interests before their hockey business. Just some things to think about.

[mack 44]

At least they make their own sticks now. I hope.

[DarkStar50 680]

Yes, they do.

[monoclub 5]

At the 08 Dealer launch of the ONE95 I was told something to the effect of "we realised several years ago that the only way we were going to catch up to Easton was to have better quality control and that could only be done by having our own factory". Seems to be working.

[Jarick 5]

Minny was a pretty big Mission market pre-lockout, the owner of the team owned Mission.

Now I'd say it's an even split between Easton and Bauer, with a lot of Warrior guys too.

[gxc999 7]

Yeh, I think Bauer has really improved their general QC. Their skates have gotten way better and the sticks followed suit. The exception being the x-60...

[JGraz15 55]

Yeh, I think Bauer has really improved their general QC. Their skates have gotten way better and the sticks followed suit. The exception being the x-60...

The first run of almost any manufactured good will have issues arise regardless of the amount of testing that was done. Toyota eat your heart out.

[Hradsky 1]

Yeh, I think Bauer has really improved their general QC. Their skates have gotten way better and the sticks followed suit. The exception being the x-60...

Are you saying the X:60 is good or bad? Skate or Stick?

[duch 0]

It doesn't surprise me at all Bauer is doing so well in most of the equipment categories. They have some excellent thought and research behind most of the products they sell and make them look attractive to the general public. Their durabliliy is fairly good as well. They have earned the trust of the hockey world. I'm one of the few people who still prefer CCM/Reebok or Easton skates over the Vapors or Supremes but I'm an older guy who sticks to what he's used to and the Bauer fit just doesn't do it for me. I have tried a lot of their protective though and it is very good but I still cling to my Jofa/RBK, again, because it's what I'm used to. The Bauer equipment really appeals to most of the younger players though so I can see that Bauer will have a stranglehold on the market for some time to come.

[shotty 7]

Yeh, I think Bauer has really improved their general QC. Their skates have gotten way better and the sticks followed suit. The exception being the x-60...

Are you saying the X:60 is good or bad? Skate or Stick?

he's talking about the stick. there have been some comments that have brought its durability into question.