Winmark Corporation and CCM Hockey Extend Strategic Partnership to Advance Sustainability and Accessibility in Hockey
Winmark Corporation, the nationally recognized franchisor behind Play It Again Sports®, has announced a three-year extension of its strategic partnership with CCM Hockey (Sport Maska Inc.), reinforcing a shared commitment to sustainability, affordability, and the continued growth of hockey communities across North America. The renewed agreement builds upon the success of an innovative collaboration that first began in 2023 and has since demonstrated the powerful impact of extending the lifecycle of sports equipment while making hockey more accessible to families.
The partnership represents a significant milestone for both organizations, combining CCM Hockey’s reputation as one of the sport’s leading equipment manufacturers with Play It Again Sports’ extensive resale network. Together, the companies are addressing some of the most pressing challenges facing hockey participants today, including the rising cost of equipment and the environmental impact of discarded sporting goods.
Since its launch in 2023, the collaboration has generated impressive results. More than 300,000 hockey equipment trade-ins have been facilitated through Play It Again Sports locations across the United States and Canada. These trade-ins have allowed families to receive value for equipment they no longer use while ensuring that quality gear remains available to new players at affordable prices. By encouraging reuse and resale, the partnership has also contributed to reducing waste and promoting a more sustainable approach to sports participation.
Hockey is widely recognized as one of the most equipment-intensive sports, often requiring substantial investments in skates, sticks, helmets, protective gear, and other accessories. For many families, especially those with growing children who quickly outgrow equipment, these costs can create barriers to participation. The collaboration between Winmark and CCM Hockey aims to remove these barriers by creating a circular economy model where equipment can be traded in, refurbished when necessary, and resold to other players seeking quality gear at lower prices.
Through Winmark’s network of more than 300 Play It Again Sports franchised locations, consumers have access to an extensive selection of pre-owned and new hockey equipment. Families can bring in gently used CCM products and other hockey gear, receive cash or store credit, and use those funds toward future purchases. This approach not only helps reduce the overall cost of playing hockey but also supports sustainable consumer behavior by keeping valuable equipment in circulation rather than sending it to landfills.
The success of the partnership reflects a broader shift in consumer attitudes toward resale and sustainability. Across multiple industries, consumers are increasingly embracing secondhand markets as a way to save money, reduce environmental impact, and maximize the value of products. In the sporting goods sector, resale has become particularly important as athletes and families seek affordable options without compromising on quality and performance.
Winmark Corporation has long been a pioneer in the resale industry, operating franchise brands that focus on buying, selling, and trading used merchandise. Play It Again Sports, one of the company’s most recognized brands, has built its reputation on helping athletes of all ages access quality sporting goods at affordable prices. By partnering with CCM Hockey, Winmark has been able to strengthen its role in promoting sustainability within the hockey community while supporting participation at every level of the game.
The renewed three-year agreement demonstrates the confidence both organizations have in the partnership’s long-term potential. As participation in hockey continues to evolve, accessibility remains a critical factor in attracting and retaining players. Ensuring that families can obtain high-quality equipment without facing overwhelming costs is essential to growing the sport and creating opportunities for future generations of athletes.
Renae Gaudette, Chief Operating Officer at Winmark, emphasized the importance of the partnership in supporting hockey families and communities. She noted that while hockey creates lifelong memories, friendships, and opportunities, the financial burden associated with equipment can sometimes limit participation. By extending the collaboration with CCM Hockey, Winmark aims to continue providing affordable access to trusted equipment while encouraging the responsible reuse of sporting goods.
The environmental benefits of the partnership are equally significant. Manufacturing sports equipment requires raw materials, energy, and transportation resources. Extending the useful life of equipment through resale helps reduce demand for new production and minimizes waste. Every trade-in and resale transaction contributes to a more sustainable sporting goods ecosystem, helping consumers make environmentally conscious choices without sacrificing performance or safety.
For CCM Hockey, the partnership aligns with the company’s broader commitment to innovation and responsibility within the sport. By supporting equipment reuse and resale initiatives, CCM is helping ensure that more players can experience hockey while promoting sustainable practices across the industry. The collaboration also allows CCM equipment to reach a wider audience, including beginners, recreational players, and families looking for cost-effective solutions.
Industry observers have increasingly recognized resale as a key driver of sustainability and consumer engagement. The success achieved through the Winmark-CCM partnership serves as an example of how manufacturers and resale networks can work together to address both economic and environmental challenges. Rather than viewing resale as a secondary market, companies are beginning to see it as an integral component of a product’s lifecycle and a valuable way to build stronger relationships with consumers.
Looking ahead, the extended partnership is expected to further expand opportunities for players, families, and local communities. With hundreds of Play It Again Sports locations participating in the program, consumers will continue to have convenient access to trade-in services and affordable hockey equipment. The companies also plan to build on the momentum created over the past three years by exploring new ways to support sustainability initiatives and encourage participation in the sport.
As hockey organizations, manufacturers, and retailers seek solutions to increase accessibility and reduce environmental impact, the Winmark and CCM Hockey collaboration stands out as a model for the future. By combining affordability, sustainability, and community engagement, the partnership is helping create a more inclusive and environmentally responsible hockey ecosystem.
The three-year extension not only celebrates the achievements of the past but also sets the stage for continued growth and innovation. Through their shared vision, Winmark Corporation and CCM Hockey are demonstrating that business success, environmental stewardship, and community impact can work hand in hand. As more families benefit from affordable access to quality equipment and more gear remains in use rather than being discarded, the partnership will continue to play a meaningful role in shaping the future of hockey.
About Winmark: Winmark – the Resale Company®, is a nationally recognized franchisor focused on sustainability and small business formation. We champion and guide entrepreneurs interested in operating one of our award winning resale franchises: Plato’s Closet®, Once Upon A Child®, Play It Again Sports®, Style Encore® and Music Go Round®. At March 28, 2026, there were 1,383 franchises in operation and over 2,800 available territories. An additional 79 franchises have been awarded but are not open.
About CCM: CCM Hockey is a leading designer, manufacturer and marketer of hockey equipment. With its headquarters located in Montreal, the company has operations in Canada, the United States, Europe and Asia. CCM Hockey equips more professional hockey players than any other company, including superstars like Auston Matthews, Connor McDavid, Matt Dumba, Sidney Crosby, key female players such as Kendall Coyne-Schofield and Sarah Nurse and top performing Goalies such as Jakob Markstrom, Thatcher Demko and Philip Grubauer. CCM Hockey is also the official outfitter of the American Hockey League, the Canadian Hockey League, and several NCAA and National teams.
