Behind the Brand: Mario Therrien on True Hockey's Evolution

Marc welcomes Mario Therrien of TRUE Hockey as the first guest on the Between the Shifts podcast to discuss Mario’s playing background, how he entered hockey manufacturing through sticks in 2005, and how True launched in 2013 via True Temper, initially selling sticks and gloves. Mario outlines True’s expansion into skates in 2016 and goalie gear after purchasing Lefevre in 2019, noting strong NHL and Olympic adoption and growing youth presence. They emphasize True’s skate fit and the evolution from tracing feet to scanning and app-based measurements. The conversation also covers youth equipment mistakes (poor skate fit, wrong stick length/curve/flex, and lack of lie options), plus broader issues in youth and junior hockey such as winning over development, frequent trades, oversized rosters, costly ID camps, unclear feedback to cut players, and the need for game IQ. Mark closes with a True skate raffle tied to Stop and Start membership and social followers.00:00 Welcome and Guest Intro00:52 How Mario Entered Manufacturing02:28 Playing Career Background03:48 True Hockey Origin Story05:44 Product Line Expansion07:08 Why True Skates Fit Better08:24 Skate Tech and Scanning Evolution12:30 Choosing the Right Stick15:08 Curve Trends and Oates Pattern16:34 Goalie Gear Breakthrough18:24 Youth Hockey Challenges Today20:01 Too Many Options21:10 Winning Over Development24:21 Healthy Scratches Problem25:19 Junior Hockey Jungle26:03 ID Camps Money Grab27:59 Cuts Without Feedback28:50 Skills Versus Hockey IQ30:39 Choosing The Right Fit34:03 Stop And Start Vision36:20 Giveaway And Wrap Up