Growing the game – taking an iconic brand to new heights

What’s next when you already equip the best hockey players in the world?

Established in 1899, CCM is a global hockey brand with a rich history of equipping the best hockey players in the world. Headquartered in Montreal, Canada, CCM is a leading designer, manufacturer, and marketer of high-performance hockey equipment such as sticks, skates, protectives, goalie equipment, accessories, and apparel.

Altor partnered with CCM in 2024, the same year the brand celebrated its 125th anniversary. This led us to the question, when you have been a driver of innovation, and equipping the best hockey players for over 100 years – what’s next? What role is CCM looking to play in the future, and how can Altor help drive it? This was at the centre of our conversation with Marrouane Nabih, CEO of CCM Hockey, and Andreas Källström Säfweräng, Partner at Altor and Head of the Consumer Sector.

What caught Altor’s interest in CCM?

Andreas: When we look for opportunities, it’s always about finding the right people and brands that align with our values and ambitions. At CCM, we found a team with a long history of pushing the boundaries of innovation in hockey. When you have the right team and ambition in place, you can start drafting a joint plan for how to unlock that potential and value.

Since you are already equipping the stars, where do you aim next?

Marrouane: We’ve always been about pushing limits, and there’s a lot of room to keep doing that. Innovation for us isn’t just about making lighter, stronger equipment — it’s about expanding access to the sport. One of our main priorities is making hockey more inclusive.

Marrouane Nabih, CEO of CCM Hockey
“We need to grow the game and make it more inclusive, that is a big part of our strategy. For instance, girls should have equipment that fits them, not just hand-me-downs from their brothers.”

We’re investing heavily in developing gear specifically for female athletes, which has been overlooked for too long. Girls should have equipment that fits them, not just hand-me-downs from their brothers. It’s a big part of our strategy to grow the game. Beyond that, we’re looking at ways to engage new communities and bring them into this incredible sport.

What qualities were you seeking in a new owner to support your ambitions?

Marrouane: We’ve been building a solid foundation for some time, and now, with Altor’s support and experience in growing global brands, we can accelerate our efforts. We’re investing more in R&D, production capabilities, and our presence in new markets. Altor’s understanding of the consumer goods space is a great fit, together we looked at the brands they have helped before and the qualities and skills acquired from this experience impressed us.

Andreas Källström Säfweräng, Partner at Altor and Head of the Consumer Sector
“We have a long tradition of supporting iconic brands and helping them grow long-term. Our partnerships with Toteme, Helly Hansen, and Rossignol have provided us with valuable insights, which we look forward to applying in this new collaboration.

Together with CCM, we’re not just investing in products; we’re investing in growing the sport itself.”

Will we see CCM in new categories moving forward?

Marrouane: Product-wise, we’re diving deep into new materials and design innovations. We want to lead in every category — from helmets to skates. We recently invested in our state-of-the-art R&D center here in Montreal to make sure we’re at the forefront of performance and safety. As I mentioned, one area we’re particularly focused on is creating gear for female athletes, which we believe will be a game-changer. We want every player to feel confident and supported, no matter who they are.

Any final words?

Andreas: There are a lot of things that need to align when we invest in a new company, not just the sector, size of the company and the opportunity for us to realize potential value for the company. We invest in the people, in their vision and their ambitions. This is one of the things that felt right from the beginning with Marrouane and his team at CCM. We will bring all the experience we’ve accumulated over the past 20 years and our partnerships with Toteme, Helly Hansen, Rossignol, and many others to help them succeed. Together, we’re not just investing in products; we’re investing in the sport itself.

Published: Mar 19 2025

Growing the game – taking an iconic brand to new heights

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