Why Top Coaches Are Telling Players to Stop Buying $400 Hockey Sticks

For decades, the price of a top-tier hockey stick has climbed to nearly $400. For players, coaches, and parents, it’s become the norm — but that’s starting to change.

More coaches are telling their players: stop wasting your budget on overpriced twigs. Why? Because companies like Swift Hockey are proving that you don’t need to pay $400 for elite-level performance.

The Problem With Expensive Sticks

Most major stick brands spend millions on NHL sponsorships, athlete deals, and flashy marketing. Who pays for that? You do.

When you buy a $400 stick, you’re not paying for better performance — you’re funding the brand’s marketing machine.

What Coaches Actually Want in a Stick

A great stick isn’t about a name brand — it’s about feel, release, weight, and durability. Coaches want players using gear that builds confidence and doesn’t need replacing every month.

Whether you're coaching U12 or a junior team, you care about tools that perform, not hype.

The Rise of Disruptor Brands

Swift Hockey was built to flip the script: same elite-level carbon fiber, pro-quality build — but direct-to-consumer pricing. That means no retail markup, no paid NHL endorsement inflating your cost.

And it’s working.

Proving It on the Ice

Over 2,000 competitive players now use Swift sticks — from AAA to NCAA — and the numbers grow every week. Our sticks have been tested by pro-level shooters and average youth players alike.

Many players say the switch has actually improved their shot — not because the stick is magical, but because they’re finally using a stick that suits them, not a brand name.

Final Takeaway

If you’re a coach or parent tired of telling players they can’t afford a new stick this season — Swift changes the game. Give your team elite tools without elite prices.