STX, a long running lacrosse powerhouse, has dove headfirst into the hockey market as they unveiled their two elite level sticks earlier this year. The Stallion 500 and Surgeon 500 sticks are on the shelves now and Matt Moulson has been using the Stallion 500 for most of the 2013-14 season.
Matt Hoppe, Senior Brand Manager at STX, took some time out of his day to answer some questions for us about STX’s foray into hockey, the tech behind their new sticks and what else is coming down the pipe in the coming months. Matt offers some incredible insight into the development process and an awesome inside look at the products STX offers to players.
Great Skate: STX jumped headfirst into the hockey market this year, how long of a process has the company gone through from the first discussions of releasing a hockey line to the release of the Stallion and Surgeon sticks?
Matt Hoppe: STX has been eyeing an entry into the hockey category for the better part of a decade and really cranked up the intensity and internal efforts (R&D build out/internal staffing/etc) over the past 3 years.
Up front it was imperative to us that we committed the time and effort to really understand the wants and needs of hockey athletes. Before we made a step toward putting a pen to paper for designing anything we spent considerable time talking to players to ensure we were bringing to market products that would respect and advance the game.
As we spent more and more time in rinks talking to players we found, even in regions where lacrosse happens to still be an emerging sport, genuine excitement about the prospect of our company bringing a fresh perspective to the game.
GS: STX is probably best known for their lacrosse equipment. Do you have any professional experience with lacrosse or are you strictly a hockey guy?
MH: I am really green when it comes to lacrosse. It wasn’t a sport that was offered at the prep school I attended (Shattuck- St. Mary’s) and it wasn’t really around in Michigan in the late 80’s early 90’s when I was growing up. I really wish it would have been because it’s clear there is a direct connection between the games from a skill set development standpoint. Both games are incredibly fast and demand a really high level of hand eye coordination.
We have a few incredibly skilled lacrosse players in the office and I’ve been badgering them to teach me the game but we haven’t gotten very far in our lessons yet.
GS: Assuming you’ve had the chance to test each of the sticks, which of the two best suits your game?
MH: One of the perks of the job is definitely equipment testing. We skate once a week as a company and I’ve had the luxury of getting to log some serious hours with both sticks. I’m more of a Stallion guy. The constant flex profile is what I’m more used to using.
I tend to swap back and forth between the two (I love the feel of the Surgeon blade) – but given my skill set (or complete lack thereof) no one would ever mistake me for a dangler or an electric playmaker!
GS: One issue that newer companies seem to struggle with is the mental block some players have in using a product that isn’t produced by a big name company. While the tech behind these sticks and STX’s pedigree speaks for itself, have you noticed any sort of trepidation surrounding the release? What would you say differentiates the Stallion and Surgeon from the sticks made by the “big boys”?
MH: There will always be a bit of a barrier to entry with new products from a new company. This is definitely something we are aware of from a consumer standpoint. We know the best way to get someone comfortable with the products is to have them try it first-hand. To that end we’ll be out in the market offering demo days and we’ve worked with our retail partners (like Great Skate) to provide them demo stock for their shooting areas in their stores.
Probably the biggest advantage our sticks have going for them is overall feel and playability. Our sticks have an incredibly high balance point giving them a very good off the rack “feel”). The stick blades have also been specifically tuned to the sticks to give players that extra edge when shooting or receiving passes etc.).
We’ve been making elite level game changing equipment for 40+ years at STX. So while we might be new to hockey we wouldn’t have put our hockey sticks into the market if we didn’t believe in them.
GS: Something that I really like about the line, in addition to the performance benefits, is that the graphics aren’t overdone and the stick isn’t weighed down with extra paint like you see with certain companies. Was there any consideration to dress the sticks up more or was the clear focus to ensure elite performance?
MH: This was a clear choice for a couple of reasons. Luckily we have some really strong brand pillars from our lacrosse and field hockey lines that we were able to bring over to ice hockey (the Surgeon and Stallion product names). So in some respects the color palette, design aesthetics, and player archetypes were already in place.
However, even with that base to work from, I’ve got 30 years in and around the game of hockey and we have several other folks here (for example – Rocco Amonte our NHL rep) who have been around the game even longer and that experience provides a nice base to work from when thinking about providing elite level players what they need.
A LOT of care and thought went into the stick designs. We wanted to balance making them pop on ice, appeal to the up close inspection you often get when kids are picking them up at retail stores, and probably most importantly was ensuring the top down view of the stick wasn’t busy. We know how fast the game moves and any distraction to a player’s peripheral vision can be the difference between making a play and getting run over.
GS: The Power and Precision Flex Profiles are very interesting features for each of the sticks. Could you shed a little more light on the technology that went into each stick and the benefits a player will get from using each?
MH: Absolutely, both sticks benefit from a very high balance point (which naturally extends the taper of the stick). This longer taper allows players to load the stick with less effort.
Speaking specifically about the two sticks The POWER FLEX profile of the Stallion is set up for players who are used to using a constant flex profile stick. The Stallion is going to load with a more traditional feel and will really respond well to players we take a lot of one timers or heavy snap shots etc. This is a stick that is going to give players who like to lean into their shots a little extra boost.
The PRECISION FLEX of the Surgeon line is going to provide players that dual kick point that has become a little more popular over the past few years. With the Surgeon 500 players are going to notice that elongated taper even more as the lower kick point will load incredibly fast when taking quick wristers or making quick passing plays in tight.
GS: Each stick has its own unique blade construction as well. This is a feature that seems to be the next big thing in stick design and STX is out ahead of the pack in pairing blade stiffness to the type of stick you’re buying. What’s the thought process behind this development and what are the benefits?
MH: Balancing the demand for a stick that really has pop with the desire to offer players that elusive wood blade “puck feel” is the most difficult part of stick design.
We know that certain players really want a stick that enhances their shot speed. While other players really value feel and being able to know where that puck is on their stick at all times. That means offering them options – gone are the days where you can just crank out a composite stick, put a graphic on it, and call it a day. Players are far too savvy to accept that. They want finely tuned performance and we believe that our sticks offer players just that. From the blade, to the flex profile, to the balance point we’ve tried to put together two distinct stick lines that provide players options and performance.
GS: With both sticks catering to the elite player, are there any plans to begin developing price point models for the player who may not be looking for the elite performance offered by these two models?
MH: Yes, we have great price point sticks (for both the Surgeon and the Stallion stick lines) that will be available this fall.
GS: I’m not sure if I’m the only one to pick up on this, but it’s slightly ironic to see a player who was selected in the National Lacrosse League draft as the poster boy for your line. Are you able to talk a little bit about the process of bringing Matt Moulson on to use the sticks and how involved he’s been in developing the line?
MH: Matt is obviously a very talented athlete. His NHL success speaks for itself and yes (great catch) he is/was a very talented lacrosse player. He actually is still very interested in lacrosse and is very knowledgeable about the game itself.
Matt was a guy we identified very early on in the process as someone we really wanted to try to partner with. He’s a guy that has, until very recently, flown under the radar. Which for the amount of points he has produced over the past 5 years is astounding.
We approached Matt early in the season and he was aware of our brand right away (from his lacrosse background) and once we determined there was some interest in working together we immediately had him jump into the product development/testing process with us.
I’ll give you a great example of how his insight has translated over to our product development process. In an early stick sample we sent him he was having difficulties with blade torsion when taking one timers. So we went back in and tweaked the stiffness of the hosel on his sticks until we met the feel he was after. This change was something ultimately migrated over to our Stallion sticks line now at retail. His input had a direct impact on our product development – which speaks to the invaluable nature of our partnership with Matt.
GS: Moulson uses the Stallion and I noticed Cody Hodgson with a handful of Stallions when he was cleaning out his locker a few weeks ago. Should we expect to see more NHLers using the Stallion and Surgeon next year?
MH: Yes absolutely. We knew we wanted to spend a year working with Matt and getting the product right and launched into market. You should expect to see us expand our player relationships in the NHL next season.
GS: Based on the NHL players you’ve dealt with to this point have you noticed that the Stallion is the more popular model amongst them? Or has it been a fairly even split?
MH: It has actually been split pretty evenly the Surgeon has been a stick that has gotten rave reviews from players and the Stallion, with its constant flex profile, is one that is very common among NHL’ers.
GS: Speaking of seeing the sticks in the NHL, it’s my understanding that companies need to pay a fee in order for their logos to be shown on equipment used by players. Was there any consideration to not pay the fee to the league or does the exposure garnered outweigh those costs? (I realize that some of these questions may be off limits, so if you’re unable to answer them or provide detailed descriptions I understand)
MH: The NHL does charge a fee to allow companies to put their products on ice. There was never a consideration to not pay the fee. We fully respect and value the exposure the NHL brings to the table from a sports marketing and product visibility perspective. The athletes playing in the NHL are at the pinnacle of the sport – garnering their input and approval is something we know is a must for long term success.
GS: Should we expect to see STX gloves gracing the hands ofNHLers next year? If yes, can you drop any hints as to what we might expect?
MH: Matt Moulson is actually wearing our new Stallion glove now. He started wearing it in the last few weeks of the regular season. It was incredible for us to deliver him a glove a few games before the playoffs started and watch him swap right into it without missing a beat.
STX has a long history of designing and developing gloves and protective – so we are very confident what we are working on it going to really impress the broader hockey community.
Looking forward you can expect to see gloves and protective equipment that offer players enhanced mobility, targeted protection, and the usage of materials not super common to the game.
Being new to ice hockey we have the ability to pave our way into the sport in whatever manner we see best. That means you’ll see us doing some things over the next 12-24 months which might feel a bit different (and we view that as a good thing) but first and foremost you’ll always see us respecting the game and only providing products that we believe give players a measurable performance advantage on the ice.
The Surgeon 500 and Stallion 500 sticks are just the tip of iceberg. We have a lot of really amazing, and in some cases game changing, products we are putting the final touches on. It is going to be an exciting 12 months in the hockey department here at STX!