Story Summary
Artificial Intelligence and Digital Innovation Minister Evan Solomon visited the Roustan Hockey factory in Brantford, Ont., to discuss the effect of recently imposed tariffs on ice hockey equipment. W. Graeme Roustan issued a statement after Monday’s visit, citing challenges for manufacturers and reaffirming the company’s commitment to its Canadian operations.
The factory produces around 400,000 traditional wood sticks a year, with nearly half sold in the United States. The U.S. tariffs took effect on Aug. 22. On Aug. 25, the Canadian government announced matching countermeasures and a $7.5-billion support package for affected workers and businesses; Solomon is among the ministers co-leading the measures.
Key Facts
- Evan Solomon is the Canadian Artificial Intelligence and Digital Innovation Minister who visited the Roustan Hockey factory.
- W. Graeme Roustan issued a statement following Monday’s visit with Solomon.
- Roustan said: ” The current trade environment is creating challenges for manufacturers across Canada.”
- Roustan added: ” Despite these challenges, we remain committed to our employees, our customers and our manufacturing operations here in Canada.”
- The Roustan Hockey factory is located in Brantford, Ont., and is the only hockey-stick manufacturer based in Canada.
- The company produces around 400,000 traditional wood sticks per year.
- Nearly half of Roustan’s annual stick production is sold in the United States.
- U.S. President Donald Trump announced an additional 50 percent tariff on a wide range of imports from Canada, including ice hockey equipment; those tariffs took effect on Aug. 22.
- The Canadian government announced on Aug. 25 that it would match the new U.S. tariffs dollar for dollar and introduce additional Canadian tariffs on U.S. goods.
- Ottawa also announced a $7.5-billion package of relief funds to support Canadian workers and businesses impacted by the tariffs.
- The Canadian countermeasures and relief package are co-led by Minister Solomon among other financial ministers.
- Roustan welcomed the national tariff relief measures and Canada’s promise to help protect businesses and jobs, writing that the support is needed to ” ensure world-leading, Canadian-owned companies like ours continue to invest, grow and manufacture in Canada for years to come.”
IHM Discussion
The visit came as the U.S. tariff measures explicitly include ice hockey equipment. Roustan Hockey produces about 400,000 traditional wood sticks each year, with nearly half sold in the United States, leaving a substantial part of its business exposed to the cross-border trade measures.
Roustan described the trade environment as challenging for manufacturers across Canada, while thanking customers on both sides of the border and restating the company’s commitment to its employees, customers and Canadian manufacturing operations.
Canada’s response combines matching tariffs with a $7.5-billion relief package for affected workers and businesses. Solomon is among the ministers co-leading those measures. For Roustan, the practical significance will depend on how the tariffs and support measures affect its ability to continue manufacturing and selling into its established markets.
Why It Matters
Roustan is Canada’s only stick manufacturer and sells nearly half of its annual output in the United States. The new tariff environment therefore has direct importance for a Canadian hockey-equipment maker with significant cross-border sales.
The government’s relief package is intended to support workers and businesses affected by the tariffs. Roustan has welcomed the measures, saying support will be needed for Canadian-owned manufacturers to continue investing, growing and producing in Canada.
IHM Market Outlook
The immediate outlook is uncertain for manufacturers trading across the Canada-U.S. border. The U.S. tariff applies to hockey equipment, while Canada has announced matching countermeasures and relief funding for affected workers and businesses.
For Roustan Hockey, which sells nearly half of its traditional wood-stick output in the United States, the durability of the tariffs and the detail of available support will be important factors in the months ahead.
Mini Q&A
Who visited the Roustan Hockey factory?
Evan Solomon, Canada’s Artificial Intelligence and Digital Innovation Minister, visited the Roustan Hockey factory in Brantford, Ont.
Why did the minister visit Roustan?
The visit addressed concerns arising from newly imposed tariffs on ice hockey equipment and their potential impact on Canadian manufacturers such as Roustan.
How many sticks does Roustan produce and where are they sold?
Roustan produces around 400,000 traditional wooden sticks each year, with nearly half sold in the United States.
What trade measures have affected hockey equipment?
The U.S. imposed a 50 percent tariff on a wide range of Canadian imports including ice hockey equipment that took effect on Aug. 22; Canada announced matching tariffs and a $7.5-billion relief package on Aug. 25.
Coach Mark Comment
Reliable access to familiar equipment matters at every level of the game, particularly for players who prefer traditional wood sticks. Any sustained disruption to cross-border supply or pricing would be most manageable when clubs, retailers and players communicate early about availability and alternatives.
IHM Final View
Solomon’s visit put a public focus on the pressure facing Roustan Hockey as tariffs begin to affect hockey equipment trade. With nearly half of its annual stick production sold in the United States, the company has a clear interest in how the measures develop. Canada’s countermeasures and relief package offer support for affected businesses and workers, but Roustan’s statement underlined the importance of maintaining Canadian manufacturing.