BELONGING IN THE BAY OF QUINTE
How HockeyStickMan found success focusing on community and inclusivity
If you’ve ever walked into HockeyStickMan in Belleville, you know the buzz of sharpeners in the background, the gleam of game-ready sticks, and the unmistakable energy of people who live and breathe hockey. Display walls stretch to the rafters and are filled with every piece of gear a player would need to be game-ready.
At first glance, it looks like a well-stocked hockey shop, but spend five minutes inside and you’ll realize it’s so much more than that. This is a destination store, with customers that travel from hours away just to shop here because they know they’ll get unbeatable service, expert advice, and a vibe you can’t fake.
Written by Carrie Oswald
Read time: 5 min
A Basement Beginning
At the heart of it all is The Walsh Family, who don’t just run a hockey store; they’ve helped build a hub, a community, and a legacy. But the real origin story begins with Joey Walsh, the original HockeyStickMan. Joey started out collecting broken and used sticks from pro teams and refurbishing them in the basement of his parents’ house. He brought old gear back to life with a little elbow grease and a lot of love for the game. It wasn’t long before the orders started rolling in.
The whole Walsh family got involved with labelling, packaging, and shipping from home. It was scrappy, chaotic, and totally rooted in passion. Dad Walsh was known to often offer a plate of spaghetti, a cup of coffee, or even a cold beverage to customers who came by to pick up their refurbished sticks, building goodwill and loyalty one customer at a time.
From Basement to “The Little House”
Eventually, the business outgrew the family basement. That’s when the Walsh family made their first big investment and purchased a small property on Maitland Drive in Belleville, fondly known as “The Little House.” It became the first true retail location for HockeyStickMan. They chose that spot not just for what it was, but for what it could become. The lot had room to expand, and the family always had their sights set on growth. It was a leap of faith, rooted in vision and confidence in their scrappy startup’s potential.
Pro Blackout & The Belleville Warehouse
Fast forward to today, and HockeyStickMan has transformed into a full-service hockey destination. Their Belleville warehouse is more than a shop; it’s a pit stop for teams travelling to tournaments across
Ontario. Pre-orders regularly come in with pickup requests timed perfectly for road trips, as players and coaches swing by to gear up before the puck drops. The latest evolution? HockeyStickMan’s own branded stick line: the Pro Blackout series. Designed for performance and durability at a price point that respects the everyday player, it is quickly becoming a favourite among competitive teams and weekend warriors alike.
From basement repairs to a custom-built warehouse and a private-label stick line, HockeyStickMan remains deeply rooted in community, hustle, and a shared love of the game.
Building Something Different
That people-first approach isn’t just for customers, it guides how the team is built. HockeyStickMan Belleville isn’t looking for cookie-cutter hires. They even tried a referral program and scrapped it when they realized replicating the same type of person didn’t work.
Now, the team is made up of Swiss army knives with different strengths and quirks. Some are technical wizards, others people pros, some calm under pressure, others full of energy. Veterans with deep knowledge and work ethic work alongside younger staff who bring fresh ideas and tech-savviness.
This creates a culture of reverse mentorship where learning flows both ways. The experienced staff share their wisdom, while the younger crew brings in new ideas and influences. It’s collaborative, dynamic, and way more fun than a top-down structure. And yes, humour is a key part of the mix. Whether it’s dry wit or full-on chirping, the team culture is tight-knit and welcoming. Customers notice it, and love it.
Inclusive Hiring with Purpose
The shop has also made a clear, thoughtful commitment to inclusive hiring. That means intentionally creating opportunities for people with disabilities and removing barriers that might otherwise keep someone out of the workforce. Not only is this the right thing to do, but it’s also good for the business and the broader team. It brings different perspectives into the room and better reflects the diversity of the Belleville community.
The result? A workplace that feels human, supportive, and forward-thinking.
Community-First, always
HockeyStickMan Belleville is deeply rooted in its community, from supporting local employment programs, giving back through charitable donations, or actively championing diversity in sports. This place walks the walk. They were recently named Sustainable Business of the Year at the Quinte Business Awards, recognizing their commitment to reducing waste and promoting responsible practices. That includes creative initiatives like donating unused products like apparel and team items to events like the Little Native Hockey League Tournament, helping young players feel proud and included, while keeping usable gear out of the landfill. The shop has also received a Tourism Grant, officially recognizing it as a 401-corridor destination. It’s a must-visit for anyone travelling through the region who loves hockey.
It’s more than a store. It’s a story of family, values, and heart, and a reminder that when you build something with purpose, people will come. So, the next time you’re driving through Belleville, make the stop. Or if you already know? You’re probably planning your next visit. Just don’t be surprised when you leave with more than just gear, you might just leave with a story, too.
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ABOUT THE AUTHOR
Hi! I’m Carrie Oswald, and Belonging Redefined is my baby. I’ve always been a curious student of the human experience, particularly when it comes to the question, “What does it mean to belong?”
When we moved to the Bay of Quinte region in 2020, we really didn’t get a sense of what made this place special as the pandemic kept us isolated. Over the last five years though, I’ve made it my mission to uncover and collect the unique stories of people I meet through everyday conversations. I hope you enjoy reading them as much as I enjoyed hearing them.
Maybe together we can truly get a sense of the what has made this community the welcoming place it is, but more so what the community is doing to continue to create a space where people can feel like they belong here.
