Welcome to CHD Insider, a multi-part deep dive into how a small Norwegian idea grew into a fast-moving, culture-driven, international hockey brand.
This is not just a business story — it’s the behind-the-scenes madness, momentum, and magic that built Crazy Hockey Dad.
Buckle up. The ride only gets wilder from here.
CHD Insider: Part 1 — “The Idea That Wouldn’t Stay Quiet”
Every brand has an origin story.
Some start with investors.
Some with business plans.
Crazy Hockey Dad started with… hockey parents.
And not just any hockey parents - but the ones who show up to the rink with a half-cold coffee, a chaotic energy, and enough passion to argue icing calls with strangers in the parking lot. A community full of heart, humor, and just the right amount of hockey madness.
That’s where the Crazy Hockey Dad universe began.
And one thing was obvious from day one:
This idea wasn’t going to shut up.
From four waxes to something much bigger
As three former players now coaching our kids’ U11 team, we were deeply immersed in hockey family culture. It didn’t take long to realize a universal truth:
Crazy hockey dads and moms exist in every rink, every club, every country.
So we thought:
What if we build something that doesn’t just sell products - but tells their stories?
What began as four stick waxes in August 2024 quickly evolved into an entire universe of characters, humor, language, and identity.
We didn’t just build a brand.
We built a culture.
Stickers on helmets across the country
One of the first signs that CHD was becoming something bigger?
Crazy Hockey Dad stickers started showing up everywhere.
On helmets.
On goalie pads.
On water bottles.
On kids’ school backpacks.
Players wore them proudly.
Parents laughed and joined in.
It became a small badge of belonging - a way of saying “I’m part of this hockey family.”
That’s when we knew CHD wasn’t just selling wax.
It was creating connection.
When a small idea becomes a movement
Within months, our reach grew faster than we expected:
Kids embraced the Crazy Hockey Kid identity
Parents found humor and community in the stories
Retailers wanted more
And somehow, our wax found its way into EHL and SHL locker rooms
For a tiny Norwegian startup, making noise in the international hockey world isn’t easy - but CHD was doing it anyway.
The project didn’t just walk…
It skated.
And at the heart of it all? The Godfather himself: Hank McSlapshot
You can’t tell the CHD story without Hank.
He’s the guy who once stopped a Zamboni mid-lap because he “needed 30 seconds to show the goalie coach the correct way to warm up a bench shot.”
The guy who brought a tactical whiteboard to a parent meeting.
The guy who embodies the humor, chaos, and heart of hockey culture.
Hank McSlapshot isn’t just a character -
he’s the spirit of CHD:
over-engaged, over-passionate, and absolutely committed to making hockey more fun for everyone.
And this is only the beginning
This first chapter is just the origin story - the roots.
Next up?
CHD Insider: Part 2 — From Idea to Industry Noise
How we went from four waxes to limited editions, new product lines, SHL traction, and a roadmap that’s about to get even bigger.
If Part 1 explains where we came from, Part 2 reveals where we’re going — and why now is the time to get involved.