Martin St‑Louis, former NHL star and current head coach of the Montreal Canadiens, has become a minority shareholder in elite hockey equipment manufacturer CCM, through his private equity firm Seven7 – co-founded with ex‑NHL’er Jeff Hamilton. This is a co-investment alongside Altor Equity Partners, which purchased a majority stake in CCM in October 2024.

The deal’s financial terms have not been disclosed, but Seven7’s is the second private equity investment in CCM in under a year. According to Seven7, the move signifies a strategic push toward international expansion, digital transformation, product innovation and deeper engagement with players and fans – aligning with CCM’s.

Founded in 1899, CCM outfits numerous hockey teams and has NHL stars like Sidney Crosby, Connor McDavid and Auston Matthews endorsing its gear. Seven7 already invests in such hockey-related ventures as LiveBarn, EZ Ice, Sauce Hockey and a US Hockey League franchise.

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