True Sports, the parent of True Hockey, appointed former NHL goaltender and long-time hockey industry executive Geoff Sarjeant as its new president. Adam Gans, formerly at Bauer, was appointed EVP of product, and Paul Gibson, formerly at Adidas/CCM, was appointed EVP and COO.
Sarjeant, who joins the firm immediately, will report directly to True Sports’ CEO, chairman and owner W. Graeme Roustan. Roustan acquired True Hockey from True Temper Sports last year.
Sarjeant brings over three decades of experience spanning professional sports and sporting goods. His career includes NHL stops with the San Jose Sharks and St. Louis Blues, as well as senior business roles with Canadian Tire Corporation, CTC Hockey and Pro Hockey Life.
Sarjeant most recently served as president of the Saskatoon Entertainment Group, stewarding operations for the WHL’s Saskatoon Blades, the NLL’s Saskatchewan Rush and the WCBL’s Saskatoon Berries. His role included oversight of business operations, partnerships and organizational strategy across multiple professional teams.
“Geoff brings unmatched hockey executive leadership to True,” Roustan said. “His experience across team operations, retail, and athlete performance, combined with his background as an NHL goalie, gives him a unique understanding of what it takes to build the best gear in the world. With Geoff leading our organization, and with the strength of our world-class True executives and teammates, we are fully aligned and energized for the future.”
Sarjeant’s direct knowledge of goaltending performance requirements is expected to reinforce True Hockey’s position in the goaltending segment as the brand seeks broader global recognition.
“I’m thrilled to join True at such an important moment,” Sarjeant said. “True stands for craftsmanship, innovation, and the relentless pursuit of performance. With our strengthened leadership team and the passion of our teammates, we are ready to take True to the next level.”
Along with Sarjeant’s appointment, True Sports announced two additional senior hires that will bolster global product innovation and operations infrastructure.
Paul Gibson joins as executive vice-president and chief operations officer, bringing over 30 years of experience from Bauer. During his long tenure, Gibson oversaw the innovation and supply chain, including research and development, manufacturing, sourcing, compliance, logistics, and quality control. He also played key roles in Bauer’s IPO and its M&A strategy. Gibson will report to Sarjeant.
Adam Gans, appointed executive vice-president of product, adds nearly three decades of expertise in performance product design and composite materials. His career began at Nike, where he advanced Bauer’s composite hockey stick innovations before leading multi-sport composite technology initiatives at Performance Sports Group. At Adidas/CCM, he helped transform the company’s stick line into a market leader as director of innovation and business unit director.
In 2020, Gans founded Gans Consulting, Inc., and has contributed to projects ranging from track shoes to Formula One components. He has also served on the board of Aerodine Composites and holds 42 international patents.
Roustan said the new appointments signal True Sports’ commitment to advancing its technical and operational capabilities.
“Paul and Adam are among the most respected executives in hockey, and their track records speak for themselves,” he said. “From groundbreaking product innovation to best-in-class global operations, their leadership will be instrumental in driving True’s next era of performance and growth.”
Image courtesy True Sports
