W. Graeme Roustan, owner of The Hockey News, and CEO, Chairman and owner of TRUE Sports announced the appointment of former NHL goaltender and veteran hockey executive Geoff Sarjeant as President on Wednesday, November 26, 2025.
A seasoned executive with more than 30 years of leadership experience, Sarjeant has built a reputation for elevating teams, operations, and high-performance businesses across the sport. An NHL goalie with the San Jose Sharks and St. Louis Blues, Sarjeant brings a deep, firsthand understanding of the technical demands elite goaltenders place on their gear; expertise that strengthens TRUE’s position as the number one choice of NHL goalies for skates and equipment.
“Geoff brings unmatched hockey executive leadership to TRUE,” said W. Graeme Roustan, CEO, Chairman and Owner, TRUE Sports. “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 most recently served as President of the Saskatoon Entertainment Group, overseeing the Saskatoon Blades (WHL), Saskatchewan Rush (NLL), and Saskatoon Berries (WCBL), leading operations, partnerships, and organizational performance. He previously held senior executive roles with Canadian Tire Corporation, CTC Hockey, and Pro Hockey Life, guiding major hockey retail organizations in North America.
“I’m thrilled to join TRUE at such an important moment,” said Geoff Sarjeant, President, TRUE Sports. “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.”
Additional Leadership Appointments
Alongside Sarjeant’s appointment, TRUE Sports is expanding its senior leadership team with two of the most accomplished minds in global hockey product and operations:
Paul Gibson — Executive Vice President & Chief Operations Officer
Paul brings more than 30 years of leadership experience from Bauer, where he shaped the company’s global innovation pipeline and end-to-end supply chain. He led Research, Design & Development; manufacturing; sourcing; global quality; compliance; logistics; vendor relations; and the Asia liaison office. He played central roles in Bauer’s IPO and M&A activities, helping drive the brand’s global growth. Over his tenure, he held senior positions across Director, VP, Executive VP, and C-suite levels.
Adam Gans — Executive Vice President, Product
Adam brings 28 years of global expertise in high-performance product design and materials innovation. He began at Nike, advancing the Bauer composite hockey stick category, then led composite technologies across multiple sports at Performance Sports Group. As Director of Innovation and Business Unit Director at Adidas/CCM, he transformed CCM sticks into a market leader. In 2020, he founded Gans Consulting Inc., contributing to projects from track shoes to F1 parts. In addition to his consulting work, Gans has served as a Technical Advisor and board member for Aerodine Composites. He is the Primary Design Engineer on 42 international patents, has presented research at major global conferences, earned multiple Nike Innovation Awards, and has been featured by CBC and the Discovery Channel. Gans will report into Sarjeant.
“Paul and Adam are among the most respected executives in hockey, and their track records speak for themselves,” said Roustan. “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.”
