ST MICHAEL, Minn. — From their garage in St. Michael, Katie and Casey Kirt took a shot at a new business based on their own experiences with hockey wax.
"Throughout my days as a mom and hockey mom, we decided to test out the market," said Katie, who raised two kids that played hockey.
The couple already had experience selling molten wax products in the ski industry.
"Looking at the current state of the hockey wax industry, it seemed to be that a lot of manufacturers were just using a single cheap wax and getting in the hands of the kids. We, from our other business, had known that blends of waxes actually work a lot better. Each wax has its own purpose," Casey explained.
In 2019, they launched Absolute Filth Hockey Wax.
Hockey stick wax makes tape last longer before needing to be changed. Katie said it can also help with puck control.
But what really sets Absolute Filth apart from its competitors is its scents and youthful packaging.
"It's some of the smelliest hockey wax on the market. You know, hockey is kind of a stinky game. We want to make it smell a little better," Casey said.
They have 13 scents named everything from "cake eater" to "strawberry slapshot." One product is an unscented wax for those who prefer to forgo fragrances.
They also chose fun packaging that would appeal to kids.
Absolute Filth uses a blend of waxes.
"We use a lot of natural products. We use different kinds of beeswax and all that stuff to make it a little more natural and safer for the kids to use," Katie said.
Casey added, "We use essential oils in some of our our scents. We tend to go on the the cleaner side of things on the scent side."
The couple also said their hockey wax is more eco-friendly. On their website, they say, "Why is a non-toxic hockey wax important? Where do you think the shaved ice from the Zamboni goes? Right into your local water supply."
Casey and Katie said they have grown closer through working together. The couple have three kids.
"Working a 9-to-5 job at a big corporation for years, you kind of lose track of your family," Casey said. "This has helped us kind of reset and... plow a new path together."
For the 2023-2024 hockey season, Casey said they are expected to surpass $100,000 in sales.
Casey said, "That's far exceeded our wildest dreams of how the hockey community has supported us in this."
You can find Absolute Filth Hockey Wax on their website, Amazon and in select stores including SCHEELS.
They're offering a discount for KARE 11 viewers. Visit hockeywax.com for 20% off your order with the code "kare11" at checkout.
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