In 2015, our middle daughter walked away from the dance studio and onto the ice. She didn't want the figure skates the instructors suggested. She didn't want the 'pretty' version of the sport. She wanted the grit, the speed, and the competition of hockey.

But as her passion grew, we noticed a problem. While her teammates (mostly boys at the time) had endless options for cool gear, the 'girls' section' was an afterthought. It was either cheap, stereotypical, or non-existent. One day, she looked at us and asked: 'Why don’t girls get the same cool stuff the boys do?'

We didn’t have an answer. So, we decided to build one."

Built by Hockey Parents, Not Boardrooms

When you buy from the 'big guys,' you're a transaction. When you buy from Gurl Power Athletics, you're joining a family. We know what it’s like to search for a girls' hockey hoodie that actually survives a season of travel tournaments and conveys the strength and determination of the female athlete. 

We don’t just design apparel; we test it in the freezing rinks of 6:00 AM practices and the humid locker rooms of summer camps. If it’s not good enough for our daughters, it’s not good enough for yours.

More Than a Brand. A Movement.

At Gurl Power Athletics, our mission is to Grow the Girls' Game. We aren't just selling women's hockey lifestyle apparel; we are building a community that celebrates the PWHL, supports youth girls' programs, and empowers every girl who steps onto the blue line.

We believe in Quality First: No 'disposable' fast fashion. Our apparel stays sharp and our fabrics stay soft, wash after wash, game after game.We are Family Operated: We are a small business operated by a family that loves the game. Your support goes directly back into the community and helps to grow the game!

 

From Our Rink to Yours

We are the The Majer family. When we aren't packing your orders in the shop, we are in the stands cheering, broadcasting coaching, or getting the skates sharpened. Thank you for choosing to support a small business that puts the female athlete first."

We encouraged her to finish the season—because in our family, we believe in seeing things through. Then, we asked her what she wanted to do. We suggested activities like softball, volleyball, and horseback riding—options we traditionally viewed as more feminine. Then came a pivotal day: while watching her cousin play a hockey game, she turned to us with wide eyes and said, "I want to do that!"

From the moment she stepped onto the ice, it was clear this was something special. At her first learn-to-skate class, instructors suggested figure skates—a "better fit" for girls. But she was adamant: "Why wear figure skates when I want to play hockey?" We got her first pair of hockey skates, and despite her helmet, purple coat, and wobbly stance, she was determined and had an unwarranted level of confidence.

As weeks turned into months, her confidence grew. She joined the learn-to-play hockey program surrounded by boys of all ages. Though she wasn’t the most skilled player on the ice, her infectious grin and relentless work ethic made her stand out. She advanced quickly, closing the skill gap and surpassing some of her peers. By the end of the season, she was ready to try out for a team.

Without a girls-only program, we placed her on a boys' team where she excelled and made friends. But something was missing. Sleepovers, birthday parties, and bonding events often excluded her. She craved a sense of belonging and camaraderie that only a girls’ team could provide.

We started searching for girls' hockey programs, teams, and apparel—only to find limited options. What little gear existed often featured crowns, slippers, or stereotypical designs. Quality was lacking too, with vinyl prints cracking after one wash. Meanwhile, higher-quality shirts were overwhelmingly masculine.

One day, she asked a question that sparked everything: "Why don’t girls get the same recognition or cool stuff the boys do?" That’s when we decided to create something better—and Gurl Power Athletics was born.

We set out to design apparel that girls and women in hockey could wear proudly, using premium materials and powerful, inspiring designs. But Gurl Power Athletics isn’t just about shirts and hoodies—it’s about growing the girls' game. We shine a light on female hockey heroes, share inspiring stories, and celebrate the fierce determination of girls and women on the ice.

Today, we continue our mission to empower female athletes, challenge stereotypes, and grow awareness around girls' hockey. Because girls work just as hard, dream just as big, and deserve every opportunity to shine.

Gear Up. Power Up. Rule the Ice.