Martin St. Louis, the head coach of the Montreal Canadiens, is expanding his business portfolio by taking a minority stake in CCM, a prominent hockey equipment company. His investment firm, Seven7, co-invests with Altor, a Norwegian private equity fund that previously acquired a majority stake in CCM for $450 million. St. Louis founded Seven7 after his playing career to focus on sports and media investments, and he continues to influence the hockey landscape both on and off the ice.

CCM, which transitioned from bicycles to hockey gear in 1899, has a storied history, including ownership by major brands such as Reebok and Adidas. Currently, CCM leads the market in most on-ice gear categories used by NHL players, showcasing a strong endorsement from top athletes like Connor McDavid and Auston Matthews. The company also supports various leagues, including the PWHL and NCAA programs, solidifying its status in the hockey community.