Built by skaters. Driven by passion.

We're more than just a skate shop. We're a team of players, skaters, coaches and enthusiasts who share a genuine passion for the sports we love.

From first-time skaters to experienced players, we're here to help everyone feel confident, supported and part of the community.

From the Rink to the Shop Floor

  • OUR STORY

    Founded in Coventry in 2018, Willies was built around a shared passion for ice hockey and a simple belief: buying the right equipment should be easy, enjoyable and backed by genuine expert advice.

    What started as a specialist hockey retailer has grown into a business supporting ice hockey, inline hockey and figure skating communities across the UK, with stores in Coventry, Nottingham and Sheffield.

    As we've grown, one thing has remained the same — our commitment to looking after customers. Whether you're buying your first pair of skates, upgrading your equipment or looking for specialist advice, we want you to feel confident that you're in good hands.

    Our team isn't just passionate about the products we sell. We're players, skaters, coaches and supporters who understand the sports because we're part of them.

    And our passion doesn't stop at the shop door. Through community partnerships, events and Learn to Play programmes, we're proud to help introduce more people to the sports we love.

    We're proud of how far Willies has come, but even more excited about where we're going next.

  • OUR JOURNEY SO FAR

    2018 — Where it all began

    Willies is established in Coventry, specialising in hockey and skating equipment.

    2024 — Growing our reach

    Willies expands into Nottingham and Sheffield, building on the established Ice Locker stores and their local expertise.

    Today — More than a retailer

    A growing team of specialists supporting customers, clubs and skating communities through expert service and grassroots initiatives.

MEET #TEAMWILLIES

Behind every order, skate fitting and piece of advice is a team that genuinely loves what they do. 

From hockey players and figure skaters to experienced technicians and coaches, meet the people who make Willies what it is.

  • Luke Wilson

    Proprietor
    A recreational ice hockey player, coach and passionate Coventry Blaze supporter, Luke is Willies’ Proprietor, leading business development and day-to-day operations.

  • Tania Wilson

    Operations Director
     A passionate ice hockey supporter and hockey mum, Tania is Willies’ Operations Director, overseeing product data, accounts, pricing and operations.

  • Jonathan Hill

    Retail Manager
    A recreational ice hockey goaltender with a passion for goalie equipment, Jonathan is Willies’ Retail Manager and in-house hockey expert.

  • Connor Ashby

    Warehouse & Teamwear Manager
    A left-wing player for the Spitfires with a background in junior hockey, Connor is Willies’ Warehouse & Teamwear Manager, overseeing online orders and stock.

  • Cole Meachem

    E-Commerce Manager
    A keen ice hockey and Coventry Blaze fan who also enjoys football and golf, Cole is Willies’ E-Commerce Manager, specialising in digital marketing and social media.

  • Brodey Butlin

    Coventry Store Supervisor
    A former Coventry Blaze Academy and Solihull goaltender who now plays forward, Brodey is Willies’ Coventry Store Supervisor.

  • Jake Carlin

    Sheffield Store Supervisor
    An ice hockey player who combines his love of the sport with extensive retail management experience, Jake is Willies’ Sheffield Store Supervisor.

  • Lee Panks

    Sheffield Sales Supervisor
    An experienced skate technician with international figure skating and Team GB equipment management experience, Lee is Willies’ Sheffield Sales Supervisor.

  • Elans Paulins

    Warehouse Supervisor
    A former Latvian Hockey League champion with experience at major international sporting events, Elans is Willies’ Warehouse Supervisor.

  • Edie Garbett

    Coventry Store Assistant
    A former Team GB synchronised skater who has competed at world championships, Edie is a Coventry Store Assistant who is developing her coaching skills.

  • Owen Bailey

    Coventry Store Assistant
    A passionate ice hockey and football fan with experience working at Planet Ice Coventry, Owen is a Coventry Store Assistant, continuing to build his knowledge of hockey and equipment.

  • George Chetwynd

    Coventry Store Assistant

  • Jaya Green

    Coventry Store Assistant

  • Paris Aurora

    Nottingham Store Assistant
    A figure skater and skate technician studying veterinary medicine, Paris is a Nottingham Store Assistant who helps skaters find the right equipment.

  • Callum Stubbs

    Nottingham Store Assistant
    A former Coventry Blaze Academy junior hockey player who also enjoys kickboxing, Callum is a Nottingham Sales Assistant with a long-standing passion for the sport.

  • Elliot Hall

    Nottingham Store Assistant
    A former England junior representative who has competed in university ice hockey, Elliot is a Nottingham Store Assistant with a background in sports and exercise science.

  • Peyton Fincher

    Nottingham Store Assistant
    A Great Britain international in roller hockey who also competes in ice and ball hockey and officiates matches, Peyton is a Nottingham Sales Assistant.

  • Caden Brown

    Nottingham Store Assistant
    An active singles and synchronised figure skater, Caden is a Nottingham Store Assistant with a keen interest in skate fitting and technical equipment.

  • Ben Crowther

    Sheffield Store Assistant
    A long-standing ice hockey player and national U18 champion who currently plays defence for the Sheffield Scimitars, Ben is a Sheffield Store Assistant.

  • George Hallam

    Sheffield Store Assistant
    An experienced ice hockey player who progressed through the Sheffield Ice Hockey Academy and now plays for the Sheffield Titans, George is a Sheffield Store Assistant.

  • Ellie Cole

    Warehouse Operative
    A former Coventry Phoenix goaltender who now coaches at the Coventry Blaze Academy, Ellie is a Warehouse Operative with a lifelong passion for ice hockey.

  • Jake Storer

    Warehouse Operative
    A former Coventry Blaze Academy player and U18 team captain, Jake is a Warehouse Operative with a lifelong enthusiasm for ice hockey.

  • Why Shop With Willies?

    More Than Just a Skate Shop

    • Real Experience - Advice from people who play, skate, coach and understand the sports.
    • Specialist Services - Professional skate fitting, sharpening and equipment support.
    • Community First - Helping grow the game through events, partnerships and beginner programmes.
    • Here to Help - Friendly, knowledgeable teams across our stores and online.

VISIT OUR STORES

Get in Touch!

If you have questions about Willies, our team, services or community initiatives, please get in touch and we'll be happy to help. For enquiries about sponsorship, donations or community support, please include details of your organisation, event or request so we can direct your enquiry to the right person.