Purveyors of all things Ice Hockey

“You don’t have to be crazy to play hockey but it helps”

Willies, as it is affectionately known, is ran by business partners and teammates Luke Wilson and Jonathan Hill who both play recreationally in Coventry.

“Great opportunities come to those who make the most of small ones.”

Established in 2018, Willies Ice Hockey Emporium is a specialist Ice & Inline Hockey retailer based in Coventry, UK. We stock the full range of equipment from all leading brands including Bauer, CCM, Warrior, True & Mission.

“Practise winning everyday”

Our number one focus is customer service. We want every customer to feel appreciated and leave us feeling as happy with their new purchase as we are with their custom.  As the business develops we aspire to make the shop a destination for all hockey players and hockey fans.

Our mission is to increase participation in Ice & Inline Hockey throughout the UK. We believe this sport has great potential in this country and want to do our bit to propel its growth.


A team above all. Above all a team.”




Self-proclaimed ‘Gritty Power Forward’ for a Coventry Rec Hockey Team Luke is also a Coventry Blaze Season Ticket Holder and enjoys watching live hockey at all levels. As a late starter in hockey, he is passionate about helping others discover the great sport and is currently working towards his coaching badges.

Luke is responsible for the business development and takes overall responsibility for the running of the company.



General Manager

Jonathans love for hockey stems from watching Major Junior Hockey in London, Ontario. He thoroughly enjoys both playing and watching the great game, especially showing an interest in watching goalies such as Sergei Bobrovsky, John Gibson and Semyon Varlamov.

As a goalie he has always been obsessed with the gear aspect of the game, looking at ways to improve both his own play and that of our customers.

Jonathan is responsible for the day to day running of the business and is the in-house expert on all things hockey.

Outside of work & hockey you will often find Jonathan on the golf course or spending time with his partner Emma as they await the imminent arrival of their first baby.



Sales & Marketing Assistant

Nikita is Russian born and declares ‘Ice hockey is in my blood’. Nik loves watching the game live and often travels to watch the Russian National team play all over the world. He also volunteers as part of the Coventry Blaze media team which he thoroughly enjoys and is happy that his passion and skills have combined to help the team that he supports.

Nik provides support to Jonathan and Luke both in a customer facing position and behind the scenes on marketing campaigns.

In his own time Nik enjoys spending time with his friends attending music concerts and festivals across the continent.




Tania got bitten by the Ice Hockey bug around 8 years ago when she first went to watch the Coventry Blaze. She loves the speed, physicality and intensity of the game. She has managed to introduce many of her family to the game and has been privileged to experience first hand how great hockey as a community can be in times of adversity.

Tania works in the background maintaining key data on products, accounts, pricing and operations.

Tania is enjoying her first year of motherhood and can often be found frequenting coffee shops and soft play areas.


Monday 11am – 7pm
Tuesday Closed
Wednesday 11am – 7pm
Thursday 11am – 7pm
Friday 11am – 7pm
Saturday 9am – 5pm
Sunday Closed


Please feel free to get in touch if you have a query, using the details below.

024 76 274 019
52a Earlsdon Street
West Midlands

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