Elite Blade
Elite Blade is a Quebec-based innovator transforming the science of skate sharpening and profiling. Trusted by NHL teams, elite athletes, and specialty retailers, the company’s disruptive technology is helping players across levels gain an edge—literally. The brand has become synonymous with precision and performance. Brandid Advisory was brought in to lead a strategic brand evolution, rebuilding the website from the ground up, refining B2B positioning, and launching a paid media engine to fuel Elite’s next stage of growth.
Services
Google Ads Management
Social Media Advertising
WordPress Website Development
UX Design
Digital Strategy
Analytics & Tracking Infrastructure
Local Marketing Optimization
Website
The Challenge
Elite Blade’s technology was ahead of the curve—but their digital assets weren’t. Despite strong traction with pro teams and specialty retailers, the brand’s online presence didn’t reflect the innovation or reputation they had earned on the ice. The website lacked clarity, emotional impact, and modern UX. There was no clear path for buyers to learn, engage, or convert. And without paid acquisition or SEO in place, demand wasn’t scaling with the brand’s momentum. Elite needed the right tools to look the part—and perform like a leader.
Website Strategy & Design
We led the development of Elite Blade’s new flagship website: a bold, conversion-driven experience built to impress league decision-makers and specialty retailers alike. Modern UX, full-screen visuals, and product storytelling work together to bring Elite’s technology to life. Each page was designed with performance in mind—streamlining navigation, strengthening product education, and guiding users toward action.
Positioning & Brand Messaging
We helped define and sharpen Elite’s messaging pillars, focusing on credibility, technology, and performance. The new site copy is clear, confident, and industry-aware—built to resonate with amateur skaters and buyers in professional leagues, retailers, and training centers. The tone balances innovation with humility, elevating the brand while retaining its proudly Canadian roots.
Results
Elite Blade now has a digital presence that reflects its ambition. The new website delivers on design and conversion, with clear paths for high-value buyers to engage. Paid campaigns are generating qualified leads from pro teams and retailers across North America. And with a bold, scalable platform in place, Elite is no longer just a breakthrough technology—it’s a brand built to lead.
"Brandid has been with us through every stage of our brand evolution. They took the time to understand our products, our value proposition, our culture, and where we’re trying to go. Our website, our positioning, and our marketing foundations all feel stronger because they were built alongside a partner who genuinely cares about our success.”
Kelly Hawke Baxter
Director of Marketing, Elite Blade Performance