Pro Hockey Life continues nationwide expansion


    After six recent Ontario openings and a total of 15 locations in Eastern
    Canada, the ultimate hockey megastore sets its sights on Western Canada

    MONTREAL, March 17 /CNW Telbec/ - Pro Hockey Life Sporting Goods Inc.,
which pioneered the hockey megastore concept in North America, is pleased to
announce its expansion into Western Canada. Late summer 2009 will mark the
opening of four new Pro Hockey Life megastores, in greater Calgary and in
greater Edmonton.
    "We're thrilled to build on the success of our Eastern Canada megastore
network by introducing our unique concept to Western Canada," said Scott
Jackson, President of Pro Hockey Life Sporting Goods Inc. "Calgary and
Edmonton have always been integral to our national expansion, dating back to
2006 when our new business plan was first crafted. These are dynamic hockey
cities, with passionate players and fans who deserve the best- we're excited
to join and can't wait to contribute to these hockey communities."

    Selection dominance

    This growth follows Pro Hockey Life's recent expansion in the Ontario
market, where the company successfully opened six Ontario megastores in the
past 18 months. Their one-of-a-kind hockey megastore concept showcases
everything hockey, including all the latest makes and models of sticks,
skates, protective and goalie gear, as well as fanwear and memorabilia.
Unparalleled brand selection and inventory means customers will always find
what they need. Testament to this will be a department store-sized 25,000
square foot megastore, located in the new Cross Iron Mills development in
Calgary.

    True hockey specialists

    Pro Hockey Life's team of hockey specialists sets it apart from the
competition. "Our passion for hockey is as big as our megastores, it's the
driving force behind our success. Everyone in the Pro Hockey Life team is
passionate and knowledgeable about hockey and are eager to share that
knowledge with our customers," adds Jackson. "When you walk into a Pro Hockey
Life megastore, you know you will be greeted by true hockey specialists that
know and understand our products and your needs."

    Pro Hockey Life makes shopping fun

    Visiting a Pro Hockey Life megastore is an experience that fires up the
hockey fanatic in everyone. For example, large screen TVs throughout the
megastore deliver exciting product information and riveting NHL footage. Also,
customers can test their skills in the "RapidShot" shooting zone to learn how
hard, fast and accurate their shot is and see how they rank nationwide. This
fun has a practical side too as customers can discover what equipment is best
suited to them before purchasing.

    About Pro Hockey Life Sporting Goods Inc.

    Pro Hockey Life Sporting Goods Inc. offers unparalleled selection of
hockey equipment, apparel and accessories at competitive prices backed by the
company's Price Guarantee. Renowned for their outstanding service, their
specialists are passionate about hockey and their knowledge is deep. Their
megastores are the ultimate destinations for hockey players and fans alike.
Founded in 1973 under the Sports Gilbert Rousseau banner in Montreal, Pro
Hockey Life Sporting Goods Inc. now operates 15 locations in Canada under
three banners (Pro Hockey Life, Sports Gilbert Rousseau, Entrepôt du Hockey)
and is the largest hockey specialty retailer in the world.

    For further information, go to www.prohockeylife.com



For further information: Marie-Josée Allaire, Pro Hockey Life, Exacto
Communications, (514) 273-3793, mjallaire@exacto.ca; Anthony Fisher, Pro
Hockey Life Sporting Goods Inc., Senior Vice-President, Marketing, (450)
681-0855 ext. 250, afisher@hockeylife.com; www.prohockeylife.com