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Our Story
Willy Wax was born out of the love for hockey , a little creativity, and a desire to bring something fun and different to our local Buffalo, NY community.
Between early mornings at the rink, long weekends at tournaments, and cheering on our kids from the stands, hockey has become a huge part of our lives. Somewhere along the way, we saw an opportunity to create something of our own that would bring a little extra personality to the hockey community we call home.
Willy Wax is a small-batch, hand-poured hockey wax created by two hockey moms who know the chaos of rink life — early mornings, cold rinks, and gear that actually needs to perform. Our goal is simple: make a wax that works, smells great, and feels like it belongs in the hockey community.
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Hand-poured in small batches
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Made with all-natural beeswax, coconut oil, and premium fragrance oils
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Designed for consistent performance in cold rink conditions
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Player- and parent-approved
Meet the Moms Behind the Wax!
Ashley & Christina, two hockey moms whose lives (and kids) have been intertwined since Brody and Jettson first shared a hockey team at age five. Add in Addie, Cole, Layla, and our husbands Scott and Justin, and our mascot Willis the corgi, and you've got the heart of our brand!
Christina Hoinski
Co-Founder
Ashley Beyea
Co-Founder
Meet Willy!
Our Mascot!
Willis or Willy
The heart behind our brand.
Our hockey-playing sons wanted our brand to stand out—and they knew exactly how. Enter Willis the Corgi, our energetic, lovable pup who’s always in the mix. From backyard hockey to rink life, Willis represents the passion, family, and fun that fuel everything we create.
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