Originally published in 2019. Updated July 2025 for context.
Dan Palsson didn’t set out to redesign the future of hockey safety, he just wanted to reduce concussions. What began as a side project to improve goalie masks has since evolved into a high-performance protective gear brand trusted by elite hockey players around the world with Helskore Skate Armour.
Palsson is the founder of ASKJA (pronounced "ask-ya"), a Winnipeg-based protective technology company. His original concept was a shock-absorbing goalie mask, designed with cushioned inserts that could disperse the impact of pucks and collisions. After personally experiencing several concussions, he wanted to develop something better.
But the real pivot came after a conversation with an NHL equipment manager.
“He told me what they really needed was better foot protection,” said Palsson. “The numbers were staggering, teams were losing over $200 million annually in lost player time due to injury, and a third of that was from foot injuries.”
Armed with this insight, Palsson got to work. Just two weeks later, he had a prototype ready: Helskore Skate Armour.
This ultra-thin, plastic-free foot shield attaches to the outside of a skate, protecting players from high-impact shots without sacrificing performance. Speed-focused players like Winnipeg Jets forward Nikolaj Ehlers were among the first to test the gear—and the response was immediate. Helskore made its NHL debut with Ehlers in the final games of the regular season.
Building the Next Prototype with North Forge
Palsson partnered with North Forge to refine Helskore’s design and validate the science behind it.
“We ran a test simulating a 100 mph slap shot. Helskore absorbed enough of the impact to reduce the shock by about 30 mph,” said Palsson. “That’s the difference between a deep bruise and a broken bone.”
The North Forge Founders Program helped Palsson package the results, refine the technology, and begin outreach to equipment managers across professional leagues.
Today, over 130 players across the NHL, KHL, AHL, WHL, and NCAA trust Helskore. Combined, they’ve used it in more than 2,000 games—with zero reports of bone bruises, fractures, or missed time due to foot injuries.
Beyond the Rink: What’s Next for ASKJA
Palsson is now focused on expanding Helskore into the retail market to reach young athletes, weekend warriors, and junior leagues. The company is also exploring new applications in sports like baseball, where batters and pitchers are vulnerable to similar impact injuries.
“One of our clients, the University of North Dakota, is using foot protection as a recruiting tool,” said Palsson. “It shows how the game is changing—teams are getting proactive about player safety.”
As for the long nights and hands-on work? That hasn’t changed.
“I got into this to provide for my family, build a company I believe in, and wear flip flops and shorts as much as possible,” Palsson laughs. “It’s a ton of work—but I wouldn’t trade it for anything.”
Partner With North Forge
Do you have a product that’s ready to be prototyped or scaled? North Forge’s Founders Program supports innovators like Dan with mentorship, fabrication resources, and go-to-market strategy. We’re here to help you protect what matters—on the ice and beyond.
