Hockey's Transformers: Simon Barnett and the OBO Revolution
Empowering hockey goalkeepers through innovative gear, a singular identity, and the art of listening.
Simon Barnett, the brains behind OBO, has redefined field hockey goalkeeping from his base in Palmerston North, New Zealand. He started making table tennis tables at age 16 (with his mum’s encouragement), studied and taught Marketing at university, and eventually turned his entrepreneurial spirit to field hockey gear, setting out to revolutionize goalkeeper (GK) equipment with OBO. Now a global leader in hockey equipment, OBO has been key in transforming the goalkeeper’s role. Here, Simon shares insights into OBO’s journey, its impact on the game, and what lies ahead.
What inspired you to enter the niche space of GK equipment?
It started with curiosity and a frustration with the status quo. Goalkeeping gear in the 1980s was heavy and bulky, and in a number of cases had been designed for ice hockey rather than field hockey or was repurposed cricket equipment. Watching hockey at the 1992 Barcelona Olympics solidified the idea: I saw goalkeepers doing amazing things and realized they needed better tools.
How did you overcome the challenges of building a global brand from such a remote location?
Being based in Palmerston North forced us to focus. We decided to specialize narrowly in GK equipment but go deep, with the best design, materials, and branding. Our isolation fueled our creativity and drove us to be exceptional at what we do.
What gaps in GK equipment did OBO set out to address?
The biggest gaps were safety and mobility. Goalkeepers need to feel protected but not restricted. We focused on creating lightweight, high-performance foam gear that allowed freedom of movement while providing superior protection. It wasn’t just about making safer equipment; it was about enabling keepers to play dynamically and confidently.
Before OBO, GK equipment was often described as “pain pads.” What innovations set OBO apart?
Closed-cell foam was the game-changer. We didn't invent the use of it for goalkeeping gear, but through the application of design thinking, excellent raw materials, a high focus on performance for the goalkeeper and their needs, and the new technology of bonding, we developed something that was better. It’s lightweight and absorbs impact efficiently, and we pioneered heat-molding techniques to bond foams without glue and create three-dimensional shapes that fit the human body better. It changed how goalkeepers played—and felt—on the field.
“We didn’t just react to changes; we anticipated them, ensuring goalkeepers could thrive in an increasingly demanding sport.”
How did giving goalkeepers an identity impact the role and its perception in hockey?
It was transformative. We embraced the fact that goalkeepers are different, they experience the game differently, and it's fair to say that OBO has contributed to the goalkeepers thinking and feeling differently about themselves because we think they’re amazing. They do something that no one else on the field does. They play a different game, both physically and emotionally. And we are here to help them do their job, which is a very important internal driver. Our gear gives them a distinct identity, which has attracted young players to the position and elevated its importance in hockey. It’s rewarding to see goalkeepers celebrated as pivotal to the game.
How does OBO gather feedback from GKs?
Everyone at OBO has to listen, not just me, but my colleagues and the product designers, and we also enable and encourage people to contact us with their thoughts, which leads to improvement, or to us questioning if there's a better way of doing things. So, feedback is at the heart of what we do.
Has player input led to specific innovations?
One example is our work on protective pants. A player told us he wanted gear that felt like wearing nothing at all, even if it meant sacrificing some protection. This sparked a redesign, combining and testing new materials with innovative patterns and the result was pants that offer incredible freedom of movement. He was impressed and now these pants are being tested worldwide. All that came from one player saying he was prepared to lose a bit of protection in order to be more mobile.
Field hockey has seen major transformations—Synthetic turf, carbon sticks, rule changes. Where does OBO’s contribution rank among these innovations?
I wouldn’t attempt to rank it, but OBO’s innovations have evolved alongside these changes. The introduction of synthetic turf sped up the game, and our gear allowed goalkeepers to adapt—becoming faster and more agile to match the pace. We didn’t just react to changes; we anticipated them, ensuring goalkeepers could thrive in an increasingly demanding sport.
Think back to Paris 2024—those matches were determined by goalkeepers being extremely agile in terms of their physical and mental strength. So if their gear isn't supporting their natural abilities, then they won’t achieve as much. Our impact has been to ensure that we innovate alongside the needs of modern goalkeeping.
What do you think you'll be doing as a company for the next 10 years?
I don't have a quick answer to that. We’ve reaffirmed our focus on goalkeeping, and we mostly want to become better before we become bigger. Sustainability is also a top priority—developing products that last longer and can be repurposed. These innovations are exciting and align with our mission to tread more lightly on the planet. So I think if we can improve that in the coming decade, which is a challenge for all companies, and if we can help goalkeepers perform better in the broader sense, both physically and mentally, then I think that'll be a very good decade.
If you could sum up OBO’s legacy in one phrase, what would it be?
“Good shit that really works.” Goalkeepers see the world differently and so do we, as New Zealanders. We quite like pushing boundaries and certainly our motto pushes the boundaries a little bit, but it reflects and instructs us as well, requiring us to make products that really work. And if they don't then it's not an OBO product.