"influencers" are no good if none of them buy gear. For this kind of specialized stuff you need to reach goalies so I am not sure why Paul Bissonnette would be a good idea. Overall  rather than influencers I think they need to team up with goalie schools run by former NHL greats. Become a supplier.

The company is too small to give up a stake. 

Yes a lot of the outreach could be done in house. I think the website requires too many clicks to see products in different categories. We need to see lots of stuff fast. A web redesign, and maybe product "look" redesign might not be bad.