The Rise, Fall and Rebirth of Dmitry Ivanenko: From Russian Tennis Prodigy to Pickleball Pioneer
An interview with the founder of the pickleball brand Astria
Dmitry Ivanenko, founder of the upstart pickleball brand Astria, has lived an extraordinary life. From his modest beginnings in Russia to becoming a top junior tennis player in the U.S., suffering a devastating injury, reinventing himself in pickleball and building one of the first player-owned pickleball paddle and facility companies, Ivanenko has shown resilience, passion and vision.
In an exclusive interview on the "Building Pickleball Podcast" with Brian Lim, Ivanenko takes us through his life journey and shares his unique philosophy on family, business, pickleball and life. Read on to learn how this 23-year-old overcame immense hardship to find purpose and success in an unlikely sport.
1. 01:47 Beginning Ivanenko first picked up a tennis racket at age 5. His talent was apparent early on. By age 12, he was sent by his parents from his small hometown in Siberia to train full-time in the U.S. He quickly rose up the junior ranks to become one of Russia's top prospects. However, at the peak of his career, tragedy struck when he fell 110 feet off a seaside cliff, shattering his spine and ending his tennis career instantly. 2. 02:35 What happened to his tennis career Ivanenko's fall was caused by a woman, as he explains humorously. While on vacation with a girl he had fallen in love with, her dog ran off suddenly near a seaside cliff. Wanting to solve the problem quickly, he went searching for the dog in the dark and unexpectedly walked right off the cliff, falling 110 feet onto the rocks below. The chance of surviving such a fall is virtually zero. The spine-shattering impact left him unable to move his legs. However, the dog was found near him, having also fallen but survived. Ivanenko considers himself incredibly lucky to be alive and realizes this accident, as devastating as it was, changed his life forever. "I was one of the highest paid coaches, definitely highest paid in Pacific Northwest, working part-time making over $150,000...I had no idea that the cliff was going to be out there and I just was walking out looking for the dog and all of a sudden I wake up on the bottom." 3. 03:54 Falling off the cliff Ivanenko describes his infamous fall off the cliff that ended his tennis career in vivid detail. He recalls searching for his girlfriend's missing dog near the cliff when suddenly the ground disappeared beneath him. He awoke at the bottom, miraculously alive but unable to move his legs, his spine shattered. By chance, he had his phone and managed to call 911 himself. He waited hours for first responders, fading in and out of consciousness from the pain. The fall left him with a fused spine and persistent pain, but he feels lucky to have survived. "The chance of surviving 110 foot cliff, I mean 70 foot cliff fall is zero...I'm lucky to be alive. I beat the odds." 4. 10:00 What does a second chance mean to you When asked what getting a second chance at life after his fall meant to him, Ivanenko stresses living life to the fullest, taking risks and enjoying every moment. He sees his near-death experience as eye-opening, making him realize the importance of family and not taking things for granted. It gave him the courage to pursue his dreams instead of living a safe, routine existence like before. He found inspiration in the tragedy and used it as motivation to start fresh in pickleball. "Live your life to the fullest, take risks, go for it, because you only get one...My goal is to live in my dreams. So I try to make them work." 5. 13:54 Getting personal Ivanenko explains the meaningful tattoos on his hands, including the Astria logo, life mottoes and one dedicated to the relationship with the woman he fell in love with and fell off the cliff for. He remains philosophical about the experience and doesn't harbor ill will. Ivanenko also describes his unbelievable journey from living in his car while launching his business to becoming homeless by choice to challenge himself. He embraces discomfort and pressure, seeing it as an opportunity for growth. "I think I am at my best when I struggle, at my lowest...I like to put myself into positions where I'm under pressure because if I'm not under pressure, it's too easy." 6. 25:11 The birth of Astria Astria was born when Ivanenko realized pickleball could give him a new purpose after losing tennis. The name comes from the Greek goddess of justice, purity and precision Astraea. He was drawn to her colors of purple, white and black, which form the Astria brand colors. The company mission of empowering people to overcome fears and injustice resonated with him as well. Astria paddles emphasize quality, performance and unique designs over low costs. He relentlessly play tested paddles for over a year until finding a factory that met his standards. "Astria is one of the Greek goddess of justice, purity and precision...Her colors are purple, which kind of suited and purple is my favorite color." 7. 27:46 1 of 2 paddle brands with courts Astria made history by becoming only the second pickleball paddle brand to open its own facilities. Ivanenko brought his experience running tennis academies to launch dedicated pickleball clubs in Washington, the birthplace of pickleball. He plans to focus on junior development, seeing a lack of quality instruction and infrastructure, especially in the Seattle area. Giving back through public courts is a priority for him as well. He donated Astria's first outdoor courts in downtown Seattle. "It's going to be interesting where people are producing high level players instead of, 'hey I failed at tennis and now I'm finding my second wind in pickleball.'" 8. 30:34 Advice for building a court For those looking to build pickleball facilities and work with cities, Ivanenko stresses doing it for the right reasons, not just money. He advises learning all aspects of construction yourself so you can oversee quality. He enjoys the hands-on process and problem solving involved. Ivanenko approaches projects open-mindedly without preconceptions, believing you can't achieve anything worthwhile without taking risks and learning from failures. "If you want to build it and you know how to build it...do it yourself because you get to learn and you get to know this is what it is, it's an investment into yourself." 9. 34:32 How are facilities profitable Ivanenko details his unique approach to profitability for Astria's facilities compared to the typical food and beverage focused model. Drawing from his tennis academy experience, Astria emphasizes instruction, development and community. He prioritizes creating a welcoming vibe and attracting families through a focus on junior programs versus purely revenue driving activities like tournaments. The quality and expertise of coaches is held to a high standard as well. "My concept is a little bit different than any other pickleball collaborator...Ours is focused on education versus food and beverage." 10. 40:15 What makes Astria paddles different Astria's paddles stand out from the oversaturated market by relentlessly perfecting performance before considering graphics. Ivanenko tested over 70 prototypes before selecting a factory with quality standards as high as his own. He also figured out a way to creatively implement his signature logo on the paddle face after realizing paint impacts the surface and spin. The new focus on lightweight cores with carbon fiber and edgeless, large sweet spot designs create a unique playing experience unlike any other brand. "I went to maybe 60 or 70 different samples and prototypes before the paddles came out...It took about eight months to develop." 11. 43:06 New paddle Ivanenko walks through the inspiration for Astria's latest paddle innovation he spent 8 months perfecting - an advanced version of the iconic Selkirk Power Air but taken to the next level. He made the surface edgeless for more power and control while adding substance with strategically placed carbon fiber and his signature purple logo accents. The high-tech paddle combines the best attributes of various brands to create an exceptional playing experience. He's confident it will disrupt the market once people try it. "This new paddle is like a cyborg, it has all the best things...It gives you a bigger sweet spot but still protects the edges with carbon fiber. It's a one piece construction and just plays amazing." 12. 45:37 His mentor, his parents Ivanenko attributes much of his personal development to his tennis coach and mentor Vitaly Goren. Vitaly brought him to the U.S. at 12 and invested tremendously in his growth over a decade on and off the court. He credits Vitaly for teaching him discipline, resilience and cultivating his mind. Ivanenko also describes his close relationship with his parents. He comes from a long line of scientists and academics in Russia and cherishes their unconditional love and support, especially after his fall. "Vitaly is one of those people you meet and you're like oh, I've never met someone like this. He has a great soul and is an incredible human being." 13. 49:17 Living in his car When Ivanenko launched Astria, he was recovering from his injuries and had depleted his savings. He lived out of his car up and down the West Coast selling paddles literally out of his trunk to start generating cash flow. He embraced the humility and uncertainty of this chapter, seeing it as a growth experience. Launching the brand took every ounce of courage and positivity he had, but the risk paid off. Within 72 hours of getting his first 300 paddle shipment, he had already sold enough to break even. "I was living out of my car, homeless, selling paddles out of the trunk. It was nice, I'm a professional homeless person...I'm very good at it."
14. 58:28 Pickleball lacking professionalism Ivanenko feels strongly that the professional pickleball scene has an image problem with most of the top players being overweight and out of shape. He argues it reflects poorly on the sport and prevents it from being taken seriously. In his view, there are no excuses for professionals to be unfit given the resources available to them. He points to other sports like football and tennis where the performance bar had to be raised over time. Ivanenko believes pickleball will go through a similar evolution, but major improvements in professionalism and training are needed urgently. "When you see overweight pros, it's embarrassing...If this is the face of pickleball we have a f@#$ing problem." 15. 01:09:52 Future of Astria Looking ahead, Ivanenko plans to focus Astria on developing the next generation of pickleball players through his facilities and coaching. He sees huge potential in programs tailored to kids who will grow up playing pickleball from a young age and shape the future. Ivanenko also wants to sponsor up and coming players, especially those with tennis experience making the transition to pickleball. He's cautiously optimistic about the sport despite its growing pains. Ultimately his dream is to create a brand that empowers people on and off the court. "Hopefully one of our guys breaks in as a sponsored player...My focus has been more on developing the game and building players." 16. 01:14:15 Closing Ivanenko closes by stressing the importance of learning through action instead of empty talk. He encourages people to embrace adversity as an opportunity for growth, stay resilient and remember that family is all that matters in the end. Ivanenko's outlook combines toughness and open-mindedness, shaped by his unique life journey. If there's one lesson his story teaches, it's to never give up hope, even in your darkest hour. "It's better to shut up and look stupid than open your mouth and prove it...Actions speak louder than words." In summary, Dmitry Ivanenko's life is a testament to the power of perseverance and passion. Despite unimaginable obstacles, he never lost sight of his dreams. Pickleball gave him purpose when he needed it most, and he's returning the favor by leaving an indelible mark on the sport. Love him or hate him, Ivanenko is undoubtedly an original - a fiery, complex, unforgettable character. And at just 23, his underdog story is only beginning.
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