- Jason Apees, The Kitchen
- Molly Brown, Holland America Line
- Elise Ivy, Co-founder, Rokne Pickleball
- David Pillsury CEO Invited Clubs
- Anne Worcester, Strategic Advisor at MLP, Former CEO WTA
- Zubin Mehta, Co-Founder and General Partner at Good Alpha Industries, Owner MLP LA Mad Drops
- John Cowley, Director of Vendor Relations at Pickleball Central
- Ben Johns, Pro Pickleball Player
- Athena Trouillot, Pro Pickleball Manager/Coach
- Carl Schmits, Managing Director of Equipment Standards at USA Pickleball
- Laura Gainor, CEO, Pickleball In The Sun
- Bob Whyley, Head of Production Tennis Channel
- Thomas Shields, Founder, The Dink
- Ken Solomon CEO, Tennis Channel
- Tyson Apostol, Reality TV superstar and pickleball lifestyle influencer
- Ernie Garcia, CEO, Carvana
- Kaitlyn Kerr, Ower and GM MLP Las Vegas Night Owls
Pickleball: America's Fastest Growing Sport
Pickleball, a paddle sport that combines elements of tennis, badminton, and ping pong, has exploded in popularity across the United States over the past few years. With over 4.8 million players nationwide, pickleball is currently the fastest growing sport in America.
The meteoric rise of pickleball can be attributed to several factors. As a sport that can be enjoyed by people of all ages and skill levels, it has a broad appeal. Pickleball provides an fun and social way to get exercise, bringing together friends and community members. The sport has especially taken off among active seniors looking for lower-impact physical activity. Pickleball's growth accelerated during the COVID-19 pandemic, when people were drawn to the outdoor recreation and social engagement it provided.
Now pickleball is entering a new phase - call it Pickleball 2.0. The grassroots growth has given way to big business and corporate investment.
The Dallas Pickleball Business Forum
Yesterday, the inaugural PickleForum convened in Dallas, bringing together pickleball business leaders to strategize ways to capitalize on the sport's momentum. The one-day event featured panels on topics like "The Business of Pickleball and the Opportunities That Lie Ahead" and "Driving Your Pickleball Business With Impactful Marketing and Social Media."
Attendees represented the diverse pickleball ecosystem, including manufacturers, retailers, club owners, event promoters, sponsors, and governing bodies. With so many new companies and investors racing to enter the market, the Forum provided an opportunity to analyze the landscape and chart smart future growth.
Some key questions industry leaders will grapple with:
- How can manufacturers differentiate and stand out in an increasingly crowded equipment marketplace?
- What innovative marketing and partnership strategies can elevate brand awareness and visibility?
- How can the various pro tours and leagues collaborate to grow professional pickleball?
- What business models will prove profitable as competition heats up?
- How can the industry ensure pickleball remains accessible and inclusive amid expansion?
By convening respected voices from across pickleball, the Forum helped shape the sport's next chapter. With millions of new players discovering pickleball annually, the potential is great. But realizing that potential will require thoughtful leadership and cooperation. If the Forum can align top minds behind a strategic vision, the sport's upward trajectory will continue.
Big Money Flows Into Pickleball
With pickleball's meteoric rise, major companies want a piece of the action. Private equity firms, celebrities like LeBron James, and major broadcasters have invested in the pro pickleball scene. Manufacturers are churning out paddles, balls, nets, shoes, apparel and more to meet surging demand. Existing tennis and sporting goods companies are expanding their pickleball offerings. Health clubs and gym chains are converting underutilized spaces into pickleball courts to accommodate players.
The competition is fierce, with over 40 paddle brands and a dozen ball manufacturers already on the market. But industry leaders believe there is still ample room for growth, with pickleball expected to become a ubiquitous part of the U.S. sports landscape in the coming years.
Adam Franklin, president of sporting goods company Franklin Sports, predicts "You're going to see pickleball everywhere next year." Bahram Akradi, founder of gym chain Life Time Fitness which now operates over 600 pickleball courts, says “I still think we’re really in the early days of how this is going to look in the U.S. landscape.”
With the gold rush on, companies large and small want their share. But Carl Schmits, a former racquetball pro who now helps develop facilities for USA Pickleball, cautions that the frenzy echoes past booms that went bust. When racquetball surged in popularity in the 1970s, hundreds of equipment companies and clubs sprang up; within a few years, many struggled and shut down.
Schmits stresses that pickleball has key advantages, namely its multi-generational appeal and low barrier to entry. But in a crowded marketplace, only the fittest will survive long-term. The PickleForum will convene industry leaders to strategize sustainable growth amidst the current pickleball fever.
Broad Demographic Appeal
A key factor driving corporate excitement is pickleball's wide demographic appeal. Long associated with active seniors, pickleball is now gaining traction across age groups. A recent Washington Post-University of Maryland poll found that pickleball participation among 18-29 year olds is more than double that of the over-65 demographic. One in four young adults have played pickleball in the past two years.
This youth appeal is enticing advertisers who want to target millennial and Gen Z consumers. Pickleball is also attracting more corporate sponsor dollars, with this week's national championships boasting over 25 sponsors. Established racquet sports like tennis and badminton remain popular, but pickleball is succeeding in bringing new players into paddle sports. Half of pickleball participants also play tennis.
The poll found pickleball is perceived as easier to play than tennis, more affordable, and similarly fun. With its friendly, social nature, pickleball can serve as an entry point that gets novices active in a low-pressure environment. From there, some graduate to tennis or other sports. This "gateway drug" effect demonstrates pickleball's value in promoting lifelong healthy living.
Venues for Growth
To support surging participation, pickleball courts are materializing across the country. USA Pickleball has helped open 1,000 dedicated pickleball facilities, with more in the pipeline. Municipal parks, community rec centers, schools, private clubs and churches are all converting spaces into pickleball courts. Some former big-box retail stores are even being transformed into indoor pickleball centers.
Gym chains like Life Time Fitness increasingly devote unused areas of their footprint to pickleball in response to member demand. Life Time has gone from 7 pickleball courts to over 600 in two years, with plans to reach 1,000 by next year. Other fitness brands are following suit. This repurposing of real estate provides win-win benefits – more exercise opportunities for customers and added revenue for businesses.
While many new pickleball courts replace old tennis courts, leaders aim for steady sustainable growth that keeps both sports thriving. The two paddle sports have a symbiotic relationship, with skills overlapping between them. With wise planning, municipalities can accommodate pickleball's rise without jeopardizing tennis. America's recreation infrastructure is expanding to enable more citizens to enjoy paddle sports.
The Future of Pickleball
Pickleball has cemented itself as far more than a pandemic fad. With millions of new players discovering the sport's joys, pickleball is here to stay. But this new phase of rapid growth brings both opportunities and pitfalls. Companies must avoid flooding the market, and build sustainable business models rooted in the sport's community origins.
As pickleball goes mainstream, leaders aim to maintain the welcoming spirit that fueled its rise. Growth will require planning to keep pickleball accessible and affordable at municipal parks and public facilities. These grass-roots community spaces were key to pickleball's takeoff and remain central to its future.
If the corporate world embraces pickleball's ethos of fun, friendship and fitness, the sport's ceiling is still nowhere in sight. But if greed and selfishness override the community's interests, there is risk of bubble bursting. By focusing on sustainable development and inclusion, pickleball can avoid the fates of past fads and become a staple of the American sports landscape for generations to come. (Source)
PPA News: ‘IF ANYONE FEELS LIKE THEY’RE LATE TO THE GAME, YOU’RE NOT’
Growing a Passionate Pickleball Community
Pickleball’s explosive growth was on full display at the inaugural 2023 Pickleball Business Forum. The packed event highlighted the sport’s rapidly expanding ecosystem and opportunities for brands and businesses. With more participants and sponsors joining each year, collaboration and innovation will shape pickleball's future.
Major Brands Invest in Passionate Players
Well-known brands like Carvana and Holland America are taking advantage of pickleball's passionate community. Carvana's sponsorship of the PPA Tour demonstrates a commitment beyond just placing ads. Meanwhile, Holland America has gone "all in" on pickleball, ensuring courts and equipment on ships and resorts.
These major brands recognize fully embracing pickleball allows authentic connections with lifelong customers. However, half-hearted attempts often fall flat to dedicated players. Brands must commit fully and authentically to benefit from pickleball’s growth.
Paddle Manufacturers Proliferate
The pickleball paddle industry illustrates the sport's explosive growth. When many current players purchased their first paddles, only 50-100 manufacturers existed. Now over 600 brands produce paddles, including newcomers and adjacent racquet sports companies.
With so many choices, manufacturers must differentiate through technology, materials and aesthetics. Brands like Rockne Pickleball filled a “whitespace” for aspirational yet functional paddle designs. However, companies need more than cosmetics. Consumer testing leads to genuine improvements that players will appreciate.
Finding Pickleball's Character and Community
Wise brands seek out ambassadors based on character, not just tournament results. Rockne Pickleball's players exemplify helpfulness and good sportsmanship. The brand builds an authentic community through these shared values.
Meanwhile, players gain pride and confidence performing well with sponsors’ equipment. Brand associations flow both ways. Ultimately, cultivating relationships beyond transactions engenders brand loyalty.
Programming Promotes Participation
Clubs and venues thrive by actively fostering pickleball communities. Regular instructional programs, social play and competitive events attract and retain members. Beginners need introduction while veterans seek improvement.
Consistent programming requires intentional effort, but generates exponential growth. Satisfied players become ambassadors who bring friends into the game. Successful businesses address players’ motivations through creative programming.
Media and Content Capture New Fans
Pickleball’s popularity enables expansive media and content possibilities. Platforms like The Kitchen leverage social media and personalities to entertain established fans. However, creative formats and stories can also capture viewers who have barely heard of pickleball.
Nontraditional broadcasts, behind-the-scenes coverage and reality shows reach broader audiences. Imaginative content hooks viewers through laughter or excitement. Skilled storytelling transforms unaware spectators into engaged pickleball fans.
Unification Prevents Fractionalization
Pickleball can learn crucial lessons by examining tennis’s history. Despite tennis’s worldwide popularity, internal fracturing hampered its growth. Separate governing bodies, tours and events confused fans while limiting revenue.
By collaborating across major leagues, tours and other stakeholders, pickleball can avoid similar fragmentation. Cooperation expands the fanbase and unlocks synergies. Pickleball must unify and include all contributors to build a thriving ecosystem.
Broadcasts Showcase Pickleball's Speed and Complexity
Televising pickleball provides challenges and opportunities. Fixed tennis broadcasts miss pickleball’s speed and exchanges at the net. Dynamic camera positions like overhead jibs better showcase the action.
Viewers experience pickleball’s athleticism and complexity when coverage moves with the ball. Creative broadcasts will engage both established and potential fans. Production teams that embrace innovation give viewers pickleball’s complete picture.
“Green Field” Moments Present Open Collaboration Opportunities
All panelists agreed that pickleball currently provides a unique “green field” moment. The sport’s takeoff has opened doors for creative partnerships and input. Brands should take advantage of pickleball’s welcoming nature for open collaboration now.
As the sport formalizes and competition increases, these cooperative opportunities will diminish. However, peak innovation and growth arise when contributors with diverse viewpoints work together before turf wars begin. Pickleball companies can better satisfy customers and expand the sport through teamwork.
Regulation Drives Equipment Innovation
Constant pickleball evolution leads USA Pickleball to continually update equipment regulations and certifications. Recent advances like testing paddle edge guards demonstrate USA Pickleball’s commitment to purposeful innovation.
Efforts like the quiet paddles initiative also expand access and inclusion. Strict but responsive oversight gives entrepreneurs clear guidelines while protecting players. USA Pickleball’s governance nourishes the sport’s roots while allowing measured development.
Maintaining Authenticity For Success
Top players and influencers attribute their success to maintaining authenticity. When brands respect athletes’ perspectives, collaborative partnerships thrive. Dictating content creation or style choices backfires by diminishing credibility.
Genuine ambassadors like Tyson Apostle organically integrate sponsors into their lifestyle brand. On-camera personalities should avoid wooden corporate messaging in favor of genuine reactions. Pickleball sponsors and creators succeed when projects match their values.
Cultivating Competition Creates Spectator Opportunities
Iconic events like Wimbledon became tentpoles of tennis by attracting spectators through star power. Pickleball can similarly construct must-see competitions into beloved brands. Marquee tournaments build player fame, increasing sponsorship opportunities.
However, developing household names requires planning. Grassroots heroes must break through to mainstream prominence. The sport needs media-friendly storylines and consistent exposure. Strategic development of tentpole pickleball events creates a virtuous cycle of investment, attention and fandom.
Inclusiveness Provides Marketing Opportunities
Pickleball’s accessibility differentiates its marketing and sponsorship potential. While most sports skew heavily male, pickleball’s gender balance provides invaluable dual-gender marketing openings. The game authentically attracts a coveted affluent demographic across age groups.
These unique attributes explain major brands’ embrace of pickleball for marketing. The sport’s welcoming vibe also tempts non-endemic sponsors. Pickleball’s broad appeal matches a wider variety of brands compared to other sports.
Building Stars On and Off the Court
Panelists agreed pickleball needs media-friendly stars to continue expanding. While current top players impress on the court, their recognizability remains limited. Developing off-court stories and personalities gives fans emotional connections to athletes.
Increased media coverage must probe beyond game results. Spotlights on volunteer work, hobbies and family provide a window into players’ lives. Rivalries spice up storylines while controversy and redemption arcs offer further engagement. Just as soap operas hook viewers, creative portrayals generate pickleball fandom.
Synergistic Collaborations Grow the Sport Exponentially
Pairing complementary pickleball brands and ambassadors multiplies exposure for both. An influencer’s credibility effectively endorses their sponsor’s quality to fans. Meanwhile, sponsors expand ambassadors’ reach to new groups.
The same collaborative formula applies across sectors. For example, equipment suppliers and major media platforms bolster one another. Strategic alignments allow partners to concentrate on their strengths while benefitting from allies’ capabilities. Synergy across pickleball deepens involvement and community.
Contributors Must Unify Within the Ecosystem
Panelists stressed that sustained exponential pickleball expansion requires contributions from all corners. Those growing the sport should collaborate to engage fans and attract newcomers. Working together provides fulfillment for diehards while increasing overall participation.
Rather than internal squabbles, pickleball organizations must identify external competitions for consumers’ time and wallets. A unified community enables members to share ideas, multiply efforts and resolve issues. Prior generations built pickleball’s foundation, but cooperation secures future greatness.
Authenticity and Passion Attract Media Followers
Genuine media personalities like Tyson Apostol build loyal fanbases by embracing their eccentricities. Discussing personal revelations over canned corporate responses makes talents relatable. Media creators should remain authentic to organically incorporate sponsors.
Passion for pickleball emerges in supporting content like instructional videos or product reviews. Niche media channels cultivate community through shared interests. Even hosting simple tournaments spreads excitement. By leveraging access, media creators and businesses can grow pickleball together.
Youth Outreach and Modern Media Support Generational Growth
Panelists identified engaging young players as key for pickleball’s continued expansion. Social media initiatives and youth role models prevent future generational gaps. Platforms like PickleballTV harness modern streaming and social dynamics to capture millennial and Gen Z eyeballs.
Reformatting traditional promotions into apps and irreverent challenges incentivizes youth participation. Campus activities spread awareness among high school and college students. Generating early passion for pickleball ensures lifelong engagement. Targeted outreach plants seeds securing pickleball’s future.
Collaborating Now Drives Future Success
With massive growth still ahead, pickleball companies must strategically prepare now. Seeking win-win partnerships, improving media content and promoting inclusivity will support innovation and avoid stagnation. While pickleball currently provides a collaborative “green field”, increasing professionalization will make cooperation tougher.
By collectively enhancing the sport, pickleball businesses also build their brands. Panelists encouraged companies to dream big and take risks. While the sport's direction remains unwritten, it undeniably trends skyward. Working together, the pickleball community can expedite reaching the moon and beyond.
00:00 👨💼 The inaugural pickleball Business Forum attracts a packed house, showing the growth and excitement around pickleball.
03:41 🤝 Major sponsors like Carvana and Holland America are getting involved, seeing the passionate pickleball community. Brands must commit fully and authentically.
08:22 📈 The number of pickleball paddle manufacturers has exploded from 50-100 to over 600. Brands must differentiate and fill a whitespace.
13:52 🏓 Ben Johns talks through the iterative paddle design process. Small tweaks and consumer testing leads to incremental improvements.
18:22 🧑🤝🧑 Finding player ambassadors with character beyond tournament results builds an authentic brand community.
26:37 🏫 Successful growth needs programming - regularinstruction and competitive play for all levels.
31:26 📺 The game's rapid growth provides huge potential for pickleball media and content, if delivered creatively.
37:46 ⚽ Comparison to other sports shows pickleball must unify and collaborate, avoiding fractionalization.
44:22 🎥 Pickleball broadcasts must use creative camera angles to showcase the game's speed and complexity.
49:11 🤝 Now is the time for open collaboration between brands in this "green field" moment for pickleball.
56:18 🧪 USA Pickleball is leading equipment regulation and innovation, such as testing for paddle power and quiet paddles.
01:03:09 🧑🤝🧑 Successful player-brand partnerships allow players to maintain their authenticity.
01:10:06 📅 Building tentpole events creates brands and stars, drawing spectators.
01:16:59 🎤 The sport's inclusiveness provides unique dual-gender marketing opportunities unmatched in other sports.
01:21:20 🏅 Pickleball must build stars through storytelling and media, on and off the court.
01:27:47 🤝 Collaboration between complementary brands and ambassadors grows the sport exponentially.
01:36:09 🧑🤝🧑 Every participant must contribute to unified ecosystem growth, avoiding previous sport fragmentation.
01:44:36 🎙 Authenticity, honesty and passion are key for media personalities to connect with fans.
01:57:21 📱 Social media and creative content targeted to younger fans will fuel generational growth.
02:00:23 🚀 With massive growth still ahead, collaboration and preparation today will drive future success.
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