APP's Webb Shares Bold Vision for Pickleball's Future Growth
Tour VP Talks Global Expansion, College Scene, and Building the Sport “the Right Way”
The APP’s Tom Webb joined the Picklepod podcast this week, speaking enthusiastically about pickleball's promising future and APP's ambitious role shaping the sport's development across the world.
Webb, APP's VP of brand marketing and communications, outlined a bold vision for rapidly expanding tournaments, prize money, media exposure, and overall professionalism. While optimistic about integration with other tours, he emphasized APP's focus on inclusive opportunities over exclusivity.
Throughout the wide-ranging interview, Webb returned to the themes of pickleball’s grassroots spirit, massive growth potential, and APP’s comprehensive approach to cultivating the sport globally.
25:08, Tom Webb from APP joins the pod
Popular podcast hosts Zane Navratil and Thomas Shields welcomed Webb, unpacking his diverse sports marketing background spanning major brands like Manchester United and Red Bull Racing. After helping launch Major League Pickleball in 2021, Webb joined APP in December 2022 to support their mission of broadening access and showcasing rising talent.
31:41, Not in competition with anyone
Asked about rival tours amid rumors of a PPA-MLP merger, Webb dismissed “internal struggles” within pickleball as an unhelpful distraction. He explained APP's focus on their own business objectives rather than “worrying about other entities," guided by data and building sustainable foundations.
35:30, Pickleball’s internal struggles
Webb argued conflicts over player contracts and resources diversion from growing platforms and audiences. With recreational participation booming but low general awareness of pros, he said internal tensions hamper necessary promotion.
39:11, Why pull back on streaming?
Addressing 2023 cutbacks to APP's YouTube streaming, Webb cited production costs and stagnant viewership growth. Now boosted to three broadcast days with enhanced quality, he suggested linear TV and streaming both offer pros valuable exposure pending strategic growth.
49:45, Going global, “When America sneezes...”
Spotlighting APP's quietly expanding international footprint, Webb invoked the saying “when America sneezes, the world catches a cold” to describe pickleball's global appeal mirroring wider US cultural trends. He highlighted massive potential in key markets like China, India, Australia and Europe.
55:40, Top international markets
Asked to name the top five countries by participation beyond the US, Webb affectionately shouted out Canada then tentatively listed Australia, England, India and China as leading the charge. Comparing robust Dubai Sports data, the hosts agreed recreational and competitive scenes don't always align.
1:05:59, Preaching inclusivity over exclusivity
Contrasting open registration for APP tournaments with restrictions elsewhere, Webb emphasized inclusivity and options over exclusivity as both a philosophy and competitive advantage. With record turnouts, he said APP's priority is improving platforms for all players through better events and enhanced production value.
1:12:08, A whole new generation of talent coming
While demurring on technical insights, Webb noted unpredictable outcomes and new names rising quickly among APP events. He argued constantly evolving play will keep producing a “whole generation” of fresh young talent through grassroots pipeline programs like NextGen expanding training for juniors.
1:16:04, College pickleball taking off
Highlighting last month's eagerly received Collegiate Championships broadcast on CBS, Webb built excitement around upcoming announcements about scholarships, facilities and general integration of pickleball into university sports programs.
1:21:25, Ken Herrmann keeping the Iced Tea vibes
The hosts affectionately recalled APP founder Ken Herrmann's outgoing hospitality, including amenity-provision anecdotes from early tournaments. Webb emphasized Herrmann's hands-on passion for player experience despite scaling organizational demands, calling him “an absolute force of nature” dedicated to pickleball.
1:25:20, Building under the APP umbrella
Teasing long-term plans for new business verticals beyond tournaments, Webb situated the pro tour under the Association of Pickleball Professionals umbrella increasingly diversifying its portfolio. He projected a year-on offering greater clarity around recent speculation and promising developments that reinforce APP’s foundations.
Throughout the podcast, Webb couples infectious optimism with disciplined business logic, blending grassroots charm with steadfast professionalization across APP's expanding empire. Far from resting on current momentum, he lays out a bold vision for pickleball's future where opportunity and access can grow exponentially year after year, elevating the sport globally while retaining its distinctive personality and welcoming spirit.
- 0:00 Congrats to Zane
- 5:35 Dink Awards results and PickleBowl recap
- 12:27 Merger updates and rating system hold up
- 19:11 Players speak out after the Desert Ridge
- 24:35 Tom Webb from APP joins the pod
- 31:41 Not in competition with anyone
- 35:30 Pickleball’s internal struggles
- 39:11 Why pull back on streaming?
- 49:45 Going global, “When America sneezes…”
- 55:40 Top international markets
- 1:05:59 Preaching inclusivity over exclusivity
- 1:12:08 A whole new generation of talent coming
- 1:16:04 College pickleball taking off
- 1:21:25 Ken Herrmann keeping the Iced Tea vibes
- 1:25:20 Building under the APP umbrella
Pickleball's Future Hangs in Balance: Merger Updates and the Quest for Ratings Dominance
Zane Navratil and Thomas Shields Delve into the Latest Picklepod Episode
Introduction: In the dynamic world of pickleball, where swift volleys and strategic plays dominate the court, the off-court maneuvers are equally as riveting. Enter Zane Navratil and Thomas Shields, the voices behind the renowned Picklepod Podcast, offering insights and analysis on the latest in the pickleball universe. In their recent episode, Navratil and Shields delved deep into the intricacies of the sport's potential merger, alongside a gripping discussion on the quest for ratings dominance. Let's unpack the highlights from their latest episode.
1. Merger Updates:
- The pickleball community is abuzz with speculation and concern regarding the proposed merger.
- Players express growing weariness and contemplate their options amidst lingering uncertainties.
- Key concerns include contractual obligations, payment delays, and the potential exodus of top players.
- The Merger and Acquisition side's stance appears to be a significant hurdle in finalizing the deal, with divergent views on the MLP's standalone viability.
Summary: The episode sheds light on the mounting apprehensions among players regarding the merger's progress and its implications for the future of pickleball. The podcast hosts navigate through the complexities, offering listeners a comprehensive understanding of the situation's nuances.
2. Rating System Holdup:
- Dundon's ambition to introduce a new rating system sparks intrigue and apprehension within the pickleball community.
- The prospect of conflicting interests between the proposed rating system and existing entities raises eyebrows.
- Pickleball Inc.'s multifaceted approach to owning various aspects of the sport signifies a potential shift in the industry's landscape.
Summary: Navratil and Shields dissect the ramifications of Dundon's proposed rating system and Pickleball Inc.'s expansive endeavors, underscoring the evolving dynamics within the sport's ecosystem. Their analysis provides invaluable insights into the potential implications for players, organizers, and enthusiasts alike.
3. The Pursuit of Ratings Dominance:
- Amidst the proliferation of rating systems, the quest for accuracy and reliability remains paramount.
- Discussions revolve around the merits of existing rating systems, notably highlighting the strengths and shortcomings of Duper.
- The evolving landscape of rankings underscores the need for a universal and comprehensive approach to evaluating player proficiency.
Summary: With an astute assessment of the existing rating systems and their impact on player recognition and sponsorship opportunities, Navratil and Shields offer a nuanced perspective on the quest for ratings dominance. Their discussion illuminates the complexities inherent in rating methodologies and their implications for player recognition and advancement.
In their signature style, Zane Navratil and Thomas Shields navigate through the labyrinth of pickleball's evolving landscape, providing listeners with unparalleled insights and analysis. As the sport teeters on the brink of transformation, their podcast remains a beacon of knowledge and perspective for enthusiasts worldwide.
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