Founder of Chorus Pickleball on Shapeshifter & unseen costs of paddle production

 

Finding the Sweet Spot:
Inside Chorus Pickleball's Innovative Journey
Matt Cox's Company Aims to Disrupt the Paddle Market with Unique Frequencies

In the rapidly growing world of pickleball, a new player has emerged with a bold vision to redefine the paddle experience. Chorus Pickleball, founded by Matt Cox, is on a mission to help players "find their frequency" through meticulously crafted paddles designed to enhance every aspect of the game.

At the heart of Chorus Pickleball lies a passion for innovation and a deep understanding of the sport's nuances. Cox, a creative director at Gearbox Software by day, has poured his expertise and love for design into creating paddles that not only perform exceptionally but also resonate with players on a personal level.

1:52, HOW DID CHORUS COME TO BE?

The genesis of Chorus Pickleball can be traced back to Cox's desire to share the joy of pickleball with others. Initially, he found himself giving away paddles he no longer used, simply to introduce the sport to newcomers. However, as his passion grew, he realized the need for a paddle tailored to his specific playing style – one that could strike the perfect balance between power and control.

6:44, THE R&D BEHIND THE SHAPESHIFTER

Enter the Shape Shifter, Chorus Pickleball's flagship paddle, which has garnered significant buzz across social media channels. Cox meticulously researched and experimented with various materials and construction methods, ultimately settling on an innovative 18K weave that offers a unique blend of rigidity and flexibility – a recipe he believes will provide unparalleled feel and performance.

9:45, WHY THE NAME "CHORUS"?

The name "Chorus" is a nod to Cox's lifelong passion for music and the notion that the sport brings together players of all ages and skill levels, forming a harmonious community. Furthermore, the company's slogan, "Find Your Frequency," encapsulates the belief that every player has a unique style and cadence, and Chorus Pickleball aims to help them discover their perfect match.

12:31, WHAT DOES THE MUSICAL "NOTE" EACH PADDLE EMITS MEAN?

In a novel approach, Chorus Pickleball assigns a musical note to each paddle, representing the frequency emitted by its sweet spot. While this may seem like a novelty at first, Cox envisions a future where these frequencies can be objectively measured and used to quantify the size and quality of a paddle's sweet spot, providing invaluable data to players seeking the perfect fit.

15:00, MEANING OF COMPANY SLOGAN "FIND YOUR FREQUENCY"

The company's slogan, "Find Your Frequency," goes beyond just playing pickleball; it extends to the entire lifestyle surrounding the sport. Chorus Pickleball has launched a line of performance apparel designed to cater to the needs of players who demand both style and functionality on and off the court.

18:05, WHY IS THE PADDLE SHAPED HOW IT IS?

The Shape Shifter's unique design is a reflection of Cox's personal preferences and playing style. The tapered shape, with its wider body tapering towards the bottom, is intentionally crafted to move the sweet spot higher, accommodating Cox's tendency to strike the ball above the paddle's center.

21:10, SWITCHING FROM PB FOR FUN TO PB AS A BUSINESS

For Cox, the transition from a casual pickleball enthusiast to a full-fledged business owner was a natural progression. His innate curiosity and passion for tinkering led him to immerse himself in the intricacies of paddle construction, sourcing materials, and working closely with factories to refine prototypes until they met his exacting standards.

24:32, WHAT DOES MATT DO FOR A LIVING?

When not helming Chorus Pickleball, Cox works as a creative director at Gearbox Software, the renowned video game development studio behind the popular Borderlands franchise. His role involves leading a team of game designers, blending his love for creating joy and happiness through interactive experiences with his entrepreneurial spirit.

25:58, WOULD MATT EVER PURSUE CHORUS FULL TIME?

While Chorus Pickleball is currently a passion project, Cox acknowledges the possibility of pursuing it full-time if the company continues to grow. He and his wife, Emily, have discussed the potential of expanding the business, hiring additional staff, and committing to it as a career – a testament to the company's early success and Cox's dedication to the craft.

27:15, HOW CHORUS IS REINVESTING ITS REVENUE

In a move that underscores Chorus Pickleball's commitment to quality and innovation, Cox is reinvesting every cent of profit back into the company. From funding new paddle orders to supporting research and development efforts, Chorus Pickleball is focused on establishing a strong brand and continuing to push boundaries in the pickleball equipment space.

28:18, REAL COSTS OF RUNNING A SMALLER PICKLEBALL COMPANY

While the Shape Shifter's $189 price tag may seem high to some, Cox candidly acknowledges the numerous costs associated with running a smaller pickleball company. From shipping and testing fees to marketing and employee expenses, the journey to creating a high-quality paddle is paved with financial considerations that larger, diversified brands may not face.

31:41, SHAPESHIFTER WILL BE THE MOST EXPENSIVE PADDLE CHORUS EVER MAKES???

Surprisingly, the Shape Shifter's 18K weave is currently the most expensive surface material available on the market, surpassing even titanium and Kevlar in cost. Cox confesses his initial reluctance to embrace such an expensive material but ultimately prioritized feel and performance over budget constraints.

33:13, TRIAXIAL WEAVE IS THE MOST EXPENSIVE FACE WEAVE AVAILABLE

In a revelation that caught even seasoned pickleball enthusiasts by surprise, Cox disclosed that the triaxial weave used in the Shape Shifter is the most expensive face weave material available. This insight sheds light on the often-opaque pricing strategies employed by paddle manufacturers and underscores Chorus Pickleball's commitment to transparency.

34:25, WHY BIG COMPANIES ARE CHARGING SO MUCH

While Cox acknowledges the high cost of producing quality paddles, he expresses concern over larger, diversified companies that continue to raise prices without commensurate improvements in quality or innovation. He emphasizes the importance of responsible pricing strategies and prioritizing customer satisfaction over profit margins.

37:06, MATT'S 2024 GOALS FOR CHORUS

Looking ahead to 2024, Cox's goals for Chorus Pickleball are laser-focused: launch four distinct paddle lines, each catering to a specific playing style and price point. From an affordable cold-press starter paddle to a thermoformed option and the flagship Shape Shifter, Chorus Pickleball aims to offer a comprehensive range of choices for players at every level.

38:40, WHAT IS NEXT FROM CHORUS???

Beyond 2024, Cox's sights are set on expanding the Shape Shifter line and exploring new avenues for enhancing the paddle's sweet spot. Whether through the introduction of a Kevlar version, an echo-sized variant, or an entirely new concept, Chorus Pickleball's commitment to innovation remains unwavering.

41:38, WHAT MATTERS MOST IN A REVIEW IS HOW THE PADDLE FEELS

Amidst the deluge of technical jargon and gimmicks that often dominate paddle reviews, Cox remains steadfast in his belief that the most valuable aspect of any critique is the in-depth analysis of how a paddle feels during gameplay. He emphasizes the importance of providing a visceral, hands-on experience to prospective buyers, allowing them to connect with the essence of a paddle beyond mere specifications.

44:18, OUTRO

As the pickleball craze continues to sweep the nation, Chorus Pickleball stands poised to make a lasting impact. With Cox's unwavering passion, the company's commitment to quality, and a relentless drive to innovate, the Shape Shifter and its future iterations promise to redefine the boundaries of what a pickleball paddle can be – a true embodiment of finding one's frequency on the court.

Summary Article

Chorus Pickleball: Striking the Right Note in Paddle Innovation

In the world of pickleball, a harmonious new player has emerged, aiming to disrupt the paddle market with a symphony of innovation and passion. Chorus Pickleball, founded by Matt Cox, is on a mission to help players "find their frequency" through meticulously crafted paddles that resonate with the nuances of the game.

At the heart of Chorus Pickleball lies the Shape Shifter, a flagship paddle that has garnered significant buzz across social media. Born from Cox's relentless pursuit of the perfect blend of power and control, the Shape Shifter features an innovative 18K weave – a recipe that promises unparalleled feel and performance.

The name "Chorus" is a nod to Cox's lifelong passion for music, symbolizing the harmonious community that pickleball fosters, bringing together players of all ages and skill levels. The company's slogan, "Find Your Frequency," encapsulates the belief that every player has a unique style and cadence, and Chorus Pickleball aims to help them discover their perfect match.

In a novel approach, each Chorus paddle is assigned a musical note, representing the frequency emitted by its sweet spot. While this may seem like a novelty at first, Cox envisions a future where these frequencies can be objectively measured and used to quantify the size and quality of a paddle's sweet spot, providing invaluable data to players seeking the perfect fit.

Beyond just paddles, Chorus Pickleball has launched a line of performance apparel designed to cater to the needs of players who demand both style and functionality on and off the court, embracing the "Find Your Frequency" ethos in all aspects of the pickleball lifestyle.

But the journey to creating a high-quality paddle is paved with financial considerations that smaller companies like Chorus Pickleball must navigate. From shipping and testing fees to marketing and employee expenses, Cox candidly acknowledges the numerous costs associated with running a smaller pickleball company, shedding light on the often-opaque pricing strategies employed by manufacturers.

Surprisingly, the Shape Shifter's 18K weave is currently the most expensive surface material available on the market, surpassing even titanium and Kevlar in cost. Cox's willingness to embrace such an expensive material underscores his unwavering commitment to feel and performance, even if it means higher price points for consumers.

Looking ahead, Cox's goals for Chorus Pickleball are laser-focused: launch four distinct paddle lines, each catering to a specific playing style and price point, while continuing to explore new avenues for enhancing the paddle's sweet spot through innovative materials and construction methods.

Amidst the deluge of technical jargon and gimmicks that often dominate paddle reviews, Cox remains steadfast in his belief that the most valuable aspect of any critique is the in-depth analysis of how a paddle feels during gameplay. He emphasizes the importance of providing a visceral, hands-on experience to prospective buyers, allowing them to connect with the essence of a paddle beyond mere specifications.

As the pickleball craze continues to sweep the nation, Chorus Pickleball stands poised to make a lasting impact. With Cox's unwavering passion, the company's commitment to quality, and a relentless drive to innovate, the Shape Shifter and its future iterations promise to redefine the boundaries of what a pickleball paddle can be – a true embodiment of finding one's frequency on the court.

1. 00:00 INTRO
2. 01:52 HOW DID CHORUS COME TO BE?
3. 06:44 THE R&D BEHIND THE SHAPESHIFTER
4. 09:45 WHY THE NAME "CHORUS"?
5. 12:31 WHAT DOES THE MUSICAL "NOTE" EACH PADDLE EMITS MEAN?
6. 15:00 MEANING OF COMPANY SLOGAN "FIND YOUR FREQUENCY"
7. 18:05 WHY IS THE PADDLE SHAPED HOW IT IS?
8. 21:10 SWITCHING FROM PB FOR FUN TO PB AS A BUSINESS
9. 24:32 WHAT DOES MATT DO FOR A LIVING?
10. 25:58 WOULD MATT EVER PURSUE CHORUS FULL TIME?
11. 27:15 HOW CHORUS IS REINVESTING ITS REVENUE
12. 28:18 REAL COSTS OF RUNNING A SMALLER PICKLEBALL COMPANY
13. 31:41 SHAPESHIFTER WILL BE THE MOST EXPENSIVE PADDLE CHORUS EVER MAKES???
14. 33:13 TRIAXIAL WEAVE IS THE MOST EXPENSIVE FACE WEAVE AVAILABLE
15. 34:25 WHY BIG COMPANIES ARE CHARGING SO MUCH
16. 37:06 MATT'S 2024 GOALS FOR CHORUS
17. 38:40 WHAT IS NEXT FROM CHORUS???
18. 41:38 WHAT MATTERS MOST IN A REVIEW IS HOW THE PADDLE FEELS
19. 44:18 OUTRO

Test Your Chorus Pickleball Knowledge

1. What is the name of the flagship paddle from Chorus Pickleball?

a) The Maestro b) The Harmony c) The Shape Shifter d) The Sonata

2. Which material is used in the Shape Shifter's innovative weave?

a) Kevlar b) Titanium c) 18K Carbon Fiber d) Graphene

3. What is the meaning behind the company's name "Chorus"?

a) It represents the different playing styles in pickleball b) It's a reference to the founder's love for music c) It's a random name chosen for its uniqueness d) It symbolizes the teamwork aspect of pickleball

4. Which of the following is NOT a cost associated with running a smaller pickleball company, according to Matt Cox?

a) Shipping from overseas b) USA Pickleball Association approval testing c) Sponsoring professional players d) Credit card processing fees

5. What is the company's slogan?

a) "Find Your Groove" b) "Paddle with Passion" c) "Find Your Frequency" d) "Elevate Your Game"

6. Why did Matt Cox choose the specific shape for the Shape Shifter?

a) It was the most popular shape among professionals b) It was designed to move the sweet spot higher, matching his playing style c) It was chosen randomly d) It was the most aerodynamic shape

7. What was Matt Cox's profession before starting Chorus Pickleball?

a) Professional pickleball player b) Engineer c) Creative director at a video game company d) Business consultant

8. What does Chorus Pickleball plan to do with its profits in the first year?

a) Reinvest them into research and development b) Pay dividends to shareholders c) Expand into other sports equipment d) Sponsor a professional pickleball tournament

9. Which of the following is NOT one of Matt Cox's goals for Chorus Pickleball in 2024?

a) Launch four distinct paddle lines b) Introduce a new line of apparel c) Open a pickleball academy d) Explore new ways to enhance the paddle's sweet spot

10. According to Matt Cox, what is the most valuable aspect of a paddle review?

a) Technical specifications and materials used b) In-depth analysis of how the paddle feels during gameplay c) Comparisons to other popular paddles on the market d) Pricing and value for money

11. Which company did Matt Cox previously work for?

a) Dink Sports b) Gearbox Software c) Franklin Sports d) Selkirk Sport

12. What is unique about the way Chorus Pickleball assigns "notes" to their paddles?

a) It represents the different weight classes of the paddles b) It's a reference to the founder's love for music c) It represents the frequency emitted by the paddle's sweet spot d) It's a marketing gimmick with no real significance

13. Which of the following is NOT a product line offered by Chorus Pickleball?

a) The Daylight b) The Echo c) The Forte d) The Fire

14. What is Matt Cox's ultimate goal for Chorus Pickleball?

a) To become a full-time business he can pursue exclusively b) To sell the company to a larger pickleball brand c) To license the technology to other manufacturers d) To remain a passion project alongside his day job

15. Which weave is considered the most expensive surface material available for pickleball paddles?

a) Kevlar b) Titanium c) Triaxial (18K) d) Graphene

Answer Key:

1. c
2. c
3. b
4. c
5. c
6. b
7. c
8. a
9. c
10. b
11. b
12. c
13. c
14. a
15. c

The Rhythm of Chorus Pickleball In the court where pickleball's played, A new groove has been laid, By Matt Cox, a man with a plan, To disrupt like no other can. With Chorus Pickleball, his brand, He's taking the game by hand, Crafting paddles that sing a sweet tune, Bringing players' styles into full bloom. The Shape Shifter, their flagship pride, With 18K carbon fiber in its stride, A weave so innovative and sleek, Delivering power that players seek. But it's not just about pure might, Control and feel are the true delight, A balance struck with meticulous care, Making every shot a symphony in the air. Each paddle emits a musical note, A frequency that sets it afloat, A jazzy tune for players to find, Resonating with their rhythm and mind. "Find Your Frequency," the mantra rings, As Chorus Pickleball's passion sings, Inviting all, from novice to pro, To groove with a paddle that lets their style flow. From apparel to paddles, their vision soars, Elevating the game to new shores, Where every player can harmonize, And pickleball's melody never dies. So, raise your paddle, let it hum, As the rhythm of Chorus Pickleball becomes one, With your style, your groove, your heart's desire, A symphony ignited by 18K carbon fiber.