Market & Growth Archives - Building a pickleball business

Pickleball. An intriguing business opportunity. It feels familiar

There are interesting parallels to the boutique fitness rage of the past 20 years

In 2004 I co-founded one of the first spinning (indoor cycling) studios in the country. It was a new concept tapping into a latent craving for quality fitness experiences. Ultimately we enjoyed considerable success and opened 200+ around the country, During the same period, dozens of similar boutique fitness concepts enjoyed explosive growth and success. The face of the entire fitness industry was transformed in those years because of boutique fitness; literally thousands of new businesses sprouted that are thriving today

Parallels to pickleball?

In the beginning spinning was hugely popular in community centers and gyms, but there were few dedicated businesses. Most pickleball today is done on re-purposed tennis courts and in community centers, we’re at the very beginning of dedicated facilities. Demand is huge, court supply is low.

The attractiveness of spinning was established, we didn’t need to create it. Our mission was to build on the core appeal of indoor cycling and make it an even better experience. Similarly, the core appeal of pickleball is established; successful pickleball clubs and facilities will need to build on that core.

Building on the core for indoor cycling meant investing in better bikes, better sound systems, cooler studios, more efficient reservation systems and better instructors. With pickleball, players want better courts, cooler facilities, quality coaching, and simpler access to court time.

With spin, yes it was exercise, but with a fun-ness to it and with a community vibe. That was a big part of the appeal. With pickle, yes it’s exercise but it’s more than that, it’s fun, it’s community-driven, its’s social, and oh by the way, it’s exercise!

Pickleball Business Advisors is brothers Bill and John Pryor. We provide a variety of consulting services based on extensive experience in fitness business development, and research into the fast growing pickleball marketplace. To initiate a feasibility assessment for your pickleball club, or for other consulting, contact us so we can learn about your project.

Pickleball growth: 8 reasons for insane pickleball statistics

Pickleball growth, what’s up with that crazy, fun, slightly quirky sport increasingly played by people of all ages. It was the fastest-growing sport in America for the third year in a row. According to a report from the Sports & Fitness Industry Association.

Participation increased 158.6% over three years.
Pickleball growth resulted in 8.9 million Pickleball players in the United States over the age of six, up from 4.8 million in 2022.

What explains this growth? (which is not surprising when I look at my own experience in one small town. ) There’s quibbling over growth rates, but most agree the growth is immense. WHY?

“…Pickleball growth? DARNIT Pickleball is just plain fun…and addictive….in a good way. I just can’t get enough and now all my friends play…”

Accessibility. Old, young or middle-aged, anyone with even modest athletic ability can get up to speed within days or weeks and play at a reasonable level (NOT true with tennis or golf).
Laughter. It’s just plain fun. Surprising shots and rallies are common at every level and stuff happens that just makes you laugh. This is not common in most competitive sports. The fun factor is huge.
Simplicity. Small court, minimal gear, short games. Games go quickly and there is very little time between points.
Community. Most groups welcome new players, foster an inclusive vibe, and rotate play through multiple partners and teams. This and the sideline court waiting time make it a social activity as well as exercise.
Strategy. Once you know the basics, there are nuances and thinking that come into play. Strategic (cagey) players can often beat more athletic opponents.
Exercise. But it’s low impact. Most people play doubles, and with a small court, movements are short and rapid favoring quickness and reflexes but not requiring super strength or endurance. All that said, an hour of Pickleball will burn roughly 400 calories about the same as a jog and much more fun.
Economy. Little gear to spend money on, balls last for months! There’s lots of public courts, and court time at facilities is relatively inexpensive when you play with a group.
Year-round. Can be played indoors or outdoors, there are pluses and minuses to each, but you can always get a game!

Is pickleball a fad?

We think heck no. Underlying factors point to a long term trend, not a short term fad.

There are some pretty compelling reasons for its popularity that would seem to suggest it’s here to stay. Here is an insightful quote from an opinion piece in the Washington Post:

“…..It’s easy to dismiss pickleball as a silly fad; it is, after all, called pickleball. But with so many people of different backgrounds coming together to play it, at a time when such camaraderie feels increasingly rare, there might be lessons to be gleaned from the sport’s sudden ubiquity….”

The current growth rate is probably not sustainable, but its appeal to multiple demographics and the underlying attractiveness factors, create a strong case that it is here to stay and likely to grow further. The Post opinion piece goes on to say:

“….After all, getting Americans out of the house, moving and talking to one another is harder than ever. In recent decades, social isolation and polarization have been on the rise while overall physical activity has decline. All these trends have been exacerbated by the pandemic….”

The underlying appeal of pickleball (it’s fun, it’s social, it’s exercise, it’s easy) cannot be denied. The demand for things fun,social, and healthy is not likely to go away. Even if the growth rate slows, pickleball businesses are worth considering right now because the demand is high, and the supply of well run, well-organized, high quality facilities is only just beginning to appear. In many many places, aging tennis courts with temporary nets are the norm. Those will continue to exist (and that’s great!), but we’re already well into the next generation of pickleball. Places like Naples, Orem, Atlanta and Dallas feature state-of-the-art facilities but still only fulfill a small percentage of the overall demand.

Business opportunity in the pickleball market

The articles on this site have been created to help entrepreneurs and investors assess the development of pickleball clubs, centers and facilities. We focus on the latest market information, startups, business operations, marketing issues, financial considerations and more.

Participation increased 158.6% over three years.
Pickleball growth resulted in 8.9 million Pickleball players in the United States over the age of six, up from 4.8 million in 2022.

Is pickleball a fad? What is the attraction? What business models make sense? What kind of investment makes sense? These and other questions are dealt with in the blog posts noted below. We’ve been assessing startups around the country, visiting clubs, talking to owners, interviewing suppliers and assembling best practices.

Complete list of posts on this site:

Is pickleball eating tennis?

Yes, pickleball has had explosive growth, but tennis is growing too, and on a much larger base. Pickleball has a long way to go before it achieves the market penetration of tennis. Tennis is the mature older brother that pickleball aspires to be.

There is a narrative out there that the explosive growth of pickleball is negatively impacting tennis, eating up courts and luring tennis players over to the dark side. There are certainly cases of this, but let’s take a look at the bigger picture which shows the established and mature presence of tennis.

Tennis is growing too

Despite anecdotal evidence of pickleball impacting tennis, according to data compiled by the TIA Association

“…..In 2022, tennis participation increased for the third consecutive year in the U.S. Tennis participation grew by one million players last year with more than 23.6 million people playing the sport. This number, when added to the previous two years, represents an increase of 5.9 million, or 33 percent, since the start of 2020….”
USTA

After 10 years of slow or negative growth prior to 2020, the pandemic-effect dramatically helped tennis (and golf by the way). Thus, you have 2 racquet sports showing growth, not one eating another. Pickleball is growing faster, but on a significantly smaller base than tennis.

The tennis industry is strong and mature. In several important ways, it is similar to pickleball: played by all ages, available indoor and outdoor, public and private options to play, professional tournaments. That said, there are established features of tennis that are far ahead of pickleball, and represent ‘next phase’ growth opportunities for the newer sport.

Tennis is established in a variety of ways where pickleball is just starting.

Strong high school and university athletic programs
Other junior programs building future players
High visibility professional tournaments with significant prize money
Custom-built dedicated facilities both public and private
Strong history of public funding from municipalities
Established and publicized data on health benefits
Extensive body of coaching and teaching pros

It is very early, but pickleball, because of it’s broad appeal, is making strides in each of these areas where tennis is established. This signals a lot of room for growth in the sport. Tennis and other racquet sports are also feeders into pickleball. In that way, the sports are complementary. No, pickleball is not eating tennis, they are co-existing, growing and complementary. Pickleball aspires to achieve the size and maturity of its older brother.

How much further can pickleball grow? Look at tennis

This article will examine the growth trajectory of pickleball by comparing and contrasting to the tennis market. Tennis is a useful model for comparison. Pickleball’s older brother, tennis, has a well established history that can be helpful in understanding where pickleball may be headed. The market profile of tennis today is a reasonable predictor of where pickleball is likely headed. Note: contrary to much recently written, pickle ball is not “eating tennis”.

Tennis vs Pickleball, active player data

Players today: Tennis 24 million, pickleball 5 million.
The growth of pickleball is a moving target, but there seems a general consensus that the number of “core players” is in the 5-8 million range. By contrast, tennis has roughly 24 million core players, 3-5 times as many. Is there any reason pickleball couldn’t reach or exceed that number? The only one I can think of is if there is a shortage of court capacity.

Tennis and pickleball courts: the numbers

Total U.S. courts today: Tennis 250,000, pickleball 30,000
Court capacity / supply and demand has reared its head as a major issue. Schools, towns, private centers and individuals are building more and more to fill demand. That said, there’s a long way to get even close to the tennis market. It is very early days for development of pickleball centers, pickleball parks and pickleball clubs. The infrastructure to support 10 or 20 million pickleball players is just beginning to emerge.

Youth participation: tennis and pickleball

Youth participation: Tennis, well established, pickleball just starting.
It’s hard to find accurate data on pickleball, but the tennis numbers are clearly far ahead. Over 900 universities fund mens and womens tennis teams, pickleball has a few dozen club teams. Tennis is well established at the high school level as well with very little funding for pickleball at this point. Tennis camps are huge. Pickleball just starting. The path of a typical tennis player begins at a young age —- most pickleball players did not begin until at least middle age and many started in their sixties and seventies. As the sport matures, more youth programs and youth access is likely to be developed, a’la tennis, leading to more lifelong participants.

Professional visibility in both tennis and pickleball

Prize money for tennis is in hundreds of millions. Pickleball is roughly 5 million. Again here is a relatively immature part pickleball that could see huge growth in the coming years. As the player community grows, the interest in watching professionals increases

Tennis gear versus pickleball gear

Market value of gear: Tennis $900 million. Pickleball $120 million.
Huge room for growth in this area and hundreds of companies are jumping in to get a piece. This is important for the growth of the sport as these companies promote it through various sponsorships, ambassador programs and public relations efforts.

While pickleball may seem pervasive and mature, it has nowhere near the market size, court capacity, youth penetration, professional visibility or gear sales of Tennis. Is there any reason to believe it couldn’t be as large a tennis someday?

Are pickleball centers like craft breweries only better?

Pickleball and microbreweries are two distinct business phenomena that have gained immense popularity in recent years. Pickleball, a racket sport that combines elements of tennis, badminton, and ping pong, has captured the attention of players of all ages, while microbreweries have become a go-to spot for beer enthusiasts unique atmosphere. Different businesses but some striking similarities as well.

Both businesses build communities having fun, but one is centered around drinking, while the other is essentially a fitness business. Don’t get me wrong, I love breweries, in fact:

I was sipping an IPA at one of the abovementioned establishments when the similarity between pickleball and breweries struck me. They both have locations blossoming everywhere. They are both social places where people meet and interact in a cool environment. They are both unique “experiences” in the best way.

Whether you like beer or not, you probably noticed the explosive growth of craft breweries in recent years. Is there any town without one? The first microbreweries appeared in U.S. during the 1980s and 90s. Growth was steady but slow up into the early 2000s and then BOOM. Today there are TEN times as many breweries as there were in 2002, and there were a fair number then!

Pickleball’s explosive growth

The explosive growth of pickleball in recent years is well documented. That said, it would not surprise me to see ten times as many pickleball centers as there are now, in ten years. Like breweries, the social nature of the sport is well known and deeply entrenched into the vibe of the sport.

There are also 2 huge differences that tilt the arrow towards pickleball as a more interesting market for the long term:

Pickleball has health benefits and is attractive to multiple demographics

It’s Healthy. With all due respect to breweries, the primary activity is quite definitely……drinking. Of course most do it in reasonable moderation but no one is touting the health benefits. Pickleball on the other hand is physical and mental exercise, an hour of pickleball movement can burn 300-500 calories or more. Granted, many new pickleball facilities will feature food and alcohol but at least these are served along with something healthy, a competitive sport.
It’s All Ages. Young professionals are the core customers for breweries. Pickleball attracts significant play from multiple age groups. The older demographic is huge into pickleball, but it’s growing as fast for people in their 30’s as it is for people in their 60’s. The top female player in the world is 16. This broad appeal is a huge business advantage. Consider an inherently limited asset: court time. Fitness businesses historically struggle in midday, but pickleball retirees are ideal for filling those slots. Filling odd hours is important for maximizing revenue. Earlybirds of all ages in the morning, retirees in the midday, working folks in the evening. Everybody gets court time.

Pickleball clubs as a business model

As an entrepreneur interested in business models and business opportunities, I was struck by these two social phenomena that have changed the way people gather and meet. Also by how quickly they have spread across the country. These are businesses that are here to stay.

Pickleball growth: one town’s history

Pickleball growth has been amazing, and there are many reasons for the appeal. For a real world example, my own experience illustrates a trend and a phenomena playing out across the country. In a period of 14 months, in one small town in Connecticut, a pickleball community blossomed…out of nowhere. From 2 guys playing singles to a growing community of over 100 players participating in various Pickleball and social events. This is one specific case history, sound familiar?

Pickleball growth timeline…happened fast!

November 2021
2 guys asked the local YMCA to allow them to bring their own net and play at 6:00 am twice a week. (Y had 2 courts lined out on gym floor)

January 2022
8-10 regulars emerge and a round robin rotation system gets put in place. A custom built paddle holder appears to regulate round robin process

March 2022
Group grows to 16-20, a third day is added. Team Reach app is used to organize and communicate amongst the group.

More players spurs beginner program, addition of courts and plan for outdoor re-purposing.

June 2022
Group grows to 30+, a fourth day is added (with extended hours).

August 2022
Group grows to 50, a fifth day is added (with extended hours) Group lobbies ‘Y’ for more courts and to refurbish outdoor facility.

December 2022
A sixth day is added, players rent courts at a local tennis facility and have a holiday Pickle & Party event. Players further lobby YMCA for more courts and for outdoor tennis court renovation for pickle. Total participants top 100.

January 2023
a volunteer crew begins ‘taping’ a 3rd court 3x per week to accommodate demand. Beginner clinics are instituted drawing dozens more players. Playing time becomes tough at Y so several advanced groups split off and pay for court time at local tennis facility. Finally 3 courts are permanently lined.

March 2023
A committee of ‘Y’ pickleball players is formed to present a plan to the YMCA management team. The plan primarily addresses the refurbishment of 2 outdoor tennis courts and converting them to 5 or 6 pickleball courts.

This timeline is one real world example of how a Pickleball community grew organically because of it’s unique appeal. Demand for court time in Mystic, Connecticut has outstripped supply creating a classic pickleball supply and demand issue. players are now scrambling to find courts…..and beginning to pay. Summer will open up some public courts as more and more are being adapted for pickle, but pickleball growth and participation shows no signs of slowing.

Cool new pickleball concepts tap into increased demand for court play

The insane growth in demand for pickleball courts and facilities has driven a raft of new business startups around the country. The first wave of pickleball was played in driveways, streets, parking lots and re-purposed public tennis. Then it was gyms, community centers, condo complex’s and custom-built pickle centers. The latest? Specialty concepts integrating elements of sports, games, shopping, food, beverage and community. These new centers are taking advantage of the growing demand for pickleball courts.

Examples of pickleball businesses recently launched or in progress

Chicken n’ Pickle
Well established indoor/outdoor entertainment complex including a casual, chef-driven restaurant and sports bar, pickleball courts and a variety of yard games. 6 locations in TX, OK and KS, 3 more in the coming year. Typical configuration is 10 courts, outdoor leisure space and emphasis on food and bar.

Pickle Juice
Smoothie and Juice bar in 13,600 square feet tied to 4 indoor courts. Plans to open 2 locations in New Jersey in the coming year.

Bangers and Dinks (love the name)
A primarily court-driven concept planned to open this summer near Richmond, VA. 25,000-square-foot center with eight indoor courts. Housed in a former retail spot next to a Dicks Sporting Goods.

Pickle n’ Chill
Indoor / Outdoor Pickleball Hub. Six Dedicated Indoor Courts (Opened November 2022) Five Dedicated Outdoor Courts (Opening Spring 2023). Food and Beverage Lounge and Special Event space. Lessons, Leagues, Reserved Courts, Round Robins, Open Play, Tournaments, Corporate Events. Youth camps.

Pickleball clubs from 4-20 courts are popping up in small towns as well as cities and suburbs

Electric Pickle
Pickleball-themed entertainment complex is set to open in Tempe, AZ. Plan is nine courts, as well as space for cornhole and bocce. Plans also include a two-story restaurant and three bars, including a rooftop bar and balcony, that can serve 600 guests. Lawn for live music and gatherings. Electric Pickle’s first U.S. location and Eureka! Restaurant Group — the California-based parent company of Rockets & Pineapples, which backs Electric Pickle — plans to open more in Texas and the Southwest.

Smash Park
Since 2018, 2 locations in Iowa, planned for MN and NB. 4 indoor/2 outdoor courts at each location. TVs, outdoor space, entertainment emphasis with offerting that include food, drink, special events, other games, community happenings.

Real Dill
High end retail destination concept with 7-10 pickleball courts at the core. Family areas, other games, extensive shopping, specialty classes on wellness and other offerings. First one to open in St. Louis this year, future locations planned.

Bounce
Few details and timing released other than its a $4 million project in Malvern, PA that will feature 16 courts and a full coaching program. Seems primarily court-driven.

Goodbounce Pickle Yard
45,000 square feet in Louisville, KY. Calls themselves an “eatertainment” complex with six pickleball courts, a game yard and a restaurant. They are partnering with a local restauranteur with a strong reputation Will feature a rotating menu of fusion dishes like build-your-own tacos, burritos, nachos and bowls, gourmet burgers, fried chicken and small plates. Launched by co-founder of a successful local micro-brewery.

PickelBar
Near Charleston, SC. First announced in 2021, planned to open this year. The Pickle Bar is a new restaurant, retail and recreation concept that combines the growing popularity of pickleball with a southern-inspired bar and restaurant. Spanning over 40,000 sq/ft, the Pickle Bar will include a casual restaurant and bar, 9 outdoor pickleball courts, a game yard and a stage.

Camp Pickle
Planned for Huntsville, AL in 2024 will feature a “1940s national park/summer camp” motif, with food and beverage being 80% of revenues. The indoor/outdoor locations are expected to measure 55,000-75,000 square feet, with 10-14 pickleball courts, plus other “old school” games such as darts and duckpin bowling. Corporate and other events will be major piece of their plan.

Demand for dedicated pickleball centers means business opportunity

The growing popularity of pickleball has resulted in a supply and demand issue, and a strong need for dedicated pickleball facilities. Too many players, not enough courts. Many areas still lack enough courts to meet the demand for pickleball courts. This article will outline opportunities and issues across the country for building courts to fulfill demand. Many cities have lots of public playable courts, but with a few exceptions there are almost no paid, dedicated pickleball facilities. Yet.

One example of the need for dedicated pickleball facilities. Massachusetts

The Places 2 Play database shows a total of 274 places to play pickleball in Massachussetts. The vast majority of these are outdoor public courts, most using temporary nets, and are largely unavailable during the New England winter. Next there are YMCAs, community centers and tennis centers that have adapted their outdoor and indoor facilities to accommodate pickleball. There are a few other multi-purpose sports facilities that have added some form of pickleball.

I could only identify two, yes two, dedicated pickleball clubs in the entire state. Massachusetts is the 16th largest state with a population of 6.7 million. By contrast, I found a database of 304 tennis court locations in the Boston area alone…and no fewer than 54 dedicated tennis clubs that require dues or court fees.

In both sports, people have a low cost option: free outdoor courts. But in tennis there is a well established body of paid clubs. In pickleball, that is just beginning and the shortage of clubs is attracting more and more entrepreneurs. When considering the launch of a new pickleball club or facility there are several business models to consider. Business-starters cannot help but be drawn to the broad appeal and the phenomenal growth of the sport.

I don’t believe the dynamics in Massachusetts are different from other states. Texas, a state 6 times the size of Massachusetts, has a few dedicated pickleball centers, but a very small number considering they have 530 court locations listed on Places 2 Play.

There are a growing number of examples of new facilities and clubs springing up to fulfill demand

The pickleball phenomena is clearly nationwide. Red states, blue states, warm states, cold states, big states, little states. In fact the Places 2 Play locations pretty much track to overall state populations. States with the most places to play pickleball are California, Florida, Texas, New York, Illinois, Georgia, and North Carolina. It is no surprise that some of the most interesting new pickleball clubs, centers are facilities are being built in these states, but the reality is they are popping up everywhere. Even very small towns are no exception.