Marketing to players Archives - Building a pickleball business

Investing in Pickleball

The pickleball phenomenon, primarily its insane growth, has sparked a flurry of investments in various niches.

Paddles, gear and accessories
Court construction services
Technology for operations
Communications and Media
Coaching and teaching
Professional leagues
Tournaments
Real estate
And our favorite: Pickleball Clubs….where the rubber meets the courts.

Our specialty is helping entrepreneurs launch dedicated pickleball clubs: typically indoor, membership driven, fitness businesses. There are literally hundreds opening in the near future, and in my opinion there will ultimately be thousands. We believe a well run club can compete and be nicely profitable if certain best practices are built into the original plan and nurtured.

Investing in a pickleball club. If you build it, will they come?

We hear primarily from 2 kinds of people. First people who live and breathe Pickleball and have personally witnessed the explosion in their communities. They understand the appeal because they’ve lived it. Secondly, we hear from business people / experienced entrepreneurs who recognize a rising tide and are looking for an angle to get involved. They don’t know pickleball, but they know it’s hot.

A Common mis-perception by both groups: Investing in a pickleball club is investing in a court-rental business. There is a temptation to do an overly simple calculation that goes something like this:

I have 8 courts open 14 hours a day, 3,360 hours a month
I will charge 50 dollars per hour
I will get 50% occupancy
Therefore I will gross over $1 million per year
Boom, I’m successful

If this is the essence of your model, and you build your staffing, marketing and operating strategy around it — we believe your business will struggle. Court rental will be a piece of the puzzle, but we believe it will need to be interwoven with a variety of other programming….and in fact will not even be the majority of revenue in many cases. An 8 court club can indeed reach $1 million per year and beyond, but not without a creative approach to programming, community building, offering cool experiences, and keeping players engaged.

Investing in a pickleball club means investing in your team and your strategy

Yes, you need to find a good facility, build nice courts and create an appealing space. But if you want to get off to a strong start, you’ll also need to invest in a team and an approach that builds a loyal repeat player-base. You need to convince players that have been playing for free, that they should pay. Just renting courts will not be enough to make the model work.

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.

The thorny issue of ‘leveling’ pickleball play

Every pickleball player was once a beginner. It was awkward: the kitchen, the scoring, where to stand, how to work with a partner. Then something clicks and you move to the next level. And the next. And the next. And the next. You realize strategy can overcome brute force, and that small nuances can make big difference in how often you win. Your muscle memory and instincts kick in. This process is a big part of why pickleball is so popular. If you are opening a pickleball club, you need to think about this issue.

The best pickleball experience is when playing with others at around your own skill level.

judgement scale and gavel in judge office

I met a player in Orlando who had courts near his home, but routinely travelled 45 minutes to a facility where other players at his skill level played. Have you done something similar? This is an example of the power of “leveled” play. The traditional open-play environment most of us learned in is fun, social, and good exercise; but very few public venues are suited to “level” play. (I did find one exception in Incline Village in Lake Tahoe area —– they had a great open play scene with beginner, intermediate and advanced courts – self policed). The beauty of a well-run club is that you can orchestrate and control a cool open play vibe while at the same time “leveling” play. And you will NEED to do this to keep players happy.

The “thorniness” of leveling play

There are a few reasons this issue needs to be carefully addressed so as not to offend or alienate players, and to create fun for everyone. Beginner, Intermediate and Advanced are relatively subjective terms. Most players are likely to categorize themselves reasonably….but not everyone. Example: Everyone hits an amazing shot on occasion, this does not make them an advanced player unless they do it consistently. There are multiple systems of rating people: formal like DUPR, or like having a pro assessment, and informal, where people self-assess.

Note: leveling is an issue at all levels. Beginners do not want to face advanced players, nor vice versa.

“Leveling” applies to open-play, but also to other programming. It is something that needs to be built into your strategic plan because it is a powerful tool for building a loyal player-base. It impacts the way you schedule courts and events, and even impacts your staffing. I played at a small 5-court facility in Rhode Island recently, and guess who jumped-in to fill out the group needed for advanced open play? The gal at the front desk — who was an awesome player.

Creating a pickleball club experience

The reason (many) pickleball players will pay to play at a cool pickleball club is because it offers more than what they get at the local public courts or the gym at the YMCA. Successful pickleball clubs don’t just provide courts for play, they provide an experience. Stated another way, this is not a simple court-rental business, this is an experience business. Different clubs are creating different types of experiences, the ones that do it best will build player loyalty and financial success as a result.

What kind of club do you want to build?

The type of club you want, your “vision” will directly impact key decisions made during the planning process. Decisions about space design, amenities, staffing and other expenses will flow from your vision, so it will be important to define things in advance —- knowing of course that things can evolve and change based on market conditions. Things to consider:

Food & Beverage. If this is a part of your business, how extensive will it be and what role will it play in your operation?
Amenities. Are you a cushy club, simple and basic, or something in between? This decision impacts a number of factors including pricing.
Community. By this I mean the community vibe within your club, but also how your business interacts with the nearby community.
Programming. If you’ve rooted around in this blog, you’ve seen a bunch on this critical topic. Good, creative programming guided by passionate, energetic staff is key thing missing from outdoor open-play, and a thing that will a) make players return and b) get them to pay.
Serving niches. Somewhere in your strategic thinking is the idea of addressing a variety of niches: men, women, all ages, athletes, non-athletes, etc.
Events. How important are (or should be) events to your business. For some club owners, this has emerged as a key revenue stream whether planned for or not. If events are important, how does this impact your plan, your marketing, your staffing?

Market differentiation matters

No matter where you are, you can be sure multiple pickleball clubs are in process if not already open. God Bless America and our capitalist, entrepreneurial spirit. “First-in” can certainly be helpful, but in our opinion, this whole area of “experience creation” is what will differentiate pickleball clubs and ultimately determine which clubs are the most successful.

6 reasons a pickleball player will join a pickleball club and pay

Why will pickleball players pay when many play for free right now?

Free and low cost pickleball courts do not provide the quality, court availability, amenities and other features the market is starting to demand. This simple fact has created a supply and demand issue vis a vis available court time. The creation of more indoor courts will provide what many picklers are looking for:

Court quality. Once you’ve played on a smooth, well-lined court and a firm, precisely positioned net structure, it’s hard to go back to the gym floor, cracked asphalt and temporary nets that most of us learned on.
Court availability. An increasing problem at public courts is over-crowding leading to longer wait times. Clubs can manage this process better than most open-play setups.
Optimizing play for various levels. At the park, open play can be great fun, but can also result in pitting players with huge disparities in skill. Open play will still exist, even at clubs because it’s fun and loose, but those wanting to play against their own level will enjoy more options.
Creative Programming. A successful pickleball club is providing a variety of player events and experiences beyond simple open-play.
Amenities. Things like temperature control, comfortable seating, easy access to food and beverages, retail gear, proper lighting, storage areas and showers create a more inviting experience.
Community. More structured community building efforts like charity tournaments, pro visits, specialty clinics and after-play events can be really fleshed out in a club setting.

Of course there will always be free or low cost play somewhere in your community. That’s great, it brings new folks into the sport! Some people will never choose to join or pay….but many will. There are also those who will do both. They will play at the public courts during nice weather and low-crowd times, but choose the club during bad weather and overcrowded times. If you are considering the launch of a pickleball center or pickleball club, you will need a strategy address court quality, court availability, level-play, programming, amenities and community.

Questions to address when launching the perfect pickleball club

How many courts makes sense?
What’s the best lighting, court and fence layout?
How much do I need amenities?
What’s the best booking system?
How do I maintain Creative programming?
Community building?
Indoor and outdoor options?
Membership or “pay to play” or a hybrid revenue model

We have assessed a variety of new Pickleball club operations to learn best practices and strategies. Cutting edge entrepreneurs are leading the way and cool tactics are emerging in each of these areas.

Phases of new pickleball players

Confusion, Enlightenment, Education, Obsession, Lifestyle

Note: recent data from SFIA indicates there is currently a shortage of roughly 25,000 courts in the U.S. —- these courts are needed to fulfill demand. One interesting explanation of this incredible surge in demand, is to look at the phases a new pickleballer goes through. Think of your own experience!

By definition, every pickleball player has a first day, first week, first month, first year. Athletic levels vary, skill levels vary, ages vary, but I’ve observed a definable series of phases that new players experience. We all go through them at varying speeds and intensity.

Phase 1….CONFUSION

Yes, confusion. About the weird paddle and ball, about the kitchen line, about where to stand, about the scoring and about why it’s so popular! Hopefully the first folks you play with are gentle with their coaching and remember their own newbie confusion. The good news is that after a few awkward games, the confusion melts away, and you can just focus on hitting good shots. The fun stuff.

Phase 2….ENLIGHTENMENT

The game clicks, you realize a) how fun it can be and b) that with some work, you could be pretty good. While you occasionally hit amazing shots, you realize in this phase that other players hit more amazing shots than you do. Thus they are winning more than you. Hmmm there is more to this game than meets the eye initially. You can be good, but it’s going to take some work, and a ton of court time!

Phase 3…EDUCATION

So you start to educate yourself. By observing other players, by YouTube instruction, by reading and learning. Your initial education process tends to focus on the fundamentals of hitting good shots and on basic tactics (stay low, move your feet, vary speeds, learn drop shots, improve backhand, serve deep etc.). Once you make progress here, you realize that to beat good players, you also need to use strategy…aha!

Phase 4….OBSESSION

Once you cease to be confused, know where to stand, understand the rules, and start thinking strategically, something exhilarating happens: you start to hit amazing winning shots admired by your co-players. For many it is the only time in ANY sport that they have done something other players call amazing. It is really fun. This is the beginning of obsession (some would say addiction). A danger in this phase is playing so much you risk injury, or in some cases divorce. Be careful here.

Phase 5….LIFESTYLE

Not everyone makes it to this stage but many do. Your daily life, your travel and a major chunk of your mental energy and leisure time start to be heavily influenced pickleball. Here you download apps to find games, look at pickleball camps, cruises and vacations, and if you’re an entrepreneur you consider starting a pickleball business of some kind.

If you do end up starting a pickleball business, knowing these stages will help you develop tap into your customers’ needs as they move through the phases.

Indoor Courts or Outdoor Courts?

You’re building a Pickleball club, and you want the most attractive court setup for building a loyal player base. Do you build indoor courts? Outdoor courts? Covered courts? Or some combination of the above. Well, it depends….but I’ve got a preference — you can skip to the end here and find out what it is.

Outdoor courts

Ok there is no question that playing outdoors, on a beautiful day, when the sun is at the correct angle, when there is no wind, when the temperature is 60-80 degrees, when the courts are dry and when there is no smoke in the air….is an awesome experience. Unfortunately, as a business owner, you have zero control over any of those factors.

The most beatiful outdoor pickleball courts I ever played on were in Princeville on the island of Kauai in Hawaii. Guess what, Princeville gets over 90 days of rain per year….if those courts were a business, at least 25% of the available court time would be eaten up by weather.

Indoor Courts

No, you cannot replicate the outdoor experience indoors, but you can create consistent, predictable, high-quality court conditions 365 days a year. You may lose some perfect-weather business to outside courts nearby, but there is a core of players who crave the regularity you can create with indoor courts. Indoor courts have a different financial profile in terms of build out and maintenance but at the end of the day, you control the experience.

Hybrid Courts

A middle ground, if your real estate permits, would be covered courts or courts with movable side-walls or curtains. This allows some play during bad weather, but also allows the fresh air experience under a roof in certain conditions.

Summary

The reality for most club starters, is that this decision will be driven by the real estate available in the area you are considering. That said, your core court strategy should be a solid base of indoor courts (or hybrid courts if they can be closed and climate controlled) that allow consistent, year-round play. If real estate permits you to supplement this with some outdoor courts, all the better. The better climate you live in, the more helpful outdoor options might be, but
I believe this ‘primarily indoor’ approach makes sense in virtually every region of the country. MORE IMPORTANT THAN INDOOR VS OUTDOOR COURTS is the community, programming and vibe you create at your club.

Pickleball clubs, a flight to quality

As we scan the expanding universe of pickleball club development, we’re seeing what can be described as a ‘flight to quality’. This concept, used in the financial world, refers to a sudden and overwhelming market surge towards quality investments.

white and blue passenger airplane aerial photography — Flight to Quality

The majority of pickleball players across the country have primarily experienced a mediocre to low-quality pickleball experience. It is a testimony to the appeal of the game that it has grown despite this. Don’t get me wrong, I’ve loved my drop-in experience at the community center with the temporary nets, the taped lines over the basketball court and the random chaotic court rotation process……but now that I’ve visited some dedicated clubs I can see the appeal of where this is all going. And by the way, I’d be willing to pay.

The quality experience at a pickleball club

Court, net and lighting quality are only one small piece of the puzzle here. ‘Quality’ in the case of a pickleball club refers to the entire experience of the player from the very first interaction (usually online), through payment, booking , court play, amenities and maybe most important, the programming options available and the nurturing of a true community.

Any business plan for a pickleball club needs to thoroughly address the quality of the player experience as a key strategy. This has special implications for staffing and for marketing which will be key revenue drivers in any of the next generation of pickleball clubs. A few areas to consider:

The clarity and flexibility of your membership and pricing model
The simplicity and ease of booking and payment
Creative programming appealing to all levels of player
Community development initiatives

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.

The unique community vibe of pickleball

This is a critical component in pickleball’s popularity. Or as we say about pickleball up here in the cold, cynical Northeast “…..how come everyone is so damned friendly here? I don’t get it…..”

There’s been plenty written, but let me summarize: In this era of social media, cynicism, division and incivility, there seem to be few opportunities to get out, meet new people and share a common experience….i.e. To feel part of a community. Pickleball seems to help fulfill that basic human desire in some unique way.

Wow. Heavy. But it seems to be true. Look at your own experience as a player. One day someone asks you to play, and a few months later you’ve got 20 new friends, you’re on a daily text thread or app, you’ve run into new folks at the grocery store and you’re swapping info on cool youtube pickleball videos. Oh, and by the way, you’ve laughed out loud on the court with these people…..many times. You may have even helped organize a fundraiser or holiday party.

Appeal of pickleball

Maybe it’s the intimacy: four people in a small space

Maybe it’s the roots of the sport: backyard & driveways with family and neighbors

Maybe it’s the funny language: pickle, dink, bashers, kitchen

Maybe it’s the cool sound the ball makes striking a paddle

Maybe it’s the laughing: funny shots, rallies, bounces and comments

Maybe it’s all of the above

Every article or analysis of the growth of the pickleball market mentions this factor. It’s not just that the game itself is good, although that is huge, it’s that there is a community experience that comes along with it that makes it bigger than the game.

Is there another sport where this is true to the same extent? I can’t think of one.

Any pickleball club or pickleball facility business needs to take this factor into consideration. To encourage it, to nurture it and to build it into any plan that hopes to attract a loyal customer base…..especially “programming”

This discussion of the role of community in a new pickleball business, is one of the areas we discuss at length in our business planning and feasibility work. Contact us for a brainstorm to hear how we might be able to help in your planning.

Pickleball now attracts all age groups

This is not just your grandfather’s sport, ask your kids. The market is broad and the average age of pickleball players is dropping as more age groups pick up the game. There are now college and high school pickleball groups how far behind are college teams and scholarships! The factors that have always made the sport attractive to seniors, are true for other age demographics as well.

Average age of Pickleball players

Yes over, 55 is the largest group, but a close second is ages 18-34 (SFIA data). It is not unusual to see pretty darn good players in their 70s and 80s at most pickleball courts. In the past year, there’s a newer group showing up: teenagers. This shouldn’t be a surprise, the number one female player in the world is 16 and making a damn good living. It’s making its way into high school and college fitness centers, I hope someday one of my grandkids gets a pickleball scholarship!

The average age of pickleball players in 2021 is 38.1 years, down from 41 years in 2020. 27.8% of players are in the age bracket 18-34
Source: SFIA

How I discovered a new pickleball age group

My first exposure to pickleball: several years ago, I was visiting my 32 year old daughter who lives in Lake Tahoe on the California side. One Friday she casually mentioned “…hey Dad, a bunch of us meet up after work and do pickleball, beers and barbeque, want to come play?…” My immediate reaction was: what? I thought pickleball was for old geezers; why were these cool Tahoe 30-somethings playing? They love it for all the same reasons us oldsters do, it’s just damn fun, and it tends to be highly social

A outlined in another article the appeal of pickleball flows from a few things: Accessibility, Laughter, Simplicity, Community, Strategy, and Exercise. Guess what? Every one of these are appreciated by folks of all ages. A pickleball club done well, is something makes people happier and healthier, how good is that?

Important pickleball business implications

This broad appeal is pretty unique amongst fitness businesses and it also has practical business implications.

There are more potential players to draw from
Different age groups prefer different court times meaning you can potentially fill courts all day long
Coaching, clinics and tournaments can be filled by a variety of groups

The appeal of pickleball to a broad variety of age groups is one of the factors driving continued growth. Meteoric growth cannot continue forever but the broader the appeal, the less I am worried about a passing pickleball fad.