Capitalizing on the Pickleball Trend: Expert Tips for Entrepreneurs from Varsity Pickle Co-founders
The Rise of Pickleball: How Entrepreneurs Can Capitalize on the Growing Trend
When the first season of The Golden Bachelor aired in 2023, viewers quickly learned that capturing bachelor Gerry Turner’s heart meant sharing his love of pickleball. As the fastest-growing sport in the United States, it’s not surprising many of the 22 contestants had picked up a paddle before.
Invented in 1965 on Bainbridge Island, Washington, pickleball’s popularity has skyrocketed in recent years; 4.2 million Americans reported playing at least one pickleball game in 2020. By 2023, that number increased to 13.6 million. This explosive growth shows no signs of stopping. Pickleball memberships increased 15% from 2023 to 2024, and the global pickleball market could reach around $4.4 billion by 2033.
The numbers are clear: Pickleball now presents a great opportunity for entrepreneurs. Learn how to capitalize on this trend with expert tips from Varsity Pickle cofounders Karen Alexander and Adele Hazan.
5 Ways to Make Money with Pickleball
1. Coaching
Already a skilled player? Try your hand at coaching other pickleball players. New players can take lessons at pickleball clubs to improve their skills, but they may also seek private instruction. Personal coaches can teach at a local court or club and often charge by the hour or lesson type—such as one-on-one or group clinics.
While certification isn’t necessary, it can make you more credible. There are several certification programs from which to choose, including those offered by the Professional Pickleball Registry (PPR) and Pickleball Coaching International (PCI). Once you’re certified, set up a website that details your services, rates, and contact information.
2. Court rentals
Pickleball facilities can rent courts to players of every level. Players typically pay an hourly fee for court reservations. Pickleball club owners are responsible for maintaining the courts and the nets but players provide their own gear.
To open up your own brick-and-mortar business, search for spaces that are zoned for private recreation facilities. Pickleball courts are typically 20 feet wide by 44 feet long, with an additional buffer, making the entire playing space 30 feet wide by 60 feet long. To accommodate multiple courts, you’ll need a space for groups to play separately, as well as space for check-ins and lockers.
If you don’t have the funds to set up your court rental business yourself, craft a solid business plan to share with investors or loan officers.
3. Gear sales or rentals
A pickleball facility can add a pro shop to sell or rent gear and generate extra revenue. Offering rentals can give new players a low-commitment way to try the game. Serious players, on the other hand, may purchase more than paddles and balls. They may also want nets, shoes, and accessories like specialty bags for transporting gear.
To start your own rental business, decide whether you need a brick-and-mortar shop or want to operate a mobile operation and deliver gear to customers. If you’re looking to sell equipment online, plan to carve out a niche for your business and set aside part of your budget for upfront marketing costs.
4. Merchandising
Athletic apparel is only one aspect of pickleball fashion; pickleball fans may want to express their love for the sport off the court as well. Consider designing everyday apparel for pickleball enthusiasts, like Varsity Pickle, the brainchild of childhood best friends Karen Alexander and Adele Hazan.
The duo combined their professional backgrounds—Karen is a designer and Adele works in marketing—and Varsity Pickle came to fruition in 2021. “Together we felt like we could create this cool brand that celebrates the joy and inclusivity of pickleball,” Adele says.
Consider these tips before getting started with your own pickleball merch business.
- Start small: “We started this as a side hustle and we could never have started it without Shopify,” Adele says. “It gave us the ability to test out the idea first in a small-scale way and see if it resonated.”
- Lean into social media: As a small team, Varsity Pickle relied on social media and influencer marketing to get the word out.
- Expand thoughtfully: After the initial success, Adele and Karen expanded the product line with custom items and athletic gear.
- Network constantly: Playing pickleball and networking with the community helped Varsity Pickle grow.
5. Tournament and league hosting
You can start a pickleball club and host tournaments or run a league and charge a fee to enter. Facilities can charge for court time or create a membership model for league participants. During the event, you can offer food and beverage services and sell gear to generate additional income.
If you’re looking to start a tournament or league, you’ll want to have a website that can support account logins, newsletter signups, and payment processing. A basic Shopify merchant account can support these objectives, and the Shopify App Store offers hundreds of plug-ins to further customize your online community.
How to Start Your Pickleball Business
- Identify a pain point
- Find your target customers
- Consider your strengths
- Create a business plan
- Market your business
1. Identify a pain point
Seek out issues or problems customers in your target market face and create a solution. For example, Karen and Adele developed their line of Varsity Pickle products to address a lack of fun merchandise for pickleball lovers.
2. Find your target customers
Local pickleball businesses can help determine your target audience. Other details to look for in your target market include demographics, size, and behavior.
3. Consider your strengths
Evaluate your professional strengths and take stock of your assets. Perform a complete SWOT analysis to identify strengths, weaknesses, opportunities, and threats.
4. Create a business plan
Write a detailed business plan to guide your decisions as you start and grow your pickleball enterprise. Your business plan should include your mission statement, core partners, pricing structure, market research, and startup costs.
5. Market your business
Develop a marketing plan to spread the word about your new business. Use analytics tools like Google Analytics and Shopify Analytics to track your progress.
How to Start a Pickleball Business FAQ
Can you make money owning a pickleball facility?
A well-run pickleball facility can be profitable for owners. You can also increase revenue by expanding your offerings to attract players and increase revenue, including offering lessons and equipment rentals.
How do you open your own pickleball business?
To start a pickleball business, begin by defining your niche, conducting market research, and putting together a business plan. A successful pickleball business plan should outline how you’ll market your company and reach profitability.
How much money is in the pickleball industry?
The pickleball industry is growing rapidly—in 2022, the pickleball equipment industry alone was valued at more than $65 billion.
