Le-Vel, the wellness company behind the Thrive product line, has partnered with USA Pickleball, the sport’s official governing body, to expand its reach among health-conscious consumers and strengthen its presence in the active lifestyle market. The partnership launched at the Golden Ticket Tournament in North Carolina, where Le-Vel distributed curated gift bags featuring its Thrive products to top players. Le-Vel plans to maintain a strong presence throughout the 2025 season, including major events like the USA Pickleball Nationals in San Diego, emphasizing a connection with the pickleball community’s wellness and performance values.
This move is part of a broader trend of wellness and performance brands aligning with pickleball’s rapid growth in the U.S. Other notable partnerships include Vita Bella’s collaboration with DUPR to offer health protocols tailored for pickleball players, FitVine Wine’s sponsorship of Life Time Pickleball events blending sport with social wellness, and Stack Athletics’ acquisition of Vulcan Pickleball, which strengthens its position in pickleball equipment and apparel. These alliances highlight how brands are leveraging pickleball’s expanding influence to engage new audiences focused on health, vitality, and lifestyle.
