As pickleball continues to gain popularity, clubs are looking for a way to set themselves apart. Some have adopted the “eatertainment” trend, blending sport with restaurants and pro shops. Others stick strictly to the basics — just pickleball courts.
24/7 DINK in Fishers, Indiana, has found a way to elevate the traditional model through innovative technology, unconventional hours — the club is automated and open 24/7 — and a focus on youth and community.
John Hurley, the CEO and co-founder, shares how the club stays true to its mission while evolving with the growing sport.
From Tech to Pickleball
Like many others, Hurley discovered pickleball during the COVID-19 pandemic. “It was very hard to play anywhere,” he recalled. “It was hard to take a class. It was hard to get into a rec center.”
Around the same time, Hurley was in the process of selling one of his software companies. With more than two decades of experience in the tech industry, he saw an opportunity to combine his background with a new interest. “I thought if we could wrap technology around pickleball, that would be kind of a cool thing to do,” he said.
Hurley began to develop 24/7 DINK — a club integrated with technology with the goal of making pickleball less overwhelming and more accessible. “We wanted to create a community center, not a country club,” he emphasized.
Hurley developed and owns all of the technology used at 24/7 DINK — this includes the facial recognition software used to track play, elastic inventory that allows courts to be allotted for specific levels, and software used for various screens.
Gamifying Pickleball
24/7 DINK takes a simplistic, community-first approach to pickleball. The space is designed for players of all skill levels and ages, with Hurley and his team’s technology enhancing the experience for all.
The 60,000-square-foot facility includes 20 cushioned acrylic courts, indirect lighting and sound control. Each court has five screens: one on the outside displays reservation details, while interior screens display and track info for each player — including keeping score or whether or not someone stepped into the kitchen.
Rather than designing the system solely for advanced players, it appeals to all, including those new to the sport. Hurley noticed a lot of younger or beginner players are more interested in just hitting the ball back and forth rather than keeping track of points.
“There’s a great opportunity for youth, teenagers and beginners who are learning about and want to play pickleball,” said Hurley.
One of Hurley’s biggest surprises throughout the club’s development has been the youth presence. He estimates that 30 to 40 percent of players are either young kids with their parents or high school students. “I think what we’re seeing is a seismic shift in who plays pickleball,” he said. “It’s birthed this whole generation of players.”
Nearby high schools have over 200 students involved in pickleball clubs. Hurley saw the youth demand and decided to host these clubs twice a week. The club has also added birthday parties, something Hurley said he never imagined they would offer. Late night hours are popular with a slightly older age group mainly consisting of college-aged young adults.
All-Hours Access
Hurley wanted to avoid “excess inventory” at 24/7 DINK, which is why they decided to stay open around the clock. “If you have somebody at night willing to reserve a court, why not?” he said. “It doesn’t cost us anything because there’s no labor attached and the rest of the costs are fixed.”
The club’s pay-to-play model, instead of a traditional membership system, enables them to stay open around the clock. Anyone can reserve a court at any time and pay a one-time fee.
To operate without overnight staff, the club uses a strong access system and in-house technology. Each reservation generates a unique QR code for entry. Over 50 cameras and a facial recognition system track players throughout the facility, providing additional security.
Hurley said the late-night and early-morning crowd looks different from daytime visitors. In addition to young adults, they’ve seen a consistent presence of first responders — likely due to the club’s proximity to two major hospitals. Through a partnership with the city, 24/7 DINK offers discounted rates to police, fire and other safety officials. “It kind of creates its own environment at night,” he said.
An Exciting Future
As 24/7 DINK cements itself as simple yet innovative and accessible for all skill levels, Hurley looks forward to the future of the club. He’s hopeful it will become the Topgolf of pickleball — a place where all ages can enjoy the sport in a fun, gamified way.
Hurley’s especially excited to continue to grow the technology the club uses, experimenting and innovating the sport consistently. “I believe technology creates another whole dimension that I think we’re just starting to scratch the surface on,” he said.
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