From October 7–9 in Tucson, Arizona, over 60 pickleball club operators and vendors gathered at the 2025 Pickleball Innovators Summit for three days of strategy sessions, candid peer discussions and forward-looking dialogue on the business of pickleball.
If one theme defined the event, it was this: The gold rush phase is coming to a close, and the professionalization era has begun.
Below are the biggest takeaways and most talked-about insights that will shape how the industry evolves from passion projects to polished, profitable businesses.
1. Oversaturation Isn’t the Problem — Differentiation Is
Operators across multiple markets agreed: talk of “too many clubs” misses the point. Even in dense markets, success depends less on how many courts exist and more on who you serve and how well you understand them.
As one attendee put it, “Every market has an opening if you know your niche and your numbers.”
Leaders shared how they’re treating expansion more like real estate investing — analyzing income bands, traffic patterns and recreation trends rather than relying on intuition or blind optimism. As one operator explained, “We’re looking at every community like an ecosystem — who plays, what they spend and what social energy exists there.” Others emphasized partnering with local influencers and ambassadors to “get people in the door faster than any ad ever could.”
A Maryland operator said their best marketing move was sponsoring local high school leagues, not because it was profitable, but because it “created a ripple effect — parents, friends and teachers all started playing.” Others are using creative tactics like free fifth-grade memberships to draw in youth and families early.
The consensus: Oversaturation isn’t killing clubs — sameness is. Those who win are defining identity and culture as sharply as any hospitality brand.
2. Technology Is the Backbone — But Simplicity Wins
Technology dominated much of the conversation but so did frustration. “There’s almost no single system that does it all,” one attendee admitted. “We use five apps to run one club.”
Operators stressed that the next wave of success won’t come from more software, but better integration. “Find one platform your staff and members actually enjoy using,” said another attendee. “If you add another app, make sure it replaces two others.”
Several attendees shared the importance of tracking customer satisfaction through Net Promoter Score (NPS) technology, which provides real-time insight into member satisfaction and operational friction. “It’s not just about asking if they had fun,” said one operator. “It’s about understanding how easy the experience was and where the pain points are.”
One standout example was the “Appy Hour” event: a social happy hour where staff and members learn to use the club’s app together. “We turned tech training into a party,” shared one operator. “Adoption skyrocketed because people learned while connecting.”
As AI quietly enters the space — from predictive analytics to automated communication — the message was clear: Technology should enhance connection, not replace it.
3. Culture Beats Courts Every Time
If one phrase echoed through the event, it was this: “People return for people.”
Operators repeatedly emphasized that culture, not courts, drives retention. “You can build the best facility in the world, but if the energy isn’t there, it won’t matter,” said one leader.
Clubs are doubling down on hospitality — taking cues from brands like Chick-fil-A. “We talk a lot about KPIs, but our real measure is how members feel when they walk in,” one attendee shared. “That’s what keeps them coming back.”
Retention-focused ideas included passport programs that reward members for trying new experiences, surprise-and-delight moments and loyalty incentives like free balls or shirts for milestone check-ins. Others are launching theme nights — from Olympic-style events to “Pickle & Grill” potlucks — to build connection beyond play.
But culture also extends to staff. As one operator said, “Hire for heart, then teach the rest. We coach them up or coach them out.”
In short, the new competitive advantage isn’t courts — it’s community. The best clubs are tracking KPIs like NPS, retention and engagement as seriously as financial ones.
4. Diversified Revenue Is the New Membership Model
Membership dues alone won’t sustain the next phase of pickleball growth. Leaders shared a long list of creative revenue streams — corporate team-building events, tournaments, recovery services, sponsorships, digital ad sales and branded merchandise.
One operator summed it up best: “Every square foot has to work twice — once for play, once for profit.”
From EV chargers that generate passive income to digital TV screens selling local ad space, the industry is experimenting with new ways to monetize without compromising the member experience. “We’re basically a hospitality business with paddles,” said one attendee. “Our job is to fill the building — not just the courts.”
Youth programming and daytime activation were also hot topics. “Our Medicare partnerships filled our slowest hours,” shared one operator, who turned midday open play into a thriving social program for seniors. Another success story: themed events generating over $500,000 annually at one facility through consistent, creative programming.
The takeaway: Revenue diversity is risk insurance. When one stream dips, another keeps the lights on.
5. The Industry Is Growing Up — Fast
If any session underscored the industry’s maturity, it was the Future of Pickleball and Industry Vision panel.
Speakers like Will Richards (Dill Dinkers), Laura Kemp (Chicken N Pickle), Carl Schmits (USA Pickleball) and Jorge Barragan (The Picklr) spoke with both optimism and realism about where pickleball is headed.
“We’re entering an era of professionalism,” said Richards. “The goal isn’t just expansion — it’s profitable replication through discipline.”
Richards detailed how Dill Dinkers has learned hard lessons about right-sizing facilities and site selection discipline, warning operators not to “chase square footage over profitability.” He also called out “broker fatigue” as a major challenge for franchises and urged operators to “evaluate deals like investors, not enthusiasts.”
From the broader industry perspective, USA Pickleball’s Carl Schmits shared that facility certification and global standards are becoming a major focus. Meanwhile, Barragan described the sport’s global trajectory, referencing that 32 countries were represented in this year’s Pickleball World Club, with 60 expected next.
Even as excitement builds, operators are mindful of sustainability. “We’ve all seen what happened to racquetball,” said one panelist. “If we don’t lead with strategy, structure and collaboration, we risk the same fate.”
The industry’s next evolution won’t be about hype — it’ll be about health, infrastructure and intentional growth.
Final Thought: From Boom to Blueprint
The 2025 Pickleball Innovators Summit marked a turning point. What began as a wave of passion projects has matured into a professional, data-informed industry ready for its next leap.
As pickleball continues its march toward global legitimacy — even Olympic potential — one truth stands above the rest: The winners will be those who balance innovation with consistency, technology with humanity and competition with community.
As one attendee put it: “We’re just scratching the surface. The opportunity is incredible, but it’s on us to steward it wisely.”
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With over a decade spent covering the business side of sports and fitness, Rachel Chonko brings a wealth of experience and a true passion for active communities to Peake Media. As Editor-in-Chief, she’s focused on helping pickleball clubs and fitness facilities thrive, from guiding growth strategies to showcasing the latest industry trends. Rachel also hosts the Club Solutions Magazine Podcast, where she interviews leaders in fitness and pickleball to share insights and success stories with the wider community to give her listeners a competitive edge.
After taking up pickleball herself, Rachel has come to appreciate the sport’s unique blend of social connection and active living — a mix that’s perfectly in line with her editorial philosophy. Connect with her on LinkedIn, or check out her articles below for a deep dive into the energy and culture driving pickleball’s rapid rise.
