The pickleball industry is often described as the “wild, wild west” due to the explosive growth and the rush to open clubs across the U.S. to meet soaring demand. As this sport gains traction, many entrepreneurs are eager to establish their presence but find themselves navigating an industry with few established business models.
Amidst this rush, experienced professionals like Perry Leyden, the founder and CEO of Epic Pickleball Club in Highlands Ranch, Colorado, are applying proven strategies from their past careers to shape a successful future in pickleball. Leyden was formerly an executive in the fitness industry at a brand known for its high-value, low-price approach to health clubs, and was in a leadership role at Starbucks, among other Fortune 500 companies. He is leveraging his rich background to mold the framework of his new pickleball venture.
Following are tips from Leyden for those considering opening a pickleball business.
Develop a Strategic Playbook
Many new entrants into the pickleball arena lack prior business experience, leading to hasty and unstructured beginnings. Leyden warned against this approach, noting, “You have people with deep pockets saying, ‘I just want to play pickleball, so I’m going to open a club.’ That’s fine, but you may not make a return on investment or be able to sustain the operations.”
Leyden emphasized the necessity of combining passion for the sport, and creating a community with a solid business strategy. “First and foremost, the culture you create for your team and members will drive the results,” he said. “This is a business, and you must have the operational fortitude and background to operate an existing unit, especially if you aim to grow and scale.”
At Epic Pickleball Club, Leyden and his leadership team — including his wife and co-owner, Jamelle — and two senior professional pickleball players — Donnie and Patty Gallegos — are establishing a comprehensive playbook to ensure consistency and quality as the club expands.
Diversify Revenue Streams
Recognizing not all pickleball enthusiasts will commit to a year-round indoor membership, particularly in warmer months, Leyden highlighted the importance of flexible and diverse programming.
“Meeting the members and visitors with flexible and diverse programming is key to keep them on their pickleball journey all year round,” said Leyden. “For us, I’d say the model is seven months on and then there’s five months where programming that is championed by our experienced professional pickleball players needs to be agile, very similar to the fitness industry, but in this case that would include lessons with professionals, clinics, classes, skills and drills, drop -in sessions and leagues. Those are what will carry you through the summer months.”
Epic Pickleball Club also capitalizes on multiple profit centers, including annual and monthly memberships, food and beverage services, reservation and court fees, retail and events, ensuring multiple streams of income to sustain the business year-round.
“As a leadership team we are always seeking new and challenging ways to build relationships and drive results,” added Leyden.
Prioritize Demographics and Location
The success of a pickleball club heavily depends on its location. Leyden stressed, “Location, location, location,” pointing to the need for careful consideration of both venue characteristics and local demographics.
Epic Pickleball Club is strategically placed in a densely populated area to guarantee a robust customer base. Essential features of the facility, such as adequate ceiling heights and column-free spaces, are also crucial to accommodate indoor pickleball courts effectively.
By applying lessons from his extensive experience in fitness and retail management, Leyden is not just participating in the pickleball boom — he and his team are setting a benchmark for how to build a thriving, community-focused club.
“We are changing people’s lives,” said Leyden. “The biggest takeaway is — if you build it, yes, they will come — but you have to create that community and the programming to make it truly robust.”
Epic Pickleball Club is looking to expand their footprint and build additional locations.
Gain a competitive advantage
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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.
