Wayne Morris, the CEO of Center Court Pickleball Club, shared his vision for revolutionizing the pickleball industry, a sport that has seen a meteoric rise in popularity, especially during the COVID-19 pandemic. Morris, who hails from the club and hospitality industries, sees pickleball as a natural extension of his expertise.
“Pickleball is in its infancy, and I see it as an extension of the club industry,” Morris stated, reflecting on his journey from playing with a wooden paddle eight years ago to spearheading a new wave in pickleball facilities. His experience at Ochsner Health, where underutilized spaces were transformed into thriving pickleball courts, was a turning point.
“The pandemic really catapulted pickleball’s popularity,” said Morris. “At the time, it was an outdoor activity that exploded in interest.”
Center Court Pickleball Club emerged from Morris’ realization of the sport’s potential and his meeting with Tarl Robinson, the founder of Plexus Worldwide, who would join forces in this new venture.
“Our vision was to create a premium indoor pickleball experience, combining the best of club amenities with the accessibility and fun of pickleball,” Morris explained.
The new facilities are designed with the player in mind, featuring regulation courts, a championship center court for major matches, and a focus on creating a sense of belonging.
“We’re not just a place to play; we’re a community,” said Morris. “Our clubs will offer viewing and social areas, food options, a beverage wall, pro shops, locker rooms and a members’ lounge with Wi-Fi and health and wellness amenities like HydroMassage and CryoLounges.”
Unique to Center Court Pickleball is its membership model, differing from the typical drop-in or guest-heavy approach of other pickleball businesses. “We’re focusing on creating a members’ club, where revenue comes from dues, not just match or league fees,” said Morris. “This model fosters a sense of belonging and community.”
The company has chosen Phoenix as its starting point, a strategic decision given the city’s status as a pickleball hotspot. “Our plan is to establish our brand in Phoenix with three clubs in 2024, then expand to other cities,” said Morris.
Morris’ vision for Center Court Pickleball is not just about providing a place to play but creating a comprehensive experience that caters to all aspects of a player’s life, from the game itself to socializing and health.
“We’re immersing ourselves in the player experience, hiring team members who are passionate about pickleball,” said Morris. “We’re not just building clubs; we’re building a community.”
As pickleball continues to grow in popularity, Center Court Pickleball’s innovative approach could set a new standard for how the sport is played and experienced across the country.
Center Court Pickleball is starting with three locations in Arizona in Phoenix, Glendale and Gilbert, with more planned.
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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.
