Expansion in the pickleball industry is accelerating, but successful operators are focusing on intentional growth rather than simply adding locations — a model that is working well for Center Court Pickleball in Scottsdale, Arizona, as it opens its fourth location in the valley.
For Tim Keightley, the CEO of Center Court, this growth isn’t new to him. Before joining Center Court in 2024, he spent decades in the health and fitness sector, which he saw grow just as pickleball is doing now. “I feel pickleball has gone from past time and people are starting to realize that it is a business,” he said. “It is a future industry.”
Center Court’s intentionality is what sets them apart. The expansion is derived from the brand’s focus on maintaining standards, enhancing member value and thoughtful facility design — an example for other facilities in the industry.
Learning from Experience
The new facility, located in a former Big Lots in the Scottsdale Fiesta Retail Center, is 35,000-square-feet and has 13 courts. This 2.0 version drew from what the brand saw worked at the other three locations, and what they maybe didn’t need.
This has allowed the new facility to house its headquarters and a new training center, which can host corporate events, team-building exercises and support the staff at the clubs so they can support the members. “It’s going to give maximum value to one of our core goals,” said Keightley. “One of the things we’ve been really focused on here is to be really member focused.”
That focus directly ties into the brand’s vision, ‘Your Game, Our Goal.’ To enhance the member experience, Center Court offers tiered memberships, with the second and third tier allowing members to access all four of the clubs, not just the one they signed up at.
“You’ve got 12 courts, now you’re going to have access to 51 indoor courts at any one time,” explained Keightley. “It’s been very popular, especially in peak season.”
This is not only a member benefit but an operational win. Multi-site access spreads out demand, increases booking flexibility and expands value for the brand, rather than what just one club offers.
Building a Connected Community
This multi-location membership offering also helps to create an interconnected community for Center Court and allows members to get different experiences at each location.
“We have a large social area in our first three with a large refreshment wall,” said Keightley. “But for our everyday members, they just want to play pickleball.” In the new facility, they removed that refreshment wall and added another court so more members could play at once.
Members still socialize, but Keightley pointed out that they would rather do it “on the court or next to the court.”
This is just one of the many design choices made to be member-focused, and to create a space where members want to keep playing, which Keightley described as what they strive for internally.
Commitment to High Standards and Wellness
Center Court is upfront about maintaining high standards, even when they come with a higher price tag. As Keightley pointed out, indoor pickleball has unique challenges — especially noise. At one of their locations, Center Court is investing 150,000 dollars in acoustic ceiling enhancements.
“Our ambition is that our members not only enjoy playing here, they refer us and they never want to go anywhere else,” said Keightley.
Lighting has also been standardized. Center Court also invested in indirect lighting that eliminates glare — an aspect that is becoming a standard in the industry
The new location will also offer new amenities, drawing from Keightley’s health and fitness background. A new wellness area is being incorporated that includes recovery options like massage chairs, cryotherapy, Power Plates and stretch cages, which allow members to warm up or cool down in a fraction of the time it would have taken before.
“Most of the injuries in pickleball are occurring between games, not when you first run on the court,” said Keightley. “We’re helping our members, and we know that two or three minutes could save on 30 days throughout the year where they’re not injured, and their performance goes up.”
This addition positions Center Court into this slow growing trend of directly incorporating recovery, that will likely grow in the industry.
Intentional Real Estate for Sustainable Growth
The location was also a big factor in the new facility. Center Court wanted to make access easy for members in the area, as compared to the other facilities. Easy entry and faster travel times we key, especially as indoor play becomes essential during Arizona’s hot summers.
Real estate remains a challenge. High-ceiling boxes are in high demand and hard to come by, but Center Court’s site evaluation draws from they already know works. The 2.0 location represents a move toward a more refined site selection.
“Our goal is to have sustained growth, rather than rapid expansion,” said Keightley.
This latest location reflects a larger industry shift showing how growth isn’t just about adding courts or a new location, but about building a brand the community supports. By combining a new facility with an experience-driven culture, Center Court is reinforcing its position as a scalable, sustainable model within its local market — and likely in the future, beyond.
Prefer to listen? The full interview can be found on SoundCloud, Apple Podcasts and Spotify.
Gain a competitive advantage
Subscribe to Pickleball Innovators for insider tips, expert insight and the latest trends to help your pickleball business thrive.
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.
Jordan Meek is a staff writer for Pickleball Innovators, where she covers the rapidly evolving business of pickleball — from facility growth and technology to player experience and industry strategy. A graduate of Denison University with a degree in Journalism, she joined Peake Media in 2025 and brings a passion for storytelling and curiosity to every piece. Jordan is driven to spotlight the leaders shaping the sport and uncover insights that help operators thrive in the fastest-growing game in America.
