Club Pickleball USA has solidified itself as a trailblazer in the rapidly growing world of pickleball, leveraging a unique approach to create unmatched player experiences and sustainable business practices. Founded during the height of the COVID-19 pandemic, the club has expanded to three locations, making it a standout in the competitive Utah market.
Devan Egan, the founder of Club Pickleball USA, started his journey in 2020, inspired by casual games with friends and family.
“We walked away [from our first tournament] going, man, I’ll bet people would be willing to pay for a better experience,” recalled Egan.
Armed with a background in real estate, sales and event hosting, Egan and his father quickly turned their vision into reality. They opened their first location in January 2021, only 49 days after securing a lease for a 44,000-square-foot space. “Utah was a hotbed for pickleball and we just had the wind in our sails,” said Egan.
By February, the club had over 400 members, but they quickly realized they’d need to work hard to keep customers in the summer months, when outdoor play is more appealing. So, they set out to create a competitive advantage focused on offering experiences players couldn’t replicate elsewhere.
Predictable and Unique Player Experiences
One of Club Pickleball USA’s defining features is its commitment to delivering predictable, high-quality experiences.
“The park is free but it actually costs you in experience,” said Egan. “It costs you time, it costs you the mental energy of uncertainty about what you’re going to get when you arrive.”
The club addresses these concerns by offering:
- Skill-based events: Verified and unverified events ensure players are matched with others at similar levels.
- Community-focused programming: Open play and round robins foster a sense of belonging while removing the social pressure of organizing games.
- Tournament integration: Regular monthly tournaments attract 400 to 600 players and contribute to player ratings, creating additional engagement opportunities.
A cornerstone of Club Pickleball USA’s success is its emphasis on court occupancy rather than relying solely on membership sales.
“Membership sales are not always a great method of breaking even,” Egan explained. “If you solve the occupancy part of this business — if you can figure out a 40% to 50% occupancy on your courts — then everything else takes care of itself.”
This approach allows the club to focus on profitability while maintaining flexibility for members and visitors. Notably, Club Pickleball USA offers annual memberships, avoiding the pitfalls of monthly memberships that can lead to seasonal drop-offs.
Supporting Independent Operators
In addition to running its own facilities, Club Pickleball USA supports other operators through its Pickleball Club Mastermind program, a network of over 125 clubs. This initiative provides a “laboratory of ideas,” as Egan described it, offering guidance on everything from cost management to programming strategies. The program empowers independent owners to adapt their business models while keeping their profits, versus going the franchise route.
For those considering entering the pickleball business, Egan’s advice is clear: approach with caution and strategy. “Not every deal makes good sense,” he said.
Key considerations include securing low-cost leases and ensuring the business model is sound. He also encouraged operators to embrace tournaments as a revenue driver and a way to enhance player experiences.
Club Pickleball USA’s innovative strategies have not only made it the top club to report to DUPR in the U.S., but also a model for others in the industry. As the sport continues to grow, Egan and his team remain focused on refining their offerings and supporting the broader pickleball community.
“We’re not perfect, but we’ve figured a few things out,” said Egan.
With a robust marketing strategy, a loyal player base and a commitment to quality, Club Pickleball USA is poised to lead the indoor pickleball movement for years to come.
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.
