In today’s pickleball industry, the retail space is no longer an afterthought. It is a central part of the player experience where performance and style intersect, and a potential revenue and brand driver for pickleball facilities.
At Hot Shots Pickleball Club, the pro shop is treated as a mini business, carefully designed to serve players while driving reliable revenue. Their approach offers a clear guide to a retail space that creates the right balance between variety and focus on the inventory.
“[There’s] a designated point person responsible for assortment, displays and rotation, even if that role is only a portion of their job — and we track basic KPIs like sell through and turns so decisions stay data-driven,” said Patty Paschke, one of four owners and head of the Pro Shop at Hot Shots.
That mindset of intention is the foundation of everything that follows.
Curated, Not Cluttered
One of the biggest mistakes Hot Shots sees in pickleball retail is trying to carry too much. Clubs with cluttered racks, too many SKUs and staff who sell but don’t really recommend are a deterrent.
To avoid this, they have a carefully designed approach.
When it comes to paddles, the club offers a curated wall with popular brands being Joola and Selkirk. Rather than flooding the wall with near-identical options, they focus on a tight selection that covers the main player needs.
Clear pricing tiers — good, better, best — are also essential. Without them, players don’t understand what they are paying for. At Hot Shots, the goal is to make shopping intuitive, not overwhelming, so players can quickly see how performance and price connect.
Design the Space to Sell
A great retail space is about more than just product — it’s about placement. For Hot Shots, visibility is key. “The strategies that move the needle for us are visible paddle displays in the Pro Shop and at the Court Concierge,” said co-owner Lisa Beaufait. By putting paddles where people play, retail becomes part of the game, not a separate errand.
They also learned the importance of the check-in area. “We wish we would have had the pro shop items by our welcome center sooner. We are finding that customers have more accessory and impulse buys at the welcome center versus the pro shop,” said Paschke.
That insight reshaped how they think about traffic flow, putting products where players naturally pause.
The overall vibe matters too. They focus on meeting performance with personal style. “[We curate] looks that play as sharp as they feel and market them as the on- and off- court signature of every player’s game,” said Paschke. “We like to keep it fun.”
The shop isn’t just about gear. It reflects the social and lifestyle side of pickleball.
Staff Makes the Difference
At Hot Shots, retail doesn’t work without people. Their staff are trained not just to ring up sales, but to guide decisions. “Our staff is informed; they are educated on all our key products to match the needs of the players,” said Beaufait.
The Court Concierge plays a central role. “Their primary role is to help customers match and demo the various paddles according to their personal needs,” said Paschke. This means talking with players, understanding how they play and recommending gear that fits — not just what’s most expensive.
They also rely on simple selling scripts and clear signage, so retail feels intentional instead of random. The goal is to avoid the common mistake of staff who “ring up” but don’t recommend. For the club, selling is active, guided and personal.
“The sweet spot is to understand the needs of the player and then to find the right combination of power or control based on their price-point,” said Paschke, noting how important staff recommendation is and letting players try before they buy.
This makes the good-better-best strategy feel human instead of salesy. Players don’t feel pushed up the price ladder. Instead, they feel matched to the right paddle for how they play and what they can spend.
Inventory that Moves
Beyond paddles, the brand has learned which categories really perform. “Our most reliable margin is shoes that are specifically designed for pickleball play,” said Paschke. Shoes are a consistent driver of profit and turnover, making them a must-have category for any pickleball pro shop.
Regular members see the same space every week, which is why Hot Shots focuses on change. “Two things we emphasize are constant rotation and listening closely to what members ask for,” said Paschke. Instead of chasing every trend, they let real demand guide buying decisions.
“We listen to our customers,” said Paschke. “We ask what they want. What they want is what we provide. When the market speaks, we listen.”
At Hot Shots, retail is not random. It is intentional, personal and tied directly to how players experience the game. By blending smart inventory balance with thoughtful space design and trained staff, the club has created a retail space that feels less like a store and more like part of the pickleball lifestyle.
Gain a competitive advantage
Subscribe to Pickleball Innovators for insider tips, expert insight and the latest trends to help your pickleball business thrive.
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.
