The franchise model has become one of the pickleball industry’s dominant paths to growth. Brands promise structure, recognition and a roadmap for scaling what remains a young and growing business model. Yet for franchisees, success often depends as much on the decisions made inside the building as it does on the support and systems behind the brand.
At Pickleball Kingdom in Lexington, Kentucky, that balance between brand standards and operational independence has become a defining feature of the club. Led by franchise operator Sheehan Lake, the 17-court facility shows how a franchise location can still differentiate itself — through local partnerships, operational experimentation and a willingness to learn alongside the industry.
For Lake, the opportunity in pickleball emerged from a diversified business background rather than a lifelong connection to the sport itself. When his company first began exploring pickleball, it did so largely because of the game’s explosive growth trajectory.
That early curiosity quickly scaled into a larger operational footprint. Today the group operates multiple Pickleball Kingdom facilities across several markets, giving Lake a perspective that blends experimentation with the discipline required to run a multi-location network.
Finding What Works
One of the first things Lake and his team encountered was that the indoor pickleball industry is still “in-development.” While the franchise model provides certain guardrails, the industry itself is still new and growing.
“It’s been a big learning curve, to be honest,” he said.
Site selection became an early example of that trial-and-error process. Typical aspects like high-traffic areas and prime real estate aren’t always indicators of a pickleball facility’s success or failure. While these aspects are helpful, they are not the only indicators that clubs should evaluate.
“You think big city names and you think that’s the place that’s going to do well,” said Lake. “But it’s not always that. Sometimes it’s the communities where the demand hasn’t been met.”
In reality, pickleball players are destination driven. Unlike retail businesses dependent on foot traffic, players typically plan their visits intentionally.
“They’re going to get dressed and go to play pickleball,” said Lake. “It’s not like they’re driving by and deciding to stop.”
The lesson has reshaped how the company approaches expansion, emphasizing affordability and accessibility over visibility.
Community as Strategy
Differentiation at the Lexington location also comes from how the facility is used beyond traditional court bookings.
While the facility still prioritizes open play and leagues, the team has leaned heavily into partnerships and event programming as ways to grow both participation and awareness.
One notable relationship has been with the local YMCA. Through the partnership, YMCA members receive access to the pickleball facility as part of their membership.
Local universities, fraternities, sororities and corporate groups have also become regular users of the space, turning the facility into something closer to an event venue.
“With the large space we have, we get approached a lot by larger groups,” explained Lake. “Sometimes they rent out the whole facility.”
For Lake, these events are part of a larger strategy to expand the overall member base.
Even personal events highlight the sport’s appeal. The facility recently hosted a baby shower where many people played for the first time.
“When they do play [pickleball], they like it,” said Lake. “Then it’s our responsibility to turn that like into a love.”
Creating Momentum Early
One lesson Lake has learned from launching multiple facilities is the importance of pre-selling memberships.
“If you’re trying to sell memberships to a facility that sits empty, it’s very difficult,” said Lake. “You need the facility to be alive.”
Part of the strategy for that involves identifying influential players within the local pickleball community — people who already organize games, leagues or social groups. The company refers to them as ambassadors.
“If you can get them on your side, they have the potential of bringing 100 people,” said Lake.
These ambassadors help ensure that the courts feel active from opening day, creating an environment where new players immediately sense a community forming.
Getting the Details Right
Another way Lake has tried to make his pickleball locations appealing is through attention to detail in facility design.
Lighting, court spacing and visual clarity can determine whether experienced players embrace or reject a facility.
His team even uses a light meter to measure court illumination to ensure they meet player expectations. If it doesn’t, they install additional lighting.
“You can make a beautiful facility, but people will not join your club if the lighting isn’t right,” said Lake.
The Next Phase
Looking ahead, Lake believes the pickleball industry is entering a new phase. After several years defined by rapid construction and explosive growth, the next chapter will likely focus on operational refinement.
“I think 2026 is going to be an interesting year,” said Lake. “With the incredible amount of indoor facilities that opened their doors in 2025, the industry has shifted. Competition and collaboration will be hot topics this year.”
For Pickleball Kingdom’s Lexington location, that shift plays directly into the strengths of its operator.
As the industry is still finding its way, Pickleball Kingdom Lexington shows that a brand can open a door and provide an operational framework but building what’s behind it requires the kind of hands-on ownership that no manual can provide.
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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.
