With pickleball’s soaring popularity, new facilities are opening all across the U.S. Whether by adding entertainment, implementing advanced technology or simply elevating basic amenities, clubs are finding creative differentiators.
The Paddle Lands in Jacksonville, Florida, is no exception. But instead of following a single trend, they’ve chosen a balanced approach — blending elements from various popular models to find a perfect middleground. General manager Matthew Bacon shares how The Paddle Lands, which will open in the coming months, plans to set itself apart in a growing market.
From One Racquet Sport to Another
Before discovering pickleball, Bacon played tennis — he started in college, later becoming an assistant coach at Appalachian State. At first, he didn’t take pickleball seriously. It wasn’t until he went to an exhibition match with a friend that he saw its full potential.
“When we got there, there were easily 150 to 200 people there to watch a pickleball exhibition match,” Bacon recalled. “That’s when I knew things were different with pickleball.”
Not too long after, he created First Coast Pickle, a pickleball league company. Through that role, he heard about a club named The Paddle Lands looking for a general manager. Despite solely intending to consult, Bacon ended up being offered the position.
“I went from thinking this was the dumbest thing in the world to now being the general manager of an elevated, high-end pickleball club,” said Bacon.
Shifting the Conversation
The narrative surrounding pickleball is evolving. What used to be a debate over whether to even offer the sport has become a question of how you’re enhancing the experience.
“Now the conversation with pickleball is what kind of experience you’re providing,” said Bacon. “You’re starting to see the indoor component of pickleball start to open up more, but even within that ecosystem you have elevated experiences.”
The Paddle Lands aims to strike a balance between popular models. The club has seven indoor courts with premier lighting. Instead of a full-service restaurant — a popular addition to many clubs — they have the Drop Shots Lounge, a soundproof bar serving beer, wine, snacks and sandwiches. Its grab-and-go design makes it ideal for players who want something quick and convenient before or after a match.
Beyond the amenities, the lounge plays an even bigger role: fostering community. Bacon emphasized that The Paddle Lands was never intended to be the kind of club where members just play and leave immediately.
“We want that community feel,” said Bacon. “We want to create a pillar for pickleball, a space where members play and hang out in camaraderie. We don’t feel that’s being addressed here in Jacksonville.”
Looking Ahead at the Industry
Bacon believes strong leadership will be a deciding factor in the future of pickleball clubs. Without people who understand the game and its players, a facility can easily fall flat. But with the right ownership and management, he thinks the potential is enormous.
“I think you’re either going to take off like a rocket and expand, or you’re going to sink like a rock,” said Bacon.
He also expects younger players to drive the sport’s next wave. With its short learning curve and fast-paced rallies, pickleball is a natural fit for kids and young adults.
“They can be competitive and get instant gratification, which I think this generation really likes,” said Bacon. “It takes a long time to get decent at tennis.”
As pickleball continues to grow, The Paddle Lands is carving out a space that’s equal parts play and community, and doing it with intention.
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Gracie Moore
Gracie Moore is a staff writer at Peake Media, where she contributes across four of the company’s B2B brands: Club Solutions Magazine, Campus Rec Magazine, Community Rec Magazine, and Pickleball Innovators. A graduate of the University of Kentucky’s School of Journalism, Gracie brings a well-rounded perspective and strong reporting skills to every story she covers.
