The Picklr, a fast-growing indoor pickleball franchise founded in 2020 by Jorge Barragan and Austin Wood, has officially crossed a major milestone: 50 locations open with dozens more in development.
For Barragan, who serves as CEO, the achievement is more than a number — it’s a sign of what’s possible when passion for the sport comes first and business follows.
“Only 11% of franchisors ever get over 50 locations,” said Barragan. “Two years ago, someone asked me what would be a goal that would just blow your mind. I said, to get to 50 facilities. And here we are.”
The Picklr expects to open another 18 to 20 clubs by year’s end, with a goal of hitting 100 by mid-2026.
Scaling With the Right People
Rapid growth can crush even promising brands. Barragan credits The Picklr’s trajectory to assembling a team with deep experience in scaling concepts.
“Getting out of the way and bringing in the people who allow us to do it the right way” has been key, he explained. That includes executives with backgrounds at F45 and Crumbl Cookies — where COO Abby Olson helped grow the company from six to 1,100 locations.
“Being focused on operational excellence has allowed us to scale this,” said Barragan.
Maintaining culture during fast expansion is a top priority. For Barragan, it’s about more than team lunches or events. “Culture is created through how you treat people within the four walls of the company,” he said. “When people walk into The Picklr, they always say, ‘I feel something different.’ That starts from the top down.”
The same philosophy applies to franchise partners. “They chose us, and we chose them,” said Barragan. “And together, we’re on a mission to bring pickleball everywhere.”
A Global Opportunity
The Picklr is already planting its flag internationally, with franchisees in Canada, Japan, Australia and New Zealand, and conversations underway in Europe and Latin America.
“We’re seeing the same story overseas that we saw here,” said Barragan. “Pickleball is exploding.”
He points to pickleball’s unique blend of accessibility and depth as the driver: “It’s so easy to pick up, but it is so hard to master,” said Barragan. “Here at The Picklr we always say, ‘Connect, dink and compete.’ Why it’s going to have its moment in the world is the connection, the community, the competition. When you bring those three elements together in a human being, something special is created.”
Passion Before Profit
While some have rushed into pickleball chasing quick money, Barragan believes the next year will bring a shakeout.
“In 2025 we were going to see somewhat of a market correction happen, from facilities to paddle companies to balls, because everyone came in and saw this as a gold rush to make money,” predicted Barragan. “I started this business as a passion first.”
That passion has guided The Picklr’s evolution from a warehouse to polished facilities with thoughtful branding, layouts and amenities. “There’s a reason why I feel we are the market leaders — it’s been billed off of the love for the sport,” said Barragan.
Leadership Lessons
Barragan keeps a Steve Jobs quote on his desk as a reminder: “Your time is limited, so don’t waste it living someone else’s life.” For him, it’s a call to trust his instincts.
“As a new CEO, I have learned to listen to my inner voice, to drown out what people think about what we’re building,” said Barragan. “If I really believe it’s the best thing for the company or the employees, I’ve learned to trust myself. When you have the courage to stand up for what you truly believe in, things that are special get created.”
For Barragan, the milestone of 50 clubs is just the beginning. “Four years ago, I never dreamed we’d be here,” he said. “Every single day, I’m grateful for the opportunity pickleball has given me.”
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.
