Discover how to run a successful club with insights from Bergen County Pickleball Club, which achieved profitability in its first year.
Many pickleball facilities follow a similar playbook when they open, but Lonny Levine approached the business differently. With 20 years of sports business experience and a track record of turning a 22-player basketball program into a thriving 3,000-member youth organization, he saw an opportunity to apply his expertise to pickleball.
“I knew I could do this again,” Levine recalled. “I did it right the first time, and I maybe even could do it better this time.”
That confidence was well-founded. Bergen County Pickleball Club turned a profit in its first year while laying the groundwork for sustainable growth. By applying hard-earned lessons from his previous sports ventures, Levine has built a business model that balances immediate financial success with a long-term vision in one of America’s fastest-growing sports.
Leveraging Past Success to Build a Better Business
Levine’s journey in sports business began 20 years ago with a youth basketball program in New York City. After relocating to New Jersey, he recognized a similar opportunity in pickleball. His business instincts immediately spotted revenue parallels between the sports.
“I saw that the pickleball numbers — with four people on a court — equaled my basketball numbers with 18 kids on a full court,” Levine explained.
This insight became the foundation of his business approach, helping him design a sustainable model that ensures profitability without sacrificing player experience.
Creating a Thoughtful Facility Experience
Bergen County Pickleball Club’s facility design is shaped by customer feedback, particularly addressing common complaints in indoor pickleball.
“One of the biggest concerns I heard was the noise — the sound pickleballs make indoors,” said Levine. “So I did a deep dive into how to minimize that sound as much as possible.”
The club also features a mezzanine with comfy chairs and a chic aesthetic, where players can gather and watch others play in a comfortable setting.
This meticulous attention to detail reflects his commitment to enhancing player satisfaction. Rather than simply following industry standards, Levine invested in creating a facility where thoughtful design and functionality set the experience apart.
Strategic Growth Through Creative Partnerships
Bergen County Pickleball Club launched with four indoor courts but quickly expanded its footprint through an innovative public-private partnership. Levine helped build six outdoor courts in partnership with the Kaplen JCC on the Palisades in Tenafly, New Jersey.
This approach allowed him to grow from four to 10 courts without the full capital investment of building standalone facilities.
“It is truly a wonderful collaboration,” said Levine. “The JCC uses these courts for their members and we receive certain times for their members, creating a win-win scenario that benefits both the club and the local community.”
Building a Sustainable Business Model
Despite operating in a fast-growing but still developing market, Bergen County Pickleball Club achieved profitability in its first year — a milestone few new sports facilities reach.
Levine attributes this success to conservative business planning and a willingness to adapt.
“We started out with programs, open play, all the normal things — court reservations, lessons, clinics,” said Levine. “We added leagues over the first four months, and as we continue to grow, we’re introducing new types of leagues.”
His advice to new operators is rooted in financial prudence.
“If you create a business plan based on projected revenue, take those numbers and draw back by 30% to be safe,” said Levine. “Build in extra coverage for unexpected costs.”
This cautious approach helps safeguard against slower-than-expected growth or unforeseen expenses.
Developing Staff as Business Drivers
Levine’s leadership philosophy centers on empowering staff rather than micromanaging.
“The wrong way is to show people exactly what to do,” said Levine. “Instead, empower them to make critical decisions so you don’t have to be there 24/7.”
By trusting his team, Levine ensures the business runs smoothly across 120 weekly operating hours without requiring his constant oversight.
Enhancing Value Through Strategic Partnerships
Bergen County Pickleball Club’s innovation extends beyond court design and business strategy — it also includes creative partnerships that add value at no extra cost to members.
One such collaboration is with Blue Iron Physio, which provides recovery services to players, particularly older members returning to athletic activity.
“If we can offer members more benefits without raising costs, how can I make it a win-win?” Levine said. “They have percussive therapy guns and heating wraps. We put up their sign, and people have called them from there. It’s a win for them and a win for my customers.”
These strategic alliances enhance the overall member experience while strengthening the club’s value proposition.
A Vision for Pickleball’s Future
Despite pickleball’s meteoric rise, Levine believes its growth is still in its early stages. “It seems like everyone is playing it, but I think it really hasn’t even started yet,” he said.
His long-term vision includes the sport’s potential Olympic inclusion and the development of college scholarships, which could drive participation at the youth level.
“Colleges are going to begin offering scholarships, which means high schools will start forming teams to feed into those programs … and middle schools will follow,” Levine predicted.
This developmental pathway, common in traditional sports, would create sustainable demand for youth programming — an area where Levine’s expertise uniquely positions him for success.
Building Community While Growing a Business
For Levine, success isn’t just about financial growth; it’s also about fostering a strong pickleball community. He actively networks with other pickleball business owners, sharing best practices and ensuring that his club delivers the highest quality experience.
“I always want to be on the edge of providing the best bang for your buck and delivering top-tier customer service,” said Levine.
In an industry experiencing rapid evolution, Bergen County Pickleball Club’s first-year profitability and clear growth strategy offer valuable lessons for new and existing operators alike.
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.
