Over the last few years, Life Time has quickly become one of the biggest pickleball operators in the U.S. The brand currently boasts 669 permanent pickleball courts, with more than 900 forecasted to be built.
According to Dan DeBaun, a public relations manager for the company, pickleball has become an integral component and key differentiator for the brand.
“We’ve always viewed it as another feather in our cap, if you will, in terms of our overall offering to set us apart,” said DeBaun.
DeBaun said they are seeing people young and old be attracted to the sport. “We’re not just seeing the active agers playing — it’s the younger players and those of all ages,” he said. “We’re seeing a lot of families who are also getting into it.”
Pickleball is included with a signature membership, with the ability to reserve courts via the brand’s member app. Of course, members gain the added bonus of access to the brand’s full suite of offerings, including cardio and strength equipment, locker rooms, recovery spaces and more.
Life Time is leaning into the social component of pickleball, with many locations offering food and beverage components, so that players have places to gather before or after they play.
For those looking to improve their game, Life Time offers pickleball clinics and lessons. For those looking to compete, the brand boasts leagues and tournaments. In fact, it hosts pickleball tournaments across its locations in the spring and fall for members.
Life Time also has a partnership with DUPR, a player rating system, and recently named Andre Agassi as the inaugural chair of their newly formed Pickleball and Tennis Board.
In others words, Life Time is bullish on pickleball, believing it’s a sport with staying power and one it plans to continue investing in.
“We definitely view this is a long-term trend,” said DeBaun.
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.
