For Michael Kowalczyk, co-founder of the new Northville Pickleball Club, building a premier facility was never just about courts or amenities. It was about culture.
The 53,000-square-foot facility, which opened September 20 in partnership with Ward Church, features 16 indoor courts, a bistro, locker rooms and a pro shop. But Kowalczyk insists what will set it apart isn’t the scale — it’s the experience.
“We don’t want it to be about the shininess of the building,” said Kowalczyk. “We want it to be about audacious hospitality. Whether you win 11–0 or lose 11–0, you should feel welcomed, like this is your home, and you can’t wait to come back.”
To deliver on that vision, Northville made an unconventional leadership hire: a general manager with no pickleball background. Instead, she comes from the luxury hospitality sector.
“We thought, there are lots of people who can teach how to play,” Kowalczyk explained. “But we wanted somebody who had a career of not only demonstrating audacious hospitality, but knowing how to train a staff to give audacious hospitality.”
The club also signed head pro Lucas Pereyra, a top 150 player in the country, with a focus on individualized player development, who can assist players of all levels.
“Not everybody wants to be a 4.0 player,” said Kowalczyk. “For some, it’s about just learning to enjoy the game better.”
In an increasingly competitive market, Kowalczyk stressed their mission is to expand pickleball’s reach by bringing affordable, high-quality play to the community.
“We want to grow the game,” said Kowalczyk. “This is a little bit of a passion project. We love the game so much that we want to grow it.”
That mindset has translated into community engagement. Northville is supplying equipment and coaching for the local high school’s new pickleball club and plans to offer adaptive programs for athletes in wheelchairs.
Northville also takes a bold stance on creating a stress-free environment. The TVs in the facility only play sports, weather or pickleball programming — never news.
“We don’t want anybody watching the news here,” said Kowalczyk. “Whether you watch MSNBC or Fox News, I don’t care. You’ve got a place for that, and that’s not here. This is your happy place.”
The club is even building fun into its programming. From holiday-themed events to lighthearted play, Kowalczyk said they’ve instructed staff to ensure 10–20% of offerings carry a “fun factor.”
“We’ve got to remember this is supposed to be fun,” said Kowalczyk. “I probably need to learn that more than anyone because I can take it too seriously. But sometimes it’s like my wife says — ‘we all won.’”
Partnership with Ward Church, whose land the club sits on, also influenced Northville’s values, resulting in a strong sense of stewardship toward the community the club serves.
That sense of stewardship, said Kowalczyk, is about more than property. It’s about ensuring pickleball thrives decades from now. “We really want to grow the game and make sure we’re good stewards of it so people can enjoy it 20 years from now,” he said.
As new pickleball facilities continue to open across the country, Kowalczyk believes one thing will separate the successful clubs from the rest.
“Audacious hospitality is something you know when you get it and you know when you don’t,” said Kowalczyk. “At the end of the day, that’s what will keep people coming back.”
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.
