Every journey to launching a pickleball business is unique. In the case of Performance Pickleball RVA, its origins can be traced back to a desire to make a difference.
Jon Laaser and his wife, Renée, both had backgrounds in athletic promotion and in Jon’s case, broadcasting. They started a nonprofit to fundraise for mental health initiatives in public schools, called Laaser’s Ladybug Society.
This initiative sought to capitalize on their expertise but steering clear of traditional fundraising events in favor of something more unique. The answer lay in pickleball, a sport Jon had been introduced to and quickly became passionate about.
The pickleball tournament and fundraisers were so successful, Jon knew they were onto something.
As the nonprofit events grew in popularity, Jon and his now-business partner, Lee Warfield, recognized the potential for a dedicated pickleball facility. “Lee is my business partner now, who, unbeknownst to me, was kind of poking around about doing an indoor facility,” Jon recalled. “The two of us got together and realized our strengths matched up perfectly.”
This collaboration led to the establishment of Performance Pickleball RVA, the largest indoor pickleball facility in Virginia, with 12 courts, food and beverage, a pro shop and even a gym for cross training.
The facility stands out due to its focus on player amenities and community engagement, with plenty of opportunities for pickleball enthusiasts to gather for leagues, clinics, tournaments and fun in a premium environment.
“We knew we couldn’t cut any corners in terms of the player amenities in our facility and did a lot of front-end investment on audio visual, court surfacing and fencing to make it a first-class facility,” said Jon.
Due to these investments, Performance Pickleball RVA has become a sought-after tournament venue, and has even partnered with DUPR to be the host site for upcoming events.
In addition, the first location’s success has led to a second location in Roanoke, Virginia, currently in development and planned to open later this year.
Also in the works is a broadcast arm of the company aimed at providing high-quality live streaming of events.
For those looking to venture into the pickleball industry, Jon stressed the importance of understanding the complexity of programming and the necessity of a pragmatic approach to ensure financial success. “You really have to take a pragmatic approach to kid’s clinics, camps and a variety of leagues you’re running — everything just has different elements of programming in order to be financially successful,” he said.
As Performance Pickleball RVA ventures into new territories with its expansion and innovative broadcasting initiatives, it stands as a testament to the potential of combining passion with purpose, charting a new course for pickleball enthusiasts and aspiring business owners alike.
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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.
