On January 10, Corpus Christi Athletic Club unveiled its much-anticipated facility expansion, featuring a state-of-the-art pickleball center and a revitalized fitness area. Designed to elevate the club’s appeal and cater to growing community needs, the updates include 7,000 square feet of new indoor fitness space, over 160 cutting-edge equipment pieces, and a dedicated pickleball facility that promises to be a game-changer for the region.
The decision to create a dedicated pickleball facility stemmed from growing demand and challenges posed by shared spaces. Initially, pickleball was integrated into the club’s tennis courts with painter’s tape and shared scheduling, leading to what Wendi Schlesinger, the club’s pickleball manager, described as a “turf war.”
“It was like West Side Story all over again,” said Schlesinger, referencing the conflicts between tennis and pickleball players over limited court space and differing expectations.
The popularity of pickleball, combined with its inclusivity and appeal across age groups, highlighted the need for a dedicated space. “We quickly realized pickleball is here to stay, and it deserves its own facility,” added Schlesinger.
To address these challenges, the club designed a high-end pickleball facility with eight courts, exciting amenities and top-tier lighting. Schlesinger emphasized the importance of doing it right. “So many facilities retrofit spaces, but we wanted to ensure functionality and a great experience,” she said.
Innovative features, such as permanent blacklights, allow for glow-in-the-dark pickleball events with just the flip of a switch, blending recreation with sport.
Beyond functionality, the facility was designed to foster community engagement. With amenities like an observation area, beer and wine service and outdoor seating with fire pits, the space is as much about socializing as it is about playing.
“Pickleball transcends age groups,” said Tom Deimler, the president and general manager of Corpus Christi Athletic Club. “Grandparents and grandkids can play together, enhancing the family element of our club.”
This inclusivity, paired with the welcoming environment, positions the facility as a hub for connection and recreation.
To accommodate diverse player preferences, Corpus Christi Athletic Club has implemented a hybrid membership model.
Schlesinger highlighted the challenge of pricing in a market where players are accustomed to minimal fees. “It’s about finding the right balance to make it valuable for both the club and the members,” she said.
Recognizing that pickleball is distinct from tennis, Schlesinger tailored programming to suit its unique dynamics. “Pickleball people want to play socially,” she explained. “Unlike tennis, where private lessons are the norm, pickleball has a faster learning curve and prioritizes fun.”
To diversify perspectives, Schlesinger hired pickleball coaches without tennis backgrounds. “They bring fresh ideas and help us treat pickleball as its own sport,” she explained.
The club also plans to launch a junior pickleball academy, aiming to nurture young talent and establish a strong foundation for the sport in South Texas.
Beyond the dedicated pickleball facility, the fitness expansion includes a modernized weightlifting area with Elieko apparatuses, power racks and more free weights, catering to the growing demands of members for more access to strength training equipment. In addition, cardio and other high-end equipment from Technogym completed the space. These upgrades was partly motivated by increased membership demand following the closure of a nearby gym.
“We’ve upgraded all our equipment and expanded the space to prevent overcrowding,” Deimler explained. “It’s a more modern touch that aligns with what members want today.”
Both the fitness expansion and the indoor pickleball club underscore the importance of research and adaptability for any facility.
In June, the club will partner with the City of Corpus Christi to host a pickleball tournament, an exciting development they expect to bring greater exposure to the city, club and community.
“It’s a great way to bring tourism and showcase what we offer,” said Deimler.
With its thoughtful design, community focus and innovative programming, Corpus Christi Athletic Club is creating an exciting hub for recreation and pickleball in South Texas.
As Schlesinger put it, “Pickleball’s here to stay, and we’re excited to be a part of it.”
Key Takeaways for Pickleball Operators:
- Expanding Competition: Multipurpose facilities like Corpus Christi Athletic Club are entering the pickleball market, leveraging their existing infrastructure and membership bases to create dedicated spaces for the sport. This trend increases competition beyond standalone pickleball facilities.
- Diverse Revenue Streams: Multipurpose clubs can support pickleball operations with additional income sources like personal training, fitness memberships, and food and beverage services, allowing more flexibility in pricing models.
- Evolving Market Dynamics: As pickleball becomes a staple in multipurpose clubs, operators should monitor these facilities for lessons in integrating pickleball into broader recreational offerings.
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.
