PicklePlay has emerged as one of Australia’s largest indoor pickleball brand, with a focus on scale, professionalism and player experience. Based in Victoria, PicklePlay has played a defining role in the modern growth of pickleball in Australia by introducing a large-scale indoor facility model previously unseen in the local market.
From U.S. Discovery to Australian Opportunity
PicklePlay was founded by entrepreneur Tony Lotzof, whose vision for the sport was formed overseas. During COVID, Lotzof spent six months on the east coast of the United States, where he noticed pickleball’s rapid rise in popularity. During that time, Lotzof became convinced that pickleball’s explosive growth in the U.S. would soon translate to Australia.
Upon returning, Lotzof partnered with Warren Slabe, owner of the Dingley Village location, and a group of experienced operators to launch a large-scale indoor pickleball facility designed to elevate the sport locally. The first venue launched with eight courts inside a former customer contact center for one of the country’s largest retailers.
“This model had never been done before in Australia and was an instant success,” said Slabe, particularly in a market where pickleball was largely limited to outdoor courts or small indoor venues with a maximum of four courts.
Building Scale Where None Existed
PicklePlay’s growth since launch has been rapid, expanding from an initial eight-court venue into a 24-court operation across two locations. This expansion makes PicklePlay the largest privately owned indoor pickleball operator in Australia.
The original East Bentleigh location features 14 indoor courts, while the Dingley Village location, which opened on November 1, 2025, adds 10 more. Together, the two venues offer 24 championship-sized indoor courts.
A key driver of PicklePlay’s success is its indoor, climate-controlled model, which enables consistent, year-round play and elevates the overall player experience regardless of weather conditions.
More Than Courts: A Hospitality-First Model
What truly distinguishes PicklePlay in Australia is its belief that operating a pickleball venue is as much about hospitality as it is about sport. The brand describes itself as “a one stop shop,” offering far more than just courts.
Designed as a true lifestyle destination, PicklePlay provides:
- A massive indoor/outdoor party room
- Four different corporate meeting rooms
- A sports physiotherapist
- A fully equipped pro shop
- Infrared saunas and ice baths
- An indoor theatre
- Fully equipped kitchens
- Stretching and recovery spaces
- Inclusive amenities for male, female and non-binary players
Both centers are designed with multiple playing zones. “[This] allows us to divide the centers into areas hosting different functions simultaneously,” said Slabe, reinforcing PicklePlay’s role as both a sporting and social destination.
The brand’s leadership team believes that experience is its greatest differentiator. “We believe that at both of our centers it is the player experience, as well as our hospitality experience, that sets us apart,” said Slabe.
Lotzof brings decades of entrepreneurial experience, while Slabe contributes over 11 years as a hotel general manager. That background shapes how PicklePlay operates day-to-day.
“At the end of the day, running a pickleball center is a hospitality business, it is a combination of sports center and entertainment venue, a social hangout place, a party place,” said Slabe.
Across its two facilities, PicklePlay has built a database of just under 10,000 names, reflecting a broad cross-section of Australian society, spanning diverse ages, cultures, genders and ability levels.
“Pickleball is a totally unique sport that caters for anyone no matter your skill level, your experience, your age, your gender, your physical abilities,” said Slabe.
Built for What’s Next
Looking ahead, PicklePlay is confident in its position within the country’s pickleball landscape.
“We believe that we have the best, most professional pickleball brand in Australia, certainly in the state of Victoria,” said Slabe, adding that the club intends to continue growing its footprint in the coming years.
As pickleball accelerates nationally, PicklePlay sees the momentum firsthand. “The growth in Australia is phenomenal,” said Slabe. “It is definitely growing and in leaps and bounds all across this country.”
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Jordan Meek is a staff writer for Pickleball Innovators, where she covers the rapidly evolving business of pickleball — from facility growth and technology to player experience and industry strategy. A graduate of Denison University with a degree in Journalism, she joined Peake Media in 2025 and brings a passion for storytelling and curiosity to every piece. Jordan is driven to spotlight the leaders shaping the sport and uncover insights that help operators thrive in the fastest-growing game in America.
