Scaling for Growth: Lessons for Pickleball Operators from the Fitness Industry

Scaling a business from one to multiple locations is a thrilling yet challenging endeavor — and pickleball entrepreneurs can take valuable cues from the fitness industry. Here, Greg Maurer, the vice president of fitness and education at Workout Anytime, a gym chain with over 180 locations, shared insights on overcoming growth challenges, managing staffing and maintaining quality while expanding. Below are key takeaways for pickleball business owners aiming to scale efficiently.

Add Layers of Support Early

When expanding beyond three locations, Maurer stressed the importance of adding specialized roles to manage operations effectively.

“As you get to five to 10 or more locations, you need increased specialists and another layer of management,” he explained. This includes functions like payroll, marketing and lead follow-up. Though initially costly, this strategy enables smoother growth and allows staff to focus on delivering a top-tier customer experience.

Metrics That Matter for Expansion

Before scaling, it’s crucial to gauge your readiness. Maurer recommends tracking club capacity and ensuring systems are in place for recruiting and training staff.

“Do you have effective recruiting, hiring, onboarding and education processes in place to grow your team?” he asked, emphasizing that a strong team is the cornerstone of sustainable growth.

Choosing New Locations Strategically

For pickleball businesses looking to expand, market research is key. Maurer suggested tools like Buxton for evaluating potential markets, focusing on demographics and competitor density.

“You should know your top five customer types and look at how many of these types are in a target area,” he advised.

Standardize for Consistency

Maintaining a consistent brand experience across locations can be tough, especially for franchises. Maurer underscored the need for clear policies and procedures aligned with your brand standards and regular compliance checks.

“You must formally inspect what you expect,” he stated, highlighting the role of regular inspections in preserving quality.

Leverage Technology for Efficiency

Technology is a linchpin for scaling smoothly. Maurer pointed to integrated software platforms for billing, operations and CRM, alongside Learning Management Systems (LMS) for staff training.

“Software platforms are key, and the challenge is integrating them to provide accurate KPIs,” he noted. 

Following is a list of tech to consider as you scale: 

• Integrated Software Platforms: For billing, operations, CRM, and reporting to track KPIs effectively.
• Learning Management System (LMS): For ongoing self-learning with brand-specific, regularly updated content.
• Digital Asset Management: To organize and update documents, photos, and videos easily.
• Office Software Suite: For essential tasks like email, documents, spreadsheets, and presentations.
• IT Expertise and Support: To ensure system security and optimal performance.
• Marketing Software/AI: For running and measuring digital marketing campaigns.
• AI Lead Management Tools: To streamline lead handling and potentially reduce labor costs.

Lessons Learned: Hire Senior Talent Early

One of Maurer’s key lessons is recognizing when to bring in senior leadership.

“Failure to bring in needed senior talent soon enough” can hinder growth, he cautioned. Building a team that complements your strengths ensures you’re prepared for each stage of expansion.

Balancing Growth with Sustainability

While rapid growth is appealing, Maurer advocated for financial prudence. His advice: avoid excessive debt and recognize when external funding is necessary to accelerate growth.

Pickleball entrepreneurs navigating growth can learn much from industries like fitness. Whether it’s adding layers of support, choosing new markets strategically or integrating the right technologies, these principles can help you scale your business efficiently while maintaining quality and consistency.

Rachel Chonko

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.