When The Flying Pickle opened its first location in 2023, owner Paul Starita wasn’t aiming to create just another pickleball facility. With a background in franchising through Paul Mitchell Schools, Starita wanted to design something that truly stood apart.
“Like a lot of people coming from a business background, I was going to do what a lot of my competitors do, which is just, hey, let’s just put pickleball courts with four walls, a roof and climate control, and we’ll call it good,” said Starita. “But we decided to be more. We wanted to create a space that was really going to be more than that — able to foster community.”
The result was a flagship location built to maximize both experience and revenue. Facilities feature climate-controlled indoor courts, cushion flooring, advanced lighting and PlaySight camera integration for instant replays. Beyond the courts, members can enjoy a players lounge, restaurant and bar areas, a pro shop, and organized leagues, tournaments and youth programs.
The concept quickly caught attention. After opening the first facility, members and curious operators across the country began asking how The Flying Pickle had pulled it off. That demand sparked the move into franchising.
“About this time last year, we hired some consultants and attorneys and then just started franchising earlier this year,” said Starita. “We’ve signed six franchisees so far, and we’ve got three additional corporate locations going up.”
For operators, the franchise model offers multiple revenue streams — from memberships and court reservations to food and beverage, retail sales, lessons, corporate events and sponsorships. Franchisees also receive comprehensive support, including site selection, build-out guidance, training, marketing assistance and operational tools designed for consistency and scalability.
With sites in Idaho, Washington, Montana, Arizona, Tennessee, and soon to be Nevada and South Carolina, The Flying Pickle is scaling far beyond its Boise roots.
Starita believes the brand stands out by prioritizing social connection alongside play.
“Where some people miss the mark is the social aspect of pickleball,” he explained. “They all say, in theory, ‘Oh, we’re here to create a community.’ OK, well, where can you go and sit? Where can you hang out with a big group? Can you consume anything besides a candy bar or a Gatorade?”
The Flying Pickle’s answer includes lounge seating, mezzanine space and robust food and beverage options. Starita even sacrificed a potential extra court to create more gathering areas.
The commitment to quality extends to the courts as well. “We do the cushion courts,” said Starita. “We have PlaySight cameras. We’ve got the up-facing lighting instead of down-facing lighting. And then we have invested over half a million dollars into acoustics in our club. You can hear your opponent call score. You can have a conversation.”
Another differentiator is size. While many clubs top out at 8 to 12 courts, The Flying Pickle won’t build with fewer than 16.
“We don’t think fewer than 16 courts is enough to do the type of events that we want to do,” said Starita. “We don’t think that builds a true community. We’re willing to spend a little bit more and do it the right way, rather than skimp on anything and just go fast. We’re not concerned with being the fastest. We want to be the best.”
This model requires about 45,000 square feet, making real estate selection difficult. But Starita sees that as an advantage: “We provide that service for our franchisees — site selection and lease negotiation,” he said.
While many operators avoid food and beverage, Starita believes it enhances the overall business.
“A lot of people are afraid of it,” said Starita. “We’re leaning into it because it’s a differentiator, and it’s something that brings us more pickleball revenue too. We’ve learned that there’s a right way to do it without spending a million dollars on a kitchen. There’s a right way to build it that can enhance your club and be profitable.”
Starita sees strength in franchising as the industry matures.
“I think that the days of trying to go it alone are going to be very numbered because there’s just too much money and strength that comes with a group,” he said. “Do you want to be another face in the crowd where the model is literally just pickleball courts and nothing else? Or is there something in between that offers more than just pickleball courts — really an entire experience that leans into social?”
In short, The Flying Pickle’s approach emphasizes thoughtful design, community focus and scalable systems — positioning the brand for steady growth in a competitive market.
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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.
