Growing Revenue and Member Satisfaction with a Comprehensive Pickleball Program

Over the last four years, Pickleball has witnessed an explosive rise in popularity. The sport grew to 13.6 million players in the United States according to the 2024 Sports and Fitness Industry Association (SFIA). This recent growth represents a 55% increase from 2022-2023 and an incredible 223.5% growth rate from 2020. Clubs and facilities are uniquely positioned to capitalize on this trend by developing comprehensive pickleball programs. Such programs can significantly boost revenue and member satisfaction, provided they address two of the most common challenges: players often ask, "Where do I go next?" and many are reluctant to take lessons. This article will provide some ideas on how to navigate these challenges effectively.

First and foremost, your team should include a professional that is dedicated to the pickleball program. Many facilities have recognized the importance and value of staffing a Head Pickleball Professional and are providing competitive compensation packages to attract and retain top talent. This professional will be instrumental in developing the pickleball program and cultivating relationships with the members.

Once you have the right pickleball professional in place, you are ready to develop a pathway for skill progression. This will serve as your framework or roadmap for your players. This can cover everything from your Intro to Pickleball class to your Advanced Clinics/Play. The clinics and programming that you provide will be somewhat dependent on your players. As with any part of your racquets program, you will want to provide a diverse selection of offerings that accommodate the wants and needs of your members. Moreover, this pathway should address the first challenge of dealing with the next step for your players. It’s incumbent on us as professionals to develop offerings that will retain players and provide the proper next step in their pickleball journey. This can be in the form of social and/or completive play opportunities.

As part of the pathway for skill progression, it’s recommended to define skill levels that fit your program. Players want to understand objectively where they fit and, in most cases, how they progress to the next level.

The second challenge is the most pervasive, in my opinion. I’m sure many of you have experienced the notion that pickleball players don’t want to take lessons. For a sport that began with social play at its foundation, I can certainly understand how this culture developed. And for many players, the social component is one of the most attractive aspects of the sport. That said, I believe that many players want to progress their skills and game if provided in the right environment. One way of approaching this challenge is to build a completive ecosystem in your program. By creating this competitive environment, you are providing an incentive and value for players to improve. This can be in the form of club tournaments, interclub play, pickleball exchanges, and many others. At PVCC, the development and implementation of interclub play was the biggest driver in lesson revenue growth. Members were now competing against players outside of the club and in a team environment, which created numerous incentives for developing their skills and game.

Another approach to addressing these challenges is to offer free introductory classes. This lowers the barrier to entry and demonstrates the value of coaching. With your well-developed pathway, you will confidently be able to guide your players to their next step in the program.

Developing a comprehensive pickleball program can significantly enhance both revenue and member satisfaction at your facility. By addressing the common challenges of skill progression and lesson participation, you create an environment where players feel supported, engaged, and motivated to improve; Implement structured skill pathways; Offer engaging and fun lessons, and capitalize on various revenue opportunities. With these strategies, your pickleball program will not only attract new members but also retain and satisfy existing ones, fostering a vibrant and thriving community.