PODCAST INTERVIEW WITH SPORTSTRAVEL: Published February 25, 2025 on sportstravel.com.

It's no secret that pickleball is exploding in popularity! The Sports & Fitness Industry Association (SFIA) reported a staggering 223% growth in pickleball participation from 2022 to 2024. And since we recorded this podcast, SFIA has released their latest Topline Report, revealing that pickleball has been the fastest-growing sport for four years running, with an incredible 311% growth!

I recently joined the SportsTravel Podcast to discuss this phenomenon and share my 5+ years of experience growing and marketing the sport. As the founder of Pickleball in the Sun, the world's first pickleball marketing agency, I've had the opportunity to work on some incredible projects. Listen to the full podcast with Jason Gewirtz HERE, and check out some highlights below!

My Pickleball Journey

Media features with TODAY Show, CNBC, Good Morning America, & NBC Nightly News

My pickleball journey began unexpectedly. While launching my marketing consulting agency, Vossberg Gainor, USA Pickleball became my first client. Despite being new to the sport, I was immediately hooked by its fun, social atmosphere and accessibility. With my passion for pickleball ignited, I dove headfirst into the world of pickleball marketing, leading media relations for the sport during the pandemic.

Recognizing the immense potential of pickleball, I decided to focus my agency exclusively on pickleball marketing. Our move to Florida further fueled my passion, leading to the launch of Pickleball in the Sun, a dedicated agency that continues to evolve alongside this amazing sport. I'm incredibly excited about the future of pickleball and thrilled to share some highlights of our journey so far.

Pickleball in the Sun: The World's First Pickleball Marketing Agency

Pickleball in the Sun offers a comprehensive suite of services designed to help clients navigate the dynamic world of pickleball marketing. These services include:

Brand Consulting: We provide expert guidance to brands, helping them understand the nuances of the pickleball market and develop effective strategies to reach their target audience.
Experiential Events: The agency specializes in creating engaging pickleball experiences, ranging from pop-up courts at festivals and sporting events to large-scale tournaments.
Venue Partnerships: Pickleball in the Sun collaborates with a network of venues and resorts, offering clients access to premier locations for hosting pickleball events.
Brand Partnerships: We collaborate with brands to create unique pickleball content and integrate them into our experiential events.
Media Relations: I've been fortunate over the years to build strong strong relationships with media outlets and help secure coverage for clients and amplify their message.

Navigating the Pro Pickleball Landscape

For those interested in the competitive side of pickleball, the professional scene is a dynamic and evolving space. Here's a quick overview to help you navigate the pro pickleball landscape:

United Pickleball Association (UPA): United Pickleball Association is the powerhouse in professional pickleball, as the parent company of the PPA Tour and Major League Pickleball. UPA-A is their arm for equipment standardization, testing and approval.
- PPA Tour: Known for its high-level competition and top-ranked players, the PPA Tour hosts numerous tournaments throughout the year. The tour offers a range of opportunities, from on-site activations and sponsorships to pro player partnerships. The events are broadcasted on PickleballTV, launched by Tennis Channel.
- Major League Pickleball (MLP): MLP stands out with its exciting team format and unique draft system. But what really put MLP on the map was the influx of high-profile celebrity owners. When LeBron James announced his investment in 2022, it sent shockwaves through the sports world and brought a whole new level of attention to pickleball. Soon after, other big names like Gary Vaynerchuk, Kevin Durant, Tom Brady, Naomi Osaka, Drew Brees, and Patrick Mahomes jumped on board, further fueling the excitement and growth of the league.
USA Pickleball: Originally the national governing body for pickleball in the US, USA Pickleball still plays a significant role in the sport's development, including sanctioning tournaments and developing programs for youth and more. They also have USA Pickleball equipment standardization to enforce equipment regulations.
Association of Pickleball Players (APP Tour): Recently rebranded, the Association of Pickleball Players is a USA Pickleball-sanctioned tour that offers professional pickleball events with a focus on inclusivity and player development. They actively develop initiatives aimed at nurturing young talent with their NextGen series of tournaments and training opportunities held at The Fort, which is APP's headquarters located in Fort Lauderdale, Florida.

With multiple tours and organizations involved, the pro pickleball landscape can seem a bit complex. However, this diversity contributes to the sport's growth and provides opportunities for players and fans alike to engage with professional pickleball in different ways.

The Evolving Landscape of Pickleball Marketing

I have observed a significant shift in the types of brands seeking to align themselves with pickleball. Initially, it was primarily endemic brands – those directly related to pickleball equipment and apparel – that showed interest. However, the sport's growing popularity has attracted a diverse range of non-endemic brands, including:

Endemic Brands: Companies like Franklin Pickleball (the #1 choice pickleball) and OS1st (socks and compression wear) have been early supporters of the sport and continue to play a key role in its growth.
Resort & Hospitality Brands: The hospitality industry has recognized the appeal of pickleball to its guests, and brands like Margaritaville have been early supporters, incorporating courts and programming into their resorts.
Alcohol Brands: Companies like Smirnoff and Michelob Ultra recognize the social aspect of pickleball and see it as an opportunity to connect with consumers in a relaxed and fun environment.
Health and Wellness Brands: Pickleball's health benefits and accessibility make it attractive to brands focused on promoting active lifestyles.
Lifestyle Brands: A variety of lifestyle brands are incorporating pickleball into their marketing efforts, recognizing its appeal to a broad demographic.

Creating Memorable Pickleball Experiences

One of the things Im most passionate about is creating amazing pickleball experiences, and that often means thinking outside the box! A prime example of this is the recent Pickleball at the Pier activation in St. Petersburg, Florida.

This innovative project brought pickleball to the iconic St. Pete Pier, using PickleRolls amazing pop-up courts. As the Official Pop-Up Court Surface of Pickleball in the Sun, we're always thrilled to see PickleRoll courts being used to create unique and engaging experiences.

This temporary installation transformed the pier into a vibrant hub for pickleball, offering locals and visitors a chance to experience the sport in a unique and scenic setting. It also served as a sneak peek of the upcoming St. Pete Athletic facility, which is set to become a premier pickleball destination when it opens this summer.

Learn more about Pickleball at the Pier and contact Pickleball in the Sun to discuss having a custom-branded pickleball court at your next activation. Friends of Pickleball in the Sun receive a discount.

Case Studies and Best Practices

Pickleball Magazine

I've been incredibly fortunate to work closely with Pickleball Magazine for many years, starting with my time at USA Pickleball. They've been a fantastic partner and client, and I contribute to the magazine as a writer, crafting cover stories and the "Premier Pickleball Destination" feature in each issue. Pickleball Magazine offers brands a unique opportunity to connect with a passionate and engaged audience.

Through my work with the magazine, I've had the chance to interview some fascinating people, like country music star Maren Morris, who shared her love for pickleball and how she even set up a court next to her tour bus. I also had the honor of interviewing Dr. Vivek Murthy, the U.S. Surgeon General, with my family. We discussed how pickleball can help combat the epidemic of loneliness and isolation.

Smirnoff SMASH

One of our most exciting projects has been the Smirnoff SMASH pickleball series. We worked with Proof Media Mix, the agency for Smirnoff, to create a series of unforgettable pickleball experiences throughout 2024. To promote their new Smirnoff SMASH Vodka Soda, they developed "Smirnoff SMASH" events featuring an iconic custom PickleRoll court that was impossible to miss.

These events popped up at some of the biggest events of the year, including Super Bowl 2024, featuring a celebrity tournament with Lance Bass and Saweetie as champions. The Smirnoff SMASH court was also a hit at SXSW, attracting a diverse crowd of festival-goers and generating tons of buzz. We also brought the Smirnoff SMASH experience to BETx, engaging a new audience and showcasing the inclusive nature of pickleball. And partnering with Drew Brees, we helped create a pickleball extravaganza in New Orleans, featuring the Smirnoff SMASH court at NOLA Pickle Fest. This campaign perfectly illustrates how pickleball can be used to create unique and engaging brand experiences that generate excitement and leave a lasting impression.

OS1st

OS1st has been a fantastic partner of ours since they jumped into the pickleball world back in 2021! They were one of the first brands to truly recognize the sports potential, and theyve been a consistent supporter ever since. From their early involvement with USA Pickleball and the PPA Tour to their current status as the Official Sock of Major League Pickleball, OS1st has demonstrated a deep commitment to the pickleball community.

Their Pickleball Sock is specifically designed for the demands of the sport, providing comfort, support, and performance features that players love. As the Exclusive Sock of Pickleball in the Sun, weve had the pleasure of incorporating OS1st into many of our events and activations.

One of the highlights was the celebrity Galentines Day event in Los Angeles with June Diane Raphael, where stars like Emma Watson and Retta got to experience the comfort and style of OS1st socks. We also collaborate with OS1st on monthly content that showcases their products within the pickleball lifestyle, connecting with the growing audience and establishing OS1st as the sock of choice for pickleball players.

Exciting New Developments

Oakfire Ridge

One of the most exciting new developments in the pickleball world is the emergence of communities designed specifically for pickleball enthusiasts. Oakfire Ridge, a private pickleball and lifestyle resort community near San Antonio, is a prime example.

Imagine a luxurious community with dedicated indoor and outdoor pickleball courts, a speakeasy, a spa, pools, and so much more - all designed with the pickleball enthusiast in mind.

Pickleball in the Sun is honored to partner with Oakfire Ridge to help them achieve their goals along with my husband's business, Gainor Sports. We're bringing our combined expertise in pickleball marketing and sponsorship consulting to the table, collaborating to make Oakfire Ridge the premier destination for pickleball and resort-style living.

If you're looking for a community where you can fully embrace your passion for pickleball, Oakfire Ridge is definitely worth checking out! OakfireRidge.com.

Chipshot

During the podcast, I shared my excitement for the upcoming opening of Chipshot, a brand-new pickleball facility right here in Jacksonville! Founded by professional golfer Thomas Walsh, Chipshot is set to become the area's first pickleball social club, featuring indoor courts, golf simulators, and a partnership with String's Sports Bar to offer a fantastic selection of craft beers, cocktails, and delicious food.

I'm thrilled to have such an amazing facility right here in Jacksonville. It opens up so many exciting possibilities. I can't wait to introduce Chipshot to our brand contacts, creating memorable experiences and offering unique opportunities for them to connect with the Jacksonville community. This is a game-changer for pickleball in our area. playchipshot.com

California Smash

Keep an eye out for California Smash, a brand-new pickleball social club making its debut in Los Angeles this summer! We've had some fantastic conversations with the California Smash team, and we're incredibly impressed with their vision for a vibrant and inclusive pickleball community.

With state-of-the-art facilities, a focus on social events, and a prime location in the heart of LA, California Smash is poised to become a premier destination for pickleball enthusiasts. We're excited to be working with them as a future venue for Pickleball in the Sun client experiences, offering our clients a unique and exciting opportunity to connect with the LA pickleball scene. Calismash.com

The Future of Pickleball and Pickleball Marketing

I'm continually excited about the future of pickleball, believing its accessibility, social nature, and health benefits will continue to fuel its growth. As the sport evolves, I anticipate even greater interest from brands and event organizers, creating exciting opportunities for Pickleball in the Sun to connect clients with this passionate and engaged audience.

Contact Pickleball in the Sun

To learn more about Pickleball in the Sun and explore the possibilities of pickleball marketing, visit pickleballinthesun.com and contact me at laura@pickleballinthesun.com.

SportsTravel Podcast Interview: The Power of Pickleball Marketing