vice president of product development and merchandising . “ The relationships we have with our athletes are extremely important for us . The fans are highly engaged with the sport , making them more likely to support brands that are associated with their favorite athletes .”
Michelob Ultra even banked on pickleball ’ s universal appeal to carry its estimated $ 8 million Super Bowl ad , a cheeky on-court con for free beer that plays out between Willem Dafoe and Catherine O ’ Hara and pickleball pros Hunter Johnson , Parris Todd , Jaume Martinez Vich and Emily Cederquist . The spot currently has 18 million views on YouTube .
Paddle Battle
Pickleball is already a multi-billion-dollar industry , with some reports pegging its growth as high as $ 7.9 billion by 2032 , fueled largely by equipment sales and the proliferation of dedicated indoor and outdoor facilities to meet the relentless and rising demand .
To understand the money saturating the sport of pickleball , it helps to wrap your head around the profuse paddle market .
There are more than 4,000 different paddle models listed on USA Pickleball ’ s approved paddle list , the vast majority of which even the most diehard player has never heard of . And that ’ s just on the recreational and amateur side ; the United Pickleball Association of America ( UPA-A ) has its own set of regulations that govern its approved paddles for professional play . Small , under-the-radar paddle brands can clear $ 100,000 in sales a year , no problem . But for industry stalwarts like Selkirk , Joola , Proton and others , the numbers are enough to make your jaw drop . “ In 2024 , Selkirk sold over 1 million units , reflecting significant growth in the high double
digits compared to the previous year ,” the company ’ s co-founder and co-CEO , Rob Barnes , told Pickleball Magazine . “ In 2025 , we anticipate continued strong performance , with projected growth in the mid to high double digits .”
Serlkirk ’ s paddle prices range from $ 50 to $ 250 ( and higher still for limited releases ). The most popular models — ubiquitous on courts from the lowest rec levels through to top pros like Jack Sock and Catherine Parenteau — cost $ 150 and above .
Many consumers choose to buy paddles online directly from the companies themselves . And it ’ s not uncommon for brands to sell out of a new release ( with quantities ranging from 500 to 10,000 units ) in a matter of days or even sooner .
But other options abound : Dick ’ s Sporting Goods , Pickleball Central and Amazon are just a few retail channels profiting from the sport ’ s growing participant base . ( A quick search for pickleball paddles on Amazon , filtered by “ Best Sellers ,” yields more than 3,000 results .) According to a report from the Sports & Fitness Industry Association ( SFIA ), pickleball paddles and balls accounted for wholesale sales of $ 220 million in 2023 , the highest growth of any category tracked , increasing 30.7 percent from the year prior .
Most recreational players naturally want to level‐up their paddle as their skills increase . Where once a $ 40 starter paddle from Amazon felt great , suddenly they ’ re comparing the difference between carbon fiber and fiberglass and happily spending $ 200 or more for the newest , hottest paddle on the market .
“ There are certain characteristics of equipment in pickleball that can make you a better player , even at a lower level ,” says Gordon Kaye , chief experience officer at Joola . “ If you start segmenting the customer behavior by dollar value , the largest is in that $ 100 to $ 200 range .”
Joola recently announced a paddle collaboration with superstar tennis couple Andre Agassi and Steffi Graf , starting at just $ 59.95 . “ We ’ re pretty convinced that the $ 99 paddle is going to be a significant disruptor in the space ,” adds Kaye .
Pickleball paddles and balls accounted for wholesale sales of $ 220 million in 2023 , the highest growth of any category , increasing 30.7 percent from the year prior .
If You Build It
Let ’ s review : Tens of millions of Americans of all ages are now happily playing pickleball , a number that ’ s steadily increasing in every region across the country . They ’ re buying paddles and balls and footwear and apparel at ravenous rates . They ’ re hooked .
Now , exactly where are we supposed to put them all ?
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