The Picklr focuses on existing “ big box ” retail footprints , due in large part to the need for ceiling heights of 22 + feet . Think Bed , Bath and Beyond or Hobby Lobby and you ’ ve got the right idea .
“ It is important to The Picklr that we choose real estate that not only works for our franchisee , but also helps uplift the community by bringing pickleball players of all skill sets and ages together ,” says Chief Marketing Officer Kathryn Smith Bullough .
The Picklr operates 30 clubs in the U . S . with an additional 60 coming in 2025 , and more than 475 locations sold that will open over the next few years . Seven international locations are also planned for 2025 .
By fall 2025 , CityPickle will operate 50 courts across its current locations .
Access to courts is becoming a barrier to entry . According to SFIA , in partnership with Pickleheads , there are 68,458 total playable courts in the U . S ., with 18,455 new courts added in 2024 . Even so , “ the industry will need to spend over $ 855 million building courts over the coming five to seven years to satisfy current and future demand ,” or about 25,000 additional courts .
Local parks , rec centers and municipalities are doing their part , allocating as much space as possible to make room for more pickleball .
LifeTime , the upscale fitness and lifestyle company , has invested upwards of $ 100 million toward adding pickleball courts to its existing facilities . It ’ s also a title sponsor of some PPA events , playing host to this year ’ s Veolia Atlanta Pickleball Championship in May .
Membership-based , upscale facilities like CityPickle and The Picklr are increasingly becoming the norm , popping up with new locations all the time . The premise : Come for the pickleball , stay for the experience . Amenities like locker rooms , smoothie bars and singles events turn a two-hour session into a full-blown social event .
“ CityPickle is more than just a place to play pickleball ,” according to co-founders Mary Cannon and Erica Desai . “ With the sport exploding all over the country , we saw an opportunity to create a brand that celebrates pickleball while also catering to the busy lives of urban professionals , combining bookable indoor courts with the added benefit of pre- or post-game socializing at a full bar and restaurant .”
By fall 2025 , CityPickle will operate 50 courts across its current locations . “ Our goal ultimately is to be in all major cities .”
Just the Beginning
The equipment that people use to play at all levels represents a tremendous revenue stream into the gushing river that is the sport of pickleball in America . With more brands entering the space every day , it ’ s only going to grow in force in the coming years .
But there are financial tributaries the sport hasn ’ t even unlocked yet , chief among them a major television deal and the inevitable onset of pickleball sports betting . If the sport keeps growing like it has been — and there are no indicators that it won ’ t — these tidal shifts will come . And the financial dam will break open even wider than it already is .
In parallel , the sport ’ s governing bodies , its various regulatory arms , facilities large and small , and the countless brands vying to create the next hot paddle or shoe or piece of apparel will all contribute — in their own small but influential ways — to elevating the experience of what it means to play pickleball .
After all , 50 million pickleball players might sound like a lot now , but imagine a whole generation of kids who grew up playing the sport , unlike most of us who only discovered it as adults . Pickleball is everywhere . And for everyone . “ By investing in the next generation of players ,” says Smith Bullough , referencing The Picklr ’ s Junior Academy ( which it heralds as the country ’ s first ), “ we ’ re ensuring the sport ’ s growth and maintaining its competitive edge for years to come .” •
Alex E . Weaver is the digital content manager at The Dink . When he ’ s not writing about , watching or playing pickleball , he enjoys spending time with his family , traveling and hiking with his two Bernese mountain dogs .
MARCH / APRIL 2025 | MAGAZINE 35