Feature
2024
BRINGING BIG CHANGES FOR USA PICKLEBALL
The National Governing Body for the sport is set for more player experience enhancements and growth across the board this year .
by STEPHEN HUNT
RED LINE EDITORIAL
PHOTO BY BRUCE YEUNG ; IG : @ YEUNGPHOTOGRAPHY
Still America ’ s fastest-growing sport , pickleball ’ s ongoing popularity is impossible to deny . Keeping that momentum going in 2024 and beyond is top of mind for USA Pickleball leaders like Chief Marketing and Strategy Officer Jose Moreno , who joined the organization in August 2023 .
“ It is a great problem to have ,” Moreno said . “ We ’ re like a start-up but a bit reversed . Oftentimes when you have a start-up , you ’ re trying to create a product or a brand with hope that demand is there , that it ’ s efficient enough to economically make sense . We ’ re in a place where demand has skyrocketed . It ’ s not that our processes were broken ; it ’ s how do we elevate ourselves and level up what we ’ re doing to keep up with that demand ? We have to be very thoughtful in what we do .”
Moreno cites the organization ’ s investment of resources and human capital as crucial to USA Pickleball ’ s continuing evolution in keeping pace with the sport ’ s growth . While he and other officials are pleased with the continued growth and reach of the Governing Body , they also see great opportunities to improve the brand in 2024 .
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