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Wednesday, January 22, 2025

Pickleball Power Play: Lifetime Jumps into the Court with its Own Brand

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Life Time Takes a Swing at Pickleball Innovation with Proprietary Ball

Life Time, the upscale fitness and lifestyle company, is taking its commitment to the exploding sport of pickleball to the next level. The company has created its own proprietary pickleball, which it claims will be the “ultimate” playing experience. The ball, which debuts exclusively at Life Time clubs later this month, is designed to deliver consistent bounce and durability, problems that have sometimes plagued players in the past. This move reflects Life Time’s ambitious strategy to grow its pickleball business, which has already seen significant success in attracting new members and driving revenue.

Key Takeaways:

  • Life Time is betting big on pickleball: The company has invested millions of dollars in expanding its pickleball facilities and programming, and the sport has become a significant driver of membership growth.
  • Akradi sees a problem and solves it: Frustrated by inconsistent pickleballs on the market, Life Time founder and CEO Bahram Akradi created a proprietary ball designed to address those issues.
  • The ultimate pickleball? Life Time is confident that its new ball will be the best on the market, delivering superior performance and durability.
  • A play for market dominance: This move could be a strategic play to establish Life Time as a leader in the pickleball space and challenge other brands for market share.

A Problem Solved, and a Market Ready to Play

Life Time’s entrance into the pickleball equipment market is driven by a simple but crucial realization: the sport’s rapid growth has not been matched by a consistent supply of high-quality equipment. Founder Bahram Akradi, a self-described pickleball enthusiast, couldn’t find a ball that met his standards for performance and durability. The answer? He took matters into his own hands.

“This was a problem with the sport and it needed to be solved, so we basically stepped in and solved it,” Akradi told CNBC.

This isn’t just a personal crusade for Akradi. Pickleball has become a major focus for Life Time, with the company adding over 700 permanent pickleball courts to its clubs nationwide, aiming to reach 1,000 by the end of 2025. The company sees pickleball as a key driver of its membership growth, and the sport has already contributed 6% to 7% of Life Time’s membership dues, a significant figure that shows the direct impact pickleball is having on the company’s success.

More Than Just a Ball: Life Time’s Pickleball Strategy

Life Time’s investment in pickleball goes beyond simply creating a new ball. It’s a multifaceted strategy that encompasses:

H2: Building Infrastructure:

  • Massive expansion of pickleball courts: Life Time’s goal of reaching 1,000 pickleball courts by next year is a clear indicator of its commitment to providing the best possible playing experience for its members.
  • Professional-grade facilities: The company hosts professional tournaments for both the Major League Pickleball (MLP) and the Professional Pickleball Association (PPA), showcasing the quality of its playing environments.

H2: Partnerships and Sponsorships:

  • Lululemon partnership: Life Time secured Lululemon as its official apparel sponsor for tennis and pickleball, further strengthening its position in the athletic market.
  • High-profile endorsements: Life Time has partnered with tennis legend Andre Agassi as the inaugural chair of its pickleball and tennis board, and top-ranked professional pickleball player Ben Johns, a figure who will be instrumental in driving the sport’s growth.

H2: Cultivating Community:

  • Creating a passionate player base: Life Time’s commitment to offering a world-class experience for pickleball players is attracting and retaining members, fostering a passionate community around the sport.

A Ball for the Future?

Life Time is confident that its proprietary pickleball will stand out from the competition, offering a superior playing experience. However, the company faces a significant challenge: the current official ball for professional pickleball tournaments is produced by Vulcan. Akradi is clearly aiming to change that.

"Our goal is to provide the right venues for people to play, the right experience, the right consistency,” Akradi said.

Life Time’s ambitious approach to pickleball, coupled with its strong commitment to providing a world-class player experience, positions the company to become a major player in the rapidly growing sport. The company’s proprietary ball is a key piece of this strategy, and its success could reshape the landscape of pickleball equipment and potentially challenge the dominance of existing brands.

With a strategic vision that extends beyond just the ball, Life Time is building a strong foundation to play a major role in the future of pickleball, a sport that shows no signs of slowing down.

Article Reference

Brian Johnson
Brian Johnson
Brian Johnson covers business news and trends, offering in-depth analysis and insights on the corporate world.

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