This Strategy Turned Picklr From Money Loser to 42% EBIDTA Overnight

Pickleball is the fastest-growing sport in the world. In just 59 years, it has transformed from a casual pastime for retirees into a legitimate multi-generational athletic phenomenon, and its popularity has grown by 224% since 2021.

The Rise of Pickleball as a Popular Sport

This rise is reflected in the game’s growing competitive infrastructure – from professional leagues, and tournaments with significant prize money to, of course, franchises. Here is the map of all pickleball franchises in the US:

View All Pickleball Franchises Here

Based on the data from FDDs, the Picklr is the fastest-growing pickleball franchise, with Pickleball Kingdom as the second and Ace Pickleball as the third. Founded in 2021, Picklr has 17 locations open, 39 pre-launched and, 345 more licenses sold.

This impressive growth trajectory was further accelerated in 2023. From January to July, revenue primarily came from an hourly rate for using the courts. However, on August 1st, 2023, Picklr transitioned to a membership-based model, which led to a significant increase in corporate EBITDA. Below is a breakdown of corporate revenue under both models:

Picklr Corporate Store Performance. Data from Picklr 2023 FDD

Let’s explore how Picklr managed to turn its EBITDA from -$5,183 to $158,168:

Pickleball as the New ‘Third Space’

Once seen as a casual pastime, pickleball has evolved into a genuine “third space” between home and work, a dedicated arena for connection, community, and competition.

Pickleball is inherently social, with a minimum of 2 and max of 4 players

As people incorporate it into their routines, it becomes a mainstay for fitness, socializing, and recreation—a “third space” for an active, connected lifestyle.

The Social Equalizer and Community Magnet

Pickleball’s social nature and low barrier to entry make it an ideal sport. Its focus on doubles play and group events fosters connection and replicable community hubs across franchise locations, creating a community-driven atmosphere that draws friend groups, families, and corporate teams.

Picklr Programming keeps members engaged

NFL Star Drew Brees, Picklr’s official partner and franchisee, noted, “I love the membership model… You create routine, structure, and great habits in people’s lives.” Through memberships, players find continuity, team spirit, and a sense of belonging, making pickleball more than a game—it becomes a social staple.

A Valuable Membership within an Internationally Growing Community

Picklr has crafted a standout brand that makes its subscription model highly appealing. Through campaigns like “Picklr Your City,” which featured Katy Perry and awarded Omaha a free franchise, and appearances at events like F1’s U.S. Grand Prix, Picklr has gained major visibility, generating over 10 million social media impressions.

We interviewed the founder of Picklr to dig deeper into their success:

The membership options reinforce this community-focused brand, with a $30 30-day pass and a $109 full membership offering unlimited access to leagues, clinics, and courts. With 384 clubs and thus 3840 courts, Picklr’s recent Series B financing ($59 million valuation) underscores its rapid growth and widespread appeal.

Picklr bets that the need for community drives people to crave a routine in pickleball, and its subscription-driven approach aims to capitalize on this. As the sport grows internationally and competition in the franchise space intensifies, it will become clear whether this model is the key to success in the pickleball market.