Pickleball is a great activity growing in popularity as a consumer product, especially for a demo of 50 and older. Padel is similar in many ways but with maybe a little more athleticism and different rules. Squash is now picking up steam after an investment by billionaire Mark Walter. Tennis…is tennis; a great sport for a lifetime, deep routes…and by the way the only one with great, engaged professional pieces.
What do they all have in common? Racquets. What do most have as an issue? Splitting the same pie. Already we have seen numerous “Pickleball” leagues come up trying to grab attention and limited dollars. Padel is going through expansion and contraction, and on and on it goes. The money grab for what is “hot.” Seen it before and will see it again.
What works? Racquet sports working as one. There have been several pieces pointing to the idea of shared spaces and consolidation like this one in the NY Times. The official announcement of by longtime sports business honchos Mike Dee and Bob Bowman makes great sense as well…find iconic venues to come in and give players of all levels an experience they can’t get anywhere else.
Clubs going back to what they use to be…Racquet clubs…not tennis clubs, or paddleball clubs…racquet clubs…where people can come in and sue facilities not just to play but to congregate, makes great sense. It does NOT have to be one vs the other.
And here is another big idea. How about a Racquet sports challenge or a triathlon? Bring together the best players on a certain level and let them play each other in a weekend event in at least three disciplines…Padel, Tennis, Pickleball…and let’s see who is the ultimate racquet champion.
There can be a common interest of fans, some great fun, probably many sharable content moments, and maybe, just maybe it has the opportunity to be sold with both brands and then on a large scale media platform that may draw an audience and investment that can grow all of racquet sports as sports for life.
Then everyone, and organizations like the Tennis Industry Association (maybe they expand their scope as well) win. Apparel makers, equipment makers, energy drink sponsors etc. etc.…all grab the right across the board partnerships, instead of splitting up a crowded and confusing pie and land grab.
The Racquetathlon. Fun idea. Space for all to participate and break don barriers.
Who’s in for the game…vs the quick fix.
Segmentation slows down success.
