However, those numbers pale in comparison to figures released in the updated 2023 Association of Pickleball Players (APP) Pickleball Participation Report which states that 48.3 million American adults played the game during the 12 months ending in March 2023. The study also finds that the average age of pickleball players is 34.8, considerably younger than previously assumed, highlighting the growth of the sport among those ages 18-44.

For skeptics who need more convincing, here are a few more pickleball facts.

• There are currently 13,969 pickleball courts in the U.S., according to the APP.

• SFIA estimates that roughly 25,000 courts at a projected cost of nearly $1 billion would need to be built to meet the demand for pickleball in the U.S.

• The pickleball paddle market size was estimated at $152.8 million in 2021, and is forecasted to grow at 7.7 percent CAGR through 2028.

• Good news for run specialty retailers: in 2023, 26 percent of pickleball players also participated in Running/Jogging, 17.5 percent participated in trail running, 39.3 percent ran on a treadmill, and 36.6 percent walked for fitness, according to SFIA.

With stellar numbers like these, it’s no wonder that pickleball mania continues to grip players and manufacturers, as well as retailers both within and outside the sporting goods industry. At this juncture, the end of the runway is nowhere in sight.

“The sport has grown so rapidly because of ease of access,” says Tom Webb, CMO, Association of Pickleball Players. “There’s a low cost of entry, you can get quite good very quickly, and there’s a low barrier to feeling a sense of accomplishment with the sport. Seventy-six percent of all pickleball players play to have fun. It’s a very social game and people are smiling. Pickleball is not driven by the pro game. It came to mass consciousness during the pandemic and was fueled by amateur players—especially mixed doubles which lends itself to a team element. The sport is driven by clubs and enthusiasts from the grassroots up, rather than from organizations down.”

Webb continues, “There is a huge opportunity coming to retailers who embrace the pickleball market because there are millions of players who want to play in well-organized and well-structured pickleball leagues and competitions.” For example, he mentions that in Louisville, KY, a pickleball hot spot, there are 240 courts for 600,000 players. “If I was a retailer in the area, it tells me there’s a huge audience to play the sport. The caveat is that you have to know the sport and understand what pickleball players want and need.”

Even three years ago, pickleball products were tough to find, Webb recounts. “Now, there are dedicated pickleball sections in all sorts of retailers, and the sport is being embraced by retailers of all sizes. The sheer force of numbers—20 percent of Americans—is driving demand.”

The Growing Retail Landscape

In the general sporting goods market, retailers such as Dick’s Sporting Goods are helping to bring pickleball to a wide, active audience. Part of Dick’s strategy is to partner with established pickleball brands and players. In July, WHP Global, owner of the Lotto brand, introduced Lotto’s first U.S. pickleball collection with Dick’s Sporting Goods. The offering includes a variety of paddles retail priced from $150 to $250, as well as footwear ranging from $70 to $150.

In addition to carrying a wide range of pickleball products from top names in the sport such as Joola, Selkirk and Onix, Dick’s has also forged partnerships with up-and-coming brands such as Nettie Pickleball Co., a Cincinnati-based business founded by Catherine Baxter during the pandemic.

“When I went to buy my own gear, everything I found was either stylistically dated, looked pretty cheap, or was super expensive,” states Baxter. “I wanted a paddle that played really well and could win, but also one that looked like the game felt to me—vibrant and joyful. I was looking for a brand that spoke to the things that I love most about pickleball: The way anyone can learn. The way it can be played anywhere. The way it brings people of all generations, abilities, and backgrounds together. How many sports can you play with your grandparents—and they roast you on the court?”

Nettie’s retro-inspired collection at Dick’s includes a Barbie x Nettie Pickleball Sling Bag, Tote Bag and Pickleball Set, as well as an array of colorful paddles and various sizes of pickleball sets. Retail prices range from $69.99 to $289.99.

Meanwhile, Target is also in on the pickleball action. Besides offering entry- and mid-level products from the likes of Franklin Sports, Gamma Sports, Selkirk, Joola and Head, in April the retailer launched a limited-time pickleball collection in partnership with tennis and lifestyle brand Prince. The Prince for Target collection—which is also a nod to the fashion-forward athleisure movement—boasts nearly 80 apparel, accessory and sporting goods items starting at $9.99 with most items selling for less than $50. Key pieces include retro-inspired track suits and pleated skirts and dresses, all in bright colors and patterns that match pickleball paddles and accessories.

“Partnering with Prince is the perfect way to help pickleball enthusiasts everywhere enjoy the sport that is sweeping the nation, with quality pickleball apparel and sporting goods at prices only Target can offer,” states Jill Sando, Target’s EVP and CMO of apparel & accessories, home and hardlines.

Of course, with their expertise in shoe fitting and their individualized service, specialty sporting goods retailers such as running stores are in a uniquely advantageous position to capitalize on pickleball’s soaring popularity.

“Specialty retailers, especially running shops, have great relationships with customers and there is a highly developed degree of trust,” Webb explains. “As people get more serious about the game, they want that specialized service. The [traditional running] customer base now includes pickleball players that require nuanced conversations about product.”

Toward this end, Boca Raton, FL-based retailer Runner’s Edge/Tennis Anyone? is intent on providing top-notch pickleball products and services.

“More people are coming in,” says Christine DiVito, CFO and buyer at Runner’s Edge/Tennis Anyone? “People who started playing pickleball one-and-a-half to two years ago have either tried it and not continued, or have picked up the sport and are now looking for more advanced product. They want to up their game.”

DiVito recalls that two years ago, people poured into the store looking to try pickleball. “We couldn’t keep up with demand, especially for entry-level paddles. Now, sales of casual paddles have tapered off and higher-tech paddles are in demand because people want to upgrade. The growth curve leveled off—we’re selling fewer paddles, but they’re more technical and expensive, going as high as $280 now.” She confirms that the sweet spot for paddles is about $150, and the most popular price range is $129 to $199. “People love the Joola C2, and it’s a top seller—especially since the price dropped from $250 to $199,” DiVito reports.

Other in-demand paddle brands include Selkirk, Onix and Paddletek. Interestingly, noise dampening paddles, such as those made by Owl, are not especially popular. “In the beginning, vendors would tell us about their noise-dampening paddles, but consumers didn’t really care, and not many people specifically ask for it,” says DiVito. “Footwear and paddles are our strongest pickleball categories, especially since many of our tennis customers are also getting pickleball shoes. Two years ago, it was all paddles. Now paddles and shoes are equally in demand.”

The store has also done well with Swinton Pickleball, a brand that started about three years ago in nearby Delray Beach. “Swinton has been a favorite. It has cute apparel and accessories, plus it’s a local company,” notes DiVito.

Although Runner’s Edge/Tennis Anyone? would like to expand its pickleball selection, there is limited wall space to do so. “There are tons of new companies and everyone is trying to join in. We’re always on the lookout for new product but we’re very particular about what we carry. We love to go to tournaments and shows to see what’s on offer,” says DiVito. “Right now, shoes are a big focus, and we carry tennis and pickleball versions of our top brands.” Although tennis players are loathe to wear shoes emblazoned with the word “pickleball,” pickleball players love the distinction—but they also don’t mind wearing tennis footwear.

Although pickleball remains a strong category, it does have some downsides, according to Runner’s Edge/Tennis Anyone? owner Tom Vladimir. “Pickleball is not as good as tennis regarding repeat shoppers. Tennis players need balls, racquet restringing and shoes on a steady basis, whereas pickleball players get what they need and then they’re all set for a while,” he explains. “Also, pickleball has a very limited variety of paddle shapes as compared to tennis which has more variation in equipment—there is more flexibility regarding racquet head shapes and sizes as well as grip sizes.” He notes that if paddles came in grip sizes, retailers would have to double their inventory, which would be good for vendors but not as good for retailers.

While Runner’s Edge/Tennis Anyone? doesn’t have much pickleball competition from general sporting goods stores, online entities such as Pickleball Central are another story. To better compete, “We’ll special order anything for customers, and we can have items drop shipped or shipped to the store,” says Vladimir. “Most of our vendors will help us out with that, and it helps boost customer loyalty.”

Unfortunately, many of those same vendors also sell DTC, which is a huge issue, especially if they offer exclusive products and discounts not available to their retail partners. “It’s very frustrating but normal in business these days,” Vladimir laments. “Shipping prices have also risen dramatically, which puts a damper on business for everyone.”