PROGRAM AND SERVICE INNOVATIONS THAT WORK

Five Ways to Harness Pickleball Popularity into a Leading Profit Center

A session at The HFA Show 2026 details steps to take to ensure pickleball is a powerful economic driver at your facility.

BY JULIE KING

Adding pickleball to your health club seems like a no-brainer.

Pickleball grew 45.8% year-over-year from 2023 to 2024, with growth skyrocketing to 311% over three years, according to the Sports & Fitness Industry Association. Fitness facility operators are eagerly adding courts and programs, but are those additions driving profits?

To help operators capitalize on this explosive opportunity, Frank Lawrence, CEO/Partner at Little Rock Athletic Centers in Arkansas, and Anthony Passamonte, co-owner of Stack Trax, are presenting a session at The HFA Show 2026 about turning pickleball into a powerful economic driver.

Lawrence previews some highlights from the presentation.

Lawrence

1. Commit to a Dedicated Space

Many club owners begin by repurposing underutilized areas like former racquetball courts, gymnasium corners, or outdoor overflow space. This can be an effective entry point, but it should be a transitional strategy, not the end goal. Shared or flex courts often create scheduling friction and limit the ability to build consistent lessons, leagues, and events.

“If a club is serious about pickleball as a long-term growth engine, dedicated space is essential,” Lawrence says. “This removes scheduling conflicts, allows full programming, and creates a clear identity around the sport.”

2. Offer Tiered Pricing and Smart Packaging

Pickleball monetization is not about court fees alone. Lawrence recommends tiered pricing models that keep open play accessible while positioning leagues, ladders, clinics, and lessons as premium offerings.

“We’ve seen strong results bundling pickleball into upgraded membership tiers or offering sport-specific packages that include priority court access, social events, and skill progression,” he says. “Flat pricing leaves money on the table; thoughtful pricing drives utilization while increasing per-member revenue.”

3. Focus on Membership as the Core Revenue Driver

Instruction is the gateway, but membership revenue is the engine that drives the train, Lawrence says. Beginner clinics and structured lesson pathways convert casual players into committed members and deepen long-term retention.

From there, social events, recovery services, and curated retail increase total wallet share—but always in service of strengthening membership value. “The goal isn’t maximizing court revenue; it’s using pickleball to drive durable, recurring membership growth,” Lawrence says.

4. Integrate Into Fitness and Community Experiences

Pickleball thrives at the intersection of fitness and community, Lawrence says. The most successful operators intentionally link pickleball with conditioning, mobility, and recovery programming designed around the sport’s movement patterns.

“Social mixers, leagues, and post-match gatherings turn pickleball into a ‘third space’ within the club,” he says. “Pickleball sticks when it becomes part of a lifestyle, not just a reservation or another activity on the schedule.”

5. Build Staffing Models, Systems, and Ownership

As for staffing, Lawrence recommends blending a small group of highly trained lead pros with certified part-time or contract instructors. Develop internal talent by turning strong players into assistant coaches to create a scalable pipeline without inflating payroll.

“Consistency and volume matter more than celebrity coaching,” he says.

Equally important are intentional ownership, tracking participation data, and evolving programming by skill level and demographic. “Operators who succeed treat pickleball like a business line with P&L accountability. Pickleball becomes profitable with strategy, leadership, and follow-through,” he says.

To explore resources for expanding into pickleball, register for The HFA Show, March 16–18 in San Diego, and visit the Pickleball Pavilion, featuring vendors, a regulation court, free play, and a scheduled tournament.

Health & Fitness Business is a publication of

Health & Fitness Business (HFB) is the leading health and fitness industry publication. Published monthly by the Health & Fitness Association (HFA) and distributed free to the industry, HFB offers analysis of the opportunities, challenges, issues, and news that impact the industry.

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