What’s Next for Pickleball as the Fastest-Growing U.S. Sport

Ace Pickleball Club Co-Founder Joe Sexton on the Future of the Pickleball Industry

For years, pickleball has ridden a wave of popularity. Its easy learning curve and social appeal have made it the fastest-growing sport in the U.S. for the fourth year in a row, according to the 2025 Sports & Fitness Industry Association (SFIA) Participation Report. The question now is what comes next for the sport.

Joe Sexton, co-founder and president of Ace Pickleball Club, expects the future of the pickleball industry to bring a round of consolidations because poor decision-making has left many pickleball clubs facing economic pressures.

“The hype from early adopters around pickleball as a business has already come and gone,” he says. “The sport continues to grow steadily, but on the business side, reality has set in that it takes real vision, thoughtfulness and work to be successful.” 

Many pickleball club owners entered the business with unrealistic expectations for growth and failed to account for the competition they would face, he says. These club owners became overly reliant on revenue streams such as pro shops or food-and-beverage sales but neglected to provide high-quality facilities or good customer service. 

Ace Pickleball Club’s business model, on the other hand, prioritizes the experience of its members. “Our long-term success is built on hospitality, convenience and value,” Sexton says, “and we continue to focus on improving each of those elements.” 

The company stands out from other members-only pickleball clubs because it offers all-inclusive pricing. The company’s straightforward membership plan allows unlimited access to the club, with no hidden costs for extra services. 

“We care more about the way our members and guests feel than whether or not we can get an extra $20 for a ball machine rental,” he says. “We include everything in membership so that there is no upselling and our team can focus on making sure everyone’s needs are not only met but exceeded.”

Ace Pickleball Club’s all-day open-play model doesn’t require reservations for court time, allowing maximum flexibility for members and streamlining day-to-day functioning for the staff. “Our membership model keeps our operations so simple that the only thing to focus on is the member and guest experience,” Sexton says. “Instead of managing reservations, our team can keep the club and restrooms spotless and engage with our members.”

Ace Pickleball Club’s Franchise Model and Ideal Franchisees

Given Ace Pickleball Club’s commitment to delivering outstanding customer service, the company is focusing more on finding the right franchisees — those who are closely aligned with the business’s vision and long-term goals — rather than fixating on the number of units opened, Sexton says. “Franchising responsibly in a new industry is paramount to longevity,” he says. “A large network of franchisees who are not aligned with the brand vision or lack the flexibility required in early-stage concepts, can be a recipe for disaster.”

Sexton’s previous leadership experience with Sky Zone Trampoline Parks taught him firsthand that every industry evolves and that leaders and brands must build for what the industry will look like in five or ten years. “Being able to think outside the box and always staying focused on the future state of the industry over maximizing profitability in the short-term is critical to long-term success,” he says. “You cannot be afraid of change or making mistakes. You need to embrace change so that you have a say in what change looks like for your industry.” 

The Future of the Pickleball Industry: Indoor Play and Infrastructure

As the sport matures, the future of the pickleball industry will require strong infrastructure for sustainable growth, Sexton says. “Pickleball was born outdoors, but it is quickly evolving to be an indoor sport,” he says. “Whether diehard outdoor players want to admit it or not, the quality of play indoors far surpasses outdoor play, and if the sport is going to thrive long-term, it has to move indoors.”

Weather is the major obstacle to outdoor play because even light wind can dramatically affect the players, he says. “Pickleball cannot maintain a standard of quality competition in suboptimal weather conditions.”

While many municipalities have invested in building new courts, they often don’t have the budget to maintain them sufficiently and to fix cracks and worn nets regularly. Even the nicest outdoor courts are rarely maintained as well as Ace Pickleball Club’s cushioned, professional-grade courts, he says.

College and Olympic Pickleball

Many within the sport are working to move it to the next level by gaining recognition at the collegiate level and, eventually, possibly even the Olympic level. “There are already hundreds of club-level collegiate teams lobbying the NAIA and NCAA, so that is simply a matter of time,” Sexton says. “But if the sport is to have sanctioned play at the high school and collegiate level, it cannot afford to be an outdoor sport.” 

While outdoor pickleball will continue to grow and will be an important entry point for new players, he says, structured competition needs to move indoors for consistent and reliable play.

As for pickleball becoming an Olympic sport, global participation will be necessary, Sexton says, which will be a longer process. While the sport is rapidly expanding in other countries, he says, “we’re still at the start of the global growth curve.”

“Right now, there are very few leaders and brands focused on building the sport of pickleball and instead are focused on how much money can be made today or how high a valuation their company can achieve for an exit,” Sexton says.  “Working together to unlock the future of pickleball, a sport that has the potential to be the highest-participation sport amongst all ages worldwide, should be everyone’s sole focus. The looming shakeout and continued evolution of the game will reward those in it for the right reasons and unite the industry.”

Visit the Ace Pickleball Club Franchise website for more information.