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The Sports & Fitness Industry Association has named pickleball the nation’s fastest-growing sport in each of the last two years. USA Pickleball Chief Marketing Officer Chuck Menke expects that, when the SFIA releases its next annual participation report this spring, the sport will take the top spot for a third consecutive year. That’s because he’s seen evidence of the sport’s continued growth first-hand: USA Pickleball ended 2022 with nearly 69,000 members, an increase of 29% year-over-year and up 85% from the end of 2020.
“That’s due to a number of factors, one of which is the proliferation of events around the country,” said Menke, who noted membership is required to participate in USA Pickleball-sanctioned events. “Because of the rapid influx and the huge proliferation of participation within the sport, there are a lot of people who are new. And the vast majority of players are at the casual, recreational level of play. … That represents a huge opportunity for us to increase that level of engagement.”
To support further growth, the organization will soon embark on its first membership marketing campaign. Activations will include retention efforts, further coordination with strategic partners and a digital media campaign to spread awareness of the organization. USA Pickleball members currently receive benefits like access to original content, including a newsletter, magazine and instructional resources, as well as giveaways, discounts and other perks through the national governing body’s corporate partners.
The national governing body is also involved at the professional level of the game, which Menke said is “integral” to pickleball entering the mainstream. USA Pickleball sanctions the APP Tour, one of the sport’s two pro tours, and last year introduced the Diamond Amateur Championship. At its peak, last year’s USA Pickleball National Championships, held annually at the Indian Wells Tennis Garden in Southern California, drew a crowd of 5,522 spectators, the most ever for a pickleball event. USA Pickleball also recently held the first meeting of its newly formed Pro Players Council.
“At the end of the day, we’re a membership-driven organization that is really going to focus on grassroots, amateur participation,” said Menke. “But there is still strong support for that pro side of the game, and we wanted to make sure that, as the sport and the organization continue to grow, that we’re understanding the perspectives, needs and wants of the pro players.”
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