Pickleball and Creating Community Spaces: The Rise of "Third Spaces"

I love pickleball, and it seems that it's a shared sentiment across much of America.

In January, I sponsored a pickleball tournament for investors and founders, hosted by the remarkable Elana Gold, at the Santa Monica Pickleball Club. At the event, I spoke to attendees about the investor dinner series I hold.

Getting in front of people when they have their guard down was a excellent way to spread the word about a dinner series to increase investment into LA and allow investors to compare notes on how to best work together. I found that the pickleball experience pumped enough endorphins that they were delirious enough to say they would join me for the dinner series and did!

Having a dream group of guests share their remarkable experiences at my dinner was a significant success, and I credit Elana and pickleball for making it happen.

When it comes to active networking, golf and pickleball are my top choices, with pickleball being preferred due to its shorter playing time compared to golf, which can take up to six hours. They’re fun hours but it’s hard to find the time to fit in a round!

As of 2023, pickleball has seen a remarkable growth in the US, with more than 13.6 million people having played the sport. This represents a 65% increase from the previous year, when the number of players was about 8.9 million. The growth rate of pickleball players in the US has been substantial, with an average increase of 223.5% over the last three years. In terms of demographics, men comprised 60.5% of pickleball players in 2021, and the largest age bracket of players was those aged 55 and up, making up 19.8% of total participants. The average age of pickleball players was 38.1 years in 2021, indicating the sport's appeal across a broad age range.

Comparatively, golf has traditionally been one of the most popular sports in the United States, with the National Golf Foundation reporting that there were over 25 million on-course golf participants in the country in 2020. This figure includes those who play on traditional golf courses.

While over 25 million Americans played on-course golf, a significant number, nearly 16 million people, participated in off-course golf activities. These off-course activities include engagements at driving ranges, indoor golf simulators, and golf entertainment venues such as Topgolf and Drive Shack. This data indicates a growing interest in golf beyond the traditional on-course play, reflecting a 13% increase in off-course participation compared to the previous period, suggesting that the sport's appeal is broadening to include more varied and accessible forms of play.

Topgolf really changed the industry and set the standard for other “eatertainment” establishments and sought to model their remarkable success. "Eatertainment" refers to a type of dining establishment or experience that combines food service with entertainment elements. These venues often offer not only delicious meals but also various forms of entertainment, such as live music, performances, interactive experiences, or themed events. The goal is to create an engaging and enjoyable dining experience that goes beyond just food, incorporating elements of entertainment to enhance the overall atmosphere and appeal to a wider audience.

The most successful adaptation of the TopGolf concept to pickleball I’ve seen is Crush Yard, which is rapidly expanding its franchise locations in the South and gaining traction as it moves West.

The venues are vast, highly engaging, meticulously organized, and enjoyable, offering a diverse range of events that connect communities and provide a vital gathering “third space.”

A "third space" denotes a social setting or location separate from one's home (first space) and workplace (second space).

This term is frequently employed in urban studies, sociology, and design to denote environments such as cafes, libraries, community centers, or parks, where individuals convene for socializing, relaxation, and leisure. These spaces are pivotal in nurturing community involvement, social bonds, and a feeling of belonging, offering a respite from the routines of home and work life.

I am intrigued by numerous aspects of Crush Yard’s model, as it delivers profitability for the parent company through a streamlined franchising approach of its successful formula, all the while providing communities with exceptional entertainment venues, especially in areas lacking recreational options.

I'm confident in the growth potential of these spaces, inspired by the successful model established by TopGolf. I anticipate continued investment in these venues as people seek to step away from their desks, enjoy a beer with friends, and make new ones!

I also like that pickleball is inclusive of everyone, from Hollywood A-listers to people who clock out from work and want to break a sweat with their buddies.

If you share my enthusiasm for pickleball, feel free to reach out, and I'll gladly discuss more about what excites me about this area and the eatertainment concept.