The narrative around pickleball is that it is the fastest growing sport in America because tennis players gravitate to it as they age. The court is smaller, so it is easier on the knees. They can continue to display their racquet skills, while easing the pounding on the body or frustration of not getting to a ball they used to be able to return. While some aspects of this story may be true, it misses the point. Sure, the small court and other features help, but pickleball is popular because of its ability to create a community (Read more about racquet sports in “Tennis + Pickleball + Platform = Club’s ‘Triple Threat’”).
The game is fast—11 points is all it takes to win—and it is most often played round-robin style, so players regularly move on and off the courts. They have the fun of jumping in and out of the competition, but even more importantly, they spend time on the sidelines talking with the other players and watching the other games. The courts are typically arranged to facilitate this with ample viewing area and decks to promote gathering. Those in colder climates have a similar experience with paddle or platform tennis, where the warming hut/bar and fire pits promote interaction.
What ultimately makes pickleball attractive is at the heart of all club activities. Sure, the sport and playing surfaces is important, be it a well-conditioned golf course, har-tru tennis courts or a six-lane lap pool. However, it is not solely the competitive facilities that make these things attractive. The ultimate promise of club membership is access to special facilities, and it is often the social centers and viewing areas that set clubs apart. Would your golf game be as much fun without a great golfer’s grill/19th hole? How about the juice bar at the fitness center? You can swim in the pool at home or one at the club, but the cabana bar and poolside café add another dimension to the experience.
As we have noted over the years—or more correctly as members have told us—people choose to become members of a club because they are passionate about an activity, i.e., they are a golfer, tennis players, etc., but more importantly, they become members because they are passionate about other people. They are social animals, and they want to be part of a community with shared interests. So, while the activity area is essential in attracting the sports enthusiast, the social support facilities for these areas is vital to building community.
Colorado used to have a great marketing slogan, “Come for the winter, stay for the summer.” It reflected the fact that most visitors were first drawn to state by its world-class winter activities, but when they found out just how beautiful and enjoyable the summer was, they returned again and again, often making it their home. A club should be the same, “come for the [insert your activity of choice here], stay for the people.” To leverage this opportunity, it is important that the club’s recreational amenities be up to snuff, but it is equally important to develop “energy centers” at each of your venues. These are the places that cause members to linger after play and build relationships that makes membership truly valued and memorable. The Summer Village at the Country Club of Detroit is an excellent example of this. The club has a pool, tennis courts and platform tennis, but they were lightly used. Only when it built a great social building in the center of this complex did the club and membership take off.
Yes, pickleball is fun, fast-paced and easy to master, but its primary appeal is its ability to create a passionate community of players that carry their relationship beyond the courts. You can translate this energy to all your sporting venues by developing great places to meet up before play or to talk and build friendships afterward.
Frank Vain is president of McMahon Group, a full-service private club consulting firm that has served over 2,000 private clubs around the world. He can be reached at [email protected].