Why Your Pickleball Club Should Focus on New Players
In the ever-expanding world of pickleball, many clubs are pouring their marketing resources into the wrong audience. It's an easy mistake to make, thinking that attracting seasoned players or offering miscellaneous free perks might bring in the most engagement. But the data tells a different story. It's time for clubs to pivot their strategies and target an audience that's eager to learn—the newcomers.
Campaign Performance Analysis
Consider three recent marketing campaigns conducted by a client: a $30 "Intro to Pickleball" clinic, a free pickleball session for opening week, and an initiative to build an email list for important updates. Common sense might suggest that the free week offer would be the runaway success. After all, who doesn't love free stuff? Surprisingly, the "Intro to Pickleball" clinics performed significantly better. This wasn't just a fluke; it highlighted a critical insight—the driving force for potential players is not free access but the opportunity to learn the game and join a growing community.
The Growing Popularity of Pickleball
Pickleball isn't just growing; it's surging. Pickleheads recently reported an incredible 19.8 million people played pickleball in 2024—a staggering increase of 45.8% from the previous year. Yet, despite this explosive growth, a vast audience remains untapped. With 330 million people in America, a whopping 94% of them have yet to step onto a pickleball court. This statistic isn't just an indication of current growth but an enormous potential market poised to see another 10 million new players in the coming year alone.
The Value of New Players
So why focus on new players? Simply put, their potential value throughout their club journey is immense. New players represent the highest Life Time Value (LTV) at private clubs. Their journey often starts with introductory clinics and progresses through a series of engaging experiences—from intermediate clinics and court reservations to open plays, lessons, and finally, membership and tournaments. This is a continuing cycle, offering clubs a dynamic and sustainable growth model. By focusing on nurturing this progression, clubs set themselves up for long-term success as these players mature and deepen their investment in the sport.
Conclusion
The beckoning opportunity for pickleball clubs lies in targeting new players ready to make their first serve. As the market continues to grow, clubs need to reexamine and realign their marketing strategies to harness this tidal wave of interest. It's time to seize the opportunity and adjust your club’s course toward expansion and sustainability. For clubs needing guidance on how to leverage these insights and effectively reach potential players, help is at hand. Reach out to professionals like StackEleven Marketing, who can align your marketing efforts with the needs of this burgeoning audience and ensure your club thrives in the booming world of pickleball.
