Tired of the inconsistent bounce and lack of durability in traditional pickleballs, Life Time’s founder and CEO Bahram Akradi made the bold decision to create a new and improved version of the popular game ball. This move came as a response to the growing popularity of pickleball in America, with Akradi aiming to address the issues that have plagued the sport.
Life Time recently announced the launch of what they describe as “the ultimate pickleball.” Set to debut exclusively at the company’s clubs later this month, this new ball promises to deliver a level of performance and reliability that has been lacking in the market. Akradi emphasized the importance of solving this problem within the sport and expressed his confidence in the impact this innovation will have.
Pickleball plays a significant role in Life Time’s growth strategy, with the company eyeing further expansion in the sport. With more than 700 permanent pickleball courts currently in place, Life Time plans to increase that number to 1,000 by the end of 2025. Akradi highlighted the company’s commitment to providing the right venues and experiences for players, aiming to enhance the overall consistency within the sport.
Akradi revealed that Life Time has already invested between $50 million and $100 million in pickleball, underscoring the company’s dedication to supporting and growing the sport. Pickleball currently accounts for 6% to 7% of Life Time’s membership dues, indicating the significant impact it has already had on the company’s business. Additionally, Life Time hosts professional tournaments for Major League Pickleball and the Professional Pickleball Association, further solidifying its commitment to the sport’s development.
In a bid to expand the reach of pickleball, Life Time has partnered with prominent figures in the sports world. The company announced a sponsorship deal with Lululemon to serve as the official apparel sponsor for tennis and pickleball. Furthermore, Life Time has teamed up with tennis legend Andre Agassi and top-rated pickleball player Ben Johns to drive further growth and interest in the sport. Akradi’s vision for the future of pickleball involves establishing the new Life Time ball as the standard, replacing the current choice of Vulcan in professional tournaments.
Overall, Life Time’s innovative approach to addressing the shortcomings in traditional pickleballs and its strategic investments in the sport signal a promising future for pickleball enthusiasts. By prioritizing quality, consistency, and player experience, Life Time is setting a new standard for the game and paving the way for continued growth and success in the world of pickleball.