JOOLA Pickleball recently announced the launch of JOOLA Forward, a new mentorship and athlete development program designed to support the brand’s sponsored junior athletes and emerging professionals both on and off the court.

The program was created to provide structured support, continuity and meaningful relationships for young players, something JOOLA felt was missing within the pickleball landscape.

“JOOLA Forward reflects our belief that developing athletes means developing people,” said Craig Chester, Director of Partnerships at JOOLA. “We want every young athlete who represents our brand to feel supported, believed in and equipped to chase the highest levels of the sport. Talent is only one part of the journey — confidence, character and guidance matter just as much. JOOLA Forward is our commitment to helping our junior players grow into the fullest version of themselves, so they can step into their potential with courage and purpose.”

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JOOLA Forward aims to set a new standard for how brands support their athletes by combining athletic development with personal growth, providing exposure beyond competition and building a long-term connection to the JOOLA brand. The program leverages JOOLA’s global infrastructure, including 16 offices, 400+ employees and a diverse roster of professional athletes across multiple tours and regions.

How the program works

The initial participants in JOOLA Forward include 20 JOOLA-sponsored junior and emerging athletes, each paired with two mentors:

  • A JOOLA-sponsored touring professional who can offer insight into elite performance, pressure management and competitive habits. Current mentors include pro players Kate Fahey, Brooke Buckner, Donald Young and others as well as JOOLA coaches Johnny and Regina Goldberg, Eric White and Scott Crandall.
  • A JOOLA staff mentor who will providing exposure to business, leadership and interests outside the sport.

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Junior player Maggie Wolf and JOOLA pro Mehvish Safdar.
Junior player Maggie Wolf and JOOLA pro Mehvish Safdar.

JOOLA Forward focused on challenges facing girls and young women

As part of the program, JOOLA has partnered with Inspire Through Sport, a women-led leadership development organization specializing in mentorship, confidence building, communication skills and career pathways. Their structured curriculum equips athletes with tools that extend far beyond competition.

Recognizing the unique challenges that girls face in sports, a dedicated track for young women adds additional sessions focused on self-advocacy, sustainable performance, confidence building and leadership. This track is intended to expand peer support networks and strengthen their voice and presence within pickleball.