The untapped power of recreational pickleball travel

Dan Beeman

Contributor

Last Edited

Jun 13 2025

The pro tour landscape

The APP, sanctioned by USA Pickleball, emphasizes a broader pathway from amateur to pro. The UPA (PPA Tour & MLP), backed by private equity, is more focused on a premier, spectator-driven professional circuit with contracted elite talent. While their philosophies differ, both business models currently revolve around the pro tournament scene, leaving a gap in how they connect with the everyday player beyond these events.

The everyday player vs. the pro dream

The typical pickleball player's journey starts with curiosity and social play, evolving into recreational enthusiasm — this forms the sport's largest demographic. Only a fraction pursue serious amateur or professional competition. This mirrors sports like golf and tennis, where most participants play for leisure, fitness and social connection at their own level, not with the primary aspiration of joining the elite pro tours.

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A pro-centric model risks misinterpreting these motivations. When the focus is intensely on professionals and ROI, the vast amateur base can be inadvertently neglected or viewed mainly as a source of revenue through tournament fees or to bolster pro event attendance. This approach can alienate the sport's foundational community and miss the chance to integrate them into a wider brand loyalty and revenue funnel from their earliest engagement with the sport.

The travel opportunity: A gateway for all

Pickleball travel — encompassing vacations, clinics and retreats — offers a powerful solution. Psychologically, people on vacation are more open to new experiences. A fun, branded "pickleball academy" or introductory session at a resort can be a highly effective initial capture point, sparking passion and brand loyalty.

Travel appeals across the entire player lifecycle:

Beginners/enthusiasts: Find non-intimidating, enjoyable learning environments.

Recreational Players: Blend their passion with leisure and skill improvement.

Competitive Players: Use travel for destination tournaments and training camps.

The untapped ecosystem and a glimmer of hope

Currently, neither UPA nor APP has fully integrated comprehensive travel solutions into their core strategy. This represents a missed opportunity to:

-Align with broader player desires beyond elite competition.

-Build deep, early brand loyalty by engaging players from their first positive experience.

-Create year-round connection outside the tournament calendar.

-Unlock new revenue streams and gather valuable player data.

The path forward

For UPA and APP, the path to deeper market penetration and sustained growth involves looking beyond the professional circuit. By strategically developing a robust pickleball travel ecosystem, they can authentically meet the needs of the sport's vast majority. This isn't just about new revenue; it's about fostering lifelong engagement and building a truly inclusive brand. The organization that embraces this holistic vision will not only cater to the many, not just the few, but will also solidify its leadership in pickleball's exciting future. Who will be next and what will they do?

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