Over the last few years, Life Time has quickly become one of the biggest pickleball operators in the U.S. The brand currently boasts 669 permanent pickleball courts, with more than 900 forecasted to be built.
According to Dan DeBaun, a public relations manager at Life Time, pickleball has become an integral component and key differentiator for the brand.
“We’ve always viewed it as another feather in our cap, if you will, in terms of our overall offering to set us apart,” said DeBaun.
DeBaun said they are seeing people young and old be attracted to the sport. “We’re not just seeing the active agers playing — it’s the younger players and those of all ages,” he said. “We’re seeing a lot of families who are also getting into it.”
Pickleball is included with a signature membership at Life Time, with the ability to reserve courts via the brand’s member app. Of course, members gain the added bonus of access to Life Time’s full suite of offerings, including cardio and strength equipment, locker rooms, recovery spaces and more.
Life Time is leaning into the social component of pickleball, with many locations offering food and beverage components, so that players have places to gather before or after they play.
For those looking to improve their game, Life Time offers pickleball clinics and lessons. For those looking to compete, the brands boasts leagues and tournaments. In fact, Life Time hosts pickleball tournaments across its locations in the spring and fall for members.
Life Time also has a partnership with DUPR, a player rating system, and recently named Andre Agassi as the inaugural chair of Life Time’s newly formed Pickleball and Tennis Board.
In others words, Life Time is bullish on pickleball, believing it’s a sport with staying power and one it plans to continue investing in.
“We definitely view this is a long-term trend,” said DeBaun.
