Though a newer club on the scene, The Pickleball Space in Glendale, Arizona has crafted for itself a firm brand identity that shines through in every element of the club. Focusing on more than simply logos and colors schemes, they seek to cultivate an experience for each member and guest in which “every serve, rally, and victory is celebrated and every player is valued,” says Kali Broderick, one of The Pickleball Space’s Co-Founders. In keeping with one of pickleball’s overarching attractions, The Pickleball Space thrives on inclusivity and promoting a vibrant community for players of all ages and skill levels. Through these efforts, they hope to “fuel camaraderie…and create lasting connections.”
Broderick emphasizes that the core tenants of The Pickleball Space “revolve around community, excellence, and inclusivity” as each of these characteristics are thoroughly carried out throughout the club. The brand as a whole “prioritizes building a tight-knit community of pickleball enthusiasts” and they follow through with this by providing a “top-quality facility, innovative programs, and exceptional customer experiences all while maintaining an inclusive approach that caters to players of diverse backgrounds and skill levels.” When asked what three words she would use to describe the personality of The Pickleball Space, Broderick mentions inclusive, energetic, and social. The leadership at The Pickleball Space wants each individual who wants through their doors to engage with the inclusivity, energy, and social aspects of the club and they are able to promote this by honing in on their core tenants.
When constructing a brand identity, it is imperative that your team is aligned on the specific mission of your club outside of simply providing a place for pickleball play in your local area. The Pickleball Space identifies their mission as being a “premier destination for pickleball enthusiasts and novice[s and] provid[e] a vibrant and inclusive community hub.” Secondary to this, they strive to be a driver of growth within the sport and generate excitement for where the sport is going in their area and throughout the country. They believe these efforts will “not only elevate the pickleball experience but also contribute to the broader development and popularity of the sport.”
To set their best foot forward on their quest to create an inclusive pickleball venue, The Pickleball Space conducted a collaborative effort to conceive their brand identity and engaged those who appreciated the need for an inclusive pickleball club in the market. “Drawing inspiration from the sport’s dynamic nature, the founders aimed to create a brand that reflected a sense of community, excellence, and innovation,” says Broderick. Through extensive market research, The Pickleball Space sought to “understand the specific needs and preferences of the local pickleball community in Arizona.” They looked at things such as demographics, player behaviors, facility preferences, and sought after programs and events. Moreover, they took into account gaps in the market by conducting competitor analysis to ensure their club would be offering a unique value proposition for members.
“The club aims to create an inclusive environment…and provid[e] a hub for individuals passionate about the sport,” therefore the target audience for the brand is quite wide ranging. They determined their audience through various measures such as demographic analysis and community engagement. Assessing the community’s makeup, interests, and preferences, they were able to align their programming and other club offerings with the demands present in their market.
Because Arizona is already somewhat saturated within the pickleball arena, The Pickleball Space’s leadership knew it was important to differentiate themselves from other pickleball clubs in the area. They are the first indoor facility in Phoenix’s West Valley and hope to become the preeminent club in the vicinity. Further, they are adamant that all of their coaches and other employees “play pickleball and [love] the atmosphere [and] community that comes from the game.” Within this fiercely competitive market, they are working to prioritize certain things to help set themselves apart, such as innovative programs, top-notch amenities, and specialized coaching. “By delivering high value, the Pickleball Space strives to attract and retain customers.” Another area of focus for the club’s leadership during the brand’s development phase was to cultivate a distinctive brand, allowing The Pickleball Space to create lasting impressions with both members and guests. They believe that doing so will give them the opportunity to “effectively communicate [their] values, offerings, and commitment to providing a special experience in the crowded pickleball landscape.” Ultimately, their goal is that The Pickleball Space is the “most welcoming environment in the valley.”
In order to further communicate their brand, The Pickleball Space has created a variety of tangible branding materials and implements brand-specific training when onboarding new employees. Their branding material include “detailed brand guidelines that cover visual elements such as logos and colors.” These materials complement their training resources which relay the brand’s vision, goals, values, and customer service expectations for staff to ensure they are consistently communicating this brand through all customer interactions. Moreover, they have found “scripted communication, branded uniforms, and periodic training sessions contribute to reinforcing The Pickleball Space’s unique identity and maintaining a unified brand image.” This multi-pronged effort to effectively demonstrate the brand throughout the club creates a sense of cohesiveness for all who walk through their doors or interact with the club virtually.
Because social media has become such a powerful platform in which companies can communicate their identity to customers and potential customers, The Pickleball Space has worked diligently to infuse their respective channels with their brand identity. They seek to make their social media content “engaging, diverse, educational and [something] that helps build the community of pickleball players” in the West Valley area. Through their channels, The Pickleball Spaces shares timely updates and is able to “humanize the brand by fostering direct interactions with players.” This communication vehicle increases their brand’s visibility and allows them to cultivate dynamic relationships, which Broderick believes to be “crucial for staying relevant and competitive in the contemporary sports and recreation landscape.”
Through detailed planning and intentional execution, The Pickleball Space aims to create an elevated brand identity that is fluid throughout all aspects of their club, from the visuals you see when you walk through the door to their online presence to interactions with their staff. They hope to “nurture a sense of belonging, sportsmanship, and a shared passion for pickleball that transcends the boundaries of skill and age.”
