In the ever-evolving world of pickleball, one entrepreneur’s journey has illuminated a path toward creating not just a club, but a community hub for pickleball enthusiasts. Meet Devan Egan, whose passion for pickleball has transformed into a thriving business venture known as Club Pickleball USA. Egan’s vision to expand pickleball beyond his own reach is evident through his club’s origin story, Mastermind Program, and membership philosophy.
Egan first got into pickleball with a casual game among friends in a basement. This eventually led him and his father, who doubles as his business partner, to explore the sport further. From backyard matches to competitive tournaments, Egan and his father experienced firsthand the thrill and energy of pickleball. However, they also noticed a gap in the market – the lack of dedicated, high-quality facilities tailored specifically for pickleball players.
With his background in event management and real estate, Egan saw an opportunity to fill this void. In the fall of 2020, just months after participating in their first tournament, Egan and his father purchased a building in Orem, Utah, and swiftly transformed it into the first Club Pickleball USA location. Within a mere 49 days after closing on the facility, they opened their doors to the public, offering pickleball enthusiasts a state-of-the-art facility to hone their skills and foster a sense of community.
Situated in Utah, which some refer to as “the mecca” for pickleball, the club has tapped into a thriving market where the sport is not just a pastime but a way of life. Egan says, “Virtually every single church building now in the area has indoor pickleball courts simply because the sport is so popular”. This also helped Egan justify opening a new facility dedicated solely to pickleball. Club Pickleball USA, boasting 15 pickleball courts in the facility, hit the ground running. Within the first year of operation, Egan’s club had over 400 members.
Having recouped their initial investment within the first year of operation, Club Pickleball USA embarked on a new chapter in June 2022. This marked the opening of a second location in Sandy, Utah. The new facility features 14 courts, complementing the 15 courts at the original club. The expansion was not just a testament to the success of Club Pickleball USA, but also a response to the growing demand for high-quality pickleball facilities in the region.
With two thriving locations, Club Pickleball USA is now considering the possibility of adding more locations in the future. While Egan remains steadfast in his decision not to franchise the business, the club adopts a unique approach to business growth known as the “Mastermind Program.” Unlike traditional franchise models, Egan created a “Mastermind” approach, which is designed to empower current and future club owners who aspire to build their own pickleball business without the burden of a franchise fee.
Egan is able to share his extensive knowledge and experience with all members of his Mastermind group. This includes not only the intricacies of running a successful pickleball club, but also the nuances of creating a superior player experience, managing market dynamics, and more. The program provides a unique opportunity for club owners to tap into Egan’s expertise and connect with a network of 80+ club owners across the country.
The Mastermind model stands as a testament to Egan’s commitment to success on a macro level in the pickleball industry and enables aspiring entrepreneurs to establish high-quality clubs without the financial barrier to entry often associated with traditional franchises. Through this innovative approach, Egan and his club continue to shape the narrative of what it means to be a leader in the pickleball community.
A few months into his journey with Club Pickleball USA, Egan made a pivot in his club’s business model that was extremely crucial to its success. Rather than offering monthly memberships, the club changed its structure to require an annual commitment from its members. Egan’s prowess in business is well summed up in his reasoning for the club’s membership pivot. “If you are running a club, do you want players to date you or do you want your players to marry you?” says Egan confidently.
Egan went on to unfold what ultimately led to his membership decision. “Due to Utah’s seasonal pickleball play, we saw people retain memberships in the winter (to play inside), and turn off their membership to go play somewhere for free in the summer”, Egan continues, “However, three years down the road, the game has expanded to where all local parks are full, and the experience at a club is worth the value of membership fees”. To the consumer, Egan has seen that the value of having availability and access is now worth a club membership fee, not to mention all the other benefits that Egan’s club offers.
Egan even stated that “offering monthly memberships is often used as a crutch for club owners because the clubs do not have the confidence in their own business in what they offer. Businesses who offer monthly memberships also may fear that they are asking too much of a prospect if they only offer annual memberships.”
On the business side of things, annual offerings have lots of draw to them. Longer membership commitments help ensure stability for the club, as well as cultivate a deeper sense of loyalty and engagement among its player base. Not only does requiring annual memberships protect market share, but it also preserves the commitment that players are making to their clubs. Egan said as an example, “If competitors come into the local scene and steal my members, my business now has at least 12 months to figure out how to better his club”.
Even still, Egan’s vision extends beyond building a profitable business. His club’s ethos is to provide a space for pickleball enthusiasts to play while creating a community where individuals feel a sense of belonging and shared purpose.
The club adopts a holistic “club” mindset, where players are not just customers but valued members of an extended family. The atmosphere is carefully curated to cater to social, competitive, and recreational players, all coexisting harmoniously within the same vibrant space. Egan aptly notes, “When you are here, you are family,” reinforcing the idea that Club Pickleball USA is more than just a venue – it’s a home for pickleball enthusiasts.
Club Pickleball USA has a plethora of programs aimed at giving any and every opportunity for pickleball players to up their game. Club programs like “open play” nights, and even an academy for player progression help members continue to grow no matter what level of competitiveness they desire. All club events are meticulously categorized by skill level, ensuring that players have opportunities to engage with others of similar abilities. The verification of skill levels, often through the DUPR score, adds an extra layer of authenticity to the club’s commitment to providing a premium pickleball experience.
With a growing membership of 1500 players across two locations, Club Pickleball USA places a significant emphasis on its coaching staff. Fifteen coaches distributed between the two clubs form the backbone of the club’s commitment to player development and satisfaction.
However, Egan acknowledged that finding qualified coaches who share the club’s vision can be challenging. In an industry where many aspire to be coaches, he advocates for legitimacy and certification. He advises aspiring coaches to collaborate with established clubs, emphasizing the importance of gaining experience and certification to elevate their coaching prowess. This club offers flexible schedules for trainers, recognizing the need for organization and a genuine passion for the sport. This dedication to finding the right people and fit ensures that Club Pickleball USA continues to deliver on its promise of a superior player experience. Susy Anderson, Egan’s head trainer, also exemplifies the club’s commitment to excellence.
Egan recognized early on that effective marketing is crucial for sustained growth, initiating marketing efforts just three months after opening Club Pickleball USA. Over the years, he has invested well over six figures in marketing spend, underscoring the club’s commitment to amplifying its impact and attracting new players.
Collaborating with a marketing agency, Egan leverages various channels to reach potential members. From social media campaigns to targeted advertisements, Club Pickleball USA ensures that its message resonates with pickleball enthusiasts across Utah and beyond. Egan’s philosophy that “marketing is a key piece to growing player base” underscores the club’s proactive approach to expansion and community engagement.
A cornerstone of Club Pickleball USA’s marketing strategy is its free intro program, where individuals are invited to experience the sport firsthand at no cost. By removing barriers to entry, the club exposes newcomers to the joy of pickleball, fostering a sense of belonging and excitement. This commitment to grassroots outreach not only attracts new players but also strengthens the pickleball community at large. According to Egan, Club Pickleball USA puts a paddle in the hands of a new pickleball player six days a week. One person who took Club Pickleball USA’s free intro program ended up going on to establish his own club in Arizona, a story that Egan was very proud of. Overall, the club’s free intro program remains one of Egan’s most effective strategies to get new members for his club.
Through Egan’s journey, something that has always remained constant is his desire to build not just his own club but the sport of pickleball as a whole. As Egan himself says, “If you do things the right way, you don’t have to worry about competitors – there is plenty to go around.” Even in a saturated area, Egan’s mindset does not waiver on what’s important in building and running his pickleball club.
Looking ahead, Egan envisions further growth and innovation, guided by his unwavering commitment to player experience and community engagement. Whether through strategic marketing initiatives, expansion efforts, or collaborative programs like Mastermind, Club Pickleball USA is poised to shape the future of pickleball and inspire a new generation of enthusiasts.
In the words of Egan, “If you take care of the customer and make them feel like you are part of a family, everything will take care of itself.” As pickleball continues to captivate hearts and minds across the globe, Club Pickleball USA serves as a shining beacon of innovation and inclusivity, inviting players to experience the thrill of the game in a welcoming and vibrant environment. With Devan Egan at the helm, the future of pickleball looks brighter than ever before.
