As the world of pickleball grows, it’s becoming even more important to keep a focus on expanding your business and maximizing profitability beyond open court time. Cody Conti, Vice President of Operations at Electric Pickle, took some time out of his day to share creative ways to take a multi-pronged approach to growing business and providing experiences customers return for time after time.
While the growth of pickleball venues is great for players, for space owners, it can prove challenging at times. Competition breeds growth overall, and also… competition! The days of “build it and they will come” are shifting to proactive business development. Electric Pickle opened its doors in January of 2025 and is unique in that the focus is on an amazing food experience and nine pickleball courts along with live music, bocce ball, cornhole and a golf simulator.
“When we designed Electric Pickle, we included a space devoted to special events, and we have a dedicated sales team to get the word out about our facility and how we provide an amazing experience for their next event,” says Cody. He adds that Electric Pickle isn’t your typical pickleball club, as their focus is on hospitality with top-tier food and service. However, their experience-driven marketing plan and going after new business can be implemented by any club, even those without a dedicated sales team.
Before events can be booked, though, local businesses need to know they are available. The old-fashioned cold calls have proven to be successful for Cody and his team. He suggests setting aside dedicated time in the day to reach out to local businesses and then follow up with an email. Hotels are a great place to start as they routinely host large groups that might be looking for activities. It is also important to have informative brochures and flyers available digitally and physically as a leave-behind. Don’t make potential customers work harder than they need!
If in-person is more your style, Cody suggests getting involved with local chambers of commerce and tourism boards, if available to help spread the word. Community events are also a great way to meet customers and discuss how your space can provide team-building, a holiday party or a fun way to reward top-producing employees.
A little downtime due to seasonal fluctuations is the perfect time to book out holiday parties and corporate events. See if a school is interested in welcoming their staff back with some pickleball. Don’t be afraid to call larger businesses in July to see if they are interested in a holiday gathering in the winter. Cody says Electric Pickle offers discounts to those who book in advance, benefiting both parties – the club has business in the books and the business has saved a little money on a fun holiday event. He also suggests offering a Pick Your Perk to businesses, allowing them to customize their party. Maybe they want a little extra court time or an extra drink ticket. Use your creativity to see what works best for your customer.
Almost every pickleball owner will tell you certain times are just tough to fill due to daily routines, heat or busy times of the year. Instead of accepting them, use those times to your advantage to try something new. Courts are a great space for yoga or try offering Pilates and Puppies on a typicalls slow Sunday morning. Or maybe Speed Dating or Pickle and Chill for a more relaxed sports experience. Electric Pickle has found that activities of this nature bring in revenue as well as new people to the facility. Other fun and easy promotions include Father’s Day mixers, Margarita Mondays or Pickle with Mom. Including these in email blasts, social media, and in club posters helps to spread the word with minimal financial expenditure.
Long-term success isn’t just better courts; it’s also better strategy. Being flexible and open to new ideas, pursuing new business daily and trying interesting promotions, events, and community engagement, can turn customers into members. If you haven’t done so already, take a turn at hosting a private party, themed happy hour, or a full-on corporate tournament. You never know what opportunities could happen next!
