Once upon a time, pickleball seemed to be just a sport that senior citizens played while they vacationed at the beach. No pickleball clubs existed, and the only locations you could hope to play pickleball were courts doubling as tennis courts. Fast forward to today, and there are over thirteen thousand pickleball clubs in the country. Tennis courts are getting changed to pickleball courts, and the dinking sport has attracted people from every age. With so much demand for the sport, supply would and has surely come. With the sport still comparatively unproven, however, it takes a recipe of business acumen, tolerance for risk, and a vision to expand the game in order to “get over the hurdle of doubt”. Enter Will and Denis Richards. Founders of the rapidly expanding club brand known as “Dill Dinkers”, the Richards have teamed up to create one of the largest growing pickleball franchises in the United States. This power couple sat down to layout how they found pickleball, their blueprint for success, and their succinct franchise model, all encompassing their mission to make Dill Dinkers a national brand.
Like many, the Richards found themselves searching for meaningful activities to fill their time during the pandemic in 2020. It was in this period of looking for hobbies and community that they discovered pickleball, a sport that quickly captured their hearts. The Richards’ enthusiasm for the game was immediate, and they soon found themselves deeply immersed in the pickleball community. They would continue to gain a community with other fellow pickleballers, saying “We were just pickleball people from the start, and we ended up hanging out with our pickleball friends outside of the sport. It was very hard to find places to play in the fall and winter, though” Located just outside of Baltimore, Maryland, the Richards searched to find ways to keep their newfound hobby and community.
The pickleball addicts eventually encountered a small, inadequately equipped indoor facility in Philadelphia, which was almost two hours away. “It had no air conditioning, no bathrooms, just four courts, and it was packed,” Denise explained. This poorly maintained, packed facility was the catalyst to the Richards starting their own club. “We just knew we could do it better,” Will added.
The Richards’ background provided a solid foundation for their new venture. Denise’s 30 years in sales and Will’s experience in franchising Domino’s stores were instrumental in shaping their business strategy. With Denise’s extensive experience in sales and Will’s expertise in franchising and non-profits, they knew they had what it takes to tackle this endeavor. They launched Dill Dinkers in the fall of 2022, opening their first location in Columbia, Maryland.
From the beginning, they had a clear vision of expanding beyond a single location. Will emphasized that the creation of the new company had the structure to go beyond the greater Baltimore area. One of the biggest pieces of the puzzle to give room for growth was simply what to call the club. “We wanted a name that wasn’t tied to one place but had broad appeal,” Denise notes. Their daughter was actually the one to come up with the name “Dill Dinkers.” They also focused on surrounding themselves with a group of people who had differing expertises to compliment their own strengths and weaknesses. Hiring people for roles like Director of Pickleball, and C-level roles like Chief Marketing Officer and a Chief Pickleball Officer, has played an integral part in growing the brand. The Richards’ heavily emphasized getting the right people on their team, CMO Erika Spalding and CPO Brian Lloyd being some of those crucial additions.
When picking how to best generate revenue as a club, Will made sure to do ample research on the competition. “We knew from the start that our goal was to be pickleball for all, so our model had to reflect that” Will remarked. The Richards’ decided to go with a hybrid model combining an annual membership fee with pay-as-you-go court time. This approach allows them to cater to a broad audience, avoiding the limitations of a purely membership-based model. “We did extensive research on our competition and found that our hybrid model was not only fair but also sustainable,” Denise explains.
The Richards were also inspired by Devan Egan’s Mastermind program, which helped them solidify their confidence in their business approach. “We learned a ton from Egan’s program, and also realized we were already doing a lot of things right,” Will says. The Richards were encouraged to get over the “hurdle of doubt” and to “feel good about the product and deliver on it.” They envision Dill Dinkers as the “Chick-fil-A of pickleball,” focusing solely on pickleball and avoiding distractions. Will added “It is really important to pick your lane, because straddling the fence is really hard to do”.
Dill Dinkers’ growth trajectory has been nothing short of remarkable. What began with a single location quickly expanded to multiple sites across the Baltimore region. After the single location, managed by Denise, was up and running, the Richards had their sights set on more. The second Dill Dinkers location came to be from a struggling tennis facility. This facility ended up getting bought out within six weeks of beginning negotiations. “Our plan was to open six locations in a year, but we ended up launching four in just ten months,” Denise says. Their aggressive expansion continued with the opening of a location in a mall in June 2024, bringing their total to five.
As the locations started mounting, the Richards officially had a national franchise brewing. In September 2023, Dill Dinkers began offering franchises, and the response was overwhelming. “After a year of opening up our model to franchise, we currently have 282 committed locations, with another 100 on the bubble,” Denise revealed. They have fifteen active Dill Dinkers clubs across the country and anticipate adding ten more soon.
The Dill Dinkers franchise model prides itself on being adaptable and flexible. Accommodating various space configurations is something that they always are open to, also allowing franchisees to either build their own facilities or use a prototype.”A lot of times, we end up having to work with the space that they have, so it is always a new challenge to build an efficient layout” Denise said.
The Dill Dinkers model is just as supportive to its franchisees as it is flexible. They have a team set to aid in scouting locations, creating pro forma’s, analyzing court layouts, and even financial projections, all to ensure each new site aligns with their standards and is set up for success. “We have had actually had to turn down lots of opportunities simply because it was not a good fit for our model,” Will noted. The Richards spent lots of time and energy building an infrastructure that allows them to support their franchisees effectively. “We really wanted to make sure we were available and accessible to these people, because starting a pickleball club can come with lots of challenges.” Franchisees also benefit from access to a network of consultants, a dedicated brand ambassador, and IT support, including a partnership with Court Reserve for booking management.
Dill Dinkers values strong partnerships with suppliers and service providers. They work with Berls Commercial Supply for reliable and responsive service, and with Joola.
In being asked the reason why someone would work with Dill Dinkers, the answer was simple. “We have done the hard work for you. We have gone through the trial and error of what works and what doesn’t work, and we give you the blueprint” Will said. The opportunity to start a club with a national brand offers immediate recognition in the club’s area. Will put it aptly when he explained the value in franchising “Everybody hates the idea of paying royalties to the franchise, but Domino’s Pizza gets triple the sales that Will’s Pizza Shack gets.” On top of getting the blueprint and the brand, working with Dill Dinkers gives you the flexibility to own how you run the club, with the support to make it successful.
The Richards’ offered several pieces of advice for those interested in owning a franchise. The top of the list was the emphasis on getting a management team in place. The Richards’ make it clear that having an Operations/Sales person and also a Director of Pickleball person were crucial in setting your club up for success. They also shared about the opportunity to do personal guarantees on your lease, saying “Those personal guarantees are actually a lot more flexible than most people think. You also need to be as aggressive as possible with your letter of intent and shop around for insurance to make sure you find the best fit.” Location is very critical as well, and the Richards recommended saturating markets with multiple locations to maximize visibility and customer reach.
As Dill Dinkers continues to grow, the Richards are focused on maintaining their commitment to quality and community. Their vision extends beyond merely expanding their footprint; they aim to foster a thriving pickleball culture that welcomes players of all levels. “Our goal is to keep our focus on pickleball and build a brand that represents excellence in the sport,” Denise says.
With their hybrid membership model, rapid expansion, and strong support systems, Dill Dinkers is well-positioned to lead the way in the pickleball industry. Their dedication to creating a welcoming environment for players, combined with their strategic approach to growth and franchising, makes them a standout example of success in the world of sports business.
In the rapidly evolving landscape of pickleball, Dill Dinkers represents more than just a club; it’s a movement. Through their passion, innovation, and commitment to the sport, Will and Denise Richards have created a legacy that is set to redefine the pickleball experience for players across the country.
