As pickleball clubs continue to pop up nationwide, standing out requires more than just having courts. Branding, social media, and community engagement all play crucial roles in building long-term success. In this Q&A from PickleCon, Ashley Blakley and Suzanne Greever of Twisted Pickle share their insights on how club owners can approach marketing with intention and authenticity.
Pickleball Club Magazine: How can a pickleball club leverage social media platforms to build and increase engagement?
Twisted Pickle: Social media is the most powerful free tool available to club owners. As younger generations come into pickleball, they are not searching for clubs on Google, they are looking on Instagram, TikTok, and YouTube. Social platforms are how people learn who you are and decide if they want to be part of your community.
But simply posting is not enough. The real value comes from engagement. The more people interact with your content, the more the platforms reward you by showing it to others. That is why custom, authentic content is critical. Stock photos or generic filler do not resonate, and in many cases, they actually hurt you.
PCM: Do you think engagement on social media is an important factor? Or is it enough just to be seen?
TP: Engagement is everything. Social platforms are designed to amplify content that sparks interaction. If your audience is liking, sharing, and commenting, your reach multiplies without you paying a dime. Passive impressions are not enough. Without engagement, your content fades into the background.
PCM: What role does branding play, and how important is it to create a memorable brand identity?
TP: Branding is the foundation of everything. Without it, your club becomes just another gym, and people make decisions based on price instead of connection. A strong brand attracts members, creates loyalty, and helps your staff stay aligned witha shared vision.
PCM: Can you give a specific example of what good branding looks like in practice?
TP: When we developed the Twisted Pickle brand, we treated it like a person. We asked questions like: If this brand were human, who would they be? What car would they drive? What would they eat for dinner? That process built out a persona that informed the voice, visuals, and personality of the entire club. It is the same reason brands like Wendy’s or Starbucks feel so recognizable. Every detail is consistent and intentional.
PCM: We have talked before about creating buzz before opening a club. How should owners think about that?
TP: Buzz has to start early. Too often, owners wait until a few weeks before opening and then scramble to sell memberships. But real trust takes months to build. The key is to plant your flag in the community by making them the hero. Highlight local businesses, partner with the chamber of commerce, and show up at events. When people see you celebrating their town, they feel invested in your success before your doors even open.
PCM: If I am in charge of marketing at my club, what are one or two things I should spend more time doing?
TP: First, invest in education. Marketing, especially social media, changes constantly, and staying effective means staying informed. Second, make sure the right people are handling your marketing. Just because someone is young and uses Instagram does not mean they know how to run it strategically. Either train your team properly or bring in qualified professionals. Done well, marketing pays for itself many times over.
At the end of the day, running a successful pickleball club goes far beyond managing court schedules. It is about creating a brand that feels alive, telling a story that people want to be part of, and building trust with the community long before players walk through the doors. For club owners, the takeaway is clear: invest in your identity, prioritize authentic engagement, and approach marketing as a long-term strategy, not a last-minute task. Do that, and your club will not just attract members, it will earn lasting loyalty.
