Maximizing resources and creating a memorable space is what sets True Pickleball Club in Latham, New York, apart from the rest. The six-court pickleball-only club has experienced great success in its two years of operation, thanks to its welcoming atmosphere, smart membership tiering, and effective use of its surroundings.
Owners Mike and Amy Bibbo toured pickleball clubs countrywide to find the right aesthetic for True and realized their main goal was to wow their members. With that direction, True offers country club luxury with a great vibe that makes members want to stay.
“We always have music playing and offer lounges in the front and back of the house,” Club Manager for True Pickleball Club Greg Dedrick says. “Each of our six courts has a private changing space, a cabana, tables and chairs for a one-stop member experience.”
Part of that member experience includes a feeling of belonging. True employees strive to learn the names and faces of their over 250 members to create a warm and welcoming environment. They also spend time to ensure members understand how to use the court reservation system and how to make the most of their membership. Greg adds that customer service is the number one priority to make True the place all players want to be.
True’s tiered membership program offers four options to meet the needs of all players. Memberships range from a low-commitment free membership that offers pay-to-play and 7-day advanced bookings to a $399/month Unlimited Anytime Play with 14-day advanced booking and free Concord Club lounge access. Adding value to each member level encourages the most active players to level up in membership while providing enough variety for all skill levels.
As with most clubs, the key to keeping courts full is through robust program offerings.
One of their most popular programs is their leagues. True runs eight different leagues throughout the week, which fill up even in the summer. From ladder leagues at all levels to specialized ladies and mixed leagues, they routinely sell out sometimes as quickly as two minutes.
“Due to the popularity of our leagues, we decided to give priority to current league members,” Greg says. “We’ve found people join summer leagues they might not even play in to gain priority for fall leagues.”
Their lounges offer a full bar and snacks and members can book them for private events. The lounges don’t have kitchens or full food service, thanks to partnerships forged by True with local restaurants.
True didn’t want the expense of a kitchen with food waste and staffing, and realized members would want to eat from time to time. To meet member needs, they’ve forged partnerships with local restaurants.
“I approached them and asked if they would be open to our players ordering from their menus and delivering to the club, and everyone gets a percentage,” Greg passed along. “We also list them as a preferred vendor when members rent the lounge space for parties. It’s worked out great for everyone.”
“We thought it would be a bigger deal to have showers, and it just isn’t,” he says, and adds that most of the members utilize the changing rooms before and after their reservations.
These partnerships with neighboring businesses increase revenue and keep down overhead while enhancing the experience for members
True Pickleball Club demonstrates that running a successful pickleball club is about more than filling court space. Pickleball players have a lot of choices, and creating an environment they want to be a part of can make or break a club. By investing time and money into what matters, True has found a successful formula other clubs can learn from as well.
