Pickleball Citi in Providence, Rhode Island, is a small club with a big future. With two indoor courts and one outdoor court, a 2,000-player database and plans to build an additional eight-court arena, Pickleball Citi is finding success through growth built on accessibility, organic demand and community.
Debra Cohen and her husband, Russell Johnson, fell in love with pickleball five years ago. When they realized there was only one facility in Rhode Island, they decided to conduct some market research and put together a business plan. Soon enough, they got Pickleball Citi up and running and became enmeshed in the sport they loved.
They built the facility from the ground up to create a welcoming and top-tier environment.
“Our courts are five layers providing a more comfortable surface for players of all ages,” says Debra. “We also feature nets from top to bottom between courts to prevent ball interaction and more space behind the baseline for those tennis players who are used to it.”
Pickleball Citi offers leagues, round robins, open play and lessons like most clubs. One offering that sets them apart is free beginner lessons every Tuesday and Saturday. The one-hour class taught by Debra covers general information, including how the sport began, facility highlights, how to dink, volley and serve and score. Players are welcome to bring their own paddles or use the ones provided. The lesson concludes with 15 minutes of game play with help from Debra as needed.
“One of the things I love about pickleball is how accessible it is to anyone. All you need is a paddle and shoes and neither piece of equipment needs to be expensive. I want to offer the chance to play for anyone interested in living a healthier lifestyle, meeting new people, getting a workout and having fun. These lessons are a great way to do that,” Debra says.
At the end of the lesson, players can sign up for a paid lesson or make a reservation with friends who know how to play to maintain their new skills. The club also offers beginner open play. Debra says she is at the club 99% of the time and lets players know she is happy to be available to guide them with where to stand or how to keep score as long as they keep playing and learning.
Another driving force of their success is the growth of their programming from member feedback. With Debra at the club so often, she can interact with members and build relationships to help the club provide what they want to see. Those conversations have led to women-only sessions and she hopes to incorporate men-only sessions, too. Debra’s availability is also fundamental in the custom corporate and private leagues that keep the club busy nightly.
“We have essentially private leagues of healthcare workers, realtors etc., who asked if they could put something together with their friends. Of course, I don’t have a problem with that, and so now we run these ‘custom’ leagues,” Debra shared. The leagues run for 6-8 weeks and many have been in motion since the club opened. “We pride ourselves on working with the needs of the client and asking questions to learn how we can meet those needs. A lot of times that’s how things morph into place, and it continues to work well.”
Pickleball Citi is also preparing to host youth clinics starting in six weeks and classes are already half full. They will offer two age brackets, 9-12 and 13-17. Debra says they realized a need was out there after local colleges and universities reached out to use their facilities.
“Being a smaller club allows us to pivot quickly and be welcoming for all groups to play.” She adds they hope to start offering youth open play after the clinics.
Using their two-court facility allows Pickleball Citi to offer private rentals that essentially provide a semi-private club experience. Corporate team-building in a two-court facility allows for more bonding and interaction with coworkers than a larger space, and Pickleball Citi caters to those vibes. They don’t feel limited by the space; they use it to their advantage.
With an eye on their social-first atmosphere as a retention driver, the club is hosting a pickleball-themed movie night with open play before and after the movie, blending entertainment and open play. “Our community loves events like this and it is all about building community. Events like this exemplify that for us,” Debra says.
As more facilities open in the area, Debra recognizes the potential for competition. While the club has proven successful these past three years, she is not content to sit on her laurels and will also maintain the positive momentum already generated at Pickleball Citi.
“At the end of the day, what I want to do is grow the sport,” Debra says. “Keeping it fun and engaging for our members, being a welcoming community with a varied level of players and being responsive to their needs is a win-win.”
