Sick of dealing with pickleballs that lacked consistency in bounce and durability, Bahram Akradi, the founder and CEO of Life Time, decided to take matters into his own hands. On a mission to revolutionize the game, Life Time recently unveiled what they describe as “the ultimate pickleball.” This innovative approach aims to solve a longstanding issue in the sport and provide players with a superior playing experience.
Akradi’s commitment to pickleball comes at a time when the sport is experiencing unprecedented growth in popularity, becoming America’s fastest-growing sport since 2021. As a key component of Life Time’s growth strategy, pickleball plays a significant role in the company’s overall success. With the company’s stock rising by 57% year-to-date, it’s evident that their investment into pickleball is bearing fruit.
Life Time’s dedication to pickleball is further highlighted by their ambitious plans to expand the availability of pickleball courts. Currently boasting more than 700 permanent courts at their “athletic country clubs,” the company aims to increase this number to 1,000 courts by the end of 2025. This expansion not only provides more playing opportunities for enthusiasts but also ensures consistent quality and experience across all venues.
In a strategic move to further establish its presence in the pickleball community, Life Time has partnered with various organizations and individuals. By collaborating with professional leagues such as Major League Pickleball and the Professional Pickleball Association, Life Time aims to elevate the sport’s status and reach a broader audience. Additionally, alliances with renowned figures like tennis legend Andre Agassi and top-rated pickleball player Ben Johns reflect the company’s commitment to growing the sport.
Future Innovations and Collaborations
Looking ahead, Akradi and Life Time have set their sights on enhancing the pickleball experience even further. While the company’s new pickleball may debut exclusively at its clubs initially, plans are underway to make it available for purchase at racquet sports pro shops and online. By investing substantial funds into pickleball and hosting professional tournaments, Life Time is positioned to become a prominent player in the sport’s evolution. With ongoing initiatives such as securing Lululemon as the official apparel sponsor for tennis and pickleball, Life Time is paving the way for continued growth and innovation in the pickleball industry.