Competing for the pickleball crown, brands are expanding into “eatertainment” venues with games and dining to keep guests on-site long after matches and appeal to non-pickleball fans
Capitalizing on pickleball’s rise, The Pickle Pad is turning the game into a one-stop entertainment destination for friends and families, with something for everyone.
The franchise, owned by NRD Capital-backed Indoor Active Brands, has signed four new deals in New Jersey, Texas, Alabama and Florida, with seven projects now in development. But what sets the rollout apart is the model: instead of stand-alone venues, each site will be part of an entertainment mix that blends pickleball with dining and social experiences.
In Oak Ridge, New Jersey, The Pickle Pad will open alongside Birdie ParTee and Crave Social Eatery, forming a social hub. In Port Arthur, Texas, it will anchor a multi-experience development that also includes Birdie ParTee, Crave Social Eatery and Altitude Trampoline Park.
In Hoover, Alabama, the site will debut with Crave Social Eatery and Altitude Trampoline Park. The franchise is also preparing to open in Tampa, building on its first location in Tallahassee, which opened last summer.
“Our growth strategy is rooted in collaboration and intentional site selection,” Indoor Active Brands president Chris Kuehn said. “These new signings demonstrate how powerful our model can be when paired with the right partners in the right communities. The Pickle Pad is more than a place to play — it’s a place to gather, celebrate and create lasting memories.”
Although pickleball is the centerpiece of The Pickle Pad, with each location featuring professional-grade Cushion X courts for reservations and drop-in play, guests can also try the company’s PIQLZ simulator, take lessons with certified pickleball pros or sign up for league play. Locations also feature a wide range of social games, including billiards, table shuffleboard, dome hockey, darts, foosball, NBA Hoops, cornhole, ladder ball and oversized yard games such as tumbling timbers and four-in-a-row.
Three new locations are also slated to open in the fourth quarter in Myrtle Beach, South Carolina, St. George, Utah and Newport News, Virginia. Opening dates have not been announced, but The Pickle Pad said the timing will position the venues to capitalize on holiday demand for group and family activities.
The Pickle Pad’s model comes as competitors pursue similar strategies to turn pickleball into full-scale entertainment.
Indoor and outdoor venue Chicken N Pickle, backed by NFL stars Patrick Mahomes and Travis Kelce, has expanded to 13 locations nationwide and is shifting its focus toward acquiring complementary entertainment and hospitality concepts, as well as exploring city partnerships to build public pickleball court facilities.
“Growth isn’t just about footprint, it’s also about flexibility,” Chicken N Pickle CEO Brad Clarke said. “We are responding to what we are hearing: cities want partners, consumers want meaningful experiences and brands need to build with purpose.”
Meanwhile, other pickleball operators are finding different ways to stand out. Ace Pickleball Club recently partnered with DoorDash in a multi-year deal that makes the delivery service the official on-demand platform for its clubs. Each location will feature a designated DoorDash Delivery Zone, allowing members to receive groceries, sporting equipment and even supplements between matches. DoorDash will also sponsor the Ace Pickleball Club Championship Series, which carries a $250,000 prize pool.
The pickleball craze is also extending into luxury travel. Aurora Anguilla Resort & Golf Club recently added 11 courts, making it the largest pickleball resort in the Caribbean. The property has launched a slate of themed clinics and retreats, from “Pickle Palooza” to pickleball-and-yoga weekends, beginning this fall.
