Sick of dealing with pickleballs that lacked consistency in bounce and durability, Bahram Akradi, the founder and CEO of Life Time, took matters into his own hands. Life Time recently unveiled what they’re calling “the ultimate pickleball,” with plans to introduce it exclusively at their clubs later this month. Akradi saw an issue within the sport and decided to tackle it head-on. “This was a problem with the sport and it needed to be solved, so we basically stepped in and solved it,” he stated.
Embracing the Fastest Growing Sport
Pickleball has been swiftly rising in popularity in the United States since 2021, and Akradi has fully embraced it, recognizing its potential. It has become a crucial component of Life Time’s growth strategy, with their stock price skyrocketing by 57% so far this year. Following a successful second-quarter performance, the company raised its full-year guidance, further solidifying their commitment to the sport.
Life Time intends to offer the new pickleball at their racquet sports pro shops and online, although the pricing is yet to be determined. With over 700 permanent pickleball courts in their “athletic country clubs,” the company aims to increase this number to 1,000 by the end of 2025. Akradi emphasized the importance of providing players with the right facilities, experiences, and consistency.
Commitment to Growth and Partnership
Akradi disclosed that Life Time has already invested between $50 million and $100 million in pickleball, with the sport contributing 6% to 7% of the company’s membership dues. Beyond recreational play, Life Time hosts professional tournaments for organizations like Major League Pickleball and the Professional Pickleball Association. While Vulcan currently serves as the official ball for these events, Akradi aspires to have Life Time’s new pickleball take over that role.
In a move to further boost the sport’s presence, Life Time secured Lululemon as the official apparel sponsor for both tennis and pickleball in May. Additionally, partnerships with tennis icon Andre Agassi and top-ranked pickleball player Ben Johns have been formed to drive the sport’s growth. This collaborative approach underscores Life Time’s dedication to enhancing the pickleball experience for players of all skill levels.
Through innovative product development, strategic alliances, and substantial investments, Life Time continues to make significant strides in elevating the pickleball industry. With a strong emphasis on quality, growth, and community engagement, Life Time is positioning itself as a trailblazer in the world of pickleball.