There’s no shortcut to opening or growing a successful pickleball club – but there is a smarter way to start: by learning from operators who’ve already navigated the ups, downs, and pivotal decisions.
Old Coast Pickleball’s first year provided exactly that kind of real-world blueprint: tangible wins, unexpected challenges, and strategic pivots that shaped their thriving business.
This blog breaks down the most valuable takeaways from their journey: how they built loyalty with just two courts, created cash flow early, used tech to scale, and turned a tight-knit culture into a competitive edge.
It’s tactical, actionable, and designed to help you avoid the costly trial-and-error clubs typically face.
Jump to the plays you care about most:
1. Don’t Try to Reinvent the Wheel, Learn from Experts
2. Expect Hidden Costs & Setbacks Early On
3. Attract New Players with Low-Pressure Entry Points
4. Boost Cash Flow with Sponsorships & Corporate Events
5. Automate Admin Tasks and Player Access
6. Let Players Shape Your Programming
7. Controlling Court Chaos with Structured Play
8. Build a “Player-First” Experience That Fuels Retention
9. Find Ways to Add Value & Expand Services
10. Competition Will Come – “Out-Market, Out-Culture, and Out-Community”
Now, let’s kick off with some background on how they got started.
Turning a vision into a viable pickleball club
After moving to St. Augustine, Ashley and Tim Owens quickly became regulars on the local outdoor courts – playing often, forming friendships, and immersing themselves in the community. But like many other players, they ran into familiar frustrations: rain delays, extreme heat, and limited court access.
It didn’t take them long to realize what the area was missing – a reliable indoor pickleball facility. With no true multi-court indoor option nearby, Ashley and Tim saw an opportunity to create Old Coast Pickleball (OCP).
With no investors and a bootstrap mentality, they began exploring location options – from land purchases to existing spaces – until they found a vacant building at the Shipyard Marina. It was perfectly sized for two courts and offered key advantages outdoor courts didn’t provide: climate control, a real bathroom, and enough space to create an inviting lounge area.
And so, Old Coast Pickleball launched as a two-court facility in 2024, but the long-term vision was much bigger. Plans for a 12-court location were already underway, and this smaller space became a testing ground – an opportunity to build reputation, trust, and community from day one.
This future-focused mindset also shaped how they hired. Recognizing the need for someone to lead the community-building efforts, they brought on Jack Johnson as Director of Pickleball – a move that would become foundational to their success.
Your practical playbook for launching & scaling a pickleball club
Whether you’re opening a new pickleball club or scaling an existing one, facility management comes with no shortage of learning curves.
What follows is a practical playbook drawn from OCP’s first year – hard-earned strategies that helped shape a thriving, two-court community. From operations and programming to culture and community-building, each play offers a tactical takeaway plus firsthand insights from Old Coast leaders Jack Johnson and Ashley Owens.
And while these lessons come from a pickleball club, they can also work for tennis, padel, and other racquet sport facilities looking to grow smarter and faster.
Want to hear it straight from the source? Watch the webinar below for the full conversation, then keep scrolling for the tactical takeaways.
Now, here’s how one club turned two courts into a community – and what you can take from it.
Play #1: Don’t try to reinvent the wheel, learn from experts
Ashley and Tim knew the best way to build a successful club was to learn from people who’d already done it. So, they turned to two key communities early on: Club Mastermind and the International Association of Pickleball Facilities (IAPF).
Through Mastermind, they connected with club owners across the country – sharing ideas, numbers, and proven strategies. What they learned helped shape Old Coast Pickleball’s pricing, programming, and member culture even before anything was built.
Meanwhile, IAPF offered vendor recommendations, operational resources, and a support network built specifically for pickleball facilities.
For any new club, these aren’t just nice-to-haves – they’re growth accelerators. A few real conversations with experienced operators can shortcut months of guesswork.
Play #2: Expect hidden costs & setbacks early on
Some of the biggest expenses at Old Coast Pickleball weren’t part of the original plan – they were the ones no one saw coming.
Commercial liability insurance came in at $500/month, driven up by the club’s proximity to high-value yachts. And wall damage from players crashing into walls mid-rally quickly added up – resulting in $6,000 worth of padded walls.
Permits, inspections, city compliance, and (surprisingly) frequent water cooler refills also took more money and time than anticipated.
To top it all off, OCP’s lights were recalled and forced a full week of closure only a few days after opening – turning a strong launch into a crash course in crisis management.
These types of setbacks and hidden costs are inevitable when opening or running a pickleball club. The key is not to panic, but to plan. Build a buffer in your budget and timeline. That extra margin won’t stop surprises, but it will help you recover faster when they hit.
Play #3: Attract new players with low-pressure entry points
In your first year, every new player matters. They boost revenue, generate word-of-mouth, and fuel the long-term health of your club.
Old Coast Pickleball took new player acquisition a step further and started targeting beginners with their “Try Me Free” pickleball class.
This class offers a low-pressure, supportive environment for first-timers to learn the basics and fall in love with the sport. No fees, no complicated signups – just a welcoming experience designed to lower the barrier to entry and grow the player base.
This mindset also reshaped how OCP viewed competition. Instead of treating nearby competitors as rivals, they embraced the idea that more players – and more places to play – benefit everyone. So, it’s not just about growing OCP – it’s about growing the local pickleball ecosystem.
Play #4: Boost cash flow with sponsorships & corporate events
Sponsorships played a key role in boosting cash flow early on. Ashley and Tim reached out to local businesses with opportunities for visibility – from court naming rights to banner displays in the lounge and even bathroom sponsorships.
Over time, sponsors saw their investment not only as marketing, but as a reflection of their brand’s values and involvement in the community. That personal stake turned transactional sponsorships into genuine partnerships – rooted in pride, trust, and a shared goal of elevating the player experience.
OCP also leaned into corporate events as another high-margin revenue stream. Companies rented out the facility for team-building sessions, often opting to add-on coaching services or ‘learn-to-play’ clinics. And since these events removed court time from members, OCP charged a premium – and the corporate parties gladly paid for the private, curated experience.
For those opening new facilities, these strategies offer fast, dependable revenue without increasing overhead – making them ideal for early-stage growth.
Play #5: Automate admin tasks and player access
For small clubs with limited staff, automation is key to running lean without sacrificing service quality.
Old Coast Pickleball used CourtReserve to streamline bookings, payments, and member communications – all in one place – so their small team could focus on the player experience, not admin overload.
Then, they integrated with Brivo for access control – allowing members to access the facility with a personalized PIN during off-hours. This even enabled the OCP team to run the facility remotely – unlocking doors for cleaners, vendors, or special bookings from their phones.
The result? Better court utilization, lower payroll costs, and the flexibility to operate like a 24/7 facility – if and when they choose.
Play #6: Let players shape your programming
At Old Coast Pickleball, programming isn’t built in a vacuum – it’s shaped by player needs in real time.
Coaches watch for frustration on the court and offer clinics on the spot. One player needs help with returns? That turns into a scheduled class. By listening, adapting, and building around demand, OCP created clinics and multi-week bootcamps that consistently fill up and keep players engaged.
They initially implemented DUPR and saw strong retention among competitive players who thrived on objective ratings. However, for more casual or community-focused cohorts, smaller player pools led to inconsistent rankings and lower engagement. To better serve this segment, they developed a custom in-house skill level system, tailored to their local dynamics, while continuing to leverage DUPR where it added value.
It’s programming built around real players – not assumptions – and that’s why it works.
Play #7: Controlling court chaos with structured play
Small clubs don’t have room for chaos. Without structure, court time gets messy, wait times spike, and the player experience suffers.
To improve court flow and reduce frustration, OCP introduced rally scoring for all recreational play. As a result, games moved faster, rotations became more predictable, and players stopped sitting on the sidelines for 45+ minutes.
Most importantly, members knew what to expect: no more than a 10-minute wait for the next game. That level of consistency made all the difference in keeping players happy and coming back.
Play #8: Build a “player-first” experience that fuels retention
OCP was built with one question in mind: “How do we create a place players never want to leave?”
So from day one, they invested in the people, processes, and tools that put players first.
Staff tailored programming based on real-time feedback, often creating clinics on the spot in response to in-game frustrations. Front desk staff and coaches were trained to meet each player where they were – whether it was a nervous first-timer or a seasoned 5.0. And club communication was consistent and personal, driven by newsletters, social media, and push notifications.
Behind the scenes, they used the CourtReserve + Patch integration to track new customer engagement, identify loyal players, and prevent churn.
This kind of player-first approach isn’t just culture-building – it’s revenue-protecting. Whether you’re running two courts or twenty, prioritizing your players’ experience leads to stronger retention, higher engagement, and a club that grows by word of mouth.
Play #9: Find ways to add value & expand services
Once the core operations were running smoothly, OCP explored new ways to stand out, serve players better, and create added value.
They rolled out the Save My Play integration, giving players the option to receive high-quality match recordings directly in their inbox. They also tested Swish, an upcoming CourtReserve integration that simplifies scheduling and scoring for round robins, leagues, and tournaments.
Beyond software, OCP added a curated pro shop featuring coach-approved gear and branded merch. They also installed a hydration station through Optimum Water Solutions – a sleek machine that hooks directly into the facility’s water line to dispense filtered, electrolyte-infused water. (Goodbye costly water cooler refills!)
Each upgrade deepened player engagement and added new revenue streams or retention value – all without creating extra burden for staff. For clubs looking to stand out in a crowded market, small investments in the right tools can drive big returns.
Play #10: Competition will come – “Out-market, out-culture, and out-community”
In their first year, OCP faced serious competition. New city-funded courts opened just minutes away – offering free play, more space, and newer amenities. But instead of scrambling to outbuild or underprice, they leaned into what made them different: culture, community, and a player-first experience.
So, they focused on outserving their competition. OCP staff know members by name. Coaches offer personalized clinics. The club celebrates milestones, hosts community events, and stays hyper-responsive to member needs.
For any club, competition is inevitable. But when your club is built on relationships, your players won’t leave just because someone else builds something bigger.
Run the plays, adapt when you miss, and keep serving
No club launches, runs, or grows perfectly. But every decision you make (especially in year one) helps shape the culture, systems, and experience that will define your success.
From flexible programming and tech that scales with your growth to building community and handling setbacks, the smartest move isn’t getting everything right – it’s building with intention.
Let your players guide what works. Let your systems support your team. And let your mission drive the rest.
Whether you’re starting with two courts or twenty, these lessons from Old Coast Pickleball offer a clear takeaway:
Serve your community well, and they’ll keep showing up.
