The Picklr
- Company typePrivate
- Founded2021
- HeadquartersKaysville, United States
- Headcount51–100
- GTM type—
- OfferingServices
The Picklr firmographics
Firmographics- Name
- The Picklr
- Legal name
- Picklr, Inc.
- Website
- https://thepicklr.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Ownership category
- akta.pro rank
The Picklr industry classification
Industry- Product category
- Indoor Pickleball Clubs
- NAICS
- Sporting Goods Retailers (45911)
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Pickleball Equipment & Accessories Retail (CRAMAFAB)
Keywords
Where The Picklr is headquartered
LocationHeadquarters
- HQ city
- Kaysville
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
The Picklr business model
Business model- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain
Revenue model
- Memberships (Recurring Subscription): Recurring monthly/annual membership fees (Unlimited, Play, Junior, Family tiers) generating the core recurring revenue stream. Includes nationwide Picklr club access, unlimited open play/socials, leagues, tournaments, clinic passes, and guest passes depending on tier.
- Picklr Pro Shop Retail Sales: On-site Pro Shop retail sales of paddles, balls, apparel, and accessories in every club location, stocking brands including JOOLA, HEAD, Vulcan Pickleball, CRBN, and Six Zero Pickleball.
- Private and Corporate Events: Revenue from booking clubs for birthday parties, family reunions, company events, and corporate gatherings, leveraging facility infrastructure, equipment rentals, food, and private spaces.
- Sponsorships: National and regional brand sponsorships offering in-facility branding, digital/social media integrations, event sponsorships, product placement, sampling, content creation, and VIP experiences. Current Platinum Partner: JOOLA; Gold Partners: GNL (Six Zero Pickleball), Holbrook Pickleball.
- Pickleball Instruction (Adult and Junior): Revenue from adult and junior instruction programs including P-Series clinics, paid skill-based training, intensive camps, private lessons, and Junior Academy seasonal programming (Fall/Winter/Spring/Summer).
- Membership Add-ons (Technology Upgrades, Insurance): Revenue from premium add-ons such as Wingfield AI coaching package ($29.99/month), Pro Membership paddle fitting, annual club credit, and insurance benefits.
- Affiliate Referral Commissions: Affiliate program paying one-time commissions (20% of initial monthly membership purchase, 3% of initial yearly membership purchase) to members who refer new customers via custom code.
- Franchise Fees: Revenue from franchise sales and master franchise agreements (e.g., 60-unit deal, 65 Canada locations, 50 Australia/NZ locations, 20 Japan locations), with 500+ locations sold and 86 new leases signed in 2024.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Unlimited Adult Membership — flagship membership with nationwide access, unlimited court reservations, leagues/tournaments, 4 clinic passes and 4 guest passes per month |
| Subscription | Monthly | Pro Membership — premium tier with 14-day booking window, 2 open reservations, $100 annual club credit, complimentary paddle fitting, unlimited Wingfield AI, unlimited ERNE Ball Machine |
| Subscription | Monthly | PLAY Membership — entry tier with unlimited open play, 1 clinic pass/month, 50% court reservations, 50% off leagues/tournaments |
| Subscription | Monthly | Junior Unlimited Membership — for ages 5-17 with unlimited junior open plays, leagues, tournaments, 4 Academy clinic passes and 4 guest passes per month |
| Subscription | Monthly | Family Unlimited Membership — up to 2 adults + 4 juniors with nationwide access, unlimited adult & junior programming, 8 clinic passes and 8 guest passes per month |
| Freemium | Pay-as-you-go | 15-Day Trial Membership — 15 days of full access including court reservations, open play, leagues, tournaments, and 4 P-Series clinic passes |
| Subscription | Monthly | Founder Membership — discounted lifetime-rate Unlimited Membership for early joiners before grand opening |
| Usage-based | Pay-as-you-go | Drop-in / Non-member Play and Tournament Pricing |
| Other | Pay-as-you-go | Affiliate Program Commission |
Go-to-market motion4 records
Distribution channels7 records
Marketing channels9 records
The Picklr product offering
Product offeringCore offering
The Picklr operates a franchise network of premium indoor pickleball clubs offering unlimited memberships, on-court programming, AI-assisted coaching, and retail. Revenue is driven by recurring monthly and annual memberships (Unlimited, Play, Junior, and Family tiers), supplemented by instruction (P-Series clinics, Junior Academy, Pickleball 101), leagues and tournaments, Pro Shop retail, private events, sponsorships, and franchise sales.
Differentiator
Problem solved
Functional benefit
Brands
- Picklr Academy: Curated adult instructional program using the P-Series curriculum (P1 Foundation, P2 Fundamentals, P3 Recreational, P4 Competitive), plus free Pickleball 101 and paid skill-based training.
- Picklr Junior Academy
- Best of the Best
Products and services
- The Picklr Club Memberships Recurring monthly or annual membership providing unlimited court reservations, open play, leagues, tournaments, monthly P-Series clinic passes, guest passes, and (depending on tier) nationwide access. Offered to individual consumers at franchise-operated indoor pickleball clubs.
- 15-Day Trial Membership 15-day full-access trial at a single home club for $30, including court reservations, open play, leagues, tournaments, and four P-Series clinic passes. Aimed at new local consumers evaluating a Picklr club before committing to a full membership.
- Picklr Academy (Adult Instruction) Curated adult instructional program using the proprietary P-Series curriculum, delivered by Picklr Certified Coaches at every club with a consistent curriculum. Includes free Pickleball 101 intro, paid skill-based clinics, and intensive camps.
- Picklr Junior Academy Youth instructional program using the P-Series curriculum with dedicated development tracks for 10U, 13U, and 18U age groups. Includes Fall, Winter, Spring, and Summer Sessions programming, plus cumulative points leagues and junior development camps.
- Wingfield AI Coaching + ERNE Ball Machine Package Premium add-on ($29.99/month) providing unlimited access to Wingfield AI camera technology and the ERNE ball machine on a first-come, first-served basis. Delivers AI-driven shot practice, video analysis, shot mapping, and DUPR-integrated performance insights.
- Picklr Leagues and Tournaments Structured 6-8 week leagues (Ladder League, King/Queen of the Court, MLP Team League) and themed annual tournaments (Nightmare, Turkey Brawl, Dink the Halls). Use DUPR rating guardrails for fair division assignment and skill-based seeding.
- Best of the Best National Championship Series Annual nationwide draft-style league series with a $300,000 total prize pool ($50,000 per division across 6 divisions). Includes Draft, Leagues, Club Playoffs, and National Championships stages for Picklr members.
- Private and Corporate Events Facility rental service for hosting birthdays, family reunions, corporate events, and private gatherings at Picklr clubs. Includes equipment rentals, food, and private event spaces.
- Picklr Franchise Opportunity Franchise sales program offering individual, multi-unit, and master franchise rights to operate Picklr indoor pickleball clubs. Sold through a 5-step process to prospective franchise owners and master developers domestically and internationally.
- Picklr Pro Shop Retail On-site Pro Shops in every club and the online Picklr Store selling paddles, balls, apparel, and accessories from partner brands including JOOLA, HEAD, Vulcan Pickleball, CRBN, and Six Zero Pickleball.
- Picklr Gift Card Program Gift card products available as personalized e-gift cards or physical cards in any denomination above $25 USD, with corporate bulk order capability for businesses and event organizers.
- Picklr National Sponsorship Program National and regional brand sponsorship packages (Platinum, Gold, plus category-specific Official Partners) offering in-facility branding, digital and social media integrations, event sponsorships, product placement, sampling, content creation, and VIP experiences.
Companies that use The Picklr
Customer profileNamed customers2 records
Ideal customer profiles4 records
The Picklr technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
AI capability9 records
Feature5 records
The Picklr partnerships and signals
Strategic signalPartnerships
37 partnerships are on record, tiered core, flagship, flagship / platinum, major / gold, core / official, minor / official, major and minor.
- St. Louis Shock (MLP)coreMinor League Pickleball affiliation announced April 2, 2026. The Picklr in Central Indiana signed an exclusive agreement to become the minor league affiliate of the St. Louis Shock, extending the Shock's minor league program to The Picklr clubs and aiming to attract over 500 players by end of 2026.
- TPM Partners Pty Ltd (Australia & New Zealand Master Franchisee)flagshipMaster Franchise Agreement announced July 29, 2025 covering Australia (44 clubs) and New Zealand (6 clubs) over the next several years. First facility set to open in Sydney.
- Nippon Pickleball Holdings Co., Ltd. (Japan Master Franchisee)flagshipMaster Franchise Agreement announced May 22, 2025 to open 20 clubs in Japan over five years, with first facility planned in Tokyo metropolitan area targeting Japan's emerging pickleball grassroots movement.
- TPC Development Corporation (Canada Master Franchisee)flagshipMaster Franchise Agreement announced October 17, 2024 granting TPC exclusive rights to develop, open, and operate all Picklr clubs in Canada outside Quebec. Plans for 65 locations across several Canadian provinces/territories with first location opening in Toronto in 2025.
- JOOLAflagship / platinumPlatinum Partner and Official Facility Partner of The Picklr. JOOLA pickleball equipment is featured in Picklr Pro Shops and across the network. As the highest-tier sponsor, JOOLA holds the most prominent national partnership designation.
- Six Zero Pickleball (GNL)major / goldGold Partner with the Picklr network. Six Zero pickleball paddles and equipment are featured across Picklr clubs and Pro Shops.
- Holbrook Pickleballmajor / goldGold Partner and partner for the Picklr 101 free learn-to-play class, which is powered by Holbrook Pickleball. Holbrook equipment and coaching frameworks integrate into The Picklr's beginner programming.
- Vulcan Pickleballcore / officialOfficial Ball Partner of The Picklr. Vulcan pickleballs are the official ball used across the network. Vulcan also collaborated with Nick Kyrgios on the CHPT01 paddle series, which was made available exclusively at Picklr locations.
- HEADcore / officialOfficial Footwear Partner of The Picklr. HEAD pickleball footwear is featured across Picklr clubs and Pro Shops.
- CRBNcore / officialOfficial Protective Eyewear Partner of The Picklr, providing protective eyewear across the network.
- udrippinminor / officialOfficial Grip Partner of The Picklr providing overgrip products at Picklr locations.
- Prime Energyminor / officialOfficial Energy Drink Partner of The Picklr.
- G2G Barminor / officialOfficial Protein Bar Partner of The Picklr.
- BN3THminor / officialOfficial Underwear Partner of The Picklr.
- Wet Hydrationminor / officialOfficial Hydration Partner of The Picklr.
- Blue-Emuminor / officialOfficial Pain Relief Cream Partner of The Picklr.
- TRXcore / officialOfficial Mobility Partner. TRX announced a partnership with The Picklr in November 2025 to integrate TRX training tools into Picklr clubs across the U.S., including product installation and tailored pickleball training programs to enhance member performance.
- SportCourtminor / officialOfficial Outdoor Modular Surface Partner of The Picklr.
- 1 Shot Energyminor / officialOfficial Energy Chew Partner of The Picklr.
- Coco Loveminor / officialOfficial Coconut Water Partner of The Picklr.
- Professional Pickleball Association (PPA Tour)flagshipMulti-year strategic partnership. The Picklr is the 'where pros play and where pros are made' partner of the PPA Tour and Picklr Pro Athletes (Connor Garnett, Zane Navratil, Hayden Patriquin, Anna Bright) lead clinics at Picklr clubs. Picklr is also affiliated with the St. Louis Shock MLP team via a Central Indiana minor league partnership announced April 2026.
- Nike Sports CampsmajorMulti-year partnership referenced among The Picklr's biggest partnerships. Supports Picklr Junior Academy / Summer Sessions programming.
- Pickleball CentralmajorMulti-year partnership. Pickleball Central operates as part of Pickleball Inc. alongside The Picklr's minority stake. The Picklr Shop was acquired by Pickleball Inc. in 2024.
- Stack AthleticsmajorMulti-year partnership. Stack Athletics is part of Picklr Inc.'s portfolio alongside The Picklr; also recently acquired Vulcan Pickleball.
- Wingfield AIcoreWingfield AI coaching technology is integrated into Picklr clubs for a 24-shot AI data-driven assessment (video analysis, shot mapping, DUPR rating integration). Available as a $29.99/month add-on.
- Just CourtscorePicklr facilities use proprietary outdoor-style surfacing developed by Just Courts, installed across the indoor club network to deliver consistent premium playing surfaces.
- PlaybypointcoreThird-party platform powering all of The Picklr's online reservations, court booking, membership management, and payment processing across the entire club network.
- Adidas PickleballminorPickleball 101 free learn-to-play clinic at The Picklr is powered by Adidas Pickleball and America 250.
- America 250minorCo-powering partner for Pickleball 101 free learn-to-play class; supports the America 250 National Pickleball Challenge.
- Bucked UpminorBest of the Best annual tournament series is powered by Bucked Up, with $300,000 total prize pool.
- Pickleball Inc.flagshipPickleball Inc. (owned by Tom Dundon and Connor Pardoe) holds a minority stake in The Picklr. Pickleball Inc. raised $225M led by Apollo Sports Capital at a $750M valuation in June 2026 and encompasses PPA Tour, MLP, Pickleball Central, Just Courts, Pickleball Play Solutions, Pickleball TV (JV with Tennis Channel), and DUPR.
- Nick KyrgiosflagshipGlobal tennis star Nick Kyrgios joined The Picklr in March 2026 as an athlete ambassador and equity partner. Activities include promoting pickleball through events and social media, plus launching a signature pickleball paddle called 'The Kyrgios' sold at Picklr locations.
- Drew BreesflagshipSuper Bowl Champion Drew Brees is a partner and franchise owner of The Picklr, referenced on the About page and franchise page.
- Pickle Indy, LLC (Indiana/Nashville/Florida Franchisee)majorMajor multi-territory franchise operator Pickle Indy, LLC (Dave Gilreath and Ron Brock) operates Picklr clubs in greater Indianapolis (Keystone Crossing, Greenwood, North Mass, Noblesville, Avon, Westfield) and holds franchise territories for Nashville TN and Fort Myers/Naples FL.
- Steve Smith (State College PA Franchisee)majorFormer Penn State football fullback Steve Smith is the franchise owner/operator of The Picklr State College (27,000 sq ft, 9 courts, pro shop, academy, private event spaces) opening August 2026.
- Jody and Drew Rodgers (Seabrook NH Franchisees)majorFranchise owners of The Picklr Seabrook, NH (first NH location, 25,000 sq ft, 9 oversized courts).
- Kim Nicewounder (Greenville SC Franchisee)minorFranchise owner of The Picklr Greenville in South Carolina (first SC location, 25,701 sq ft, 8 courts, opening spring 2026).
Scale indicators10 records
Recent moves10 records
Expansion highlights7 records
The Picklr competitors and assessment
Company assessmentDirect peers
- Chicken N Pickle: Chicken N Pickle is a direct competitor — a chain of indoor pickleball clubs combined with restaurant/bars, with multiple U.S. locations. It is the most direct comparable to The Picklr's club-with-hospitality format and targets the same active-family pickleball player.
- Pickleball Kingdom: Pickleball Kingdom is a rapidly growing franchise of indoor pickleball clubs with a similar membership-based, multi-tier pricing model. Directly comparable as a pickleball-only franchise competitor scaling into multiple U.S. markets.
Broad incumbents
- Life Time Fitness: Life Time Group Holdings is a large, publicly traded premium fitness chain that has aggressively added pickleball courts and programming to its clubs. It is a broad incumbent overlapping with Picklr's premium wellness positioning and adult affluent member base.
- Topgolf / Callaway (Topgolf venues): Topgolf operates large-format sports entertainment venues with membership/frequent-player models, technology-enabled gameplay, and event/league programming. Comparable in technology-enabled, social-sports-as-wellness positioning though at a larger venue scale.
- Equinox / SoulCycle (Equinox Holdings): Equinox Holdings operates premium fitness clubs and lifestyle brands at $200-$300+/month price points. Comparable as a premium-priced, member-experience-focused wellness brand targeting affluent consumers — a key competitive overlap for The Picklr's higher tiers.
Emerging players
- F45 Training: F45 is a global fitness franchise with 2,300+ locations in 80 countries. The Picklr's Chief Brand Officer James Hurlock was F45's Chief Partnerships Officer. Comparable as a franchise-fitness model and global scaling playbook, though F45 is broader fitness vs. Picklr's pickleball specialization.
- Crumbl Cookies: Crumbl is a Utah-headquartered franchise that scaled from fewer than 10 to 1,100+ locations; Picklr's COO Abby Olson was previously VP of Field Operations at Crumbl. Comparable as a high-growth franchise model with similar operational and franchise-support scaling challenges, though in a different vertical.
- Club Pilates (a Xponential Fitness brand): Club Pilates is a franchise boutique fitness concept owned by Xponential Fitness with 700+ studios. Comparable as a multi-tier membership franchise fitness model with comparable pricing, though specialized in Pilates vs. Picklr's pickleball.
Regional players
- Pickle & Chill / regional indoor pickleball chains: Regional indoor pickleball clubs (e.g., Pickle & Chill, The Pickle Pad, Courtside) operate single or multi-location premium pickleball venues in specific U.S. metros. Comparable as same-format competitors in shared markets where Picklr is also expanding.
Others
- Gold's Gym / Town Sports International: Gold's Gym and broader fitness-club operators have begun adding pickleball courts and programming. Comparable as adjacent category players increasingly competing for the same wellness-active customer, but not a direct pickleball franchise.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights8 records
Customer concentration
The Picklr social profiles
Digital presenceThe Picklr compliance and trust
Trust signalCompliance4 records
The Picklr financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Picklr leadership team
Management profileNumber of profiles
Profiles13 records
The Picklr subsidiaries and ownership
Company hierarchySubsidiaries2 records
The Picklr funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Picklr M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Picklr
What does The Picklr do?
The Picklr operates a franchise network of premium indoor pickleball clubs offering unlimited memberships, on-court programming, AI-assisted coaching, and retail. Revenue is driven by recurring monthly and annual memberships (Unlimited, Play, Junior, and Family tiers), supplemented by instruction (P-Series clinics, Junior Academy, Pickleball 101), leagues and tournaments, Pro Shop retail, private events, sponsorships, and franchise sales.
Is The Picklr a public or private company?
The Picklr is a private company. It is classified as venture growth investor backed and is currently operating.
When was The Picklr founded?
The Picklr was founded in 2021. It employs 51 to 100 people.
Where is The Picklr based?
The Picklr is headquartered in Kaysville, United States, in the North America region.
How does The Picklr make money?
Eight revenue lines are on record. Memberships (Recurring Subscription) is the primary driver. The others are picklr Pro Shop Retail Sales, private and Corporate Events, sponsorships, pickleball Instruction (Adult and Junior), membership Add-ons (Technology Upgrades, Insurance), affiliate Referral Commissions and franchise Fees.
Who are The Picklr's main competitors?
Direct peers on record are Chicken N Pickle and Pickleball Kingdom. Broad incumbents are Life Time Fitness, Topgolf / Callaway (Topgolf venues) and Equinox / SoulCycle (Equinox Holdings). Emerging players are F45 Training, Crumbl Cookies and Club Pilates (a Xponential Fitness brand). Pickle & Chill / regional indoor pickleball chains is listed as a regional player. Gold's Gym / Town Sports International is listed as an others.
Does The Picklr have an API?
No public API is recorded for The Picklr.
What industry is The Picklr in?
The Picklr's product category is Indoor Pickleball Clubs. Its primary akta.pro industry code is CRAMAFAB, Pickleball Equipment & Accessories Retail. Its NAICS code is 45911 and its SIC code is 7997.