JOOLA

What JOOLA does

JOOLA, operating under the corporate entity Sport Squad Inc., is a sporting goods manufacturer specializing in pickleball and table tennis equipment, with self-reported market leadership in pickleball paddles. The company's product portfolio is anchored by patented Propulsion Core Technology powering its Gen 3 paddle lines — Pro V (professional, $299.95), Pro IV (performance, $179.95–$249.95), 3S series ($99.95–$199.95) with NFC chip-enabled handles and Hyper Foam Edge Wall construction, Vision Series entry-level ($89.95–$119.95), and Gen 1 — built on polypropylene honeycomb cores with carbon fiber surfaces. The portfolio extends beyond paddles into dedicated R4LLy pickleball footwear developed by three former Nike veterans, pickleball apparel and accessories, and a full table tennis division (tables, rackets, blades, rubbers, training robots).

JOOLA monetizes through direct-to-consumer e-commerce via joola.com, a signature retail store opened in North Bethesda, Maryland in November 2025, an authorized retailer network, and exclusive professional tour supply agreements (NCPA Official Ball Sponsor, PPA Tour Asia Official Ball Supplier, US Smash 2026 Official Equipment Partner). The company earns secondary revenue from patent licensing royalties following ITC settlements with Paddletek and Proton. Distribution is supported by an aggressive athlete endorsement strategy featuring Ben Johns (#1 ranked), Kate Fahey (#2), Tyson McGuffin, Anna Bright, Simone Jardim, Federico Staksrud in pickleball and Hugo Calderano, Lily Zhang in table tennis, plus signature collaborations with Andre Agassi and Steffi Graf. The customer base spans professional competitors, performance/recreational players, beginners (newly addressed via Vision Series), and collegiate/youth athletes through the JOOLA Pickleball Celebration and National Collegiate Pickleball Championship sponsorships.

JOOLA is privately held by parent Sport Squad, Inc., with no disclosed venture capital or private equity funding rounds. The company is actively enforcing its intellectual property through an April 2026 ITC complaint against 11 competitor brands, signaling both the strategic value of its patent portfolio and the stakes involved in protecting category leadership.

Name

JOOLA

Legal name

Sport Squad Inc.

Website

https://joolausa.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

1–10 employees

Short description

JOOLA is a privately held sporting goods manufacturer (Sport Squad, Inc.) that designs, patents, and sells pickleball and table tennis equipment — including Pro V, Pro IV, and 3S paddles powered by its proprietary Propulsion Core Technology — alongside dedicated R4LLy pickleball footwear, apparel, and accessories, serving professional athletes, recreational players, and beginners globally via DTC e-commerce, retail, and pro tour supply deals.

Ownership category

akta.pro rank

Product category

Pickleball and Table Tennis Equipment

NAICS

Sporting Goods Retailers (45911), Sporting and Athletic Goods Manufacturing (33992), Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)

SIC

Retail-Misc General Merchandise Stores (5399), Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Pickleball Equipment & Accessories Retail (CRAMAFAB)

akta.pro secondary industries

Table Tennis (Ping Pong) Equipment Retail (CRAMAFAE), Sporting Goods & Outdoor Inventory-led Online Retailers (CRAFADAJ)

Keywords

• Pickleball paddles
• Table tennis equipment
• Pickleball footwear
• Sports accessories
• Athletic apparel

Headquarters

HQ city

Rockville

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Operations

Revenue model

1. Pickleball Paddles and Equipment Sales: JOOLA generates the majority of its revenue from direct-to-consumer and retail sales of pickleball paddles (Pro V, Pro IV, 3S series), pickleball balls, nets, bags, and accessories. Products are sold through joola.com, the signature retail store, and authorized retailers.
2. Table Tennis Equipment Sales: JOOLA sells table tennis tables, balls, nets, rackets, blades, rubbers, robots, and accessories. The company is partnered with top table tennis athletes including Hugo Calderano, Lily Zhang, and Liam Pitchford.
3. Apparel and Footwear Sales: JOOLA has expanded into pickleball-specific footwear (R4LLy shoe) and apparel including men's, women's, and unisex clothing, graphic tees, headwear, and accessories.
4. Patent Licensing and Royalties: Through patent enforcement actions, JOOLA has secured settlement agreements with Paddletek and Proton requiring royalty payments and 'Powered by JOOLA' labeling for use of Propulsion Core technology patents.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

JOOLA manufactures and sells pickleball paddles, table tennis equipment, dedicated pickleball footwear, apparel, and accessories under its proprietary Propulsion Core Technology platform. The company distributes through direct-to-consumer e-commerce at joola.com, an authorized retailer network, and a signature retail store in North Bethesda, Maryland, supported by professional athlete endorsements and tournament sponsorships.

Product overview

JOOLA is a pickleball and table tennis equipment company owned by Sport Squad, Inc. The company offers a comprehensive product portfolio organized into professional and performance pickleball paddle series (Pro V, Pro IV, 3S, Vision, Gen 1), each featuring distinct paddle shapes (Perseus, Hyperion, Scorpeus, Agassi, Kosmos, Magnus) with patented Propulsion Core technology. The product line extends beyond paddles to include dedicated R4LLy pickleball footwear developed with former Nike expertise, apparel and accessories (bags, headwear, balls, nets), and a full table tennis division (tables, rackets, blades, rubbers, robots). JOOLA also operates athlete signature collaborations including Andre Agassi/Steffi Graf (Agassi Pro V, Graf Pro V), Ben Johns (Perseus), Simone Jardim (Hyperion/Perseus), Tyson McGuffin (Magnus/Kosmos), and Anna Bright/Collin Johns (Scorpeus). The company positions itself as both a paddle innovator with intellectual property protection and a full-spectrum sports equipment provider.

Differentiator

Problem solved

Functional benefit

Products and services

• Perseus Pro V Pickleball Paddle Professional-grade pickleball paddle available in 14mm and 16mm sizes. Signature paddle for Ben Johns and Simone Jardim featuring Propulsion Core technology with multiple color options.
• Hyperion Pro V Pickleball Paddle Professional pickleball paddle in 14mm and 16mm versions with Bolt Blue colorway. Signature model for Ben Johns and Simone Jardim.
• Scorpeus Pro V Pickleball Paddle Professional pickleball paddle in 14mm and 16mm sizes. Signature model for Anna Bright and Collin Johns featuring Propulsion Core technology with JOOLA Yellow and Club Green color options.
• Kosmos Pro V Pickleball Paddle Professional pickleball paddle in 14mm and 16mm versions. Signature paddle for Federico Staksrud and Tyson McGuffin with Surge Green colorway.
• Agassi Pro V Pickleball Paddle Professional pickleball paddle featuring Andre Agassi collaboration, available in 14mm and 16mm with Royal Blue colorway. Signature model for Brooke Buckner and Kate Fahey.
• Graf Pro V Pickleball Paddle Professional pickleball paddle collaboration with Steffi Graf, available in 16mm with Seaside Green colorway. Exclusive limited edition model.
• Perseus Pro IV Pickleball Paddle Performance pickleball paddle available in 14mm and 16mm versions. Ben Johns signature model with tropical color options including Tropical Red/Pink and Tropical Red/Yellow.
• Hyperion Pro IV Pickleball Paddle Performance pickleball paddle in 14mm and 16mm sizes. Available as Ben Johns and Simone Jardim signature models with blue and white colorways.

Quantifiable outcome

• Over 140 teams expected at the 4th annual JOOLA Pickleball Celebration
• +3 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eight partnerships are on record, tiered minor, core and flagship.

• National Junior PickleballminorStrategic or Co-development Partner · 1 June 2026National Junior Pickleball partnered with JOOLA to lead a new junior clinic at the fourth annual JOOLA Pickleball Celebration in Orlando, September 4-7, 2026. Simone Jardim, JOOLA professional athlete, leads the clinic.
• US Smash 2026coreGTM or Marketing Partner · 1 June 2026JOOLA Returns to the Table as Official Equipment Partner for US Smash 2026, a world-class table tennis event coming to the United States.
• Franklin Sports, Proton Sports, RPM Pickleball, Engage Pickleball, Friday Labs, Diadem Sports, Facolos, Adidas Pickleball, Volair (11 defendants)minorOthers · 1 April 2026JOOLA filed a complaint with the ITC on April 7, 2026, against 11 competitors for allegedly infringing its propulsion core technology patents. The company is seeking an exclusion order to block US imports of accused products. Litigation against remaining defendants continues as of June 2026.
• National Collegiate Pickleball Association (NCPA)coreGTM or Marketing Partner · 1 February 2026JOOLA served as the Official Ball Sponsor for the National Collegiate Pickleball Championship held in St. Louis, February 27–March 1, 2026. The event featured over 500 student-athletes from 64+ universities competing for national titles and over $50,000 in prize money.
• Amazon PrimeminorGTM or Marketing Partner · 1 February 2026Amazon Prime provided live national broadcast coverage of the NCPA National Collegiate Pickleball Championship where JOOLA was the Official Ball Sponsor.
• PickleTVminorGTM or Marketing Partner · 1 February 2026PickleTV provided live national broadcast coverage of the NCPA National Collegiate Pickleball Championship where JOOLA was the Official Ball Sponsor.
• RazerflagshipStrategic or Co-development Partner · 1 November 2025Razer and JOOLA collaborated on the Perseus Pro IV 16mm pickleball paddle, combining gaming and sports technology. The Razer x JOOLA Perseus Pro IV was showcased by Ben Johns and other top players at the 2025 World Championships in Farmers Branch, Texas.
• PPA Tour AsiacoreGTM or Marketing Partner · 1 November 2025JOOLA became the official supplier of pickleball balls for the PPA Tour Asia, providing its HC-40 ball designed for durability and long rallies. The partnership aims to enhance the sport's growth and competitiveness in Asia through high-quality equipment and tournament support.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Selkirk Sport: Direct pickleball paddle and accessory competitor, similarly targeting professional and amateur players with a tiered product line and professional athlete endorsements. Competes head-to-head with JOOLA on pickleball paddle share of shelf and mind.
• Paddletek: Pickleball paddle manufacturer with overlapping shape and core-product SKUs (e.g., Reserve, ProXR Signature Jolt). Recently entered a patent settlement with JOOLA, paying royalties in exchange for use of Propulsion Core, making it both a competitor and licensee.
• CRBN Pickleball: Premium pickleball paddle brand known for carbon-fiber construction and pro-athlete marketing. Operates in the same professional/performance tier as JOOLA's Pro V and Pro IV lines.
• Vulcan Pickleball: Pickleball paddle, ball, and net manufacturer distributing through sporting goods retailers. Competes for the same recreational and intermediate player segments as JOOLA's Vision and 3S lines.
• Onix Pickleball (Escalade Sports): Pickleball equipment brand owned by Escalade Sports, offering paddles, balls, and nets at mass-market price points. Competes directly for recreational and club players against JOOLA's Vision and 3S series.

Broad incumbents

• Franklin Sports: Large, broad-line sporting goods manufacturer with an established pickleball product line distributed through Walmart and mass retailers. Currently a defendant in JOOLA's ITC patent action and competes on volume and price rather than pro-tier performance.
• Engage Pickleball: Mid-sized pickleball paddle manufacturer with a focus on composite and polymer paddle technology. Another named defendant in the JOOLA ITC complaint, overlapping in shape/design philosophy with JOOLA's Pro and 3S lines.
• Butterfly (Tamasu): World's largest table tennis equipment brand, a directly comparable peer across JOOLA's entire table tennis product line (tables, blades, rubbers, rackets). Overlaps with JOOLA in racquet-sport equipment heritage but does not meaningfully compete in pickleball.

Emerging players

• Diadem Sports: Premium racquet-sport brand (tennis, pickleball) with athlete endorsements targeting the higher-performance segment. A named defendant in JOOLA's ITC litigation, partially overlapping in paddle innovation at the pro end of the market.
• Proton Sports: Pickleball paddle maker with the 'Flamingo' model that was subject to JOOLA's settlement; now a JOOLA licensee adding 'Powered by JOOLA' labeling. Compact direct competitor at the entry-to-mid performance level.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/annabright.pb
• Facebookfacebook.com/joolausa
• LinkedInlinkedin.com/company/joolaglobal

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about JOOLA