SportStyle - A New Era of Retail: Ambassador Program Fuels Local Pickleball Growth
Written By Laura Gainor for SportStyle Magazine
The world of retail is constantly evolving, but the core principle remains the same: people want to buy from people they trust. In the booming sport of pickleball, this is truer than ever. Millions of new players are joining the courts each year, and the demand for equipment, apparel, and accessories is at an all-time high. Yet, amidst the rise of massive online retailers, local sports shops and specialty stores face the challenge of connecting with this rapidly expanding community.
That’s why we created the Pickleball in the Sun Ambassador Program. We’re not just building a network of brand representatives; we’re building a hyper-local, community-driven ecosystem designed to empower the very heart of the pickleball world; the players and the local businesses that serve them. Our program is a strategic partnership, a way to make local retailers the central hub for their community’s pickleball needs, driven by the authentic passion and influence of our Ambassadors.
The program’s core philosophy is simple: empower local players to become champions for their local shops. Our Ambassadors aren’t just influencers, they are respected members of their pickleball community. They’re the ones organizing weekend games, attending open play events at their local clubs, and offering advice on the best equipment. They know the players personally, understand their needs, and have earned their trust. This personal connection is a powerful asset that traditional marketing simply cannot replace.
Milwaukee Pickleball Social hosted by Ian Thompson, Milwaukee Pickleball in the Sun Ambassador
Connecting Brands, Retailers, and Communities
For years, a disconnect has existed. Brands spend millions on national advertising, hoping to reach players who might not even know where to buy their products locally. Meanwhile, retailers struggle to discover and stock the latest gear that their customers are asking for. Our Ambassadors act as a vital bridge, bringing firsthand knowledge from the courts directly to your sales floor.
Instead of a top-down marketing approach, we’re flipping the script. Our Ambassadors will be actively visiting local retailers and pickleball social clubs in their communities to introduce them to innovative brands and products. They will bring with them not just a product, but a story—their own story of why this gear is essential for their game. This is how real-world relationships are built, and it’s how we drive genuine, long-terms sales.
Let’s look at some tangible examples of how this works:
Erin Sheehan - Charlotte Pickleball in the Sun Ambassador
The Case of OS1st Pickleball Socks: Meet Erin, a dedicated pickleball Ambassador in Charlotte, NC and a 3.5 player who regularly attends open play sessions and events at Rally Pickleball, a local club. She recently switched to OS1st pickleball socks, a brand known for its advanced technology that provides arch support and blister prevention. Erin will visit a local pickleball shop, bringing a pair of the socks with her. She’ll talk to the store owner not with a corporate pitch, but with a personal testimonial, explaining how the socks have improved her game and alleviated foot pain. “I used to get blisters after every tournament,” she’ll say. “These socks are a total game-changer. All the players in our open play session are asking me where to get them.” This conversation turns an anonymous product on a shelf into a must-have item, backed by the trust of a local hero. Erin will then tell her entire pickleball network, “You can get the OS1st socks at ‘A Local Retailer’ downtown,” driving immediate and targeted foot traffic to that store.
The Paddle Demo Day: Imagine our New York City Ambassador, Kartik, who’s known for his powerful drives and strategic plays. He’s excited about a new paddle from a brand we’ve partnered with. Kartik organizes a “Demo Day” at a local court, inviting players from all skill levels to try out the new paddle. He’ll set up a small table with information and QR codes that lead directly to the inventory page of a partnering local retailer. Players get to feel the paddle, hear Kartik’s personal feedback, and learn where they can go to purchase it right away. The local pro shop, in turn, sees an influx of informed customers ready to buy. This is more than a sales event; it’s a community gathering that builds excitement and brand loyalty right at the source.
Apparel and Accessory Collaborations: Our Ambassadors understand the pickleball “lifestyle” extends beyond the court. They see players wanting to look good and feel comfortable both during and after their games. An Ambassador who is also a fashion-forward player can work with a local boutique to curate a small section of pickleball-themed athleisure wear from a partner brand. They could host a “Pickleball & Prosecco” event, showcasing the new collection and offering styling tips. This helps the boutique tap into a new customer base and positions it as a destination for the pickleball community’s entire lifestyle, not just their equipment needs. This model is built on authenticity and a shared passion for the sport. It’s not about selling a product; it’s about providing solutions and enhancing the player experience. By giving Ambassadors the tools and support to visit local retailers, we are facilitating genuine connections that benefit everyone involved.
A Retailer’s Perspective: The Power of Personal Influence
Maria Nili - Director of Pickleball at The Yards in Ponte Vedra Beach, Florida
The power of this approach is perfectly captured by Maria Nili, Director of Pickleball at The Yards in Ponte Vedra Beach, Florida.
“I’m out on the courts with our members every day, so they trust my opinion when it comes to the high-quality products we offer in our Pro Shop a The Yards,” she told us. “Because they trust me, I’m careful to only offer brands on our shelves that are quality brands we trust for the best player experience—I refuse to carry cheap products. We play with each other, we talk, and pretty soon you see everyone with similar paddles and gear because they’ve seen firsthand how well something works for a friend or a pro. That personal, on-the-court experience is the most powerful endorsement there is, and it’s what drives our community directly to our shop.”
A Promise for the Future
The pickleball market is projected to continue its explosive growth. Players are getting younger, and the sport is becoming more competitive and fashion-conscious. As these trends accelerate, the need for a strong, authentic link between brands, retailers, and the community will only grow.
Our Pickleball in the Sun Ambassador Program is more than just a marketing initiative. It’s a commitment to building a stronger, more connected, and more profitable pickleball community. We are excited to partner with brands and retailers who share our vision, and we look forward to seeing the incredible growth and success we can achieve together. By focusing on genuine, grassroots connections, we can ensure that local retailers remain at the heart of this thriving sport for years to come.
For more information, reach out to me directly at laura@pickleballinthesun.com.