Sick and tired of the inconsistency in bounce and durability of traditional pickleballs, Bahram Akradi, the founder and CEO of Life Time, decided to take matters into his own hands. As a result, the upscale fitness and lifestyle company recently unveiled what they proudly refer to as “the ultimate pickleball.” This bold move signifies Life Time’s commitment to innovation and addressing the existing challenges within the sport.
Pickleball, America’s fastest-growing sport since 2021, has captured Akradi’s attention, leading him to view it as a crucial element of Life Time’s growth strategy. With their stock rising by an impressive 57% year-to-date, the company is doubling down on pickleball’s potential. By introducing their custom pickleball at their clubs this August, Life Time is significantly enhancing the player experience and setting a new standard for the game.
Life Time’s dedication to pickleball is evident in their significant investments in the sport. Akradi revealed that between $50 million and $100 million have been allocated to pickleball initiatives, resulting in the sport contributing 6% to 7% of Life Time’s membership dues. Moreover, the company plans to enhance player experience further by expanding their already impressive collection of over 700 permanent pickleball courts to 1,000 courts by the end of 2025.
In a move to elevate the sport even further, Life Time has collaborated with renowned tennis figure Andre Agassi and top-rated pickleball player Ben Johns. Additionally, partnering with athletic apparel giant Lululemon as the official sponsor for tennis and pickleball signals Life Time’s intention to position itself at the forefront of the sports industry. The company’s vision to revolutionize pickleball and provide players with unparalleled experiences aligns with its overarching philosophy of promoting an active and healthy lifestyle.