Marketing the Business of Pickleball
By Carl Foster
July 1, 2026 • 15 min read
THIS WEEK’S CONVERSATION with People Shaping Pickleball in our Inside World Pickleball column focuses on my longtime wingman of more than two decades, Adam “The Brickhouse” Bricker. Adam first joined me as Vice President of Marketing at my 1400 The Fan/ESPN Radio station in Fort Lauderdale before becoming my co-host on our Fantasy Sports Weekly television show on FOX Sports.
Adam’s creative talent for graphics, marketing, and sales has helped us grow the Inside World Pickleball television brand while helping build the CourtReserve World Pickleball Conference over the past two years. Our fifth conference will take place July 16-17 at the new Chicken N Pickle Henderson in Las Vegas.
As a U.S. Air Force Vietnam veteran, I have always appreciated Adam’s deep respect for our country and those who have served. He has played a major role in integrating our nonprofit, the Veterans Pickleball Association, into both our events and the World Pickleball Conference.
Our mission is simple: give back by serving veterans through free clinics and competition with our Paddle Battle of the Branches program. As America celebrates its 250th anniversary, we’ll once again honor our veterans in Las Vegas. Through pickleball, we’ve watched veterans become physically active again while finding community, purpose, and support as many continue battling PTSD.
Here’s some insight from my longtime friend and business partner, who has spent years in the trenches with me helping grow the business side of pickleball.
A Conversation with Adam Bricker
CARL: Adam and I have worked together in sports radio, TV, and fantasy sports for more than 15 years. Pickleball reconnected us at the World Pickleball Convention in Palm Beach shortly after COVID. What were your first impressions of the sport, and what opportunities did you immediately see to market what many people believed was simply a fad?
ADAM: “My arrival at the World Pickleball Convention in 2022 was the spark my bonus years needed to put my skills and talents to good use. I was amazed by how many vendors were there and even more impressed by how enthusiastic they all were to be part of it. The way you coordinated the attendees, players, adaptive athletes, vendors, and executives was masterful. The little taste of pickleball I had experienced outside the country was turbocharged when I returned to America.
The marketing potential was, and still is, enormous. Back then, more than half of the people buying paddles were purchasing their very first one. It was easy to order inexpensive, no-name paddles from Amazon. Today, technology has transformed the paddle market, and companies like JOOLA, Selkirk, CRBN, and American-made Quiet Play Paddles continue pushing innovation forward.
The fad has become something much bigger and, like the internet, appears to be here for the long haul. Pickleball has certainly faced challenges, including injuries, noise concerns, and the conversion of tennis courts, but its leaders and players have persevered to keep it the fastest-growing sport in the world.”
CARL: When did you first pick up a paddle and start playing the game, and how have you seen it evolve since COVID?
ADAM: “’I’ll never forget my first time on a pickleball court. It was on a tiny little court in Ontario, and I showed up carrying all of my tennis gear. I was determined to recover from a debilitating car accident, and I figured tennis would be a great way to begin.
Something felt off. The court seemed too small, almost like someone had measured it in centimeters instead of inches. After about an hour of hitting the ball, we were leaving as the next group walked onto the court.
One of them smiled and said, ‘Now that’s cute, bringing a tennis racquet onto the pickleball court.’ Onto the what?
That was the first time I’d ever heard the word pickleball.
That night we visited Amazon and ordered paddles, spent time on YouTube learning the game, and the very next day we returned to the same court ready to play pickleball.”
“Showing up at pickleball events with the Inside World Pickleball microphone in hand is like carrying a VIP badge.” — Adam Bricker, Director of Marketing, World Pickleball Conference
CARL: You’ve jumped in to help cover major pickleball events for our national weekly television show and now podcast, Inside World Pickleball, which is entering its fifth season after airing on FOX Sports, CBS Sports Network, Amazon Prime Video, and PICKLETV. How has that experience helped market the growth of the sport?
ADAM: “Showing up at pickleball events with the Inside World Pickleball microphone in hand is like carrying a VIP badge. The show has become recognized as one of the premier platforms covering the business of pickleball, and I’m always warmly welcomed at tournaments, conventions, and grand openings.
The US Open in Naples, Florida, along with the Boca Masters, now entering its fifth year, are two marquee events where our exposure has introduced businesses dedicated to the sport we love to hundreds of thousands of viewers.
Interviewing executives from industry-leading companies such as DUPR, JOOLA, Fast-Dry Courts, 1st Source Lighting, Dink Eyewear, and Diadem has positioned me as a trusted connection within the pickleball industry.
Inside World Pickleball has opened doors unlike any broadcasting job I’ve ever had. For the first time in my career, other media outlets are reaching out to interview me. Whether people watch online, on PICKLETV, or through local television broadcasts, I’ve become recognized as a trusted resource within the pickleball community, particularly among executives and entrepreneurs entering the industry.”
CARL: We all grew up collecting and trading baseball and sports cards. You’ve found tremendous success creating branded pickleball trading cards featuring executives and business leaders throughout the industry. We now incorporate those cards for our speakers at the CourtReserve World Pickleball Conference. How has that idea evolved into a valuable marketing tool for the television show, the conference, and personal branding?
ADAM: “Growing up before internet access, baseball cards gave us an intimate look at our sports heroes. Along with statistics and background information, they made us feel like we actually knew the players.
I’ve simply adapted that concept for professionals throughout the pickleball industry.
We capture a great photograph, surround it with their branding, include their contact information, and, unlike traditional sports cards, add a QR code that instantly connects people to the latest information online.
As a sponsor of the World Pickleball Conference, Pickleball Cards also produces the speaker credentials for every event. Combining visual branding with on-stage presentations and media exposure has become a winning formula for our speakers.
As always, we’re grateful to the sponsors who make it all possible, especially Glenn Gara and his team at 1st Source Lighting for their continued support of our business events.”
CARL: Talk to us about your marketing strategy for the many brands you consult with by creating graphics, campaigns, and social media content. What has proven most successful for driving results, sales, and brand awareness? Have you begun incorporating artificial intelligence into your marketing efforts?
ADAM: “Marketing for pickleball companies is an ever-evolving challenge because the sport continues growing at a historic pace. In the beginning, it was a simple case of ‘build it and they will come.’ Today, those first-to-market advantages have largely disappeared, and target audiences have become much more diverse.
I still see new pickleball players as the largest market, but they’re also the most difficult audience to reach. Established, committed players have become the most valuable customers because they’re willing to invest in paddles, apparel, club memberships, instruction, and experiences such as international pickleball travel.
Pickleball marketing naturally fits social media because the sport itself is inherently social. Facebook and Instagram continue leading consumer engagement, while LinkedIn remains the strongest platform for B2B marketing opportunities.
The cost of customer acquisition through Shopify, Amazon, and other digital advertising channels has climbed well beyond the $50 range for paddles, accessories, and club memberships. That makes grassroots marketing increasingly important for smaller companies trying to establish themselves within the industry.
Artificial intelligence has dramatically accelerated the creation of marketing materials, making the process faster, easier, and more affordable than ever before. At the same time, increased competition has made earning visibility much more challenging. I believe AI will become one of the most powerful tools in modern marketing long before the end of this year.”
“Pickleball has given me more visibility than anything I’ve experienced since the early days of fantasy football.” — Adam Bricker, Director of Marketing, World Pickleball Conference
CARL: You’ve been traveling the country over the past several years covering tournaments, promoting pickleball brands, and attending grand openings of new facilities. What are some of the wildest and most memorable stories you’ve experienced while traveling by planes, trains, buses, and automobiles from the West Coast to the East Coast and everywhere in between?
ADAM: “Playing pickleball in 16 states last year was an incredible adventure filled with fun, exercise, and, most importantly, connections with hundreds of players. Covering the journey for Inside World Pickleball made it well worth the time, energy, and effort.
One of my favorite experiences was playing in Santa Fe, New Mexico. The local players were fantastic and incredibly welcoming. About half of us had traveled from other states, and everyone immediately felt like part of the community.
I played well enough that Las Campanas Country Club invited me to serve as a ‘ringer’ during its Pickleball Poker Fundraiser. Members actually bid on me to become their teammate. We finished 8-0 and helped raise thousands of dollars for charity.
The US Open in Naples, Florida, continues to be the ultimate pickleball party. Players arrive from around the world, and every year the festivities become bigger and better. Naples also comes alive after the matches with parties, private games, and outstanding restaurants.
I’d tell you more about my adventures in Las Vegas, but, as everyone knows, what happens there stays there. Instead, come experience it yourself. I’ll be hosting the World Pickleball Conference this July at Chicken N Pickle in Las Vegas. Bring your paddle, leave the video camera behind, and enjoy spending time with the people helping make pickleball the fastest-growing sport in America.”
CARL: You’ve been instrumental in helping us build the Veterans Pickleball Association and finding ways to introduce veterans to our sport while witnessing the physical, mental, and social benefits pickleball provides, particularly for those battling PTSD. How have you seen pickleball change lives during your journey?
ADAM: “Every successful professional I’ve met eventually channels gratitude into philanthropy by giving back with both time and resources.
For me, thanking veterans for protecting our freedom became much more personal after I found myself locked out of the country during COVID. Since returning to the United States, I’ve traveled extensively, embracing and appreciating the freedoms so many veterans fought to protect.
Playing pickleball with other players is easy. Playing alongside veterans struggling with PTSD is both more challenging and infinitely more rewarding. Watching strong men and women carry the emotional scars of military service has been both eye-opening and heartbreaking.
Seeing someone who hadn’t left home in two years step onto a pickleball court is difficult to comprehend. Watching that same person return week after week, eventually bringing other veterans with them, is incredibly inspiring.
Perhaps the most meaningful feedback comes from family members. Wives, children, and siblings have told me how dramatically pickleball has improved not only the veteran’s life but the lives of everyone around them. That keeps me moving forward.
I also help maintain the Veterans Pickleball Association website, VeteransPickleballAssociation.org, so others can join us in supporting our heroes. Whether through volunteering, financial contributions, or simply giving your time, every effort helps spread the positive impact of pickleball across our country.”
CARL: As Marketing Director for the World Pickleball Conference, we’ve had the opportunity to meet, interview, and build relationships with so many entrepreneurs and industry leaders over the past several years. Who are some of the people and companies you’ve developed strong relationships with while helping grow their brands?
ADAM: “My favorite part of the World Pickleball Conference has always been working directly with the industry’s difference-makers.
Working with DUPR has been especially enlightening. As the leading rating system in pickleball, they’re constantly scrutinized by people throughout the sport. What impresses me most is their willingness to listen, evolve, and continue improving. The recent DUPR Reset is proof they pay attention to the community they serve.
Working with 1st Source Lighting highlighted one of the biggest mistakes facilities made when converting old retail stores and warehouses into pickleball venues. Many left outdated overhead lighting in place, creating poor playing conditions. Glenn and James Gara developed a premium lighting solution manufactured in California that has since earned numerous industry awards.
My hands-on experience with Quiet Play Paddles has been equally rewarding. Their paddles incorporate advanced aerospace materials produced in the same facilities that manufacture components for American fighter jets and SpaceX rockets. They challenged conventional thinking and proved that innovation could dramatically change paddle technology.
CourtReserve, the title sponsor of the World Pickleball Conference, has also become one of the sport’s great success stories. Tim and Ashley Ownes created a platform that successfully combines court reservations, memberships, programming, communication, and player management into one seamless system. They’ve raised the standard while lowering barriers to participation, becoming the industry benchmark for facilities throughout North America.”
CARL: Pickleball continues growing around the world, and we’ve heard leaders discuss Olympic aspirations while watching the PPA and APP Tours expand internationally. What’s your vision for pickleball over the next five years as we continue exploring new opportunities for the World Pickleball Conference?
ADAM: “If pickleball gets any bigger, it’ll become a featured sport on ESPN8: The Ocho. Just kidding.
In reality, pickleball is becoming deeply ingrained in society as an inclusive sport enjoyed by people of every age. Once it becomes widely established in schools, I believe it could rival Little League Baseball and youth soccer as one of the defining sports for the next generation.
The NFL began as a smaller alternative to college football. Pickleball has grown in the opposite direction, establishing professional competition before creating a fully developed amateur structure. While the professional tours continue figuring things out, they’re fortunate to have significant financial backing and don’t yet face the same profitability pressures experienced by earlier professional leagues.
I have no doubt pickleball will eventually become an Olympic sport. As we’ve discussed on the World Pickleball Conference stage, several organizations are still working to unify the rules and governance of the game before that becomes possible. Leaders such as Seymour Rifkind, Javier Regalado, and many other international advocates continue working toward that goal, and I believe they’ll eventually succeed.
A decade from now, when an entire generation has grown up playing pickleball, the sport will look dramatically different than it does today. My hope is that pickleball remains as inclusive tomorrow as it is today. Not every professional organization is heading in that direction, and that’s something worth watching. As we’ve seen in other professional sports, collective bargaining eventually brings owners, players, and fans together. Professional pickleball hasn’t reached that point yet, but it may eventually follow a similar path.”
CARL: Finally, how has pickleball changed your life physically, mentally, and professionally?
ADAM: “Pickleball has given me more visibility than anything I’ve experienced since the early days of fantasy football. The business of pickleball has dramatically expanded both my professional network and my personal friendships, placing me in a position to positively impact thousands of lives. I truly feel blessed to be alive, and through pickleball, I have the opportunity to share that gratitude with people every single day.”
Building the Future Together
Adam Bricker’s story extends well beyond marketing. It reflects the power of recognizing opportunity, building meaningful relationships, and helping businesses, organizations, and communities grow alongside one of America’s fastest-growing sports.
Whether through Inside World Pickleball, the World Pickleball Conference, the Veterans Pickleball Association, or the many brands he consults, Bricker has consistently demonstrated that successful marketing is ultimately about connecting people.
As pickleball continues its remarkable global expansion, leaders like Adam Bricker are helping shape not only how the sport is promoted, but also how it inspires innovation, strengthens communities, supports worthy causes, and creates opportunities for the next generation of entrepreneurs and players alike. ●
About Carl Foster
Carl Foster is the Chairman of the World Pickleball Conference and the CEO of Foster Events Group, LLC, where he specializes in the production and management of high-profile sports and entertainment events. With over 50 years of experience in broadcasting, fundraising, and event leadership, he produces Inside WORLD Pickleball and serves as a lead moderator for industry summits. He is a central figure in the professionalization of pickleball, connecting technology experts, organizational leadership, and the player community to elevate the sport’s presence on a global scale.
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