How Adriana Falco Built The Pickleball Weekly into a Worldwide Media Platform Read in 56 Countries

By Carl Foster
June 17, 2026 • 13 min read

AS THE PICKLEBALL industry prepares to gather in Nevada, for the upcoming World Pickleball Conference, many of the conversations will focus on the future of the sport.

Facility development. Technology. Investment. International expansion. But another topic is becoming increasingly important. Media.

As pickleball continues its rapid growth around the world, the demand for credible journalism, deeper storytelling, and global coverage has never been greater. Among the speakers scheduled to address industry leaders at this year’s conference is Adriana Falco, Founder and Editor-in-Chief of The Pickleball Weekly.

In less than a year, Falco has transformed what began as a passion project into one of pickleball’s fastest-growing media platforms. Published weekly and distributed free of charge, The Pickleball Weekly now reaches readers in 56 countries across six continents, covering everything from business and infrastructure development to health, equipment innovation, travel, culture, and international growth.

For Falco, the journey to becoming a publisher was anything but traditional.

Before launching the magazine, she spent more than three decades building global brands across news media, artificial intelligence, SaaS, HealthTech, and industrial technology companies. Her career included global executive leadership roles at Waylay, Hivecell, and Rajant, as well as audience development, marketing, and business leadership positions with The Washington Times, PA Media Group, and Sinclair Broadcast Group’s Circa News.

She has worked with organizations operating in more than 80 countries, traveled extensively throughout the world, and spent years helping companies grow audiences, tell stories, and build communities.

A lifelong athlete and pickleball player since 2012, Falco eventually recognized an opportunity. The sport was growing at an extraordinary pace, but much of the media coverage remained focused on scores, rankings, and product announcements. She believed there was room for something more comprehensive.

The result was The Pickleball Weekly.

Ahead of her appearance at the World Pickleball Conference, I sat down with Falco to discuss the publication’s growth, the future of pickleball media, and why she believes storytelling remains one of the sport’s most powerful growth engines.

In Conversation with Adriana Falco
Growing the Game Through Storytelling

CARL: You spent decades in technology and media before launching The Pickleball Weekly. What inspired the transition into pickleball publishing?

ADRIANA: “In many ways, The Pickleball Weekly is the culmination of everything I’ve done throughout my career.

I started in advertising, spent years in news media, and later moved into global technology companies where I led marketing, communications, branding, audience development, and growth initiatives across multiple continents. Along the way, I had the opportunity to work with organizations operating in more than 80 countries and to travel extensively throughout the world.

At the same time, I’ve been playing pickleball since 2012. I watched the sport evolve from something relatively unknown into one of the fastest-growing sports on the planet.

What I saw was a disconnect. The growth of the sport was extraordinary, but much of the media coverage remained focused on tournament results, rankings, and product announcements. Those things matter, but there were so many larger stories unfolding. New facilities were being built. International markets were emerging. Entrepreneurs were launching businesses. Communities were forming around the game.

I felt there was an opportunity to combine my media background, global business experience, storytelling skills, and passion for pickleball into something unique.

The Pickleball Weekly was born from that idea.”

“Pickleball is not an American story anymore. It’s a global story.” — Adriana Falco, Founder and Editor-in-Chief, The Pickleball Weekly

CARL: There are already pickleball publications in the marketplace. What gap did you believe existed?

ADRIANA: “I believed there was room for deeper storytelling. Many publications do a very good job covering tournaments, rankings, and professional players. We certainly cover those topics when they’re important. But I wanted to create a publication that explored the broader ecosystem surrounding the sport.

Why are investors pouring money into pickleball? How are clubs being financed and built? What countries are experiencing growth? How are players staying healthy as they age? How is technology influencing equipment development? What are the human stories happening in communities around the world?

My vision was to create a publication that readers would spend time with, not simply scroll through.

I often describe The Pickleball Weekly as a blend of sports journalism, business journalism, lifestyle journalism, and global reporting. That combination didn’t really exist in one place.”

CARL: The magazine is now read in over 55 countries. Did you expect international growth to happen this quickly?

ADRIANA: “Honestly, no. I believed pickleball was becoming a global sport, but even I was surprised by how quickly readers began appearing in places far beyond North America.

Today, our readership spans 56 countries on six continents and it continues to grow. We have developed audiences across Europe, Asia, Australia, Latin America, Africa, and North America. That growth reinforced something I’ve believed from the beginning. Pickleball is not an American story anymore. It’s a global story.

One of the advantages of being a digital-first publication is that geography disappears. A player in Spain can read the same story as a club owner in Florida. A coach in India can access the same information as a tournament director in Canada. That global accessibility has become one of the publication’s greatest strengths.”

“A player in Spain can read the same story as a club owner in Florida. A coach in India can access the same information as a tournament director in Canada.” — Adriana Falco, Founder and Editor-in-Chief, The Pickleball Weekly

CARL: How has your background in global marketing influenced the publication’s direction?

ADRIANA: “Tremendously. Throughout my career, I’ve helped organizations build audiences, tell stories, launch products, and expand internationally. Those experiences taught me that successful brands are ultimately built on trust, consistency, and relevance.

The same principles apply to publishing. Readers don’t come back because of one good article. They come back because they trust the publication to consistently deliver valuable content.

My former CEO at Waylay, Leonard Donnelly, once said that I have an ‘exceptional talent for content creation and a visual eye that is second to none.’ That was a generous compliment, but I think it reflects something I’ve always believed: great storytelling matters.

Whether you’re building a technology company or a media brand, people connect with stories. Data may inform decisions, but stories create engagement. That philosophy influences every issue we publish.”

CARL: You often describe The Pickleball Weekly as a ‘global scout.’ What does that mean?

ADRIANA: “It means we’re intentionally looking beyond the obvious stories. Professional pickleball receives a great deal of attention, and rightly so. But some of the most interesting developments are happening elsewhere.

They are happening in emerging international markets, inside local communities, and through facility construction, youth development programs, travel experiences, and entrepreneurial ventures.

We have content contributors and scouts who help identify stories from different regions of the world. Our goal is to surface stories readers may not otherwise encounter.

A new facility opening in a small town can be just as meaningful as a major professional tournament if it reflects a larger trend within the sport. That’s the perspective we are trying to provide.”

CARL: The publication covers much more than professional tournaments. Why was that important?

ADRIANA: “Because pickleball is much bigger than just professional pickleball. The vast majority of people who play the sport will never compete professionally. They play because they enjoy it. They play for fitness, community, friendship, competition, travel, and personal growth.

I wanted the publication to reflect that reality. That’s why our editorial coverage includes business, health and wellness, travel, equipment, strategy, culture, and international growth.

Professional competition is an important part of the sport’s ecosystem, but it is only one part. Our responsibility is to tell the entire story.”

CARL: What has been the most surprising story you’ve covered since launching the magazine?

ADRIANA: “The international growth stories have probably surprised me the most. It’s one thing to hear that pickleball is expanding globally. It’s another thing to speak with people who are actively building the sport in countries where courts barely existed a few years ago.

We’ve covered stories from Europe, Asia, Latin America, and beyond. What stands out is that the passion looks remarkably similar regardless of geography. Different languages. Different cultures. Different traditions. Yet the enthusiasm for the game is universal. That has been both surprising and inspiring.

CARL: The publication is completely free. Why was that decision important?

ADRIANA: “Accessibility was one of my goals from the beginning. I wanted to remove barriers between readers and quality journalism.

Pickleball is growing everywhere. It’s growing in large metro areas, but it’s also growing in small towns, emerging international markets, and communities where people may not be willing or able to pay for multiple subscriptions.

I didn’t want someone in Spain, India, Australia, Cuba, or a small town in Pennsylvania to have a different experience because of a paywall.

Our model is supported through advertising and sponsorships, but our content remains freely accessible. That decision has undoubtedly contributed to our international growth and helped us build a truly global readership.”

CARL: How do you balance commercial partnerships with editorial independence?

ADRIANA: “Very carefully. Advertising is important because it allows us to keep the publication free. But readers trust us because they know our editorial decisions are not for sale. That distinction is critical.

If we review a product, cover a company, or report on an industry development, our responsibility is to the reader first.

I’ve spent my entire career working at the intersection of audience development, communications, and publishing. One lesson I’ve learned repeatedly is that trust is incredibly difficult to earn and incredibly easy to lose. We take that responsibility seriously. The publication’s long-term value is directly tied to our credibility.”

CARL: Partnerships have become an important part of your growth strategy. What role do they play moving forward?

ADRIANA: “Partnerships allow us to extend our reach while remaining focused on what we do best: storytelling.

Our recent partnership with the World Pickleball Conference is a perfect example. The relationship provides us with access to industry leaders, emerging trends, and important conversations while giving conference attendees access to broader media coverage.

We’re looking to expand that model through relationships with tournaments, conferences, clubs, facilities, travel companies, charitable organizations, and international events.

The goal isn’t simply visibility. The goal is to become a trusted media partner throughout the pickleball ecosystem. When partnerships create value for both organizations and readers, everyone benefits.”

CARL: What are the next major growth initiatives for The Pickleball Weekly?

ADRIANA: “We have five major priorities. The first is continuing to expand our global editorial network. We already have contributors and content scouts in several international markets, but we want broader representation throughout Europe, Asia, Australia, Latin America, Canada, and the Middle East.

The second is expanding event partnerships and media relationships.

Third is developing a mobile app designed specifically for magazine readers. More than half of our audience consumes content on mobile devices, and we see tremendous opportunity to improve that experience while creating a more direct relationship with readers.

Fourth is growing strategic distribution partnerships that help introduce the publication to new audiences.

And fifth is increasing on-site reporting. As resources allow, we’d like to attend more tournaments, conferences, and industry events to provide firsthand coverage and exclusive interviews.

All five initiatives support the same objective: creating the most comprehensive global media platform in pickleball.”

CARL: As a speaker at the World Pickleball Conference, what message do you hope attendees take away from your presentation?

ADRIANA: “That every court has a story worth telling.

The pickleball industry often focuses on facilities, technology, sponsorships, tournaments, and growth metrics. Those are all important. But every successful sport is ultimately built on stories.

Stories create emotional connections. Stories build communities. Stories inspire participation. Stories turn players into advocates.

Whether you’re operating a club, managing a tournament, building a brand, or launching a new business, your ability to communicate your story often determines your success.

I hope attendees leave with a greater appreciation for how media, content, and storytelling can accelerate growth throughout the entire industry.”

CARL: Looking ahead five years, what do you hope The Pickleball Weekly becomes?

ADRIANA: “I hope it becomes the publication people instinctively trust when they want to understand what’s happening in pickleball. Not just in one city. Not just in one country. But globally.

I would love to see a publication that has correspondents throughout the world, expanded multimedia offerings, a robust mobile experience, deeper event coverage, and even more original journalism. Most importantly, I hope we continue telling stories that matter.

The sport will continue to evolve. New businesses will emerge. New technologies will be developed. New markets will open.

Our responsibility is to document that journey and help readers understand where the sport has been, where it is today, and where it’s heading next. If we can continue doing that well, I’ll be very happy with where we end up.”

Telling the Stories That Matter

As pickleball continues its transformation from recreational pastime to global industry, the need for credible journalism and meaningful storytelling will only increase.

Through a combination of media expertise, international business experience, and a deep passion for the sport, Adriana Falco has positioned The Pickleball Weekly at the intersection of those worlds.

From club openings and equipment innovation to international expansion and player wellness, the publication continues to document the many stories shaping pickleball’s future. Today, those stories reach readers in 56 countries, reinforcing the publication’s mission to connect the global pickleball community through journalism, insight, and storytelling.

As Falco prepares to take the stage at the World Pickleball Conference, her message remains remarkably simple: every court, every club, every player, and every community has a story worth telling.

The Pickleball Weekly was built to tell them. ●

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.