The Picklr Company Profile

Background

Founded in 2021 and headquartered in Kaysville, Utah, The Picklr has rapidly emerged as North America's premier indoor pickleball facility franchise. The company's mission is to provide state-of-the-art facilities that cater to players of all skill levels, fostering a vibrant community centered around the sport of pickleball. With a vision to make pickleball accessible and enjoyable year-round, The Picklr has expanded its footprint significantly, offering professional-grade courts, comprehensive programming, and a welcoming atmosphere for enthusiasts nationwide.

Key Strategic Focus

The Picklr's strategic focus centers on rapid expansion through franchising, aiming to establish a widespread network of indoor pickleball facilities. The company emphasizes delivering high-quality experiences by incorporating professional-grade outdoor surfacing, advanced sound mitigation systems, and comprehensive amenities such as pro shops and locker rooms. Targeting both urban and suburban markets, The Picklr seeks to meet the growing demand for accessible and premium pickleball venues, positioning itself as a leader in the burgeoning pickleball industry.

Financials and Funding

In June 2024, The Picklr successfully closed its Series B financing round, achieving a valuation of $59 million and bringing the total funds raised to $9 million. This funding round was led by Pickleball Inc., the parent company of major pickleball brands such as the Carvana Professional Pickleball Association (PPA Tour) and Pickleball Central. The capital infusion is intended to accelerate The Picklr's expansion plans, enhance facility offerings, and strengthen its market position as a leading indoor pickleball franchise.

Pipeline Development

As of early 2025, The Picklr has sold over 300 franchises, with 92 locations under contract. The company plans to open 38 new locations in 2024 and an additional 72 in 2025, expanding its presence to over 32 states. Notable upcoming locations include cities in Alabama, Arizona, California, Colorado, Delaware, Florida, Georgia, Idaho, Illinois, Indiana, Louisiana, Maine, Massachusetts, Michigan, Mississippi, Nevada, New Jersey, New York, North Carolina, Ohio, Oregon, Pennsylvania, South Carolina, Texas, Tennessee, Utah, Vermont, Virginia, and Washington. This aggressive expansion strategy underscores The Picklr's commitment to meeting the increasing demand for indoor pickleball facilities across the United States.

Technological Platform and Innovation

The Picklr distinguishes itself through the integration of advanced technologies and innovative methodologies that enhance the player experience and streamline operations. Key technological initiatives include:

Proprietary Technologies: The company has applied for five provisional patents and secured global trademarks for its brand, reflecting a commitment to innovation and brand protection.

Scientific Methods: The Picklr incorporates professional-grade outdoor surfacing engineered to withstand continuous use without cracking, ensuring durability and optimal play conditions.

AI-Driven Capabilities: In partnership with Wingfield, The Picklr has introduced AI coaching programs designed to elevate players' skills through data-driven insights and personalized training regimens.

Leadership Team

The Picklr's leadership team comprises seasoned professionals with diverse backgrounds, collectively driving the company's strategic vision and operational excellence:

Jorge Barragan, Co-Founder & CEO: With experience in enterprise software sales and a history of successful exits, Jorge co-founded The Picklr to create year-round pickleball facilities.

Austin Wood, Co-Founder & Chief Visionary Officer: Austin's passion for pickleball and expertise in growing companies from the ground up have been instrumental in The Picklr's rapid expansion.

Jonathan C. Fornaci, President & COO: Jonathan brings a proven record of rapid, profitable growth from his previous roles, including President and COO of TruFusion and CEO of Rita's Franchise Corporation.

Kathryn Bullough, Chief Marketing Officer: With over 15 years of experience in marketing leadership roles at companies like Skullcandy and Axon, Kathryn drives The Picklr's marketing strategies and brand growth.

James Hurlock, Chief Brand Officer: James's background includes serving as Chief Partnerships Officer at F45 Training, where he was responsible for driving commercial growth and securing strategic partnerships.

Steven Russell, Chief Strategy Officer: Steven's entrepreneurial journey includes founding Patch Retention and launching SideOut Pickleball, contributing to The Picklr's strategic vision and growth.

Chris Walker, Chief Development Officer: With a decade of experience in development and a history as a revenue and growth executive, Chris leads The Picklr's global expansion efforts.

Matt PaneGasser, Vice President of Pickleball: Matt's extensive experience in coaching and managing pickleball operations ensures the delivery of best-in-class on-court programming.

Leadership Changes

In November 2023, The Picklr expanded its leadership team to support its rapid growth, adding five executives:

Jonathan C. Fornaci: Appointed as President & COO.

James Hurlock: Appointed as Chief Brand Officer.

Scott Schubiger: Appointed as Chief Growth Officer.

Josh Shelby: Appointed as Chief Financial Officer.

Kathryn Bullough: Appointed as Senior Vice President of Marketing.

These appointments reflect The Picklr's commitment to assembling a robust leadership team capable of steering the company through its ambitious expansion plans.

Competitor Profile

Market Insights and Dynamics

The pickleball industry has experienced exponential growth, with participation nearly doubling in recent years. This surge has led to increased demand for dedicated facilities, creating a competitive landscape for indoor pickleball venues. The market's rapid expansion presents both opportunities and challenges for companies like The Picklr, necessitating strategic positioning and continuous innovation to maintain a competitive edge.

Competitor Analysis

Key competitors in the indoor pickleball facility market include:

Pickleball Kingdom: Based in Chandler, Arizona, Pickleball Kingdom has signed numerous franchisees across the U.S. and has begun opening facilities nationwide.

Dill Dinkers: A fast-growing dedicated indoor pickleball club franchise, Dill Dinkers has been expanding its footprint and recently named Kaitlyn Kerr as its Global Brand Ambassador.

These competitors focus on providing high-quality facilities and comprehensive programming, similar to The Picklr's offerings. The competitive landscape underscores the importance of strategic growth, technological innovation, and community engagement to differentiate and succeed in the market.

Strategic Collaborations and Partnerships

The Picklr has established significant partnerships to enhance its market position and service offerings:

Pickleball Inc.: In January 2024, The Picklr entered into a strategic partnership with Pickleball Inc., the parent company of major pickleball brands. This collaboration includes a significant investment from Pickleball Inc., integration of Pickleball Central pro shops at all Picklr locations, and exclusive utilization of Pickleball Inc.'s software for programming.

Wingfield: The Picklr partnered with Wingfield to introduce AI coaching programs, leveraging advanced technology to provide personalized training and elevate players' skills.

TPC Development Corporation: In October 2024, The Picklr expanded into Canada through a Master Franchise Agreement with TPC Development Corporation, planning to open 65 locations across several Canadian provinces and territories.

Operational Insights

The Picklr's operational strategy focuses on delivering a premium pickleball experience through state-of-the-art facilities, comprehensive programming, and strategic partnerships. By integrating advanced technologies, such as AI-driven coaching and professional-grade court surfacing, The Picklr differentiates itself from competitors. The company's emphasis on community engagement, inclusive programming, and strategic collaborations positions it as a leader in the rapidly growing pickleball industry.

Strategic Opportunities and Future Directions

Looking ahead, The Picklr aims to continue its aggressive expansion, with plans to open over 1,080 pro-style indoor courts by the end of 2025. The company is also exploring international markets, with master franchise agreements in Canada and discussions underway for expansion into Australia, New Zealand, and the European Union. By leveraging its strong brand, innovative technologies, and strategic partnerships, The Picklr is well-positioned to capitalize on the growing popularity of pickleball and solidify its status as a global leader in indoor pickleball facilities.