Life Time Fitness Creates “Ultimate” Pickleball Ball for Booming Sport

Life Time Fitness Club, a prominent fitness and lifestyle company, has taken a proactive approach to address the issues faced by pickleball players. The company’s founder and CEO, Bahram Akradi, noticed the inconsistency in bounce and durability of pickleballs available in the market and decided to develop a solution. Recognizing the sport’s potential and its status as America’s fastest-growing sport since 2021, Akradi saw an opportunity to capitalize on its popularity.

Life Time Fitness has focused on creating the “ultimate pickleball” to enhance players’ experience. Akradi stated, “This was a problem with the sport and it needed to be solved, so we basically stepped in and solved it.” By taking matters into their own hands, the company aims to provide players with a high-quality ball that meets their expectations.

The company plans to introduce the “ultimate pickleball” exclusively in its clubs in August. Life Time Fitness operates numerous “athletic country clubs” with over 700 permanent pickleball courts. However, they envision expanding this number to 1,000 courts by the end of 2025. Akradi emphasized the importance of providing players with the right venues and experiences, ensuring consistency and quality throughout.

To further solidify their commitment to pickleball, Life Time Fitness has invested between $50 million and $100 million in the sport. The growing popularity of pickleball has also contributed to 6% to 7% of the company’s membership dues, underlining the sport’s financial viability.

In addition to their efforts in developing the “ultimate pickleball,” Life Time Fitness has partnered with notable figures and organizations to promote and elevate the sport. The company hosts professional tournaments for Major League Pickleball and the Professional Pickleball Association at its clubs. While these organizations currently use Vulcan as their “official ball,” Akradi hopes to replace it with Life Time’s offering in the future.

Moreover, Life Time Fitness has secured a significant partnership with Lululemon, a renowned athletic apparel brand, which has become the official apparel sponsor for tennis and pickleball. This collaboration reflects the increasing recognition and support for pickleball as a sport.

To further enhance the sport’s growth, Life Time Fitness has joined forces with tennis legend Andre Agassi and top-rated pickleball player Ben Johns. These partnerships bring together expertise and influence to drive the sport’s popularity and accessibility.

As Life Time Fitness continues to innovate in the pickleball industry, they plan to make the “ultimate pickleball” available for purchase at their racquet sports pro shops and online. Although the price is yet to be determined, players can look forward to experiencing a ball that addresses their concerns about bounce and durability.

By investing substantial resources, collaborating with industry leaders, and focusing on player satisfaction, Life Time Fitness has positioned itself as a driving force in the advancement of pickleball. Their dedication to the sport’s growth and development ensures that players can enjoy a consistent and high-quality experience when playing pickleball at Life Time Fitness clubs and beyond.