Leading fitness and lifestyle brand Life Time has announced the launch of a newly designed pickleball, specifically designed to solve common problems with sports equipment. The company describes its new product as the “ultimate pickleball,” promising superior performance in terms of bounce and durability.
Bahram Akradi, founder and CEO of Life Time, spearheaded the initiative after noticing inconsistencies in the quality of the balls used in the sport. The new pickleball will debut exclusively at Life Time facilities in late August.
“We recognized a persistent problem within the sport and took the lead in solving it,” Akradi said. Its commitment to pickleball is part of a broader strategy to capitalize on the sport’s rapid growth in the U.S. in 2021. That focus has coincided with a significant increase in the company’s shares, which are up 57% year-to-date. After a solid second-quarter performance, Life Time recently raised its earnings outlook for the year.
The company plans to sell the new ball at its racquet stores and through its online store; pricing details are still being discussed.
Life Time operates more than 700 dedicated pickleball courts within its network of luxury clubs, with an expansion plan to increase that number to 1,000 by the end of 2025. “Our goal is to provide the ideal venues and a consistent playing experience for pickleball enthusiasts,” Akradi explained.
Sports investments range from $50 million to $100 million, contributing 6-7% of Life Time’s subscription revenue. The company also runs professional pickleball tournaments in partnership with Major League Pickleball and the Professional Pickleball Association, currently using Vulcan as the official tournament ball. However, Akradi is optimistic about switching to its own ball in future competitions.
Earlier this year, Life Time partnered with Lululemon as the official apparel sponsor for tennis and pickleball, reinforcing its commitment to these sports. The company is also partnering with tennis icon Andre Agassi and leading pickleball player Ben Johns to promote and expand pickleball activities.