Beyond the Court: Evolution of Racquet Venues
Welcome to the Wild West of racquet sports, where booming popularity begs the question: What do we truly know, and what’s just speculation? Pickleball has electrified the racquet landscape, making its way into countless settings, from boardrooms to bars and everything in between. Private equity is now developing full-fledged “racquet funding strategies,” recognizing the industry’s complex business case and economic power. Add padel to the mix, and you get another fast-rising racquet sport breaking into the American market—but are they built for lasting success, or just riding the hype? Tennis is the legacy racquet sport, but can it sustain success in a multi-racquet environment? These are the questions shaping the future of the industry. Those who recognize and act on them will lead the next era of racquet sports. Let’s unpack the opportunities and challenges ahead.
Racquet Sports: In Harmony or Disruption?
We see both sides of this debate daily. The racquet sports industry is shifting toward a collaborative model, where venues integrate multiple sports rather than forcing competition for space. Tennis, pickleball, and padel each bring value, but court size and surface preferences are reshaping the landscape. Tennis courts, at 60-feety-by-120-feet, lose the real estate battle to pickleball, which allows four times as many courts in the same footprint. Surface preferences are also changing—hard courts once fueled accessibility and growth, but outside of collegiate and academy training, today’s demand is shifting toward softer surfaces like red and green clay. While pickleball thrives on hard courts due to its closer game play, the long-term success of tennis lies in embracing softer surfaces and integrating padel and pickleball into venues. Hard court-only tennis facilities face an expiration date in this evolving market.
The reality is apparent: Community hard courts are rapidly being converted to pickleball, and this trend won’t reverse. Tennis must adapt by investing in soft courts, recognizing the commercial sector’s critical role in sustaining the sport. Clubs and businesses—through equipment sales, racquet services, and employment—have kept tennis thriving. The industry must learn from the past 30 years and evolve to secure its future. Venues that integrate and sustain all three into a cohesive ecosystem will maximize player engagement and retention.
Anchors Aweigh: Connecting Retail, Hospitality, and Sport
Modern racquet venues are no longer just places to play—they are economic powerhouses that drive mixed-use development. This perspective shift (and business opportunity) mirrors the stadium projects in major professional sports, where public-private partnerships create entire entertainment districts around sports facilities. However, no other sport can boast the accessibility that racquet sports can, where it is played from age 8 to 88 and from 8 a.m. to 8 p.m. (the 5-8s).
The potential for racquet sports venues to fuel retail, hospitality, office space, and even residential developments is enormous. The best new developments ensure that visitors eat, drink, shop, and socialize before and after their matches, extending their time on-site and increasing per-capita spending. The blueprint for the future is clear: Racquet sports venues must become economic and social hubs, not just recreational facilities.
Seamless, Smart, and Social: The Design Side of Venues
A new era of racquet sports venues is emerging, fueled by a fusion of smart design and cutting-edge technology. Elevated spectator experiences—including everything from premium seating and shaded viewing areas to food trucks and chef-inspired dining—are becoming essential. These venues are also evolving into social hubs, where athletes and communities connect before, during, and after matches. Tennis is no longer just a country club sport, and pickleball and padel are pushing the boundaries of on- and off-court engagement.
Technology is furthering this transformation. AI-powered coaching, video analysis, and electronic line calling are enhancing gameplay, while seamless digital operations improve accessibility. Immersive training environments, including racquet sport simulators, offer a compact and interactive way to train and play, mirroring the success of golf technology. Popularity of sports betting and social gaming continues to explode, and racquet sport venues can capitalize on digital engagement platforms to keep fans invested in the action.
So, what’s the bottom line on design? The venues that embrace innovation and invest in forward-thinking technology will thrive.
The Evolving Marketplace
Racquet clubs are evolving beyond traditional country clubs and public parks, emerging as dynamic social and wellness-driven spaces. New business models are integrating holistic wellness, multi-use event spaces, and franchise-based “eatertainment” venues that blend food, drinks, and play. Exclusive urban micro-clubs are also gaining traction, offering high-end experiences for those willing to pay. The future of racquet venues isn’t just about the sport. Rather, it’s about creating immersive, lifestyle-driven destinations.
Follow the money and you’ll see why racquet sports are undergoing a transformation. Private equity and investment vehicles, along with professional athletes, are all pouring money into pickleball and padel. Tennis, traditionally backed by legacy institutions and governing bodies, now faces competition from agile, well-funded disruptors who see opportunity in the evolution of recreational sports.
The financial shift is driving radical new venue designs and operational models. Investors aren’t interested in maintaining the status quo—they’re interested in growth, social engagement, and many are seeking high-yield returns. This is why racquet sports are rapidly evolving into lifestyle-centric business models rather than just places to play.
In today’s marketplace, racquet sports are no longer confined to tradition or “the way things have always been done.” The venues that succeed will be those that embrace the disruption, acknowledge that the game has changed, and recognize that business as usual is a path to irrelevance. The question isn’t whether these trends will shape the future of racquet sports. The question is: Who will capitalize on them?
*As seen in Sports Business Journal (SBJ)
