By Cindy McGlynn
There’s just no operating manual for managing the kind of growth pickleball is experiencing in Canada right now. With 90,000 paid members and recent membership increasing by 25% annually, Pickleball Canada is the largest paid pickleball member organization in the world.
“It’s really a sport without a blueprint,” says Pickleball Canada executive director Barry Petrachenko.
As pickleball’s national governing body, Pickleball Canada promotes the sport’s growth and development, providing leadership, resources and opportunities for all players, while delivering events across the country. Petrachenko says some good structure developed early on has set the organization, and the sport, up for success.
MANAGING GROWTH
Pickleball Canada works on a club system, where members of the public join local clubs to learn and play. Clubs are supported by provincial and territorial sport organizations (PTSOs); strategic direction and leadership comes from Pickleball Canada. The club model resonates with the sport’s core demographic, people aged 45+, which is one reason for the strong membership. “Our demographic believes in community and supports it,” says Petrachenko,
Early on, Pickleball Canada also created a comprehensive online registration system, with easy sign-up to any affiliated club. This structure has scaled well, even through rapid growth.
SPONSORS
When it comes to sponsors, a friendly fit is essential. Petrachenko says the organization’s deep reach into the close-knit community of pickleballers is a key draw for the right partners.
A sponsor like HearlingLife is an obvious match for the sport’s core demographic, as Pickleball Canada’s local events offer the opportunity to raise awareness by connecting directly with players, their children and even grandchildren.
Unique activations include a specialized run of pickleball-themed candies—featuring tiny, chewy paddles and pickleballs, from sponsor Huer Foods. This campaign dovetailed nicely with PickleballCanada’s newly minted online Ambassadors Program, launched to raise awareness and drive engagement on social media.
Representatives of sponsor Crank Coffee (often spotted pickleballing on empty tournament courts at days’ end) inspired a vendors’ challenge at this year’s national championship in Winnipeg, where sponsors faced off after regulation play ended. “They’re a good example of the flair and enthusiasm our sponsors have for the sport,” says Petrachenko.
To reach new demographics, major equipment sponsor Franklin Sports, together with Sport BC, is supporting a youth program pilot in BC; Alberta is running a similar program.
THE FUTURE
Outside of corporate sponsors, partnerships with Tennis Canada (to train their coaches) and memberships to the Pickleball Federation of the Americas and the Global Pickleball Federation (to be part of the conversation about Olympic participation), help the organization deliver resources and make longer-term plans.
“These types of partnerships are necessary for us to manage this growth and stay ahead of it. To predict the future a little bit,” says Petrachenko.
The future looks bright. Official recognition by Sport Canada as a “funding eligible” National Sport Organization means PTSOs can seek funding in their own provinces and opens the door to funding a high-performance program, says Petrachenko.
CHALLENGES + OPPORTUNITIES
But such rapid growth means court time is a big issue in Canada. To help, Pickleball Canada is creating a set of best practices for community groups looking to work with builders to develop new facilities.
They’re also developing resources to support the growth of private facilities, so the sport can grow in a mutually beneficial way. There’s plenty of interest. US franchise The Picklr recently announced plans to open 65 clubs in Canada by 2031. The first opens in Winnipeg this October.
Engaging and supporting youth is another challenge. “It’s great for us to say we want a high-performance youth program for under-20 to build toward an Olympic team. But who do you partner with on that?” asks Petrachenko. “That’s part of our challenge right now: to figure that out and partner with great groups that want to be part of building the future of pickleball in Canada.
Published October 2025
