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Roger Yao

MBA Case Study: Life Time’s Pickleball Product Strategy


Our fitness industry-focused content of FitGearHub goes beyond just fitness equipment.


We share insights on product knowledge, technical education, and increasingly explore related areas such as health services, consumer trends, marketing channels, and innovative concepts.


While we provide information, the true value lies in the thoughts and inspirations that readers gain from it.


During my MBA studies, several courses used the same case study: the NASA Challenger disaster. We were taught to analyze it from different perspectives, such as technical standards, project quality management, risk management, decision analysis, organizational culture, communication issues, leadership, and ethics.


Similarly, when reading about the fitness industry, we can interpret and analyze information from various angles.


Unlike MBA courses that rely on a limited set of reading materials provided by professors, we are not confined to the content in this blog (which is limited in scope and selectively presented). When analyzing topics, we can supplement the background information and propose scenario assumptions. However, it is important to acknowledge that our analyses and decisions in the real world are often based on incomplete information and uncertain assumptions.


Some of the articles shared on this blog are deliberately selected because I believe they could serve as excellent MBA case study material. For example, topics such as HYROX, REP Fitness, Technogym, and pole dancing as a sport.


(I would also like to include cases from Chinese fitness equipment and industry companies for discussion if possible.)


Below is a report on the rise of Pickleball, which I believe could spark numerous discussion topics, such as:


- How did a backyard sport evolve into a national and even global sport?

- What market and product strategies can early industry entrants adopt to build a competitive moat?

- During the rapid growth phase of the industry, what priorities should different companies focus on?

- What roles should leading companies and associations play when product technical standards are not yet unified?


In recent years, Pickleball has rapidly gained popularity worldwide, becoming a core program in major fitness centers. Its easy-to-learn nature and strong social aspect have attracted many participants. According to the annual report of the Sports & Fitness Industry Association (SFIA), 13.6 million Americans tried Pickleball last year, a participation level comparable to baseball (16.7 million) and outdoor soccer (14.1 million), and even surpassing alpine skiing (13.1 million).


2023 saw a surge in industry activity and capital operations related to Pickleball. For instance, The Picklr, an indoor Pickleball chain brand based in Utah, completed a Series B financing round, achieving a valuation of $59 million, with investments and endorsements from former NFL player Drew Brees.


As the sport continues to grow rapidly, the demand for high-quality equipment has increased. At the same time, ensuring the quality of Pickleball equipment, particularly in terms of ball stability, speed, and durability, has become a significant industry challenge.


To address these issues, Life Time recently launched a new product called "The Ultimate Pickleball," aimed at solving common equipment quality problems in Pickleball. Life Time’s CEO, Bahram Akradi, stated that this ball improves the sport's experience by enhancing weight, speed, aperture distribution, and materials, making the game more consistent and durable, thus meeting the market demand for high-quality equipment.


As the largest owner and operator of Pickleball and indoor tennis courts in the United States, Life Time has been heavily investing in Pickleball since 2021, having built over 600 permanent Pickleball courts nationwide. In 2023, the company reported a 51% increase in the usage of its Pickleball courts. The newly developed "The Ultimate Pickleball" will be exclusively launched this month at Life Time clubs and will be used in all Pickleball classic events, followed by sales in Life Time’s professional sports equipment stores and online platforms.


By  Roger Yao  (cs01@fitqs.com) from Shanghai, China


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