What if you could bring the fun right where people already are—no need to chase trends, just deliver what they want? Jakob Eliason, co-founder of Pickleball Popups, shares how a mix of marketing strategy, bold execution, and relentless documentation transformed an idea into a traveling pickleball phenomenon. Hosted by Trevor Grimes, this episode dives into how Jakob and his team mastered the logistics behind portable courts, the importance of listening to real audience needs, and how “making noise” and capturing authentic moments powers lasting growth.

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Jakob breaks down their go-to-market journey, from buying portable courts before even getting approval, to turning temporary activations into scalable events at breweries, festivals, and trade shows. Along the way, he shares insights on product-market fit, the value of iterative feedback, and why content should come from what’s genuinely happening—not manufactured for the sake of it. If you want practical takeaways on connecting with your audience, building momentum, and growing with authenticity, Jakob’s story is packed with actionable wisdom.

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👤 Guest Bio

Jakob Eliason is the co-founder of Pickleball Popups, a company that transforms empty spaces into pickleball courts for events nationwide. Based in Memphis, Tennessee, Jakob leverages his marketing background to build a unique business blending logistics, community-building, and event activation.

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📌 What We Cover

• How Jakob and his partner pivoted from launching a permanent pickleball facility to creating a mobile popup concept, buying portable courts before even securing venue approvals.
• The logistics challenge behind transporting modular pickleball courts nationwide and the role of operations leadership in their success.
• Branding strategies for events: from decals on courts and nets to custom paddles and backstops that enhance sponsor visibility.
• Why “making noise” through memorable events and documenting everything has been central to growing their brand and audience.
• The importance of product-market fit validated through inbound leads and customer feedback before investing heavily in advertising.
• Insights on managing wait times and manufacturing crowd excitement to build energy and anticipation at free events.
• Jakob’s marketing philosophy: balancing quality and quantity in content, using paid ads to amplify authentic moments rather than manufactured posts.
• The role of continuous iteration and humility—embracing feedback, testing variables carefully, and evolving based on what people actually want.
• How the temporary popup model informed opening an indoor facility without costly renovations, using the same modular court system.
• Why Jakob plans to stay focused on pickleball rather than expanding into other sports, emphasizing pickleball’s unique accessibility and growth potential.
• The power of community-building through events, whether in-person or virtual, as a source for creating meaningful, resonant content.
• Jakob’s “hill to die on”: Make lots of good noise, document everything authentically, and create something worth capturing.

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🔗 Resources Mentioned

• Pickleball Popups website and events (implicitly referenced)
• Pickleball 901 — the Memphis-based pickleball facility Jakob co-founded
• Gary Vaynerchuk’s “Document, Don’t Create” philosophy (referenced)
• Red Bull’s content marketing approach as a case study in making noise without overt selling

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If you want to build something meaningful that resonates, Jakob’s journey offers a masterclass in the art of listening to your audience, executing with boldness, and letting authentic stories lead the way.

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