Padel has officially overtaken pickleball as America's fastest growing sport. So what is it, why are people so hooked on it, and can it actually break through in the U.S.?
On this episode of The Authority Company Podcast, host Joe Pardavila sits down with Ben Nichols, founder and CEO of Padel 22. Ben has spent 20 years in global sports, including Formula 1, anti-doping, and professional tennis. He now helps brands, investors, and clubs grow the business, media, and identity of padel in emerging markets around the world.
Ben explains how a sport born in Mexico in 1969 became the second most popular sport in Spain, why the UK doubled its courts in a single year, and where padel is booming in the U.S. right now: Miami, Texas, the tri-state area, and Southern California. He also gets candid about the sport's biggest hurdles. Courts cost far more than pickleball courts to build, padel is still looking for its American face, it may never be a great TV product, and it risks becoming a sport only the 1% can play.
Whether you're an entrepreneur looking for the next big opportunity, a racket sports fan, or just curious what everyone's talking about, this conversation covers where padel is headed and what it will take to get there.
π Connect with Ben Nichols:
Website: thetwentytwo.co
Instagram: @thepadelpr
LinkedIn: Ben Nichols
WHAT YOU'LL LEARN
- What padel is and how it differs from pickleball, tennis, squash, and racquetball
- Why padel has a retention rate of over 90% and why players get hooked so fast
- Why padel courts cost $50Kβ$150K to build and how that slows growth compared to pickleball
- How warehouses, tennis clubs, and country clubs are being turned into padel venues
- Why some U.S. clubs use pickleball as a "gateway" to bring players into padel
- Which U.S. regions are leading the growth and why Miami is the epicenter
- Where entrepreneurs and investors are finding opportunities, from facilities and apparel to court manufacturing and pro leagues
- Why padel works as a "social operating system" and a modern "third place"
- Why the sport needs American celebrity faces to go mainstream
- Why padel thrives on social media but may struggle as a TV product
- How to keep padel from becoming an elite, niche sport like squash
TIMESTAMPS00:00 β Intro: Meet Ben Nichols, founder of Padel 22
01:00 β Why padel, and how it passed pickleball as the fastest growing sport in America
02:00 β What padel is: court size, format, and why it's so addictive
03:00 β The infrastructure problem: why padel courts are expensive to build
05:00 β How padel is growing in Europe, and its roots in Mexico, Spain, and Latin America
07:00 β The UK boom: from 1,000 to 2,000 courts in one year
07:45 β Tennis clubs, warehouses, and the "third place" padel club model
09:00 β Using pickleball as a gateway to padel in the U.S.
10:00 β What happened to racquetball and squash?
12:00 β Is padel actually easy to learn? Tennis vs. squash players on court
14:00 β Where padel is booming in the U.S.: Miami, Texas, the tri-state area, and LA
16:30 β Padel comes to Charleston and the college pipeline
17:45 β The entrepreneurial side: facilities, brands, apparel, and pro leagues
21:00 β College padel, the Olympics, and non-endemic brands
21:30 β Padel as a "social operating system"
22:30 β Why padel is different from other upstart sports that failed
24:00 β The numbers: 30 million players and a new club every 90 minutes
25:30 β Why padel needs an American face
28:30 β Padel on social media vs. TV
30:30 β The "hockey problem": better in person than on screen?
32:30 β What has to go right for padel to take off in the next five years
35:30 β How to keep padel from becoming a sport for the 1%
38:00 β Where to find Ben Nichols and Padel 22