PART ONE: Thinking of Starting a Pickleball Paddle Company? Read This First

So… you're thinking about starting a pickleball company in 2025?

Let’s talk.

Hi, I’m the operator behind Avoura Pickleball.

My job is to help the founders of Avoura (Dawson family) take their paddle and get them out to the world—

Something players can actually hold in their hands and trust on the court.

I've been working in the Pickleball paddle industry for over 7 years, helping brands expand their sales and operations online and offline.

Even though Avoura is very new (January 2025), we all feel like seasoned and hardened veterans in the industry. 

When Steve Dawson gave me the opportunity to help build Avoura, I dropped everything and went "all in."

Anyways.

Not long ago, a close friend of mine reached out.

He’s someone I really respect—he’s had huge success in e-commerce, digital marketing, and building brands from the ground up.

He asked me about the opportunities in the world of pickleball.

So I decided to dig in and share some insight.

I emailed him a lengthy message and his reply came a few hours later: 

"You should publish this on your website, there's value in this."

As I mentioned, I admire this person's marketing prowess and resume of success so I didn't ask too many questions. 

Too long for a single post, so I broke it into four parts and rewrote it for a broader audience. 

I hope you enjoy. 

Part 1 – Market Opportunity and Answering the “Why”
Part 2 – How to Build a High-End Paddle in 2025
Part 3 – What It Really Costs to Make and Run a Paddle Brand
Part 4 - Tariffs and Made in USA 
Part 5 – What’s Next for Avoura

Part 1: Market Opportunity and Answering the “Why”

Let’s start with the numbers.

The global pickleball market is expected to grow from $2.2 billion to $9.1 billion by 2034.

That’s a 15.3% annual growth rate. Big.

The U.S. alone is growing from $1.6 billion to $3.5 billion in the next 8 years.

That’s 10% growth every year.

Now zoom in further—just the paddle market.

In 2024, it’s around $277 million.

By 2029, it’s projected to hit $473 million.

Seems like a lot, right?

But when you compare that to other sports, it’s still tiny.

Tennis equipment? $9.2 billion.

Badminton? $3.7 billion.

Even table tennis is at $553 million—almost double pickleball.

Here’s the takeaway:

Pickleball is still just getting started.

Despite what people say—"Oh, it’s already too late!"—that’s not true.

But it’s important to look at this industry with clear eyes.

If you’re going to enter this space, do it because you love the game.

Because this journey? It’s long. Really long.

To give some context, the fifth-place brand in the cookware category makes more money each year than the entire pickleball paddle market.

Let that sink in.

If you don't have a deep passion for Pickleball and the willingness to "go for it"...

Even if that means a decade long grind, don't even think about it.

There's a lot of paddle companies for not that big of a market (yet).

The way brands need to approach product categorization is a bit funky too...

Consumables vs. Durables

Most consumer products fall into two big buckets.

Consumables are things people use up and buy again—drinks, snacks, vitamins, etc.

In that world, your first sale doesn’t usually make money.

But if your product is great, people come back again and again.

Over time, the math works out.

You also have to give out tons of samples.

Get people hooked. It’s expensive—but it can work.

Durables are things people buy once and keep for a long time—like water bottles, wallets, or furniture.

If you're selling durables, you need to make money on that first sale.

You don’t get many second chances.

Pickleball paddles are… weird.

They sit somewhere in the middle.

They’re durable, yes. But active players need to replace their paddles every few months.

Also players have been conditioned to want to try before they commit.

That mindset comes from tennis—remember those demo racquets?

Same thing here.

So you have to remove the risk for the customer.

Offer a test drive.

Stand behind your paddle.

Believe in your product.

It’s a durable item, but with a semi-consumable customer mindset.

It’s not ideal—but it can be a powerful tool when done right.

Building Trust

Some brands try to avoid the whole 30-day trial thing.

They might work with influencer led sales and reviews.

Some offer a restocking fee and refund only if the paddle wasn't used. 

With the right commission structure for Pickleball talking heads, that could work.

There are different ways to go about it.

But honestly?

That’s not enough to create something that will stand the test of time.

You need to build trust.

You need to build community.

You need to build conviction—that your paddle belongs in the hands of players who care about improving their game.

If you’re only looking at the data—only thinking about “market share” or “opportunity”—you’re setting yourself up for a long, hard (and expensive road).

One in which won't make you happy.

This is a space that rewards the patient.

The committed.

The real ones.

The winners in this industry will be the brands that show up every day with passion, care, and world-class customer service.

Not the ones chasing a quick buck.

Why Avoura?

So now that I’ve painted this incredibly optimistic (haha) view of the pickleball paddle market…

Why even bother?

Why Avoura?

That question matters. A lot.

If you can’t clearly tell your customer why your brand exists—why you’re doing this in the first place—then what’s the point?

Heck, you need to drill home that "why" with the people that work for you. 

The people you partner with. 

The players that choose you. 

It needs to be honest.

It needs to be real.

Not just some clever slogan or made-up mission.

So here’s our “why.”

Avoura was born from the heart of pickleball.

The Dawson family doesn’t just play the sport—they live it.

They own one of the top paddle clubs in San Diego.

Callan Dawson has been a touring pro for six years.

His mom, Jennifer Dawson, is a Hall of Famer.

His dad, Steve Dawson, has been designing paddles for years—and has a reputation as the “mad scientist of pickleball paddles.”

These people aren’t in it for a quick payday.

They’re here because they love the game.

They look for opportunities that will allow them to do more of what they love - playing pickleball. 

The challenge was figuring out how to take that deep, authentic love for pickleball—and bottle it into a paddle and broader community.

A paddle that feels right in your hand.

That plays how you want it to play.

That connects you to the sport you’re growing to love more and more.

That gets you access to thought-leaders in the game who will give value first (with free drills) that live every day "in the arena" of Pickleball.

That are working day and night to make the game as fun as possible for you (and them).

That’s what we’re trying to do at Avoura.

That's our "why."

And for the players who are ready to take the leap?

We’ve got something special for you.

Not just today. 

Not just tomorrow. 

But for years and years to come. 


PART 2: TRIALS AND TRIBULATIONS OF BUILDING A MAIDEN PADDLE