Looking to boost your pickleball facility's revenue beyond traditional membership and court fees?
You're sitting on untapped partnership opportunities that could fill your courts during slow periods and create entirely new revenue streams.
At Johns Design & Consulting (JDC), we've seen firsthand how the right partnerships can transform facility economics. While most operators focus on direct-to-player (B2C) marketing, savvy owners also develop local B2B relationships that deliver predictable income, often with fewer marketing expenses.
Here are 10 B2B partnership categories to consider adding to your mix.
Note: The revenue estimates provided throughout this article are illustrative examples based on JDC’s industry observations and typical facility economics. Actual results will vary based on your market, pricing structure, facility size, and specific partnership agreements.
1. Corporate Wellness Programs
Corporate wellness isn't just a trend—it's a huge opportunity.
According to industry research, the global corporate wellness market was valued at $65.25 billion in 2024 and is projected to grow to $102.56 billion by 2032. Companies are investing heavily in employee health initiatives because they've found that wellness programs deliver an impressive ROI due to:
- Lower healthcare costs
- Increased productivity and engagement
- Improved employee morale
- Higher employee retention
Partnership Opportunities
- Corporate membership packages with tiered pricing based on company size
- Dedicated court time for employee groups during off-peak hours
- On-site instruction at corporate campuses using portable nets
- Private team-building events combining pickleball with catered meals
Marketing Tip
When approaching HR directors, focus less on "pickleball lessons" and more on "active team development." Create a one-page case study showing how pickleball improves workplace culture through cross-departmental socialization.
Potential Revenue Impact
Well-structured corporate partnerships can generate $10,000-30,000 annually through dedicated timeslots. The key is targeting weekday afternoon hours (3-5 PM) that would otherwise sit empty, effectively turning your slowest periods into reliable revenue generators.
2. Healthcare Collaborations
Healthcare providers are always looking for fun and healthy activities to suggest to patients.
Pickleball's low-impact nature makes it perfect for patients of any age and can be used to support physical therapy, cardiac rehabilitation, and mental health programs.
Partnership Opportunities
- Physician referral programs with discounted first visits
- Physical therapy partnerships using courts during off-peak morning hours
- Mental health packages focusing on social connection and activity
- Senior mobility clinics coordinated with geriatric care specialists
Marketing Tip
Create clear communications that help medical professionals explain the benefits of pickleball to their patients. A simple "Prescription Pad" template can make referrals easy and official-looking.
Potential Revenue Impact
Healthcare partnerships typically start small but grow steadily. A successful medical referral program can generate 15-25 new players monthly, with 30-40% converting to regular members after their initial program ends.
3. Educational Institutions
Schools and universities offer incredible partnership potential, from introducing pickleball in K-12 physical education classes to creating college recreation programs.
The youth market also represents a significant growth opportunity and untapped market for many pickleball facilities. According to Sports & Fitness Industry Association (SFIA) data, pickleball added over 1 million children under age 18 from 2022 to 2023 alone, with the sport growing 311% across all age groups over the past three years.
Partnership Opportunities
- Physical education curriculum support with equipment rentals
- After-school programs with transportation solutions
- Teacher in-service training to help PE staff teach pickleball
- School team development for emerging competitive programs
- Student clubs with campus recreation departments
- Faculty/staff wellness programs with convenient scheduling
- Summer camp programs during facility off-peak seasons
- Youth tournament hosting during weekend mornings
Marketing Tip
Focus on the educational benefits of pickleball: hand-eye coordination, strategic thinking, and inclusive participation. Prepare a simple one-sheet document highlighting these benefits for educational administrators.
Potential Revenue Impact
While educational partnerships often involve discounted rates, they typically fill traditionally slower afternoon hours. A single school partnership can bring 20-30 students weekly during after-school hours, generating $500-1,000 weekly in otherwise unused court time.
4. Senior Living Communities
Seniors represent pickleball's second fastest-growing demographic, making up around 15% of all players. But transportation and accessibility can be barriers. Partnerships with retirement communities and senior centers solve these challenges.
Partnership Opportunities
- On-site introductory clinics at residential communities
- Transportation services from senior centers to your facility
- Age-specific instruction focusing on safety and modification
- Regular weekly timeslots to establish consistent routines
- Social events that combine play with community building
Marketing Tip
Focus on activity directors and community managers who coordinate programming for entire communities. Offer them turnkey solutions that handle all logistics, from transportation to instruction.
Potential Revenue Impact
All-inclusive package pricing works well for senior communities. A weekly program bringing 12-16 seniors can generate $3,000-4,000 monthly while filling traditionally slow weekday morning hours.
5. Tourism & Hospitality
Area visitors represent an often-overlooked opportunity for pickleball facilities.
Strategic partnerships with hotels, visitor bureaus, and convention centers can transform your facility into a tourist destination, especially when you offer discounted date-specific pricing and programs.
Partnership Opportunities
- Hotel guest programs with rental equipment provided
- Convention add-on activities for business travelers
- Visitor bureau cross-promotion in tourism materials
- "Pickleball Vacations" with local accommodations
- Airport and transportation partnerships for easy access
Marketing Tip
Create a simple "Visitor Pass" program that hotels can offer their guests, either complimentary or as an add-on. Include equipment rental, a 15-minute orientation, and court time to make it turnkey for hotel staff to promote.
Potential Revenue Impact
Tourism partnerships typically generate smaller individual transactions but higher volume. A strong hotel partnership network can bring 30-50 visitors weekly, generating $1,500-2,500 in additional weekly revenue.
6. Corporate Team Building
Team building events represent some of the highest-margin offerings you can develop.
Companies are typically willing to pay premium rates for memorable, engaging experiences that strengthen employee morale and cross-departmental relationships.
Partnership Opportunities
- Facilitated team activities beyond just playing pickleball
- Customized challenges designed for specific team goals
- Catering and refreshment options to extend the experience
- Private facility access for exclusive corporate events
- Photography and video services to capture team moments
Marketing Tip
Create sample team building packages targeted at different company sizes, objectives, and budgets. Include testimonials and photos from successful events to help companies visualize the experience.
Potential Revenue Impact
Corporate team building events should be priced at a premium compared to regular court rentals (typically 2-3x your normal rates). A standard corporate event with 24 participants can generate $1,500-2,500 for a three-hour session.
7. Faith Communities
Churches, synagogues, mosques, and other faith communities often look for activities that bring their members together in positive, healthy ways. These partnerships can be especially valuable for weekend morning programming.
Partnership Opportunities
- Youth group activities during typically slower time slots
- "Family Night" packages for congregational events
- Senior ministry programs during weekday mornings
- Fundraising tournament hosting for religious organizations
Marketing Tip
Focus on youth leaders, senior ministry coordinators, and community outreach directors. Offer to host a free demonstration day specifically for congregation leaders to experience the uplifting social aspects of pickleball firsthand.
Potential Revenue Impact
While religious organizations may have more budget constraints, they value consistency and reliability. A single faith community partnership can secure 2-4 hours of court usage weekly, generating $400-$800 in predictable weekly revenue.
8. Non-Profit & Community Organizations
Non-profit partnerships extend your facility's community impact and build goodwill while introducing new players to the sport.
This extra traffic increases your facility’s exposure and ultimately attracts new members that
may not have experienced pickleball if it wasn’t for the non-profit connection.
Partnership Opportunities
- Facility use donations for fundraising events
- Youth program scholarships for underserved communities
- Special needs pickleball programs with adaptive approaches
- Community health initiatives with local organizations
Marketing Tip
Approach organizations that align with pickleball's demographic profile and social nature. Create a "Community Impact Program" that clearly outlines what you offer and the mutual benefits of partnership.
Potential Revenue Impact
While some non-profit partnerships might involve discounted or donated court time, they typically occur during otherwise unused periods. The value comes from new player acquisition: non-profit events may introduce 20-30 first-time players, with 15-20% converting to regular players.
9. Military & First Responders
Military bases, police departments, fire stations, and other service organizations represent both community partnership opportunities and potential membership growth.
Partnership Opportunities
- Service member appreciation events with special pricing
- Stress-relief and team-building programs for first responders
- Family support activities during deployments
- Rehabilitation partnerships for injured service members
Marketing Tip
Assign a specific staff member as the point of contact for service organizations. Having a dedicated coordinator ensures consistent communication and helps build trust with these tight-knit communities.
Potential Revenue Impact
While discounts for service members are common, the volume and consistent scheduling these organizations provide can significantly boost overall facility utilization. A single department partnership can generate $2,000-3,000 monthly through regular programming.
10. Parks & Recreation Departments
Municipal recreation departments often lack dedicated pickleball courts and expertise despite growing demand from residents.
This creates an opportunity for mutually beneficial public-private partnerships.
Partnership Opportunities
- Programming agreements where your coaches provide instruction at public courts
- Facility usage exchanges during off-peak hours
- Joint tournament hosting combining resources and cross-promotion
- Player development from public to private play and league opportunities
Marketing Tip
Position your facility as the progression path for players who outgrow public courts. Create a clear "pathway to improvement" showing how your facility provides the next level of engagement beyond public courts.
Potential Revenue Impact
These partnerships often work best as revenue-sharing arrangements rather than fixed fees. A well-structured parks & rec department partnership can funnel 20-30 dedicated players monthly into your facility's programs.
Implementation Tips for Partnership Outreach
Ready to develop your own partnership program? Here's a strategic approach to get started:
- Assess your capacity first by focusing on time slots with lowest utilization
- Prioritize partnerships based on your community and facility strengths
- Start with 2-3 partnerships rather than pursuing all ten simultaneously
- Create standardized proposals that can be customized for each partner
- Assign ownership to specific staff members to help build trust
- Track results with clear metrics for each partnership program
- Gather testimonials to strengthen future partnership outreach
Create a simple partnership one-pager for each program type that clearly outlines what you offer, what you need from partners, and the mutual benefits. This makes it easy for your team to consistently communicate partnership opportunities.
The Bottom Line: Partnerships Drive Profitability
Strategic partnerships do more than just fill courts. They improve your facility’s financial performance by:
- Reducing marketing costs
- Creating predictable revenue
- Filling traditionally slower time slots
- Introducing new players
- Building community presence
The most successful pickleball facilities we work with typically generate 20-30% of their total revenue through local partnerships.
Most importantly, community partnerships bring new people into your facility, which is more impactful than any paid marketing campaign you run.
If you’re ready to develop B2B pickleball partnerships that drive revenue for your facility, contact JDC today. Our operations and programming support is tailored to your local market and facility’s unique needs to help you maximize revenue and member growth.
