BEIJING — Though pickleball has established robust roots elsewhere, its presence in China is only just beginning to blossom.

Remarkably, online sales figures for pickleball paddles and associated gear in China surged dramatically in the past year, achieving an average monthly value of $1.2 million by July. This marks over a sixfold increase compared to the same period the previous year.

These insights are backed by WPIC Marketing + Technologies, a company that facilitates the digital sales endeavors of foreign brands across China and various Asian regions. Their clientele includes notable names such as Vitamix from Ohio and California's skincare line iS Clinical.

"The ascent of pickleball in China is indicative of a larger cultural trend toward embracing active lifestyles and engaging more in leisure sports activities," shared Jacob Cooke, co-founder and CEO of WPIC.

The growth of this paddle sport is propelled by social media influencers and a renewed enthusiasm for tennis in China, spurred partially by Zheng Qinwen's tennis victories during the previous summer, Cooke noted.

Accelerating Interest

Enthusiasm for both tennis and pickleball witnessed newfound vigor in 2023, gained momentum in 2024, and retains its vigor this year, according to Daniel Zipser, a senior partner at McKinsey focusing on Asian consumer and retail sectors. "Racquet sports, broadly speaking, are in a phase of robust growth acceleration," he emphasized.

Not only are locals taking up the sport, but the audience for professional competitions is also expanding.

During the inaugural "Hong Kong Open" of the Professional Pickleball Association held from August 21 to August 24, a substantial crowd gathered to witness the final gold medal matches, according to Patrick Yan, founder of The Brine Agency, representing Asian pickleball athletes. "The tournament saw full attendance and even had a waiting list," he remarked.

Yan also observed a significant increase in pickleball courts in the Hong Kong area since he last visited in December and January.

Business Implications

The ongoing rise of pickleball in China presents diverse business prospects.

Unlike American suburban areas, major Asian cities typically lack expansive neighborhood spaces, Yan pointed out. Many of these courts need to be established by entrepreneurs who manage them for profit. "The potential for profit is substantial, attracting numerous businesses and startups," he observed.

Additionally, the Chinese Tennis Association oversees the local pickleball tournament structure, providing a systematic approach that contrasts with the grassroots organizing seen in other regions where local entities spearhead efforts independently.

Lu Bing, the deputy head of the Suzhou Pickleball Association, recounted he was introduced to pickleball by an American friend in 2023. Consequently, the Shishan sports club he manages decided to establish several pickleball courts, charging around 60 yuan ($8.39) per hour. Many local schools are also encouraging students to try the sport by transforming existing facilities.

Overcoming Challenges

Despite being an authorized sales partner for Joola, a prominent U.S. pickleball brand, Lu notes that other foreign companies may face challenges entering the vibrant Chinese market characterized by its distinct language and dependence on WeChat's ecosystem.

"Some courts may eventually close, while others will dominate in particular regions," predicted Yan. "Given the market's nascent stage, many are eager to capitalize as first movers."

The boost in consumer spending on pickleball, among other sports, coincides with generally weak retail sales since the pandemic.

However, McKinsey's Zipser remains optimistic about a resurgence in consumer spending from the latter half of this year until 2026, attributing it to a shift away from prevailing negative sentiments.

"In recent years, consumers anticipated a return to pre-pandemic conditions," he said, hopeful for property market recovery and substantial growth. "But people have now realized waiting is futile and have accepted moving on with their lives."