Racquet sports are all the rage.
The news: Health club operator Life Time named lululemon its official pickleball and tennis apparel partner.
A win-win, both brands see sports and recreation as a path to reach audiences beyond fitness.
Game on. Pickleball is America’s fastest-growing sport, and tennis participation has increased three years straight.
All-in, Life Time is the nation’s largest operator of indoor pickleball and tennis courts, with nearly 1K across both sports.
Doubling down, the gym chain is building dedicated pickleball clubs, hosting tournaments, and teaming with athletes like tennis great Andre Agassi to attract members.
Delivering results, CEO Bahram Akradi attributed positive Q1 earnings to strategic initiatives like pickleball and small group training.
Gearing up. Diversifying, lululemon recently expanded into hiking, footwear, and golf—while exiting connected fitness—to broaden its base. Now, along with On, Vuori, and Alo, it hopes to ride racquet sports to new heights.
Punchline: More physical activity is good for fitness and apparel brands alike. And if racquet sports sell memberships and clothes while getting people to break a sweat, everyone benefits.
