MARKET RESEARCH
MARKET
SURVEY
MIAMI, FLORIDA
The market survey was conducted in Miami, Florida, with the objective of gathering key information on pickleball paddle points of sale.
This analysis enabled the identification of positioning and expansion opportunities for GIO Sports within the local market by assessing competition, purchasing trends, and consumer needs.
Through this process, the aim was to gain a deeper understanding of market behavior and the strategies that allow brands to stand out in this growing sector.
Epic
Epic is a specialized center offering both clinics and private pickleball lessons, allowing it to cater to different player level:
Player Segmentation and Product Offering:
- Beginners usually start with paddles that have a “honeycomb” core, offering a simple and soft structure suitable for learning and improving basic skills.
- Intermediate players prefer more resistant paddles made of carbon, which offer better control and durability.
- Advanced players have a clear understanding of their needs and seek specialized products that maximize performance and adapt to their playing style.
GIO Product Offering:
GIO positions itself as a brand for beginners, offering paddles with a “honeycomb” core, priced around $85.99. A carbon version is available for an additional $10 but has quickly sold out due to high demand.
Characteristics of Pickleball Balls:
Indoor balls have larger holes, while outdoor balls are more durable and designed for intense, long-lasting play
Competitors and Pricing:
Competing brands offer paddles with wider designs and graphic faces. Promotional packages include paddle, ball, and bag sets, priced from $100 to $129
Notes:
The seller recommended a Gio paddle for the price-quality factor, for someone who is just starting out, looking for something of good quality at a good price. He also highlights that the option of packs is always good.
Here you can enhance the brand presence in the place.
They offer various complementary products for the sport.
Padel Aventura
This center opened recently, focusing primarily on padel but recognizing the growth of pickleball as an accessible and affordable sport.
Equipment Rental and Sales:
They offer NOX paddles, which are rented to those taking classes. Although they do not have immediate plans to expand into pickleball, it indicates how this sport is being integrated into specialized centers.
They said that there are more public pickleball courts and that in places where there is tennis there is also pickleball. Most of the players they identify are adults over 50 years old, which suggests a focus on recreational physical activity.
Notes:
They point out that it’s cheaper and easier to learn. They emphasize that it’s present where are tennis courts and expasion in public courts.
YARDS
YARDS has observed a demographic shift, with a growing interest among younger players (15-16 years old), indicating a change in the market:
Paddle Sales and Rentals:
Yards courts have an in-house shop that offers paddles for different levels. They offer classes where they also offer the option of renting paddles, which makes it easier to get started in the sport and allows players to try out different models before committing to a purchase.
Brand Differentiation:
The brands that the coach offers to his students and people who consult for paddles for beginners are Joncaye and Potenza, which differ in the design of the shaft and the grip. They also mention that when selling a paddle, they do not recommend wooden paddles due to their low durability.
Pricing and Sales Flow:
Paddles are sold from $60 to $165, with intermediate models aiming for around $90. Sales are higher during the evening, aligning with peak court usage.Classes cost 50% for members and 70% for non-members, showing a strategic focus on customer loyalty.
Notes:
When students ask what brand of paddle to buy, the coach recommends the brand of paddle that he uses since he takes into account characteristics such as the neck and grip of the paddle (Potenza recommended brand). The sales deal that he has on the court is 50% for him and 50% for the brand.
Tennis Plaza
Although pickleball is not the primary focus of Tennis Plaza, there is an offering of high-end paddles and a specific customer profile.
Focus on Premium Products:
The store offers paddles priced from $70 to $250, targeting players seeking top quality products. The selection for beginners is limited, suggesting that these products are more easily found on other platforms like Amazon or Walmart.
Demonstrations and Sales:
All Tennis Plaza stores offer paddle demos, facilitating a try before you buy experience for customers.
Featured Brand:
Joola stands out as the most recognized and purchased brand, indicating a strong preference for high quality, high performance products.
Notes:
It offers high-end brands as it is a more specialized store for people who already know and have been playing the sport for a while. Limited and reduced space in its Pickleball display.
Gio by Blaze
DATA ANALISYS
EPIC
Pickleball Store
Epic offers a complete experience for different levels of play, with a focus on lessons and equipment for all levels, but faces strong competition in terms of paddle prices and features.
PADLE AVENTURA
Courts
Padel Aventura is focused on paddle tennis but their feedback about pickleball is that there is an opportunity due to the large expansion of public pickleball courts as well as tennis courts, therefore the trend of this sport is increasing and that is a positive point for potential sales for GIO.
YARD
Courts
YARDS shows a demographic evolution, with more young players participating, while its rental and sales model creates room for new brands to establish themselves in the local market.
TENNIS PLAZA
Retail Store
Tennis Plaza focuses on the high-end segment, attracting advanced players and giving relevance to premium brands, with less emphasis on beginner players or budget paddles.