Review of the Week at ATN: Examining the Role of Pickleball within Fitness Sector
In the world of sports and fitness, a new contender is making waves: pickleball. As brands embrace entertainment over competition, the question arises: is pickleball part of the fitness industry, or is it something else?
While the debate continues, it's clear that pickleball is making its mark in the industry. Take Chicken N Pickle, a concept backed by Kansas City Chiefs stars Patrick Mahomes and Travis Kelce, which combines pickleball courts with a full-scale restaurant experience. The Pickle Pad, a franchise owned by NRD Capital-backed Indoor Active Brands, is also opening new locations across the country, blending pickleball with dining and social experiences.
The Pickle Pad's upcoming New Jersey location will open alongside Birdie ParTee and Crave Social Eatery, forming a social hub. Similarly, The Yard, an Aussie-born strength brand, is looking to conquer the U.S. market, bringing a unique blend of pickleball and social experiences to American shores.
Meanwhile, in the realm of sleep technology, Sleep.ai, formerly known as SleepScore Labs, is making strides. The AI-powered sleep intelligence and improvement platform has been utilized by brands including Therabody, L'Oreal, and Mattress Firm. Sleep.ai's platform is powered by more than 800 million hours of proprietary sleep data, along with scientific studies and a growing patent portfolio. The company recently raised $5.5 million in venture funding and aims to create a world where AI transforms health outcomes by transforming tens of billions of complex data points into actionable sleep intelligence.
Eight Sleep, another player in the sleep tech market, has raised $100 million to accelerate its push into artificial intelligence. They are developing an AI-powered sleep agent to interpret people's biometric data for a better night's rest. Somnee, another AI-focused sleep company, raised $10 million in June for an AI-powered, EEG-equipped smart headband.
In the fitness industry, Gold's Gym is entering Brazil with plans to open up to 60 gyms. Hyatt has launched well-being retreats as wellness tourism surges. Peloton's Cody Rigsby spoke to ATN about the power of authenticity. Life Time is going all-in on coworking lounges.
Ace Pickleball Club struck a partnership with DoorDash, allowing its members to place orders and get them delivered directly to the club in between matches. DoorDash has recently invested through a multi-year strategic partnership with Ace Pickleball Club, becoming their official on-demand delivery and pickup platform as of August 2025, supporting AI-enabled convenience services at the club.
As pickleball courts transform into social hubs, the lines between fitness and entertainment continue to blur. Whether pickleball is part of the fitness industry or something else, one thing is certain: it's a dynamic and exciting space to watch.
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