As pickleball continues its rapid rise across the U.S., one challenge is becoming increasingly clear for facility operators—summer is no longer a guaranteed win.
While winter months pack indoor courts wall-to-wall, the warmer season introduces a different dynamic: more options, more travel, and more competition from outdoor play.
And for clubs, that means one thing—get creative or fall behind.
The Reality: Attendance Dips, Even If Membership Doesn’t
According to industry operators, summer doesn’t necessarily mean members are canceling—it means they’re showing up less often.
Lane Ethridge, IAPPF member and part owner of Pickles and Play in North Carolina, which has three locations in the state, sees it firsthand:
“The attrition rate doesn’t necessarily change, but attendance does. People just have more choices in the summer.”
That aligns with broader fitness industry trends. Health club data from organizations like IHRSA consistently shows:
- Gym attendance can drop 10–25% during summer months
- Usage dips are driven more by vacations and lifestyle shifts than cancellations
Pickleball facilities are seeing a similar pattern:
- Fewer league signups
- More inconsistent weekly play
- Lower peak-hour utilization
Why Summer Is Different
It’s easy to assume heat drives players indoors—but the reality is more nuanced.
Ethridge points to lifestyle, not weather:
“It’s not really the weather—it’s that families travel more. People are on vacation. Their routines change.”
At the same time:
- Outdoor courts become more appealing (and free)
- Social schedules expand
- Kids are out of school
Rather than accept the slowdown, leading operators are reprogramming their entire summer strategy.
1. Low-Cost, High-Volume Programming
One of the most effective tactics: lower the barrier to entry.
Ethridge introduced a simple concept:
- $5 open play nights
- 60+ spots per session
- Consistently waitlisted
“You’re not making a ton of money—but you’re getting people in the door who would’ve never come otherwise.”
The real win:
- Increased court utilization during slow hours
- New player acquisition
- Stronger community engagement
2. Short-Term “Summer Memberships”
Instead of pushing full-year commitments, clubs are experimenting with:
- 90-day summer passes
- Discounted seasonal access
- Trial-style memberships
The strategy is simple:
- Capture incremental revenue
- Convert casual users into long-term members
3. Youth Camps & Day Programming
Summer opens a major opportunity: kids programming.
Ethridge highlights:
- Summer camps as a key revenue driver
- Youth engagement as an underdeveloped growth area
It also solves a real problem:
- Outdoor play in 90–100° heat is unrealistic for kids
- Indoor facilities become the safe, consistent option
4. Event-Driven Revenue (Tournaments & Socials)
Instead of spreading events year-round, smart clubs are:
- Concentrating tournaments in summer and winter
- Avoiding competition with outdoor charity events in spring/fall
- Creating scarcity → increasing demand
“When something’s not always available, it creates more value, ” said Ethridge.
5. Let the Community Build the Programming
One of the most overlooked strategies?
Let your players do the work.
Ethridge’s team is now:
- Identifying “community leaders” within the club
- Empowering them to create leagues
- Providing courts + structure
The result:
- More programming without added overhead
- Stronger member ownership
- Higher retention during slower months
The Hidden Advantage of Indoor
Ironically, summer can also highlight the value of indoor play.
As outdoor demand rises:
- Wait times increase
- Heat becomes a factor
- Weather cancellations spike
Which leads some players right back inside.
“Once people get used to indoor, not dealing with wait times or weather—it’s hard to go back., said Ethridge.