By Josh Kerns/IAPF
For Chris Sears, founder of the Indianapolis Pickleball Club (IPC), building a thriving pickleball business hasn’t just been about courts—it’s been about community, adaptability, and strategic growth.
Starting with a successful eastside facility, expanding into a pop-up operation, and now preparing to launch a brand-new, purpose-built location, Sears has done what many aspiring facility owners dream of—and he’s learned a lot along the way.
In our conversation with Chris, he shared practical insights every facility operator can apply—whether you’re just getting started or looking to optimize your existing business. You can hear more from Chris on lessons learned, what worked, what didn’t, and what he’d do different if he started again, on the latest edition of The Sweet Spot podcast.
The Origin Story: A Local Club That Took Off
The story begins on the east side of Indianapolis, where Chris launched the original Indianapolis Pickleball Club, a dedicated indoor facility featuring 9 pickleball courts. That club continues to thrive and serve the local community, offering programming, open play, and tournaments.
It was here that Chris refined his operating model and built a loyal member base, laying the foundation for future expansion.
Growth Through Pop-Up: Zip City
While planning a permanent southside facility, IPC saw an opportunity to grow in the interim by opening a temporary pop-up location—Zip City, also on Indianapolis’ south side.
This unique space offers:
- 9 indoor pickleball courts
- 6 indoor badminton courts
The pop-up concept allowed IPC to expand market presence, serve a new geographic audience, and build momentum for the upcoming flagship facility—all without waiting for construction to finish.
Building Smart: Keeping Costs Down
Chris isn’t afraid to roll up his sleeves to get a facility open—and cost-effective.
“We built the original location and Zip City fairly economically compared to others in the space,” he said. “We focused on what mattered—solid courts, good lighting, and a welcoming experience.”
This focus on essentials helped IPC remain financially flexible, a crucial advantage for an independent operator scaling across multiple locations.
Finding a Facility: Creative Strategy Required
Securing real estate for indoor pickleball is often one of the hardest parts of launching a club.
“It was a challenge,” Chris admitted. “Finding landlords who understood our use case and didn’t expect big-box retail rent was tough. We had to think creatively and be patient.”
His advice:
- Be open to non-traditional spaces
- Partner with real estate brokers who “get it”
- Plan for zoning, parking, and lighting needs early
The benefits of operating 24/7
One of IPC’s biggest differentiators is its 24/7 member access model, enabled by tech-driven booking and security systems.
“People want to consume pickleball when they want, how they want,” Chris said. “You can’t do that if your club closes at 8:30.”
Here’s how IPC makes 24/7 work:
- Digital reservation system tied to secure door access
- Comprehensive camera coverage
- Locked areas for sensitive equipment
- Members-only access with full tracking
“It’s a trust relationship. Our members treat the facility like it’s their own. They care for it just as much—sometimes more—than I do.”
And while middle-of-the-night bookings are rare, Chris says the peace of mind and flexibility this model offers is a major draw for members.
A Launch Misstep That Turned Into a Win
Even with a marketing background, Chris admits he made a big mistake during IPC’s first launch:
“We had a huge opening—packed courts, free play, a big community celebration… and then it all just stopped when the free period ended.”
Despite having 600+ people in their database, attendance plummeted as soon as it was time to pay.
“We didn’t have a clear path for people to convert. We let them in, gave them everything—and then just hoped they’d come back.”
To fix it, Chris called players directly, listened to their concerns, and launched a no-brainer offer: $29/month for unlimited open play.
“Within two days, we had 10 new members. Two weeks later, 70. Now we have 400+ on that pass.”
Key Takeaway:
Your launch isn’t about awareness—it’s about conversion. Make sure you have a call-to-action, sales process, and pricing structure ready before the doors open.
The Blueprint: What’s Worked for IPC
Chris shared several strategies that helped IPC grow sustainably and efficiently:
Facility Development
- Start with flexible, affordable facilities (even pop-ups)
- Focus spend on courts, lighting, and comfort
- Use one facility to test models before scaling
Marketing & Membership
- Pre-sell memberships with urgency and clarity
- Use community events to collect reviews and feedback
- Offer value-driven pricing (like open play passes)
24/7 Model with Tech Integration
- Secure access via digital reservation codes
- Monitor with cameras and restrict sensitive areas
- Trust your community—and make them feel ownership
Community-First Mindset
- “People play where they feel welcomed and valued,” Chris said.
- Invest in retention, not just recruitment
- Encourage ambassadors and influencers to lead open play and social events
Year-Round Success (Even Without A/C)
Chris’s biggest surprise? Indoor summer demand.
“We had no air conditioning our first summer. It was hot as hell—and still packed,” he laughed. “I couldn’t believe how many people kept coming.”
He points out that relying solely on seasonal or drop-in traffic can be risky. IPC’s membership-first model gives them stability and growth year-round.
Final Thoughts
“People think it’s all about the courts and the sport. But it’s the journey you take people on. You need to lead them somewhere—to a membership, a community, an experience.”
Chris Sears is proof that with the right mindset, a facility can start small, grow fast, and thrive year-round—even in the hottest or most competitive markets.
Want to learn more from leaders like Chris? Sign up for our newsletter and join the IAPF. Membership is free for facilities.
