Brothers Mike and Rob Barnes started Selkirk Sport in Hayden, ID, in 2014, believing that pickleball, once an obscure sport played by seniors and in physical education classes, was about to take off. Rob Barnes, co-founder and co-CEO, talked with SGB Executive about Selkirk’s and the sport of pickleball’s potential growth and its challenges.
Why was Selkirk founded? What was the pickleball opportunity in those days? We established Selkirk as a family-run company to become the market leader in pickleball paddle innovation and technology. We wanted to push the boundaries of what was possible with pickleball equipment. When we started in 2014, pickleball was still a largely unheard-of sport. So, we knew right when we started that we wanted to become an industry leader in equipment and sales and help grow the sport we all love. We have stayed committed to that goal through myriad programs, including professional sponsorships, Growth and Advocate Programs. We hope that as we promote these programs, we will help inspire more generations to join the close-knit community at the heart of pickleball.
What created the surge in pickleball participation? Is it being driven by older adults? One of the main reasons that pickleball has grown in popularity is its accessibility. It is an easy sport to pick up and relatively cheap to start playing, as most beginner paddles cost less than $100. Those factors have gotten consumers interested in the sport, but what I think has gotten them addicted is the community found on the courts. Selkirk is rooted in communities across the country, and we’ve discovered that it’s a sport that is welcoming to all. No matter your age or playing ability, there is always an opportunity to join a game.
There is a misconception that pickleball is a sport solely for older individuals; however, we recently conducted a survey that found the sport is surging among younger generations. Of course, play styles vary among age levels, but we’ve found that more younger players are picking up paddles.
The sport’s fast growth has caused some controversy. Is the primary complaint the noise level or that pickleball players intrude on tennis players’ time? Do you see a path to resolving the issues? When a new sport is introduced in an established area, particularly one that’s rapidly growing, there will always be the tendency to pit the new sport against the established sport. But the truth is that tennis and pickleball can coexist. We’re seeing nationwide that more communities are investing in pickleball because the demand is continually increasing. Of course, it takes time for money to be invested and courts to be built, so there may be some overlap with tennis players as that happens. However, most people play on courts in public parks meant to serve everyone, and pickleball will be around for a while, so pickleball players need a space to play, too. As more dedicated pickleball courts are built, and more tennis players try out the sport, I think the tension between the two sports will gradually die out.
What is Selkirk best known for today? Selkirk is the industry leader in pickleball paddle technology and innovation. We constantly collaborate with players and beta-test the next generation of pickleball equipment. Whether paddles, court shoes, bags, or apparel, we aim to offer the best equipment pickleball players can get—paddle technology interest shifts throughout the years and from player to player. However, we have recently seen an increased interest in premium paddles due to their power, control and spin, headlined by Selkirk’s Vanguard Power Air, a next-generation pickleball paddle engineered with advanced materials.
Selkirk recently introduced the lower-priced Evo paddle and the company’s first footwear line. What inspired the move into these areas? As Selkirk continues to grow, we want to ensure we’re meeting all the needs of pickleball players regardless of their journey. We crafted the Evo paddle with newer players in mind. We designed the paddle to be versatile, offering power and control, but also at a more affordable price point for beginners. We have always offered top-of-the-line paddles for individuals at the height of their game, but now we want to meet their other needs. That’s why we introduced the Selkirk Labs court shoes. As we continue building our stable of equipment, we aim to be the leading provider of paddles and everything pickleball players need to succeed on the court.
What is Selkirk Labs, and how has the program evolved? Selkirk Labs is a first in the industry. Through player involvement and beta testing, we invite pickleball enthusiasts to join us in the quest for perfection. That said, Selkirk Labs isn’t for everyone. It is designed for pickleball enthusiasts who care about testing the latest technology and offering their insights to shape the future of pickleball. Many successful projects from Selkirk Labs get introduced into the Selkirk Sport line, but Labs members get to use each new piece of equipment first. Since Labs began, it has grown exponentially. With our latest launch, the Project 005 and Project 006 paddles, we saw record-breaking sales within the first few days. It’s great to see our Labs members’ excitement and dedication to our innovations.
Where are pickleball products sold? Is it primarily sporting goods stores or tennis specialty? Mass or online? Are pickleball specialty stores on the horizon? As pickleball continues to grow, more retailers are buying in. Selkirk has many great retail partners, including specialty online stores like Pickleball Central and big-name retailers Amazon and Costco.
Moreover, our distribution into national sporting goods retailers like Dick’s, Scheels and Academy Sports has accelerated along with racquet sports specialty throughout North America. There are specialty stores, including our partner Santa Monica Pickleball Center, for those who want to test out a paddle before buying, and many individuals test out and purchase paddles at professional tournaments. We also have a program called Selkirk Advocates, where our brand advocates demonstrate new paddle technology and help players in their communities choose equipment based on their play style.
How are you getting the word out on Selkirk? We use various methods to get the word out about Selkirk, including event sponsorships, professional ambassadors, social media influencers, and traditional marketing campaigns. Today, Selkirk Sport has endorsement deals with the deepest roster of Professional Pickleball Association (PPA) and Major League Pickleball (MLP) Tour Professionals, headlined by Tyson McGuffin, Catherine Parenteau, Parris Todd, Mary Brascia, Maggie Brascia, Dylan Frazier, James Ignatowich, Travis Rettenmeier and more of the sports’ biggest names. Selkirk is an official paddle of the PPA and APP tours and is the presenting sponsor for Professional Pickleball Association (PPA) Tournaments on the CBS Television Network, Paramount+ and CBS Sports Network.
As the intersection of golf and pickleball increases, Selkirk Sport has strategic partnerships with Troon, the world’s largest golf club management company, and Invited Clubs, the largest owner and operator of private golf and country clubs in the U.S. Additionally, SelkirkTV, pickleball’s only original and free TV app debuted in 2021. Since launching, SelkirkTV has evolved into a robust media source that offers a line-up of content and programming for the pickleball community.
However, our No. 1 goal with our varied efforts is to connect with our customers. We don’t want it to feel like a one-sided relationship. We aim to invite our customers into the conversation so we can always offer them the products that they want and need. We strive to collect their thoughts through various mediums, including social media, surveys and in-person at pro tours.
More attention is on pickleball leagues and players. What’s next for the sport? Do you see pickleball participation plateauing or just getting started? People are investing more in the sport, whether it’s through leagues, equipment lines or personal courts. Because of that investment, the sport has skyrocketed. It has been the fastest-growing sport in the U.S. for the past three years, with an estimated 36.5 million players in the country, and the pickleball market is forecasted to continue to grow for the foreseeable future. I think the accessibility, the welcoming community and the sheer fun of the sport will keep pickleball rising in popularity, not just in the U.S. but worldwide.
Photos courtesy Selkirk Sport
