Pickles and Play, the renowned pickleball and social recreation brand founded in Wake Forest, is on a fast track to expanding its impact locally and across North Carolina. Lane Ethridge, the company's CEO, co-founder, and co-owner, has led this expansion with a clear vision and strong commitment to serving both the casual player and the dedicated enthusiast. Ethridge's passion for the sport and its community-building potential is evident in every move Pickles and Play makes, from its new locations to unique partnerships.
Currently, Pickles and Play operates two 7-court facilities: its first in Wake Forest and second in Chapel Hill. According to Ethridge, each location will soon see "an expansion of 6,600 square feet to add two more courts and an additional 1,800 square feet dedicated to office space for EPIC Physical Therapy." With fully outfitted clinics located inside Pickles and Play facilities, EPIC Physical Therapy will offer one-on-one appointments with certified clinicians, allowing athletes to stay at the top of their game. “What inspired us to collaborate is our mutual goal to keep our members and surrounding community healthy and able to continue to do what they love most,” said Ethridge. He emphasized the value EPIC adds by helping players manage the physical demands of pickleball. “EPIC Physical Therapy is a great resource to stay healthy while playing this physically demanding sport.”
Pickles and Play has ambitious plans for new venues. A 7-court facility in Garner is slated to open in mid-December 2024, and a larger 24,000-square-foot, 8-court center is expected to open in Brier Creek by February 2025. The brand’s most significant expansion will take place in Greensboro, where an existing 54,000-square-foot indoor tennis center will be transformed into a 17-court indoor pickleball facility by the summer of 2025. "We continue to explore other opportunities to expand around the Triangle and beyond," said Ethridge.
With the sport of pickleball continuing to grow, Ethridge sees Pickles and Play as part of a broader mission to bring the sport to as many people as possible. His vision is one of accessibility and community. “We believe that if we can have locations around the Triangle that are approximately 20 minutes from any resident, it will make it convenient for the casual and dedicated player to be able to enjoy our community,” said Ethridge. By establishing facilities that cater to players across the Triangle and beyond, Pickles and Play is positioning itself to be a leader in the pickleball industry.
Beyond physical expansions, Ethridge envisions Pickles and Play as a "central hub for recreation and social interaction," creating relationships through the sport and beyond. “Pickleball, at its core, is more than just a sport—it’s a culture,” said Ethridge, emphasizing how players from all walks of life, from kids as young as 7 to seniors in their 80s, come together on the court. The brand also plans to hold various tournaments, including eight to twelve events in 2025, along with holiday classics and community tournaments in collaboration with the Town of Wake Forest. “We believe in outreach and being in the community while we serve the community,” said Ethridge, underlining his commitment to promoting local connections.
“Pickles and Play has become an invaluable part of the Wake Forest community, offering not only recreational opportunities but also a gathering place that brings people together across generations,” said Jason Cannon, President of the Wake Forest Business & Industry Partnership. “Their commitment to expanding locally and enhancing the facilities with partnerships like EPIC Physical Therapy strengthens Wake Forest’s appeal as a destination for active, community-focused living, working, and playing.”
For Ethridge, the excitement for the future of Pickles and Play lies in the impact the company is making in people’s lives. “What we love most is the unspoken difference it makes to those who truly need this in their lives,” said Ethridge. With an inclusive environment that welcomes everyone from youth to seniors, Pickles and Play is more than just a place to recreate; it’s a community where play, passion, and purpose come together.
