A unique venture is making waves in the world of sports and recreation in Wake Forest. Pickles & Play, an indoor pickleball facility, is changing the game by offering enthusiasts a year-round opportunity to enjoy their favorite sport regardless of the weather.
The brainchild of Lane Ethridge and his dedicated team, Pickles & Play was born out of a deep passion for pickleball. Ethridge, now the Co-founder and Managing Member of the facility, has been deeply involved in the pickleball industry for three years as an instructor and program director. His goal? To provide others with the same life-changing experience that he himself had four years ago when he discovered the sport.
"I have always wanted to provide an opportunity to change lives the way this sport changed mine four years ago,” says Ethridge. “We realized that everyone can come to Pickles and Play 'For Any Reason, and Every Season!'"
Ethridge and his team have designed the facility and its programs with the player's perspective in mind, ensuring a top-notch experience for all. Whether you're a casual player looking to socialize or a fiercely competitive enthusiast, Pickles & Play has something for everyone.
What sets the facility apart is its transition of pickleball from the outdoors to a welcoming indoor space. Outdoor pickleball, like many other outdoor activities, is often weather-dependent. "We provide the best playing experience without the challenges of overcrowded courts and eliminate some of the variables of playing outdoors," says Ethridge.
Pickleball, once considered a niche sport, is taking the United States by storm. An estimated 4.8 million people in the U.S. now play pickleball, and participation has increased by 39.3% in the past two years, making it the nation’s fastest-growing sport. However, across the Research Triangle region, the demand for pickleball courts often outpaces supply. Public courts are frequently overcrowded, and private clubs can be costly and exclusive.
Pickles & Play seeks to bridge that gap. They offer dedicated, accessible indoor courts, providing the perfect setting for pickleball enthusiasts to enjoy their favorite sport without the hassles of overcrowding. The facility's location in Wake Forest is strategically chosen due to the town's rapid growth and the increasing popularity of pickleball in the area.
Selecting Merritt Capital Business Park as their venue was a strategic decision rooted in strong partnerships and connections. With the assistance of one of the company's partners, Merritt Capital emerged as a perfect match. This collaboration has already paved the way for future plans, including the opening of another Pickles & Play facility at a Merritt Property location in Chapel Hill in early 2024.
"We are truly honored to welcome Pickles & Play to Wake Forest, and we are thrilled that they have chosen Merritt Capital Business Park as their home," expresses Jason Cannon, President of the Wake Forest Business and Industry Partnership (WFBIP). "In addition to the instant success of our friends at SixFour3 who specialize in girl’s fast-pitch softball, Pickles and Play seamlessly aligns with the distinctive character that Wake Forests has to offer its residents."
Indeed, Pickles & Play has been embraced with open arms. At its opening weekend in September, over 1,000 players from across the Triangle region attended to show their support. Membership numbers are soaring, and the facility offers a wide range of programs, from open play and clinics to classes, private lessons, leagues, and upcoming tournaments.
Furthermore, Pickles & Play is open to forging partnerships with other businesses. “We have had an outpouring of other companies approaching us to host corporate events and networking functions,” says Ethridge. “We look at that as a dynamic way to provide influential opportunities to create a unique outing for their companies and organizations. We have also had other companies approach us about being sponsors at Pickles and Play, and we’re always open to mutually beneficial collaborations.”
Looking ahead, Ethridge envisions a deeper partnership with the Town. He hopes to secure a land lease that would allow for a private facility through a public-private partnership. Such an arrangement could lead to hosting national events and tournaments, bringing significant revenue and tourism to the town.
But Pickles & Play isn’t stopping in Wake Forest. Expansion planning is already underway, with a Chapel Hill location currently in the works. Plans for further expansion into the Cary/Apex area and beyond are also on the radar. Their goal is to make pickleball accessible to a broader audience by providing convenient access to facilities within a 20-25 minute radius.
As for the future of pickleball itself, Ethridge is optimistic. He believes pickleball willl continue to grow and evolve, possibly becoming a high school and collegiate sport and, eventually, an Olympic event. "Pickleball is taking over the United States, and momentum continues to grow as the sport goes more mainstream," says Ethridge. “Pickles & Play is excited to be a part of this journey, offering opportunities for people of all backgrounds to get involved and stay involved in the sport. We are thrilled to be starting that journey officially in Wake Forest.”
