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Another week, another paddle hyped as the next big thing. New brands keep rolling in, paddles lose their sparkle after a few weeks, and before you know it, a new “best of the year” is crowned. With all the noise, it’s becoming a real challenge for paddle companies to stand out in a crowded market. 11six24 can’t market their paddles like Selkirk, just as Friday’s approach will never look like Joola’s—and that’s exactly the point.
This one’s for my dear pickleball founders. You’re out there hustling, pouring your time and energy into engineering the next great paddle, and I respect that. But here’s the thing—it shows that most of your time is spent making paddles and not selling them. And as someone with over a decade of branding and marketing experience under my belt, it hurts a little to see the same avoidable mistakes being made by companies with genuinely great products. So, to help you out, I’ve put together these 15 differentiation strategies to get you inspired for your next big release.
1. Anti-Something Strategy
Taking a stand against common industry practices can resonate with customers. For example, many Gen 3 paddles faced backlash for shipping paddles that were “core crushed” or highly prone to it. Pickleball brands could have seized this moment to say, “We take quality seriously. We’d never ship a product that’s already broken—unlike the other guys.”
2. Performance-for-Less Strategy
Offering paddles that perform well at a competitive price point can attract budget-conscious players who want high-quality paddles and are willing to forego the newest, cutting-edge technology. Clear comparisons between high-end and affordable options help players understand where they’re saving or investing. You can showcase how your paddles hold up directly against competitors.
Newer paddle brands often use this in combination with penetration pricing, setting a low price to enter a competitive market and raising it later with more expensive paddles once the brand gains recognition.
Examples: Vatic Pro, 11Six24, Chorus
3. Made in the USA Strategy
For domestically manufactured brands, championing the "Made in USA" label is a strong differentiator, especially among customers who value local craftsmanship and quality. It’s widely known that most paddles are manufactured abroad in a handful of factories in China. Granted that the United States has stricter labor and environmental regulations, this strategy can resonate with players who prefer to support local businesses.
Examples: Paddletek, Engage, Selkirk(ish)
4. Community-First Strategy
Brands that understand players' emotional connections to their paddles can build loyalty by showing they care. Brands like Volair do an excellent job engaging with their communities, supporting content creators, and collaborating with charities. Empathy-driven branding involves speaking to players’ needs and preferences, creating a bond beyond the paddle’s technical specs.
Don’t forget the aftercare. After a customer makes a purchase, you need to stay connected and deliver amazing customer service. Positive service experiences encourage word-of-mouth recommendations, build real ambassadors who will root for your brand, and ultimately help it stand out among competitors.
What if every paddle purchase came with an exclusive Discord invite—a secret clubhouse just for players who’ve bought into your brand? Picture a community of like-minded paddle nerds, sharing tips, hyping up new releases, and basking in the glow of their insider status. Throw in a discount for their next purchase, and now you’ve got a recipe for repeat customers who feel like they’re part of something bigger than just another paddle. It’s not just a sale—it’s a smart way of turning customers into superfans.
5. Passionate Owner Strategy
A lovable, relatable owner is a brand asset, giving the company a face players connect with—think Colonel Sanders for KFC. This human touch builds trust, especially when the owner’s passion for pickleball shines through. Authenticity and personality make the brand memorable and welcoming, while poor PR from an owner can quickly drive customers away.
6. Giant Slayer Strategy
Positioning as “X but better” lets brands stand out from direct competitors by highlighting specific strengths. Like Spotify vs iTunes, Casper vs big mattress brands, and Peloton vs traditional gyms, a brand could identify what its rivals fail to deliver and emphasize that gap. But this requires a thoughtful approach to avoid legal issues and admitting a competitor is the market leader.
7. Research and Development Strategy
Brands that invest in R&D stand out as innovators, differentiating from companies that simply rebrand factory-made paddles. Even if you don’t share your secret sauce, you should show your consumers how much research, prototyping, and design goes into every paddle. Emphasizing original designs, unique tech, or specialized materials shows a commitment to advancing the sport. The last thing you want your brand to be known as another generic white-labeled product.
Example: Pickleball Apes recently shared insights into their testing process for their latest paddle in the Pulse announcement video.
8. Brand Action Strategy
Demonstrating commitment to the pickleball community through actions—like REI’s store closures on Black Friday—shows rather than tells people about the brand’s values. Supporting local events, sponsoring players, or donating to pickleball-related causes creates goodwill and connects the brand to community progress. Brand action can help establish a purpose-driven identity.
Examples: Pickln donates 50% of proceeds to local charities. Engage donates thousands of paddles, balls, nets, and equipment annually and donates a percentage of proceeds to charitable causes. Engage also offers a fundraising program to help raise money for your local pickleball community.
9. Endorsement Strategy
Endorsements from top players and influencers boost a brand’s credibility and reach, signaling trust from the pros. The Volair Mach 2 Forza, for example, has glowing reviews from every YouTube reviewer, so they advertise its placement in the GOLD Hot List 2024 spot on Pickleball Effect, and it winning the Best Spin Paddle of 2023 on Pickleball Studio.
10. Speed to Market Strategy
The time delay between the Shogun's "titanium weave" and smaller brands utilizing the same technology was critical. Being a first mover gets you reviews, hype, and the first big wave of press, positioning your brand as an innovator and allowing you to establish brand recognition before competitors catch up. It also gives you space to charge a premium for your paddles. Being first excites paddle reviewers and eager shoppers, but it also comes with the risk of flopping if the new technology fails to bring any performance improvements.
When should you be a first mover?
- If you can take a large market share
- You have a new, performance-enhancing product
- The market is underdeveloped
- Establish yourself as the leader
When should you be a second mover?
- If you can improve on the leader’s weaknesses
- If the leaders’ new tech flops, you can develop it further and introduce your product when the market timing is better
- If you can deliver the same quality at a lower cost
11. Visual Ownership Strategy
There are a finite number of paddle decisions, so design can be a huge differentiator. Thinner, edgeless designs are niche R&D projects for enthusiasts—not mainstream favorites.
Suppose you’re releasing a paddle as a second mover. In that case, it has to do one unique thing exceptionally better than the market leader – like look absolutely incredible. Heck, I got the Ruby 60% for its performance and 40% because of how it looks.
Paddle technology is so advanced that “bad” paddles are rare nowadays, with performance stat differences that are barely noticeable. At that point, standout design becomes the deciding factor. Own a distinct color, shape, or mark.
Examples: Bread & Butter (everything), Mark Pickleball’s Green, Friday’s bright colors, CRBN minimalism
12. Performance Over Lineup Strategy
Pickleball paddles are highly substitutable. Players don’t think, “I loved Paddletek’s power paddle, so I’ll definitely love their control paddle, too.” Instead, they’re looking for the best paddle in each playstyle category, regardless of brand.
So, avoid cluttering your lineup with endless variations that only serve to look tidy on your website. Too many options can lead to decision paralysis, where customers feel overwhelmed and walk away without buying anything. Instead, focus on creating a single standout paddle that complements your best-seller rather than competing with it.
If you want to fill a lineup, look at what Bread & Butter is doing. They have very few paddles, each super distinct in its own way:
- Shogun: elongated paddle with ‘titanium’
- Fat Boy: wide-body control paddle with Kevlar
- Invader: hybrid paddle with fiberglass and ‘titanium weave,’ which replaced their old hybrid paddle, the Loco.
- Filth: all-court paddle
13. Price Gap Strategy
The price gap strategy is all about finding a price point with untapped potential. You might price higher than a competitor to signal superior quality, or undercut them to attract cost-conscious buyers and introduce your brand. Pricing squarely in the middle is less effective, especially in the paddle market, where price variance isn’t huge.
The Jelly Bean by 11six24 is a textbook example of filling a price gap. It complements rather than directly threatens the Vatic Prism, which has dominated the sub-$100 paddle market for over a year. With glowing reviews from across the board, these two paddles are set to remain at the top of $100 paddle recommendations.
14. Number Nerd Strategy
If your paddle is the most powerful, has the highest spin, or maximizes the allowable PBCoR test, flex the performance metrics of your paddle. Fulfill the audience that loves to min-max everything, aka become so proficient with pickleball stats that they think they can squeeze the maximum amount of performance for a paddle.
15. Product Line Extension & Personalization Strategy
If your paddles are already flying off the shelves, why not mix things up with variations of your existing products? Take a page from 11Six24 with their edge guard color options or Vatic with their short- and long-handle versions. Some brands even let customers pick their paddle weights. Why stop there? Offer custom name labels on paddle covers or let players choose their handle edge cap design.
These small customizations encourage repeat purchases while helping players feel more personally connected to their gear. Plus, personalized products are less likely to be returned—after all, people are more attached to something they’ve put thought into creating.
How will you cook up your next release?
Yes, constantly innovating and crafting the best paddle possible is key. But let’s be real—your paddle won’t fly off the shelves without a killer marketing strategy to match. On the flip side, no amount of clever marketing can save a dud paddle. Hopefully, these differentiation strategies have sparked some fresh ideas for your next paddle release.
If you enjoyed this article, share it with a friend or two and tag us @SpeakPickleball—we love seeing your support! Happy pickling!
