An increasing number of UK padel operators are diversifying by offering padel as part of a varied package of sports facilities.
Whilst a lot of padel’s initial UK growth took place in what might be regarded as its natural habitat of tennis clubs (driven in part by the LTA’s offer of interest-free loans to tennis facilities to add padel courts), it wasn’t long before private investors recognised that the game was compelling enough to stand on its own two feet, not just as a side salad to tennis.
Big multi-court padel chains such as Surge Padel, Rocket Padel and Padel4all started to appear – bold statements that the sport offered a viable business model with potential for strong returns. New businesses continue to enter this market on an almost weekly basis, stating big growth ambitions and backed up by investors.
This comes with a certain amount of risk. It won’t have escaped anyone’s notice that padel courts are expensive, as is ground rent for indoor facilities. This brings pressure to fill courts. Last year, we saw a couple of signs of this pressure perhaps manifesting itself – a club in the south east being (briefly) offered for sale and management redundancies at one big, long-standing club.
It’s in this context that some padel operators are mitigating that risk – and broadening padel’s appeal across the grassroots sporting spectrum – by teaming up with other leisure activities. One example is Padelstars, a relative newcomer to the scene. They have announced several new sites – and all feature partnerships with other sports.
Padelstars have had planning permission approved for six courts at Trojans Rugby Club in Southampton (they have also made a video for the Rugby Football Union promoting the value of padel courts for rugby clubs). They also have planning approved for four courts at Golfplex in Bracknell, four covered courts at Old Loughtonians Hockey Club in Essex, two courts – and a pickleball court – at Ferndown Golf Club in Dorset and two courts at Batchwood Golf and Sports Centre in St Albans.
News reached The Padel Paper this week that five-a-side football operators Powerleague are branching out into padel. They have appointed a Head of Padel and will be adding four courts to an existing football site in Shoreditch, London, in May and three covered courts at a facility in Birmingham. This is an addition to a planned five-a-side and padel facility at the MetroCentre in Gateshead.
Game4Padel, one of the UK’s biggest and longest-running operators, also recognise the value of padel as part of a diverse sporting offer. They opened three courts in Glasgow last month at Golf It! – a family entertainment attraction and community hub run by golf’s governing body the R&A to attract a broader player base to the sport.
The hope is clearly that it will do the same for padel. Game4Padel’s agreement with The R&A includes an option to include padel courts in future community golf centres around the UK, once the model is proven at Golf It!
Game4Padel CEO Michael Gradon said: “We expect the courts here to be a big success and look forward to future opportunities with The R&A and other venues looking to diversify their facilities to attract a new audience.”
Other examples abound: Game4Padel’s partnership with GLL leisure centres and Padel4all’s partnership with Everyone Active, a two-court club (soon to become three) at The Heron Golf Club in Essex, four courts opened last year at Wetherby Rugby Club, and more.
Cross-selling padel to pre-existing or new sporting communities by offering it alongside other sports and leisure facilities is a clever tactic that is injecting even more fuel into padel’s meteoric rise in the UK.
