An Opportunity to Capture the “Serious Player” Market
Pickleball has been labeled as an older person’s game and is very popular in retirement communities throughout the southern United States and Florida. Most players in Community Centers are also retired or semi-retired and have the free time to play several times during the work week.
In the past two years, however, a growing number of aging tennis and racquetball players have switched to the sport because it has a lower injury rate, yet still provides a tremendous competitive challenge. The Company believes this will be the fastest growing segment of the demographic market for Pickleball. An ever growing number of over-40 tennis and racquetball converts have been posting their support on line.
The tennis, racquetball and squash manufacturers are taking notice. Other major players in the racquet sports industry have begun to enter the space. The company Escalade, who owns the Prince Tennis and “Ping-Pong” brands, has even begun to buy up smaller Pickleball manufacturers.
Most Pickleball companies focus on specific target markets. Each is made up of different skill levels and ages and is reached in different ways. We have clustered these into different “venue” market groups:
The Company believes the right approach to the market will target the fastest growing segments while avoiding overcrowding from competitors.
The Company will therefore focus on two primary market
1. Community Centers, colleges and universities in the top 200 cities
throughout the US.
2. The aging tennis, racquetball and squash player market.
Marketing will consist of TORQ web-site sales initiatives, web strategies with retailers, Google driven messaging and targeted ads. We will speak to the aging racquet sport player who demands high quality, technically innovative equipment. We will drive trial and use through demonstrations at tournaments and at Pickleball venues through our Ambassador and product development efforts.
A customer retention program will be driven by a “TORQ Team” concept, connecting with players to bring news about products, offer incentives for purchase and reward referrals and cross sell efforts.
People will notice TORQ’s new, high-tech look and feel and high production value and immediately understand the advantages over other paddles. Unique handle and grip design, along with new insert materials, will keep innovations coming through the years.
Players will be able to buy paddles from our own web site, as well as established Pickleball distributors and retailers throughout the US and the web.