Padel, which has its roots in Mexico, is gradually expanding across the U.S. The subject of feature articles in major media (The New York Times and The Washington Post), it is still relatively unknown in many geographies.

Technologies (which you'll be seeing at RacquetX) are being developed to help players find courts near them. Court-builders (who you'll also meet there) are devising clever economical ways to accelerate the development process.

And marketing and communications companies, like UK-based Padel22, are helping to spread the word. We recently met with Ben Nichols, the CEO and Founder of the agency to get his perspectives on the speed and path of padel proliferation in the U.S. and other markets worldwide.

First, what inspired you to get into the racquet sports industry?

"I grew up in an aspirational, middle class family in Salisbury, in the south of England. In one of those chance situations that life throws at you, I happened to be born next to the town tennis club. When I was two, my parents moved to a village on the edge of town (i.e., ’the burbs’) and, decided to build a tennis court.

And the rest, as they say, is history. I grew up with tennis in the blood -- and later squash in my teens -- and, from an early age, and with older siblings that all loved sport, I knew I wanted to work in the sports industry, and ideally racquet sports.

From my last days of school and into university, I was committed wholeheartedly to working in sports, and ‘earned my stripes’ at press offices of some of the top tennis events, such as Wimbledon and the Australian Open. I knew that this was the type of environment I wanted to pursue a career in, and fortunately - years later after working in other sports - I’m back in the racket sports world and loving it."

Why primarily padel?

"Before Padel 22, I freelanced as a Sports Communications and PR Consultant, working with governing bodies, some Olympic and Paralympic athletes, brands and businesses in sport. Towards the end of 2022, I worked a contract for the LTA (the USTA of Britain) who had taken on padel within their scope, and I was responsible for PR for the British padel team at the World Championships.

Following this -- and in a year where everywhere I turned, I bumped into people working in, and talking about, padel -- I saw this as a calling. I was in the ideal position to leverage my 18 years’ experience in sports communications along with my growing knowledge and network within padel to launch the first padel-dedicated communications company for the English-speaking world. There was a gap in the market for the storytelling of this start-up sport, and I decided I had to fill that gap. It was time to get in early, and secure first mover advantage, with all the challenges that brings."

The U.S. has only about 300 padel courts. Why so few?

"The U.S. is in the early stages of its padel journey. As it happens, while many nations in what I like to call the ’New Padel World’ were embracing padel (countries such as the UK, the Netherlands, South Africa, France and others), it was America that was embracing padel’s sibling, pickleball. And it’s because of pickleball’s ascent in the U.S. that padel is so far behind. That, coupled with a low level of awareness of the sport, making it harder and longer for court constructors to secure the permissions to build padel facilities.

That’s changing, however, as in early 2024 there has been a real step change in padel’s growth in the U.S. We’re seeing little slices of history play out before our eyes. The first padel club in New Jersey is on its way, as is the first club in The Hamptons and the first club in Virginia (in a former power plant of all places!). Padel’s on its way, and America’s gonna love it!"

What do you think the growth trajectory will look like in the U.S.?

"It’s very difficult to predict whether it will tie or pass pickleball in terms of facilities. Given the sheer volume of pickleball courts in the U.S., my hunch is that, no padel won’t reach that same number of courts, not least because the cost and infrastructure for building a padel court is higher and more complex than it is for a pickleball court.

In addition, many would argue that pickleball is even easier than padel to pick up (which itself, is viewed as an easier, less technical sport than tennis or squash), and as a result, it will draw a less-athletic and larger group. That said, I am convinced padel is going to be a huge sport in the U.S. once courts and facilities become widespread. Given its positively addictive nature, this sport will be big from coast to coast. Very big. Get ready for what’s coming."

What has been your greatest personal/professional "win" since starting your company?

"I think there have been a series of wins, from working on America's largest padel operator (Taktika, California) to working with the New York Times on their first major padel article and securing a CNN International interview with Eva Longoria. We also created a media day in LA when we brought reporters on a padel court for the first time.

In our own small way, with this new sport, it feels like we're carving some small slices of history. This won't happen again in my lifetime."

What are you looking forward to most at RacquetX?

"Seeing people, colleagues, clients, industry friends face to face! We’ve spent so much time on Zoom these past few years that, as a people person, I cherish the ‘real moments’ of being face to face and building relationships with fellow professionals.

It’s hugely exciting, and timely, that RacquetX is debuting now. With squash getting into the Olympics for LA 2028, tennis participation rates high on both sides of the Atlantic, pickleball surging, and padel on its way, this feels like a unique time for the racquet sports industry.

There’s no better time to celebrate it, and that’s why I think as an industry we need to take a pause in Miami and really reflect on that. As a collective, we’re stronger…and surely the envy of many other sports and sectors. Plus, after a long English winter, I’m looking forward to seeing some sun!"

Please be sure to buy your tickets, download the app, and schedule a meeting with Ben (and our other padel authorities) at RacquetX.

You'll even be able to try out padel yourself or demo new equipment and technologies from our 80+ partners.

No matter how YOU choose to say it, you'll have a great time and learn what the game is all about.