10 Minute Text

The CEO of Major League Pickleball on America’s fastest growing sport

Updated Feb 17, 2023, 10:17pm EST

Brian Levine on why the sport is booming, and why professional tennis players are starting to compete.

Ben Smith said:

Brian — thanks for doing this. To begin with, can you send me a selfie and tell me where you are?

Brian Levine said:

Live shot! I certainly can get you a better pic on request!

Ben Smith said:

This is perfect for ... is it appropriate to call you the Vince McMahon of pickle ball?

Brian Levine said:

Well, Steve Kuhn is the founder, so not quite!

Senior Pro player turned interim CEO of MLP, sure!

Ben Smith said:

OK so — this is the Google trends for Pickleball over the last few years. What is driving that explosion?

Brian Levine said:

Pickleball ticks all the boxes our society needs - it truly brings people together. It’s a fun game, super social, can be competitive, a good workout, and a high “floor” sport, meaning people can get competent really quickly skillwise.

Brian Levine said:

Not many sports where you can see grandparents competing with their grandkids in a physical activity!

Ben Smith said:

I feel ambivalent about this!

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I think Liz may have told your colleague that I love pickle ball, but the reality is that I’m one of those tennis players who is ... let’s say ... deeply suspicious.

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In preparation for this interview, I asked Dall-E to make this image of satan playing pickle ball. How do you make someone like me feel less... threatened?

Ben Smith said:

Brian Levine said:

Ha! I dont think anyone who’s every played pickleball would say it’s a threatening sport, but I get why tennis players could sense that - many tennis players are migrating to pickle, and of course there are now battles everywhere for court space. But to be honest, I’d be pretty scared to face that Satan-looking dude on the pickleball court!

Ben Smith said:

Is it a goal, or a concern, that as the league grows and the prize money get more serious, that you’ll have professional tennis players competing?

Brian Levine said:

It’s really neither, but certainly more good than bad, because it lends credibility to the pro game. Sam Querrey (former top 10 tennis player and Wimbledon semifinalist a few years ago) is in our league, and many more are coming next season.

Brian Levine said:

And there’s a really awesome PickleSlam event coming down here to south Florida the first week of April....

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McEnroe and Chang vs Agassi and Roddick - will be a blast to watch.

Ben Smith said:

Amazing.

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And finally — that line flattens a bit at the top right. How do you
ensure pickleball isn’t just a fad? Any lessons from Jai Alai?

Brian Levine said:

37 million players played the game in the past year - I don’t think Jai Alai ever got that number (maybe 37?!?!!).....our goal is to convert those players into fans of the pro game!

Brian Levine said:

Addicted players like seeing the best in the world compete at their craft - golf is a great example.

Ben Smith said:

Golf! Don’t get me started. Thanks for doing this Brian!

Brian Levine said:

Oh I can get started on golf......