Picklr Plans 20 Clubs in Japan as DIADEM Launches Kobe Facility
What's the Score?
The Picklr, claiming the title of the world's largest indoor pickleball franchise, is launching a significant international expansion targeting Japan. The company has announced ambitious plans to roll out 20 new indoor pickleball facilities across Japan over the next five years. This large-scale market entry is being executed through a Master Franchise Agreement with Nippon Pickleball Holdings Co., Ltd., which is described as Japan's leading pickleball company. Adding to the picture of international growth in Japan, American racket sports brand DIADEM has also announced a full-scale entry into the country, opening a new pickleball facility in Kobe. These combined efforts highlight Japan's emergence as a key territory in pickleball's global spread.
Hit it deeper! The Picklr, a major player in the indoor pickleball space, is making a significant push into the Japanese market. Plans were officially announced on Thursday, May 22, 2025, revealing the intention to establish 20 facilities throughout Japan within the next five years. This strategic international move was made possible through a Master Franchise Agreement with Nippon Pickleball Holdings Co., Ltd., recognised as Japan's leading pickleball company.
The initial phase of this expansion will see a facility open in the Tokyo metropolitan area. Following this, The Picklr has identified a number of other prefectures and cities as potential sites for future development, including Kanagawa, Osaka, Aichi, Saitama, Chiba, Hyogo, Fukuoka, Hokkaido, Kyoto, Miyagi, Hiroshima, and Okinawa. The planned locations for these facilities are diverse, encompassing retail, office, light-industrial, and purpose-built buildings.
Jorge Barragan, CEO of The Picklr, commented on the strategic importance of this expansion. He stated that Japan is a country known for its focus on precision, wellness, and community – values that align with "The Picklr DNA". Barragan views the entry into Japan as more than just a new market; he sees it as a crucial opportunity to help shape the trajectory of pickleball on a global scale. He specifically highlighted Japan as a “launchpad for how The Picklr can lead the charge in Asia,” mirroring their established position in the U.S.. The goal, he emphasised, is to cultivate a "culture" around pickleball, not merely provide courts, believing this approach will resonate deeply within Japan.
To ensure a consistent experience for players in Japan, all The Picklr clubs will adhere to the same aesthetic standards, offer similar amenities, follow standardized programming, and provide the same membership offerings as their facilities in the United States and Canada. The Picklr has already achieved substantial growth, having sold over 500 locations globally, with plans to open more than 80 by the end of 2025. The source notes that pickleball is gaining popularity in Japan, making the timing of this expansion "perfect sense".
Further underscoring the international interest in the Japanese pickleball market, American racket sports brand DIADEM has also declared a full-scale entry into Japan. As part of this initiative, DIADEM is establishing a new pickleball facility in Kobe. This facility will be integrated into a renovated complex previously known as ITC Kobe Indoor, which is being rebranded as DIADEM PICKLEBALL KOBE. The complex is described as a tennis + pickleball complex, indicating the blending of racket sports facilities in this location.
The World Pickleball Verdict
The entry of a major franchise like The Picklr, with plans for 20 facilities, alongside the establishment of a branded facility by DIADEM, paint a clear picture: Japan is rapidly becoming a significant focal point for international pickleball development. The Picklr's massive investment and strategic partnership with a local leader like Nippon Pickleball Holdings signal a strong belief in the long-term potential of the Japanese market. Replicating their successful North American club model across major Japanese cities indicates a calculated effort to quickly build a widespread, high-quality pickleball infrastructure. DIADEM's move into Kobe reinforces this trend, showing that US-based pickleball companies are actively pursuing physical presence and market share in the country. These developments go beyond organic growth; they represent a concerted effort by global players to professionalise and popularise the sport in Japan by providing dedicated facilities and branded experiences. This dual influx of investment and infrastructure suggests that Japan is not just passively adopting pickleball, but is being actively cultivated as a major hub for the sport in Asia, potentially validating The Picklr CEO's vision of the country serving as a regional "launchpad". For Japanese enthusiasts, this means greatly increased access to indoor facilities and potentially more structured playing and coaching opportunities.