Pickleball’s Paddle Market: Why Brand Loyalty Is More Complicated Than It Looks

New research covering 3,617 survey responses reveals a pickleball paddle market in which established manufacturers retain considerable influence, smaller brands earn exceptional customer recommendations and purchasing intentions frequently fail to become sales. The findings offer a revealing picture of how committed recreational players choose their equipment.

Key Takeaways

• Selkirk and JOOLA account for 35.6% of reported current paddle ownership among respondents to the August 2026 survey.
• Six Zero leads the owner satisfaction rankings with a Net Promoter Score of +80, followed by Honolulu at +78.
• JOOLA retained 72% of tracked owners, although only 52% of surveyed owners said they intended to buy the brand again.
• Almost half of respondents expect to purchase another paddle within six months, but interest in a particular brand rarely guarantees a purchase.
• Players who researched their purchases reported substantially higher satisfaction than those buying primarily on price or by default.

The pickleball paddle industry has become increasingly sophisticated in its efforts to persuade players to change equipment. New materials, revised construction methods, professional endorsements and a constant succession of product launches promise improvements in power, control and consistency. Yet one of the most revealing findings in a new consumer study concerns a considerably less technical question: why do players so often remain with a manufacturer when they say they are considering something else?

According to the 2026 Paddle Consumer Report published by Pickleball Union, only 52% of surveyed JOOLA owners said they intended to purchase the brand again. When researchers examined subsequent behaviour among returning respondents, however, 72% of tracked JOOLA owners had remained with the manufacturer.

The figures measure different things, but their contrast is significant. Expressing interest in alternatives and making the decision to abandon an established brand are two very different things, particularly in a market where equipment is expensive, playing preferences are personal and an unsuccessful purchase can affect confidence on court.

The report draws on 3,617 survey responses collected across five waves between September 2024 and September 2026, including a longitudinal group of 611 players who participated more than once. Its findings examine paddle ownership, purchasing intentions, customer satisfaction and the sources of information influencing equipment decisions.

Together, they describe a market in which the largest manufacturers retain considerable influence, smaller competitors generate exceptional enthusiasm among existing customers and players continue to experiment with equipment without necessarily changing the brands they trust.

Selkirk and JOOLA Hold Their Positions in a Fragmented Market

The most recent survey, conducted in August 2026 with 1,070 respondents, found that Selkirk remained the most widely owned paddle brand within the sample, accounting for 20.9% of reported current paddles.

JOOLA followed with 14.7%, giving the two manufacturers a combined ownership share of 35.6%.

The difference between them has narrowed during the research period. Selkirk’s position has remained relatively stable, while JOOLA’s share has increased from approximately 10% in 2024 to almost 15% in the latest survey.

Below those established names, however, the market is considerably more fragmented.

Friday occupied third position at 5.8%, followed by CRBN at 5.2%, Honolulu at 5.1%, Engage at 4.9% and Six Zero at 4.2%. Franklin, Diadem, Paddletek, Vatic Pro and Bread & Butter were among the other manufacturers represented.

The relatively small differences separating many of these brands illustrate the competitive nature of the market beyond its two largest participants.

For a smaller manufacturer, gaining even a modest proportion of committed recreational players may represent a meaningful commercial achievement. It can also create a foundation for expansion through customer recommendations, specialist retailers and direct sales.

The figures should not be mistaken for audited industry market share. They reflect ownership among respondents to a particular survey, whose demographic characteristics differ from those of the wider pickleball population.

Nevertheless, the pattern is revealing. Selkirk and JOOLA occupy substantial positions within this audience, while a sizeable group of smaller manufacturers competes for players willing to investigate alternative equipment.

The Most Enthusiastic Customers Are Not Necessarily Buying the Biggest Brands

Customer satisfaction provides a different perspective on the competitive landscape.

Six Zero recorded the highest owner Net Promoter Score in the study at +80, followed by Honolulu at +78. Bread & Butter achieved +74, Paddletek +72 and Vatic Pro +70.

Selkirk recorded +58, while JOOLA’s score was +46.

Net Promoter Score measures the balance between customers who are highly likely to recommend a product or brand and those who are unlikely to do so. It provides an indication of customer enthusiasm, although it is not a direct measure of sales, market share or future retention.

The results suggest that several smaller manufacturers have developed particularly positive relationships with their existing customers.

That is commercially significant, especially in a sport where recommendations from playing partners and other trusted sources influence equipment decisions.

However, the relationship between satisfaction and commercial success is not straightforward.

Six Zero’s leading score does not mean it has a larger customer base than Selkirk. Nor does JOOLA’s lower recommendation score establish that its customers are abandoning the brand.

A manufacturer can generate considerable enthusiasm among a relatively small group of owners while facing the separate challenge of persuading players using competing products to make a purchase.

For newer brands, that creates both an opportunity and an obstacle. Satisfied customers can become advocates, introducing equipment to playing partners and helping manufacturers establish credibility without relying entirely on expensive professional sponsorships or traditional advertising.

Yet recommendations alone do not guarantee sales. A player may admire a paddle, recognise its qualities and still decide that changing equipment is unnecessary.

JOOLA’s Retention Figures Reveal the Limits of Purchasing Intentions

The clearest example of the difference between customer sentiment and actual behaviour comes from JOOLA.

Among owners surveyed about future purchasing intentions, 52% said they would buy the brand again. Within the longitudinal group, however, 72% of tracked JOOLA owners remained with the manufacturer.

Those figures measure different things and should not be treated as a controlled comparison of identical purchasing decisions. Nevertheless, the contrast is important.

It suggests that stated intentions may provide an incomplete picture of the strength of an established customer relationship.

Players may express dissatisfaction with aspects of their equipment while remaining broadly comfortable with its performance. They may be attracted to competing products without believing that the potential improvement justifies the expense of changing.

Others may prefer the familiarity of a paddle whose behaviour they understand, particularly if they compete regularly and are reluctant to introduce uncertainty into their game.

Product availability, pricing, customer service and previous purchasing experiences may also influence the decision. The survey does not establish which factors were responsible for JOOLA’s retention.

Across the longitudinal study, 44% of recorded transitions between survey waves involved a change of paddle brand. That indicates substantial movement within the market, although it does not mean that 44% of all respondents switched brands.

The researchers also examined cases in which players identified manufacturers they were considering for a future purchase.

Of 1,475 recorded brand-consideration cases, only 6% resulted in ownership of the named brand by the next survey wave.

This is one of the study’s most consequential findings.

A manufacturer may succeed in attracting attention, appearing on a player’s shortlist and generating favourable discussion without ultimately securing the purchase.

For smaller manufacturers, the difficulty lies in converting interest into action. For established brands, familiarity and existing customer relationships may provide protection even when buyers are considering alternatives.

Smaller Brands Face a Different Commercial Challenge

For Selkirk and JOOLA, maintaining an existing customer relationship is a major part of their competitive position. Both have substantial ownership within the surveyed audience, meaning that future purchases may come from players already familiar with their products.

Smaller manufacturers often face a different problem.

They must persuade players to move away from equipment that is already familiar, even when their own customers report excellent experiences.

That process involves more than demonstrating that a paddle performs well. A player considering a new manufacturer must decide whether its equipment suits their style, whether the price is justified and whether the potential benefits outweigh the inconvenience of adjusting to something unfamiliar.

For regular competitors, the adjustment can be particularly important. A change in paddle characteristics may affect the timing of drives, the feel of resets or confidence in defensive exchanges.

This is where customer recommendations and opportunities to test paddles may become particularly valuable.

A strong recommendation from a trusted playing partner can reduce uncertainty, while practical experience allows a prospective buyer to assess whether a product’s characteristics match their expectations.

The findings suggest that smaller manufacturers with highly satisfied owners may possess an important advantage. Their challenge is to make those positive experiences visible and credible to players who have not yet purchased their products.

Nearly Half of Respondents Expect Another Purchase Within Six Months

Despite the difficulty of converting interest into sales, the study suggests that committed recreational players remain active equipment buyers.

In August 2026, 49% of respondents expected to purchase another paddle within six months, while 71% anticipated buying one within a year.

The report also found that 74% had purchased at least one paddle during 2025.

These figures indicate substantial purchasing activity within the surveyed audience, although they should not be extrapolated directly to all recreational players.

Nine in ten respondents reported owning at least two paddles, suggesting that many purchases involve adding to an existing collection rather than replacing equipment that is no longer usable.

Players may want different characteristics for singles and doubles, seek additional power or control, or simply become interested in a new model after hearing favourable reports.

The continuing introduction of new products gives them frequent opportunities to reconsider their equipment.

For manufacturers, this creates a market in which customer relationships must be maintained through successive purchasing decisions. A satisfied owner may still investigate alternatives when a new model appears, while someone considering changing brands may ultimately return to the manufacturer they already know.

Premium Pricing Has Become Familiar to Committed Players

The survey also provides insight into how much its respondents expect to spend.

Among the 868 players who answered the relevant spending questions, 64% anticipated paying at least $150 for their next paddle, while 30% expected to spend $200 or more.

Those figures suggest that premium equipment occupies a substantial position within the purchasing expectations of committed recreational players.

The report also identified a relationship between spending budgets and customer satisfaction.

Respondents with budgets of $200 or more recorded an owner Net Promoter Score of +65, compared with +51 among those budgeting $150 to $199. At the opposite end, players with budgets below $50 recorded a score of -16.

The association is clear, but its interpretation requires care. The research does not demonstrate that spending more money automatically produces greater satisfaction.

Players prepared to purchase premium equipment may have more experience, stronger preferences or a better understanding of which characteristics suit their game. They may also undertake more research before buying, reducing the likelihood of choosing equipment that fails to meet their expectations.

For manufacturers, the findings suggest that committed recreational players are willing to invest considerable sums in equipment, but price alone cannot explain whether they will be satisfied.

Better-Informed Buyers Report Greater Satisfaction

One of the study’s most useful findings concerns the relationship between purchasing research and subsequent satisfaction.

Players who selected their paddles after consulting reviews, testing equipment or seeking coaching advice recorded an owner Net Promoter Score of +56.

Those who purchased primarily on price or by default recorded +23.

The 33-point difference suggests that the process of selecting a paddle may be closely associated with how satisfied players subsequently feel about their equipment.

This does not establish a causal relationship. Players who undertake more research may differ in experience, spending power or commitment from those who make quicker decisions.

Nevertheless, the finding has practical implications.

For players, it supports the value of understanding their own requirements before purchasing equipment, particularly when considering expensive models with characteristics that may not suit every playing style.

For retailers, it suggests that demonstrations and informed advice can provide meaningful value beyond simply offering a wide selection of products.

For manufacturers, it raises questions about the importance of clear product information and credible explanations of how different paddles perform.

The findings are also relevant to the growing discussion surrounding paddle testing and performance claims.

As WPM examined in The Paddle Is No Longer the Same Paddle: Inside Pickleball’s New Testing Era, manufacturers face increasing scrutiny over construction, performance characteristics and certification.

Those technical questions are separate from consumer satisfaction, but they contribute to the information available to players making purchasing decisions.

Friends and YouTube Influence Purchases, but Manufacturers Complete Many Sales

The report identifies an interesting division between where players obtain purchasing information and where they eventually buy equipment.

Friends and playing partners were the leading research source, identified by 30% of respondents. YouTube reviews followed at 27%, while newsletters accounted for 20%.

Yet 41% of respondents purchased their current paddle directly from the manufacturer’s website.

Amazon accounted for 12% of purchases, specialist pickleball retailers 11%, coaches or brand representatives 8%, and Pickleball Central 6%.

The distinction is commercially important.

Players may begin by listening to recommendations from people they trust, gather further information through independent reviews and then purchase directly from a manufacturer.

That means the final sales channel may be different from the source that exerted the greatest influence over the decision.

For manufacturers, direct sales can provide a closer relationship with customers, but the research suggests that much of the persuasion may happen elsewhere.

For specialist publications, coaches and reviewers, the findings demonstrate the potential importance of credible equipment information.

The researchers also identified differences between male and female respondents, with women more likely to rely on playing partners and men more likely to identify YouTube reviews as their principal research source.

Those differences may help explain how purchasing preferences develop, but they should not be treated as fixed rules applying to all players.

What the Research Means for Manufacturers

Taken together, the findings describe an industry in which ownership, satisfaction and retention must be considered separately.

Selkirk and JOOLA hold substantial positions among the surveyed players, but several smaller manufacturers achieve stronger customer recommendation scores.

Players frequently investigate alternatives, yet their stated intentions often fail to translate into subsequent ownership. At the same time, a considerable proportion expect to purchase again within the coming year.

For established manufacturers, the findings suggest that existing customer relationships may be an important commercial advantage. Retention can remain strong even when some owners express an interest in changing brands.

That should not encourage complacency.

A market in which players regularly research competing equipment creates continuing opportunities for challengers, particularly when those challengers can demonstrate clear advantages in performance, value or customer experience.

For smaller manufacturers, strong satisfaction scores provide encouragement, but converting enthusiasm into broader adoption remains a separate task.

For retailers, the findings reinforce the potential importance of product demonstrations, specialist advice and opportunities for customers to compare equipment before purchasing.

A manufacturer’s reputation cannot be assessed through a single measure. High ownership may reflect established customer relationships and distribution. Strong recommendation scores may indicate exceptional satisfaction among a smaller group. High retention may demonstrate that players are reluctant to abandon familiar equipment.

Each measure provides useful information, but none tells the complete story.

The Limits of the Research Matter

The study offers valuable evidence, but its findings must be interpreted within the characteristics of the surveyed population.

Pickleball Union collected 3,617 responses across five waves between September 2024 and September 2026, including 611 participants who responded more than once.

However, 88% of respondents were aged 55 or older, 73% played at least three days a week and 74% rated themselves intermediate or better.

The research therefore provides a detailed picture of committed, predominantly older recreational players rather than a representative account of the entire pickleball population.

Its ownership figures should not be presented as global market share, while its purchasing intentions may differ considerably from those of younger players, beginners and people who participate less frequently.

The researchers also acknowledge that the range of brands included in the survey expanded during the study period, complicating some comparisons between earlier and later waves.

A routing error in the latest survey reduced the number of respondents answering certain spending questions.

The longitudinal findings are particularly useful because they examine reported behaviour across multiple survey waves, but they remain subject to the limitations of self-reported information and the characteristics of the participants.

These qualifications are important, especially when discussing individual manufacturers.

The study does not establish which companies are gaining or losing global market share, nor does it prove why particular customers remain loyal.

It does, however, provide evidence that purchasing intentions, recommendation scores and subsequent ownership can produce substantially different pictures of the same brand.

Loyalty Is Tested Every Time a Player Considers Another Paddle

The 2026 Paddle Consumer Report describes a market with substantial purchasing activity, strong established manufacturers and a growing collection of smaller brands capable of generating enthusiastic customer recommendations.

Its most revealing finding is that customer sentiment does not always predict purchasing behaviour.

JOOLA’s retention figures demonstrate that players may remain with a manufacturer even when their stated intentions suggest greater interest in alternatives. Meanwhile, the low proportion of considered brands subsequently appearing as purchases illustrates the difficulty of turning attention into sales.

For manufacturers, the challenge is therefore more complicated than producing a paddle that attracts favourable reviews.

They must convince prospective customers that their equipment is worth buying while giving existing owners sufficient reason to return.

For smaller brands, high satisfaction provides a valuable foundation, but it must be accompanied by the ability to reach players who are already comfortable with competing products.

For established manufacturers, retention offers an advantage, although the willingness of players to investigate alternatives means that loyalty cannot be assumed indefinitely.

In a market where almost half of surveyed players expect to purchase another paddle within six months, those decisions are being made repeatedly.

The manufacturers that understand the difference between attracting interest, satisfying customers and retaining them may be best placed to navigate the next stage of competition.

And for players, the findings offer a useful reminder that the most heavily promoted paddle, the highest-rated brand and the equipment they ultimately choose are not necessarily the same thing.

---

Further Reading

• The Paddle Is No Longer the Same Paddle: Inside Pickleball’s New Testing Era

Research source: Pickleball Union, 2026 Paddle Consumer Report.