QVC Partners with USA Pickleball to Engage Gen X Women: Pickleball Takes Over as America’s Fastest-Growing Sport

Pickleball is taking the world by storm, and now even the shopping channel is getting in on the action. QVC has partnered with USA Pickleball to become the exclusive retail industry and broadcast partner of the sport, aiming to engage Gen X women in a new way.

With over 36.5 million players, pickleball has become America’s fastest-growing sport, especially among those aged 50 and over. The social aspect of the game has attracted a massive audience, and QVC is seizing the opportunity to connect with this demographic.

The partnership offers viewers a fresh way to experience pickleball, with behind-the-scenes content and exclusive livestream coverage of the 2024 Biofreeze USA Pickleball National Championships. The event, airing from November 9-17 at the Arizona Athletic Grounds, promises to showcase the incredible talent of pickleball players.

QVC’s VP of Brand Marketing, Annette Dunleavy, expressed excitement about supporting women over 50 and celebrating their empowerment through pickleball. With former tennis pro and coach Jennifer Dawson as a Q50 Ambassador, the shopping channel is leading the way in changing how retail and entertainment see this demographic.

In addition to the broadcast partnership, QVC has launched a new page featuring a variety of pickleball gear, including activewear. This move reflects the growing popularity of the sport and the demand for high-quality equipment among players.

But QVC isn’t the only one capitalizing on the pickleball craze. From luxury athletic country clubs to indoor pickleball franchises, the sport is making waves across the fitness industry. Even Crunch Fitness has introduced a pickleball-focused group fitness class, catering to the growing interest in the game.

New pickleball facilities, like PKLYN in New York City, are also popping up to meet the demand for courts and community spaces. With state-of-the-art amenities and a range of programming options, these facilities are becoming hubs for pickleball enthusiasts of all levels.

Whether you’re a seasoned player or new to the game, the pickleball trend shows no signs of slowing down. With QVC leading the charge in engaging women over 50 through the sport, pickleball is poised to become even more mainstream in the years to come. So grab your paddle and join the pickleball craze – you won’t want to miss out on this exciting trend!