Smashing into South-east Asia: Why pickleball is the region’s newest obsession - The Business Times
LUNAR New Year festivities with a side of pickleball? Why not, say avid players of the latest sport to take the region by storm.
Pickleball – which combines aspects of tennis, badminton, and table tennis, but also has its own rules and equipment – is rapidly gaining popularity in South-east Asia. More people in countries such as Malaysia, Singapore, Vietnam, Thailand and Indonesia are taking up the activity, drawn by its unique blend of accessibility, social interaction, and health benefits.
Pickleball court operators and coaches across the region note that it is particularly appealing to the younger generation, thanks to videos of the sport that have gone viral online and the influence of celebrities, such as the Kardashians and Selena Gomez, who are said to be avid players.
Many pickleball coaches, who previously specialised in other racquet sports, have transitioned to this space after witnessing the boom.
Jeremy Soh, co-founder of Performance Pickleball in Singapore, highlights the sport’s inclusivity. “Pickleball is easy to pick up and suitable for all ages and skill levels. This inclusivity has made it a rapidly growing trend in urban centres across South-east Asia,” he says.
He also observes that pickleball serves as a new networking tool, much like golf. “People build relationships in a relaxed environment, and some even conclude business deals over a game or two.”
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Interest picking up
Former Vietnam national tennis champion and court operator Hoang Thanh Trung echoes these sentiments, noting that the sport has moved from a niche activity to a mainstream phenomenon.
“The surge of interest in pickleball is fuelled by viral social media trends, celebrity endorsements, as well as the increasing desire for inclusive, engaging sports activities,” he adds.
Another tennis and pickleball coach, Vu Ngoc Thanh, who is also the founder of VNTA Academy, says that pickleball offers dynamic social interaction, allowing players to engage in short 15 to 20 minute matches and connect with diverse groups.
It is also an attractive fitness option for various age groups, he points out.
In Vietnam, the sport’s influence has even extended to popular culture. A pop song titled Pickleball has gone viral since its release in November 2024, with many netizens creating short videos mimicking the dance moves featured in the song.
The pickleball trend is rapidly gaining momentum in Malaysia too. Though there is no official data on the actual numbers, new courts have been popping up in major cities across the country.
Chan Peng Soon, a silver medallist for Malaysia at the 2016 Rio Olympics, and now the operator of a badminton academy and pickleball court, notes that the interest is growing stronger and that it shows no sign of waning.
He describes his introduction to pickleball as serendipitous, recalling how after friends invited him to play last year, he was pleasantly surprised by how much he enjoyed it.
“While I still love badminton, pickleball offers a less strenuous workout while keeping me active. I particularly enjoy the sound of the paddle hitting the ball – it’s both therapeutic and a great stress reliever,” he tells The Business Times.
Michelle Tan, a pickleball enthusiast in Malaysia, shares that she plays almost daily, sometimes even squeezing in three sessions on weekends. “I’m not the only one,” she says with a laugh. “There are players even more dedicated than me.”
The 33-year-old emphasises the sport’s addictive nature. “It’s just a matter of time – once you try it, you’ll fall in love with it.” Tan’s passion is seen in how she often does her work or takes part in virtual meetings near pickleball courts, so that she can play a few rounds of the game after her work hours.
She discovered pickleball in August last year and was immediately drawn to its social aspects. “I’ve met so many people from different industries and age groups. After just one or two games, we all become friends. You don’t often experience that with other racquet sports,” she explains.
Breaking stereotypes
Once seen as a game for retirees, pickleball has found a new audience among young adults in South-east Asia.
In Malaysia, for example, 80 per cent of the pickleball players at Chan’s facility are young adults, while retirees make up the remaining 20 per cent.
“It’s a game where you set your own pace, whether you want to play hard or keep it casual. Unlike other sports where winning is the focus, pickleball is more about fun. You can take a break, grab a drink, and then continue playing,” he says.
Soh has noted a similar trend in Singapore. “We’re seeing a lot of younger players, particularly those in their late twenties to forties. It’s a social, yet competitive, sport – you can make friends, get some exercise, and still improve your skills.”
In Vietnam, Trung and Thanh have observed an increasing trend for players of other racquet sports shifting to pickleball due to peer influence.
Thanh notes that around 30 to 40 per cent of his pickleball students started out as tennis players. It takes about five to 10 lessons to learn the beginner skills of the sport.
Business opportunities
The rise of pickleball has created lucrative business opportunities across South-east Asia. Entrepreneurs are capitalising on court rentals, coaching, equipment sales, merchandising, tournaments, and food and beverage services.
The Asia-Pacific pickleball market is poised for rapid growth, with Bonafide Research projecting a compound annual growth rate (CAGR) of more than 24.5 per cent between 2024 and 2029, driven by increased sports participation.
Similarly, Fact.MR reported that global pickleball equipment sales achieved a 5 per cent CAGR from 2018 to 2022, and that it could accelerate to 9 per cent CAGR between 2023 and 2033.
Entrepreneurs such as Chan are seizing the moment. He has invested more than RM2 million (S$615,000) to open 91 Sports Arena @ Giant USJ in Selangor, Malaysia. The facility boasts 18 indoor, air-conditioned pickleball courts – the largest of its kind in the country.
With 90 per cent occupancy during weeknight peak hours and full bookings on weekends, Chan expects the facility to turn a profit within one to two years.
In Vietnam, operators such as Trung are adapting to extreme weather by constructing indoor or roofed courts.
“A roofed court costs around 240 million Vietnamese dong (S$12,930) to 250 million Vietnamese dong to build, with a return on investment achievable within six months,” Trung says. He plans to open 50 pickleball courts in Ho Chi Minh City.
In Singapore, Soh’s Performance Pickleball, launched with an initial investment of S$100,000, has attracted more than 2,000 members within the first year.
Located in Northshore Drive, the facility offers court rentals, coaching, and event spaces, with peak-hour bookings often at 100 per cent capacity.
“We started around six or seven months ago at the right time when the demand (was) rising. I would say, we’re not losing money,” adds Soh.
Lower entry expenses, but not always free
Although pickleball requires less financial investment compared with sports such as golf or tennis, it still involves costs related to equipment, court rentals, and coaching.
For instance, Tan spends RM300 to RM400 monthly on lessons and court rentals. She started with a RM120 paddle, but has recently upgraded to a professional-grade RM1,300 one.
In terms of court rental, hourly rates for pickleball courts seem higher than those for tennis or badminton courts, based on a quick review of prices listed online. This is said to be due to the limited supply of courts built specifically for pickleball.
In Malaysia, the cost ranges from RM30 to RM80 an hour, depending on the court condition, booking period and locations. In Vietnam, the rates are lower, at between 80,000 and 150,000 Vietnamese dong an hour.
Singapore commands a relatively higher hourly rental ranging between S$20 and S$50, according to the booking information on the Pickleball.sg website. But the rate could go as low as S$3.50 an hour during off-peak times for some venues booked via the ActiveSG Circle platform.
But among those who do not mind winging it, some still book condominium tennis courts to play if they want a free alternative to a proper pickleball court.
Benefits to health and social life
Pickleball’s appeal goes beyond business – it offers significant benefits to one’s health and social life.
For Tan, the sport has helped her tone her body and strengthen her legs, countering the sedentary nature of her office job. “It’s a great way to de-stress. Even if you don’t play well, you end up laughing. It’s a chill game that always ends with laughter,” she says.
For Andrew Richard Ching, a 50-year-old chiropractor in Singapore, pickleball has been life-changing. After taking up the sport, he lost 10 kilograms and now recommends it to his patients. “It’s low-impact and great for improving cardiovascular health and muscle tone,” he adds.
Equally important are the sport’s social advantages. Ching, who moved to Singapore from the United States 20 years ago, says that he had a small social circle here before he discovered the sport.
Now, he enjoys connecting with new people on and off the court. “The laughter and connections on the court keep me coming back.”
One of pickleball’s most heart-warming aspects is its ability to bring families together. For Derek Zhu, a 46-year-old player in Singapore, the sport has become a shared activity with his family.
He introduced pickleball to his wife and five-year-old son, creating opportunities for quality time and bonding. “My wife and I didn’t share the same interest in sports before, but, with pickleball, we’ve found a way to play and have fun together,” Zhu shares.
Previously an avid tennis player and jogger, Zhu now prefers pickleball as a way to stay in shape while expanding his social network. “It’s easy to pick up, regardless of age. It’s quite fun, and I love the vibes.”
Challenges and future growth
Despite its widespread appeal, pickleball faces challenges. High real estate costs in urban areas such as Singapore limit the development of dedicated facilities, says Soh.
He believes that the sport’s future lies in private spaces and strategic investments. However, the surge in popularity has led to increased competition among court operators, potentially affecting profitability.
In Vietnam, the sport’s long-term success depends on interest being sustained, and the introduction of international tournaments, observes Thanh. He cautions that pickleball’s popularity could wane after three to five years without financial incentives and strategic investments.
As for Trung, he believes that pickleball’s rise does not necessarily mean the decline of other racquet sports such as tennis. “(But it does offer) a unique blend of accessibility, social interaction, and physical activity that appeals to a wide range of people,” he says.
He plans to develop integrated multi-sport centres, including studios for tennis, pickleball and golf, as well as wellness services. He aims for these centres to cater to diverse family needs, ensuring long-term viability.
Nevertheless, the sport’s strong community spirit and adaptability position it well to overcome obstacles. As the interest in the activity continues to grow, pickleball is expected to become a mainstay in South-east Asia’s sports and leisure landscape, says Soh.
Additional reporting by Jamille Tran
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