The Picklr’s Bold Bet on Japan

Pickleball is surging across Asia, yet The Picklr, the world’s largest indoor pickleball franchise, has trained its sights on Japan rather than on early regional hotspots such as Vietnam or Malaysia. The company has committed to opening 20 state-of-the-art facilities across Japan within the next five years, with the inaugural club slated for the Tokyo metropolitan area.

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A Ready-Made Racquet-Sports Culture

Co-founder and CEO Jorge Barragan believes Japan offers the perfect launchpad for an Asian expansion. “Racquet sports are huge in Japan. And then the culture behind wellness and community is significant,” he told the PicklePod podcast. According to Barragan, Tokyo’s vast network of under-utilized tennis centers provides an instant infrastructure advantage: courts can be retrofitted for pickleball more quickly and cost-effectively than building brand-new venues elsewhere.

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Cities on the Picklr Map

• Tokyo (first facility)
• Kanagawa
• Osaka
• Aichi
• Saitama
• Chiba
• Hyogo
• Fukuoka
• Hokkaido
• Kyoto
• Miyagi
• Hiroshima
• Okinawa

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The Kenton Stehr Effect

A second catalyst is local leadership. Barragan credits Kenton Stehr, CEO of Picklr Japan, for accelerating the rollout. “Not only is he working to build the infrastructure of Picklr there, but he is also contributing to the overall growth of pickleball in general,” Barragan noted. Having a seasoned operator on the ground gives The Picklr confidence to scale quickly while adapting to Japan’s unique sporting culture.

Why Not Vietnam or Malaysia?

Both Vietnam and Malaysia have experienced explosive grassroots growth in recent years, so why bypass markets that already “get” pickleball? In Barragan’s words, “I think Tokyo, that market is primed… You’ve got a guy like Kenton behind it and the expertise of The Picklr.” Simply put, the franchise sees greater long-term upside in a nation where racquet sports are culturally embedded, court space is plentiful, and disposable income is high.

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Catch-Up Potential

Barragan concedes he’s “somewhat surprised that Japan has not had the same sort of explosion as Vietnam,” but he predicts the gap will close quickly once the first Japanese pickleball venues come online. With 500+ global locations already humming, The Picklr is betting its proven playbook—community-driven programming, professional coaching, and tournaments for all skill levels—will resonate with Japanese players hungry for a fresh fitness outlet.

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What This Means for Asia’s Pickleball Boom

1. Regional Momentum: Japan’s entry could elevate pickleball’s profile across East and Southeast Asia, attracting investors who previously viewed the sport as a hobby rather than a viable business.
2. Infrastructure First: Retrofitting existing tennis courts may become the preferred expansion model, lowering barriers to entry in dense urban centers.
3. Localized Leadership: The Stehr-Barragan partnership underscores the importance of local expertise to navigate cultural nuances and bureaucratic hurdles.

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The Takeaway

Japan may have arrived late to Asia’s pickleball party, but The Picklr’s aggressive investment signals confidence that the country will soon be a regional powerhouse. If Tokyo’s launch proves successful, expect a ripple effect—more courts, more clubs, and more cross-border rivalries—cementing pickleball’s status as Asia’s fastest-growing racquet sport.

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Ready to follow the action? Keep an eye on Tokyo’s opening day; it could mark the start of a new era for pickleball across the continent!