Name: An honest conversation with Pickleball’s Chief Marketing Officer
Uploaded: 2025-03-19T11:00:49.000Z
Duration: 7513
Description: In this episode of the Fail First Podcast, we sit down with Tom Webb, the chief marketing officer of the world's first pickleball tour. Tom shares his...

In this episode of the Fail First Podcast, we sit down with Tom Webb, the chief marketing officer of the world's first pickleball tour. Tom shares his incredible journey from working with global giants like Formula One and Red Bull to diving into the exciting world of pickleball. You'll hear about the potential of pickleball as a rapidly growing sport and the innovative ways the Association of Pickleball Players (APP) is working to elevate the game, both for pros and amateurs alike. With insights on building a tribe, creating top-tier content, and the future of pickleball on a global scale, Tom offers valuable lessons on marketing, competition, and how to transform obstacles into opportunities. Whether you're a pickleball enthusiast or just curious about the business side of sports, this conversation will leave you inspired and informed.

Find APP HERE: @TheAPPTour

[00:00:00] Introduction
[00:01:14] Tom Webb discusses his career transition to the pickleball industry and his attraction to startup-like organizations.
[00:02:35] The explosion of pickleball during lockdown and its popularity according to data.
[00:03:45] The opportunity to shape an emerging sport as it gains mass participation.
[00:05:45] Ken Herman's founding of APP and its historical context.
[00:06:30] The mission to represent all pickleball players, focusing on inclusivity.
[00:08:40] Building community identity and the psychological aspects behind sport growth.
[00:13:18] Using strategy and content to create a cohesive player and fan community.
[00:19:12] Audience data and viewership comparisons with other sports.
[00:22:45] Importance of maintaining quality in production to boost viewership.
[00:37:06] Expansion into international markets and efforts to grow pickleball globally.
[00:46:28] Long-term goals for APP and the desire to create identifiable branding.
[01:07:54] Potential for sports betting in pickleball and the requirements needed before implementation.
[01:26:07] Efforts to enhance player visibility and personal branding through storytelling.
[01:34:36] Discussing the steps needed for pickleball to become an Olympic sport.
[01:50:37] Tom Webb's reflections on past actions perceived as failures and how these informed future decisions.
[01:59:40] Personal insight and concluding thoughts from Tom Webb on maintaining a balanced life.

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