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Padel is no longer just a European and South American phenomenon — it is becoming one of the fastest-growing racquet sports in the world. And few people have had a better vantage point on that growth than Padel22 President Ben Nichols.

A European deeply embedded in the sport’s rise, Nichols has become one of the leading voices telling padel’s story to new markets — from the United States to Australia and Asia. While America remains heavily focused on its traditional sports culture of football, baseball, and basketball, Nichols believes padel’s biggest challenge here is not resistance, but simple awareness.

The numbers are changing quickly. Nichols notes that awareness of padel in the United Kingdom has jumped dramatically in just a year, evidence that the sport is beginning to break into the mainstream. But in the United States, padel still carries the perception of being exclusive and expensive — from private clubs to premium court fees in cities like New York.

Is Padel A Sport Just For The Elite?

That raises a fascinating question for clubs across America: should padel operate like tennis, where court access is often included in membership, or like golf, where “pay-to-play” is standard? As demand grows and court inventory remains limited, many clubs are wrestling with how to price and position the sport for the future.

What may ultimately separate padel from tennis, however, is its social dynamic. Easier to learn and highly interactive, padel naturally blends competition with community. Corporate outings, social mixers, and club events fit seamlessly around the game, creating a culture that feels as much about connection as athleticism.

Could We Be Overbuilding In The USA?

Nichols also addresses one of the sport’s biggest global concerns: overbuilding. Sweden, once considered the model for padel expansion, saw an explosion of large facilities during the pandemic — many of which now sit underused. Yet Nichols believes the United States is nowhere near that point, and that the market here is still in its infancy.

Can padel truly break through in America, where tennis already has a deeply entrenched culture of junior development, college recruiting, USTA competition, and UTR rankings? Or will padel carve out an entirely different identity within the club world?

We close by asking Nichols which cities and what clubs are getting right about padel — and which markets may be lagging behind. Tune in to hear where padel is thriving… and where the future remains uncertain.

If you prefer to watch podcasts or listen on YouTube… here’s the link to the podcast on YouTube: Ben Nichols on the BTB Podcast