Pickleball is the fastest growing sport in America. It's fast-paced, social, accessible. As the industry expands rapidly, JOOLA, a leading pickleball equipment brand, saw an opportunity to meet players where they gather: in physical retail.

JOOLA built its reputation through professional-grade paddles and tournament partnerships, but their brand lived primarily online and in sporting goods chains. Their first branded retail location would give them something different - a dedicated space where customers could test paddles, experience the brand firsthand, and connect with the local pickleball community.

That's where Lotus United came in. Together, we designed and built a retail environment that brings players directly to the brand.

Designing for Discovery

We started with some foundational questions:

• What actually brings a customer through the door?
• Where do they naturally pause?
• How do we build moments that feel genuine to the sport rather than artificially designed for sales?

To explore these questions, we created initial design renderings that tested different layout options and aesthetic directions. These early visuals helped JOOLA's team weigh approaches - where the Paddle Bar should sit, how the yellow and black palette would work with natural materials, what the sightlines would feel like.

Once the direction was set, we developed photorealistic renderings that showed exactly what customers would experience walking through the door. These detailed visualizations became the shared reference point between our team and JOOLA - eliminating guesswork and ensuring everyone was building toward the same result.

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Precision Fabrication

With design renderings and engineering finalized, fabrication began. Steel frames were welded and finished, hemlock was milled and assembled, and perforated panels integrated with hardware. Each component was tested and inspected before shipping to the job site.

Site Installation

Our installation team delivered and assembled the JOOLA fixtures on-site, working closely with JOOLA's team to ensure every detail met their standards. The modular system allowed for efficient assembly—each component arrived pre-finished and ready to install. Collaboration between our installers and JOOLA's merchandising team meant adjustments could be made on the spot, ensuring the store opened fully stocked and ready for customers.

The Finished Store

With installation complete, the space came together. The Paddle Bar anchors the center, hemlock and perforated steel define the zones, and yellow ceiling accents guide customers through the layout. Fixtures, displays, and sightlines work together to create natural flow.

The store was ready—stocked, lit, and waiting for players to walk through the door.

Grand Opening in Bethesda, MD

The JOOLA Bethesda store opened in the heart of Maryland's pickleball-dense market to a full house. JOOLA brought in Ben Johns, the #1 pickleball player in the world, for a meet & greet that drew fans throughout the day. A DJ kept energy high while a coffee bar served guests as they browsed paddles, apparel, and accessories.

Building Brand Presence

JOOLA's new headquarters shows the power of adding a retail channel to a brand's strategy. The store gives customers a place to test products, connect with the community, and experience the brand beyond a screen. Physical retail creates touchpoints that strengthen brand loyalty and open new revenue streams.

Ready to expand your brand into retail? Let's talk about your next store.

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Photography/Videography: JOOLA and Sherwyn Santos