As Marketing Director at The Arena Club, the company behind The Pickle Factory, Brent Weigelt helped launch a new indoor pickleball facility in Bel Air, Maryland.
Pickleball had grown from a backyard pastime into a nationwide movement, and demand for places to play was outpacing supply. The Pickle Factory was built to meet that "wonderful problem" head-on: a dedicated facility for experienced players and people brand new to the sport.
The facility was designed with players in mind, with professional-grade courts, a balcony viewing area, a pro shop, and a player lounge. As Marketing Director at The Arena Club, Brent Weigelt led the marketing that introduced it to the community and filled it from launch.
The name "Pickle Factory" was playful and memorable, and the tagline "Built for Fun" became the center of the marketing: every experience should be enjoyable, whether you're a casual player or a serious competitor. The Pickle Factory logo, branding, and website were designed by Brand3.
Social media: Instagram and Facebook showcased the facility's amenities, highlighted player stories, and shared engaging pickleball content.
Local partnerships: Collaborations with community organizations, schools, and businesses made The Pickle Factory part of the local fabric.
Grand opening: Free lessons, exhibitions, and giveaways generated immediate excitement and word-of-mouth buzz.
Content marketing: Blogs, videos, and newsletters shared tips, player spotlights, and updates, positioning the facility as a pickleball authority.
Ambassador program: Influential local players promoted the facility and its programs, building credibility and grassroots excitement.
Programming and events: From beginner clinics to competitive tournaments like the Bel Air Classic, a full calendar kept players coming back.
Increased awareness: Within weeks of launch, The Pickle Factory became a local hotspot, with social reach up 150% and steady growth in web traffic.
Engaged community: Memberships quickly surpassed projections, and events consistently sold out.
Strong brand presence: The Pickle Factory became known not just as a facility, but as a lifestyle brand that celebrates the sport.
Pickleball photos by Brandon Kessler Photography
The power of community: Building a community around the brand did more than marketing the facility alone. Social media as a driver: Instagram and Facebook reached younger players and created real buzz. Embracing inclusivity: Welcoming players of every level and background built a loyal, diverse customer base.
Logo, branding & website: Brand3 · Photography: Brandon Kessler Photography · Marketing: Brent Weigelt, Marketing Director, The Arena Club
Brent now brings that launch experience to RPM clients. Strategy, creative, events: everything you need to fill your courts and own your market.