“A couple of years ago, we did a very interesting study where we mapped most sports into axes. One is the cost of the sport, and the other is the difficulty of the sport, or the ease of the sport. Once we mapped most of the sport, we came out with four quadrants. The top right was the elite, difficult sports, like sailing, horse riding, polo, golf, which are expensive sports. On the bottom left corner, we came up with massive sports, which are very popular, like hiking and walking, probably the easiest one, but also you have soccer, American football, yoga, and sports like that. Pickleball was actually in that quadrant,” he recalled.
