A year ago, Hoang Tran, co-founder of an international law firm in TP HCM, discovered pickleball as an alternative to tennis following ligament surgery. Recognizing the scarcity of equipment in the market at that time, he and his wife decided to produce a Vietnamese racket brand with an "old money" aesthetic: elegant, classic, yet ensuring competitive performance.

To date, their brand has appeared in many professional tournaments. Revenue from these rackets contributed to the record 988 billion dong recorded by the entire market on e-commerce platforms in the first 10 months of 2025.

Pickleball only gained popularity in Vietnam in early 2024, but its adoption has been rapid. A report from e-commerce data platform Metric.vn shows a steep growth curve. In Q1/2024, total market revenue was just 15 billion dong, but by Q3/2025, it surged to 357 billion dong, an increase of 377%.

The "gold mine" extends beyond rackets. Apparel (up 500%) and shoes (up 459%) are the true growth champions. Courts are transforming into fashion runways, driving a 158% increase in the number of stores selling these products on e-commerce platforms, reaching 3,900 shops in just one year.

Infrastructure demand and the amenities race

The surge in players has led to a demand for courts. In Hanoi, the market has shifted from utilizing old sports halls to a model of high-end entertainment complexes.

Tran Quang Khai, owner of a complex with 9 courts on Tran Quy Kien Street, Cau Giay Ward, Hanoi, stated that the quiet atmosphere of early 2024 has been replaced by activity from morning until late night. "Now, finding a moment of silence on the court is impossible," Khai said.

In central districts like Cau Giay, Dong Da, and Hai Ba Trung, pickleball courts are constantly fully booked. A VnExpress survey indicates that Cau Giay Ward alone has about 30 courts, one of the highest densities in the capital.

Investors quickly realized that pickleball is not just a sport but a lifestyle that requires a range of accompanying services. Bui Thi Anh Nguyet, a court investor, has shifted from small, individual courts to a complex model. Starting with 10 courts in Nam Tu Liem, she soon recognized the limitations of the small-scale model when car-driving customers had no parking. In 7/2025, she leased thousands of square meters of warehouse space in Long Bien District to build a complex of 17 courts with parking for 400 cars, integrating dining areas and physical therapy services.

"Current customers demand international standard court surfaces to protect their knees and ankles. Lighting and services must match," Nguyet explained. The complex's revenue comes not only from entry fees (120,000-300,000 dong per hour) but also from its co-existing ecosystem: dining, filming, and tournament organization. Currently, the tournament schedule there is fully booked until the end of 12.

Long Bien is now considered Hanoi's "pickleball capital." A statistic from late 2024 recorded over 54 courts in this area. However, according to a member of the Hanoi referee team, the actual number has now surpassed 100 courts, many of which are high-end, with fees reaching up to 500,000 dong per hour.

A similar boom is occurring in TP HCM. The city currently has about 1,000 court clusters. Among these, Thao Dien (Thu Duc City) is likened to the "Wall Street" of pickleball business, featuring many modern courts serving affluent and international clients.

An internal pickleball tournament organized by an agricultural business in Long Bien, Hanoi, on 13/11. Photo: Phan Duong

An internal pickleball tournament organized by an agricultural business in Long Bien, Hanoi, on 13/11. Photo: Phan Duong

New professions from the sports craze

The scarcity of prime-time courts has given rise to the profession of "social host," also known as "ticket tearer" – an intermediary who coordinates and arranges matches for groups to play and socialize.

Tuan Anh, 35, long-term leases desirable time slots at central courts, then divides playing opportunities among a community of 500 people in a chat group. Beyond earning from the price difference, the host's role is to pair players of similar skill levels, addressing individual players' fear of "mismatched skill."

Beyond the court and fashion craze, the market is witnessing a demand for professionalization. Court owners are beginning to partner with medical teams and invite professional coaches and referees. Training courses for referees and coaches are frequently fully booked.

Hoang Thi Thai Binh, a member of the first pickleball referee team in Hanoi, stated that in 10/2024, she registered for a pickleball referee training course offered by the Department of Sports and Physical Training. The first course attracted 500 students, a rare number for a sports vocational class. By early 11/2025, she and 24 colleagues established the Pickleball Referee Team in Hanoi.

The female referee mentioned that, on average, the Hanoi referee team officiates 5-6 tournaments weekly across the northern and central regions. At its peak, for a business tournament in Ha Long, she had to deploy over 60 referees to serve 1,200 athletes.

"I have never seen a sport where tournaments sprout like mushrooms after rain, from amateur events to business tournaments with thousands of participants," she said.

According to her, with a scale of tens of millions of players and a trillion dong flowing in, the establishment of an official Pickleball Federation to standardize rules and the tournament system "is only a matter of time."

Market research units suggest that pickleball in Vietnam shows no signs of being a temporary "bubble." The DUPR system forecasts player numbers will continue to grow at a record pace in 2026, as the sport truly permeates and becomes a part of modern lifestyles.

Hoang (right) and friends at a pickleball tournament organized for his birthday on 26/10. Photo: Character provided

Hoang (right) and friends at a pickleball tournament organized for his birthday on 26/10. Photo: Character provided

For lawyer Hoang Tran's 36th birthday in 10, his wife transformed his celebration into a mini-professional tournament: inviting 50 athletes, hiring a famous player for a challenge match, inviting senior referees to officiate, and designing a VIP room with a BBQ party. Even the man who "plays tournaments all year without winning a cup" was presented with a personalized trophy by his wife that day.

"Pickleball has created a romantic story for my wife and me," Hoang said. "But more broadly, it is a microcosm of an economy expanding at a rapid pace."

Quynh Duong