CMO Roundtable with Kristine Faupel, VP of Marketing at Ace Pickleball Club

Kristine Faupel VP of Marketing Ace Pickleball Club How do you balance corporate-level campaigns with franchisee-driven, grassroots marketing efforts? Our approach to marketing at Ace Pickleball Club is all about collaboration and teamwork. We build national campaigns that grow brand recognition, and those campaigns are adapted and used locally so that clubs can connect with their local audiences.

At the corporate level, we focus on the big national picture. That means building awareness, driving credibility, and forming partnerships that put us in front of the right audiences. A great example is the recent addition of DoorDash as a title sponsor of our National Championship Series.

This will allow us to bring tangible value to our members and improve the experience at our clubs with exclusive perks, like food and gear delivered straight to their local club. The series has been a huge success story for us. It gives members a chance to compete locally throughout the year with the top qualifiers facing off at the national championship for a share of a $250,000 prize pool.

It’s helping position Ace Pickleball Club as a true player in the athletic space, not just a place to play recreationally. The series has created an incredible sense of community, competition, and pride for our members. We also give our franchisees the power to bring that same energy to their local markets.

We provide creative templates, marketing playbooks, and national assets that they can adapt for local events. We make sure they have the flexibility to market in ways that feel authentic to their audience. The secret is communication and alignment.

We share ideas and feedback constantly so that everyone feels supported and connected to the bigger vision. National campaigns build momentum, and local owners turn that energy into personal relationships with members. Ultimately, our goal is to keep Ace Pickleball Club growing nationally across strategic markets in a way that still feels neighborhood-driven.