Agassi Sports Entertainment (ASE) is making a major move into the club and facility business with the launch of “Let’s Play,” a global pickleball and padel platform designed to build a network of branded racquet sports destinations around the world.
The initiative calls for ASE to pursue acquisitions, strategic partnerships, collaborations and eventually franchising opportunities with existing pickleball and padel facility operators. The company envisions a scalable network offering consistent branding, programming and member experiences while giving local operators access to ASE’s resources and the global recognition of its leadership team.
Rather than focusing solely on court development, ASE plans to position Let’s Play locations as social and lifestyle destinations combining recreation, wellness, hospitality and community programming. Facilities are expected to incorporate coaching, events and technology-enabled experiences serving players across age and skill levels.
Germany and Australia are expected to serve as the first international markets for the concept. Tennis legend Stefanie Graf will help guide the German initiative, while renowned coach and broadcaster Darren Cahill will support expansion in Australia. Both are expected to advise ASE on facility design, programming, player development and local market strategies.
“This isn’t simply about building more courts,” ASE co-founder Andre Agassi said in announcing the initiative, emphasizing the company’s goal of creating facilities that become gathering places where players can stay active and connect with their communities.
The facility strategy represents another expansion of ASE’s broader racquet sports ambitions, which span technology, events, media and player experiences. The company previously announced plans for a World Series of Pickleball and has been developing its Agassi Intelligence technology platform.
ASE cautioned that Let’s Play remains in its early stages. The company is currently holding discussions with facility operators, developers and potential partners but, as of its Aug. 4 announcement, had not acquired any facilities or entered into definitive acquisition, partnership or franchise agreements.
