Pickleball, a sport that combines elements of tennis, badminton, and ping-pong, has surged in popularity in recent years, particularly among older adults and fitness enthusiasts looking for a fun and low-impact activity. A recent article from Athletech News reported on the trend, stating that more than 13 million Americans played the sport last year and multi-million-dollar organizations are now rushing to develop new pickleball facilities and cash in on the craze.

Promoted by the USA Pickleball Association as a great way to exercise and socialize with friends, the “socially driven and physically accessible” sport has become a source of physical and mental health benefits for millions of Americans. A cardiologist and professor of medicine at Harvard Medical School who is conducting a study on the physical effects of playing pickleball even cited more sun exposure as one of the benefits, along with cardiovascular benefits, the positive effects of social interaction, and improved cognition.

“I think one of the things that we as a society have underestimated is the benefit of being outdoors, and a lot of pickleball is played in the setting of existing tennis courts or other newer courts that are being specially designed for pickleball that are outdoors,” Dr. Calum MacRae told CNBC. “Frequent sunlight exposure is wonderful for regulating your sleep cycle and can improve your quality of sleep, which can impact your mental health,” the article adds.

As tanning businesses continue to delve further into wellness diversification, amateur “athletes” are becoming an increasingly important audience. People who live active lifestyles tend to value their appearance, and they also have a need for services that provide results relating to recovery and enhanced physical performance. Activities like pickleball that encourage more people to get active are good for wellness-oriented businesses. And the countless facilities and membership clubs that are popping up around the country give tanning businesses another type of establish to cross-promote with and reach a captive audience of people who are likely to value your services.

Here are some ways tanning businesses can tap into the pickleball trend and attract and cater to players:

1. Targeted Marketing Campaigns: Develop marketing campaigns specifically targeting pickleball players in local communities. Utilize social media advertising, Google Ads and targeted promotions to reach this demographic and highlight the wellness benefits you offer. Using promotional text and imagery related to specific activities like pickleball to promote your business as a place for active people to relax, recover and rejuvenate will also appeal to people that engage in other types of physical activities.
2. Cross-Promotion with Local Pickleball Venues: Establish partnerships with nearby pickleball courts or facilities to cross-promote each other’s services. Offer exclusive discounts or promotions to pickleball players who visit your salon, and vice versa, to incentivize cross-pollination between the two businesses.
3. Community Engagement Events: Organize or sponsor pickleball tournaments, social mixers, or charity events to foster community engagement among players and your customers. Arrange to have a display at pickleball tournaments and events where you can highlight your wellness services and educate pickleball players about the importance of sun protection while engaging in outdoor sports. Offer educational materials, sunscreen samples, or UV protection products for sale to promote smart tanning practices and minimize the risk of sunburn.

By recognizing the growing popularity of pickleball and aligning their offerings with the needs and interests of players, tanning businesses can attract a new demographic of customers. By combining sun-kissed skin with rejuvenating wellness services, tanning businesses can create a compelling value proposition that resonates with pickleball players seeking a balanced approach to health and fitness.

SmartTan.com news articles regularly report medical and scientific information to keep you abreast of current events related to UV light. This information is not intended to be used by any party to make unwarranted health claims to promote sunbed usage. Indoor tanning businesses are obligated to communicate a fair and balanced message to all clients about your products and services including the potential risks associated with indoor tanning. Contact your Smart Tan representative to find out more about what you can and can’t say in your tanning salon business.

© 2026 International Smart Tan Network. All rights reserved.