What's Happening?
Wayne Boich, an investor and entrepreneur, is spearheading the expansion of padel, a rapidly growing sport, through his lifestyle brand Reserve. Since launching the first members-only Reserve padel club in Miami in 2022, Boich has expanded the brand's presence in Florida and Manhattan, attracting celebrities and securing sponsorships from major companies like Uber and Aston Martin. Reserve encompasses clubs, branded merchandise, tournaments, and a pro-am series, with plans to expand to New York in 2026. Boich aims to create a community around padel, leveraging its simplicity and appeal to attract a wide audience.
Why It's Important?
The expansion of Reserve highlights the growing popularity of padel in the U.S., a sport that has been well-established in Europe and Argentina. Boich's efforts to build a lifestyle brand around padel could significantly impact the sports industry, offering new opportunities for sponsorships, merchandise sales, and community engagement. The brand's growth could also influence real estate developments, as Boich is in discussions to include Reserve padel courts in new housing projects. This expansion reflects a broader trend of niche sports gaining mainstream attention, potentially reshaping recreational activities and lifestyle branding.
What's Next?
Boich plans to host more events and create a masters series, further solidifying Reserve's presence in the sports community. The brand is also developing a wellness space and planning to expand clubs to Europe, indicating a global ambition. As padel continues to grow in popularity, there is chatter about its potential inclusion in future Olympics, which could further boost its profile and attract more participants. The expansion of Reserve could lead to increased profitability from clubs, merchandise, and apparel, while building a strong membership community.
