[This is a sponsored article with Picklefox.]
When it comes to pickleball, you’re probably in either of two camps: absolutely obsessed with it, or can’t understand the hype at all.
Janet is part of the former, having gotten hooked from her very first game in April 2024.
So hooked, in fact, that one month later, she would take the leap to start her own pickleball business, Picklefox.
And it’s more than just a money-making venture for her.
A multi-pronged approach
On the surface, Picklefox is a store selling all sorts of pickleball equipment and accessories, such as paddles, grips, eyewear, and more.
Its lineup of products is meticulously curated, picked for their high quality and value for money, and targeting a range of players from beginner to pro.
Paddle brands you’ll find here include CRBN, Proton, and Ronbus, while accessories brands include UDRIPPIN, PKLDOUT, and more.
Janet shared that Picklefox maintains transparent pricing that’s aligned with manufacturers’ prices, meaning that customers can trust they are getting authentic products at fair market value without hidden markups.
But this store is only their first step to creating a holistic pickleball ecosystem in Malaysia.
The team’s early efforts to establish themselves as more than a store can already be seen through the educational content they put out on the website too, such as paddle and court reviews.
They’ve also been working with youths through youth summer programmes and after-school programmes at international schools like IGBIS and Alice Smith, as well as organised DUPR (Dynamic Universal Pickleball Rating) sessions and tournaments.
All this to say, they’re already making moves to take Picklefox and the local pickleball scene to the next level.
An ace up their sleeve
Very soon, they’ll be launching a dedicated pro facility and retail shop in KL.
The retail shop is envisioned to be the ultimate destination for pickleball enthusiasts, functioning as a hub for expert advice and top-tier gear.
“Beyond paddles, we provide customisation services to help players fine-tune their equipment for optimal comfort and performance. From grip adjustments to accessory selection, our specialists will ensure every player gets the perfect fit,” Janet said.
As for what the pro facility entails?
“It’ll be a place where players can connect, compete, and grow together. Expect coaching clinics, exclusive events, and thrilling tournaments happening regularly,” the CEO shared, adding that it’ll be “big and unlike anything you’ve seen before.”
Excitingly, Janet claims that it’ll also have Malaysia’s first smart courts for pickleball, coming fully integrated with AI and IoT (Internet of Things) to elevate the playing experience.
Priming her pickleball biz for success
The entrepreneur is no stranger to priming businesses for success; her track record comprises two exits, FutureLab Asia and Hyperlab, which she co-founded.
Fun fact: Hyperlab is a conversational AI company acquired by Everise, while FutureLab Asia, said to be Malaysia’s largest social media agency, was sold to APD.
Her latest role was at GiftEd, an edtech startup where she served as CEO for nearly two years.
These industries are a far cry from the world of pickleball, but Janet’s entry into the sports industry with Picklefox felt like a natural evolution of her entrepreneurial journey.
“While my past ventures, FutureLab Asia and Hyperlab, were focused on social media marketing and AI, they gave me invaluable experience in building scalable businesses, leveraging technology, and creating strong brand identities,” she told Vulcan Post.
Now, she’s able to combine her business expertise with her personal passion for pickleball.
“At FutureLab and Hyperlab, I saw firsthand how the right positioning and partnerships can make or break a business. That’s why, from the start, I’ve been meticulous in selecting the right equipment brands to bring in—ensuring that Picklefox offers only the most reliable, high-performance gear.”
According to Janet, many of the brands that Picklefox carries are not easily available in Asia because they’re highly sought after in the US and Australia, where pickleball is already booming.
As these brands’ focus has been on meeting demand in those regions, it’s challenging for new distributors to secure partnerships.
But Picklefox knew that it was a worthwhile challenge to take on. They managed to get the attention of these brands’ founders and build trust by demonstrating their vision for growing pickleball in Malaysia and showcasing how they’re creating a premium experience for players.
Here to stay
Like many things that suddenly erupt in popularity, the sport has its fair share of sceptics who say it’s a fad.
Of course, Janet believes otherwise.
That’s why Picklefox is:
- Investing in long-term infrastructure such as the upcoming facility with smart courts
- Planning to sponsor and develop pro players to represent Malaysia and SEA
- Continuing to host tournaments of all sizes
- Introducing pickleball to the youth through various programmes
- Actively using social media and content marketing to educate people on the sport
Expanding on some of these, she said, “When there are world-class facilities, people take the sport seriously. That changes the perception from ‘just a trend’ to a legitimate, sustainable sport.”
From there, for a sport to thrive, there must be a pathway from casual play to professional competition.
“When athletes compete professionally, it cements the sport’s legitimacy and encourages more long-term investment.”
And by focusing on the youth, Janet hopes that pickleball won’t just be a sport people try once—it will be a sport they grow up with.
“I believe we are still on the brink of explosive growth and thus, we expect it to evolve rapidly over the next few years,” she said.
If Picklefox and other players in the pickleball ecosystem have their way, it seems like this sport will indeed be here to stay.
Featured Image Credit: Picklefox
