Padel’s Rise: A Sport for the Stars
In recent years, Padel has surged in popularity, attracting a celebrity following with names like David Beckham, Serena Williams, and Christiano Ronaldo joining in. It’s become quite the chic pastime.
Amidst this growth, Wayne Boichi, a notable investor, is helping to expand the game’s reach, particularly in places like New York and Miami.
Boichi, who manages his family business, Boych Investments, sees Padel evolving beyond its traditional settings of clubs and tournaments. Since 2022, he has launched exclusive member-only Padel clubs, first in Miami and recently in Manhattan, drawing in stars such as Cindy Crawford and Kevin Love, and securing backing from big brands like Uber.
Last weekend, he hosted a Padel Invitational at his Bridgehampton home, where Robin Thicke entertained guests as the event wrapped up. Boichi’s strategy seems to hinge on creating an exclusive vibe.
“I wanted to start something that wasn’t just about being a Padel club,” he mentioned. “These clubs are gateways to connect with influential people.”
The Padel experience he offers combines branded merchandise, tournaments, and even a Pro-Am series, all designed to enhance the lifestyle around the sport.
It’s quite a departure from the busy atmosphere of Midtown, offering more of a retreat-like feel, especially when met with Boichi’s insights.
His journey with Padel began with a tennis scholarship in Miami, where he discovered the sport while in France in 2013. By 2015, he had fully embraced it, opting to build a Padel court at his home instead of a traditional tennis one.
Despite Padel’s roots in Europe and Argentina, where it has thrived for decades, it initially struggled to gain traction in the U.S.
Boichi’s first major event in Miami in February 2023 brought in top European players and a star-studded audience, proving the market’s potential.
“People really get hooked on Padel quickly. I thought we could create a community-focused lifestyle brand around it,” he said.
Current plans include annual series in Miami and Marbella, with ambitions to further expand into New York by 2026.
The compact nature of Padel courts makes them appealing, much like Pickleball. The game’s simplicity encourages quick engagement—perfect for those not wanting to take years of lessons.
“You get that instant rush, feeling athletic and capable,” Boichi shared. “It’s a lift to think, ‘Hey, I’m doing pretty well at this.’”
Across his Manhattan club, branded gear, such as water bottles and Padel rackets (in collaboration with Adidas), is readily available for members.
The timing for Padel couldn’t be better; it’s the fastest-growing racket sport and is even being considered for future Olympics.
When Boichi began, there were only 100 courts in the U.S. Now, that number has jumped to around 500. “The growth trajectory is impressive,” he noted, mentioning multiple events and community-building efforts.
Yet, this may only be the start. “We’re focused on our brand’s evolution and global reach,” he explained, hinting at plans for wellness spaces and new locations in Europe.
“This is more than just a sport; it’s a lifestyle brand that encapsulates everything Padel represents,” he concluded.
