We recently connected with Courtney Loughridge and have shared our conversation below.
Courtney, thanks for taking the time to share your stories with us today Alright, so you had your idea and then what happened? Can you walk us through the story of how you went from just an idea to executing on the idea
I didn’t set out thinking I was going to start a business. It began in a very personal way — with my son. Jack discovered pickleball when he was only seven years old, and very quickly he fell in love with the game in August 2020. Within months, he was not just playing but winning medals in adult tournaments. As a parent, I could see how much the sport lit him up, but there was a gap: there were very few opportunities for kids to compete against other kids.
The idea clicked when I thought: Why isn’t there a space just for juniors? If he and so many other kids were ready to play, we needed tournaments that were designed for them.
So the very next step was grassroots — I reached out to a local facility and asked, “What if we held a juniors-only event here?” We didn’t know how many kids would show up. That first tournament had just 40 players. We spent a lot of time trying to figure out formats and groupings that made sense for kids instead of adults.
And then something happened: it worked. Kids had a blast, parents asked when the next one would be, and word started to spread. Year two doubled in size. By year three, we had 130 kids traveling in from 10 states and even Canada.
At that point, I realized this was bigger than just “helping Jack play pickleball.” It was filling a true need. I had to start treating it like a business. So I gave it a name — National Junior Pickleball — and in early 2024 I formally launched with the support of DUPR, the rating system. That meant creating a brand identity, a website, structured divisions and rules, sponsorship proposals, referee recruitment, volunteer guides, and an operations model that could be repeated in new cities.
The first year of NJP as an official brand was intense. I had to figure out everything from:
* Tournament structure (round robins, medal rounds, DUPR integration).
* Partnerships (working with venues, sponsors, and vendors).
* Operations (building manuals for referees, volunteers, players).
* Marketing (website, social media, email, word of mouth to parents and coaches).
Each month was a cycle of trial, adjustment, and scaling — host a tournament, learn what worked and what didn’t, and prepare the next one.
Fast forward to today, and NJP has hosted over 2,000 junior players from nearly every state, plus Canada, South Korea and Ecuador over 15 regional events. We’re building a national ranking system, expanding to new regions, and creating a pathway for juniors to move from their first tournament all the way into collegiate and professional play.
Looking back, it all started with a simple moment: a kid who loved pickleball, and a mom who decided to build the space that didn’t exist yet.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
My name is Courtney Loughridge, and I’m the founder of National Junior Pickleball (NJP). My path into this industry wasn’t something I planned — it started with my son, Jack. He discovered pickleball at just seven years old and fell in love with the sport. He was soon competing in adult tournaments and even winning. But what struck me was how few opportunities there were for kids. I could see a need right away: if pickleball was going to grow, kids needed their own space to compete, connect, and develop.
What NJP provides:
We design and deliver high-quality junior-only pickleball tournaments for players ages 8–18. Our events are indoors at premium facilities, with structured age and skill divisions, round robin play, medal rounds, and a juniors-first operations model that includes referees, volunteers, and player clinics. Beyond tournaments, NJP is building NJP Academy — a development pathway with certified coaches, clinics, and training programs — and NJP Tour Rankings, a fair and family-first ranking system that rewards performance, not just attendance.
The problem we solve:
Youth pickleball players often have to compete against adults or enter mixed-age brackets where development, fairness, and fun get lost. Parents are left without clarity on their child’s progress or opportunities. NJP solves that by:
* Giving juniors a dedicated competitive pathway.
* Creating a balanced ranking system that tracks progress without encouraging burnout.
* Partnering with sponsors, venues, and coaches to build a community ecosystem around youth pickleball.
What sets us apart:
* We are the only nationwide brand focused exclusively on juniors.
* Our tournaments are more than competitions — they’re community events, where kids find partners, make friends, and grow confidence.
* We’ve created a repeatable model that can scale regionally, nationally, and internationally.
* We focus on family balance: NJP is about growth and joy in sport, not over-scheduling or “grind culture.”
What I’m most proud of:
Seeing kids step on the court with no partner and leave with a medal — or better yet, a new best friend. Watching parents tell us “this was our child’s favorite weekend of the year.” And knowing that NJP is laying the foundation for the future of pickleball by giving young athletes a stage to shine.
What I want people to know about NJP:
We are building more than tournaments — we’re building a pathway and a community. NJP will be the feeder system for the next generation of collegiate and professional pickleball players, while also giving thousands of kids a safe, fun, and structured way to grow through sport. We’re just getting started, and the future is bright.
Any thoughts, advice, or strategies you can share for fostering brand loyalty?
For me, keeping in touch with players and families is just as important as running a great event. Pickleball is a community-driven sport, and NJP is built on relationships. We stay connected through multiple channels: regular email updates, social media highlights, personalized follow-ups after tournaments, and by creating opportunities for families to bond..
We also design our tournaments to feel personal. From the moment a player checks in, they’re greeted with a t-shirt and swag bag, and throughout the weekend we make sure kids know they’re seen and celebrated — whether that’s medals, sportsmanship awards, or just a high-five from a referee. That kind of attention builds trust and makes families want to come back.
Beyond communication, fostering loyalty is about creating value. We focus on fair play, transparent rankings, professional operations, and family balance. Parents know their kids are safe, organized, and placed in the right skill divisions. Players know they’ll get real competition and a chance to connect with new friends.
What really sets NJP apart is that it’s not just a tournament — it’s a pathway and a community. Families feel like they’re part of something bigger than a weekend of matches. That sense of belonging is what keeps them engaged year after year.
What’s worked well for you in terms of a source for new clients?
Our best source of new players and families has been word of mouth — parents talking to other parents, kids inviting their friends, and coaches sharing NJP events with their students. Pickleball is such a relationship-driven sport that when a family has a great experience, they naturally spread the word.
That grassroots energy has been the heartbeat of our growth. Each tournament becomes a showcase for what NJP stands for: professionalism, fairness, fun, and community. When people experience that firsthand — seeing their kids make friends, gain confidence, and play in a well-run environment — they want to come back and bring others with them.
We’ve also had tremendous growth through social media. We share highlight reels, ranking posts, and player spotlights that celebrate their achievements. Those posts often get reshared by families, facilities, and sponsors — extending our reach organically.
Finally, partnerships with pickleball venues, coaches, and sponsors have opened doors to new regions and audiences. Each new location brings in a fresh community of players who become part of the NJP network. Once they experience one event, they’re usually part of the NJP family for good and we start to see them at tournaments throughout the country.
Contact Info:
- Website: https://www.nationaljuniorpickleball.com
- Instagram: @NationalJuniorPickleball
- Facebook: National Junior Pickleball
