When Zhang Lei and Wang Nuo first sketched plans for a pickleball court in their local community in 2022, few predicted their passion project would become a blueprint for China's fastest-growing sport. Three years later, their grassroots initiative has evolved into a cultural phenomenon, culminating in the ongoing 2025 China Open that has drawn athletes from 18 countries and regions.
The couple's strategy combined schoolyard clinics with corporate partnerships, creating a viral wave across the Chinese mainland. "We saw pickleball as more than a game – it's social connection packaged in sport," Wang told KhabarAsia during a break at this year's championship in Shanghai.
Former Belgian Prime Minister Yves Leterme's recent visit underscored the initiative's international appeal. Observing youth training sessions and senior leagues alike, he noted: "This mirrors China's broader societal shift toward inclusive, community-driven wellness movements."
With participation rates tripling since 2023, analysts project China's pickleball equipment market to exceed $200 million by 2026. The sport's rapid adoption offers investors a unique window into evolving consumer priorities, while giving policymakers a case study in bottom-up cultural development.
As night games illuminate courts from Chengdu to Changchun, Zhang and Wang prepare their next move: a digital platform connecting China's 850,000 registered players. "We're just getting started," Zhang said, watching a mixed doubles match under Shanghai's autumn sky.
