MLP AND DUPR PARTNER WITH LIFE TIME IN STRATEGIC ALLIANCE TO ELEVATE FASTEST-GROWING SPORT
Life Time to host multiple MLP tour events during 2023 season and adopt DUPR as official rating system.
Chanhassen, Minn. — Nearly five million people are now playing pickleball according to the latest data from the Sports and Fitness Industry Association and today, Major League Pickleball (MLP) and DUPR (Dynamic Universal Pickleball Rating) announced a strategic alliance with Life Time (NYSE: LTH) to continue elevating the sport through hosting tournaments and events at iconic Life Time locations, adopting the DUPR official rating system across all Life Time clubs, partnering on improved technology and offering shared marketing support.
“This is an exciting time for all of us involved in making pickleball a sport that everyone chooses to play – whether competitively, for fun, for physical and mental health, to be a part of a welcoming community or all the above. I’ve never seen a sport so unifying,” said Life Time Founder, Chairman and CEO Bahram Akradi. “Through this strategic alliance among our organizations, we will take pickleball to the next level through elevated events, experiences, ratings and execution with one standard in mind – being the best. We are thrilled to be working with MLP and DUPR.”
As a part of the partnership, Life Time will adopt the DUPR rating system and technology across all of its pickleball programming, making the sport even more accessible by creating even playing fields and providing best-in-class technology to run events. MLP will also be bringing at least two of its marquee team-based events to Life Time locations in 2023.
MLP has made news in recent months with its roster of new team owners including iconic professional athletes, serial entrepreneurs, best-selling authors and speakers, billionaire investors and more. As the 2023 season gets underway, the league will grow to 16 teams, double its events from three to six and surpass the $2M mark in player prize money and payouts.
“We could not be more excited to create this strategic alliance with Life Time,” said MLP and DUPR Founder Steve Kuhn. “Life Time owns and operates the most pickleball courts of any company in the U.S., located within the most beautiful athletic country clubs in prime locations creating the perfect environment to host MLP events. Additionally, aligning with DUPR to provide the most accurate global rating system will provide immense benefit to players, regardless of which Life Time club they’re playing at across the country. Together we’ll see the sport continue to explode in growth as we aim to hit our goal of 40 million players by 2030.”