Episode Eleven: Creating A Pickleball Product & Brand from the Ground Up - Cypher Pickleball

Hello, everyone. Robert here with my co-host David Feldman and our guest Garrett., founder of Cypher Pickleball.   Garrett shares his journey launching a shoe company named after his last name—a move he humorously notes wasn't ideal for trademark reasons. Cypher Pickleball was born out of necessity during COVID when Garrett noticed that standard tennis shoes couldn't withstand the harsh court surfaces while playing pickleball several times a week. He saw an opportunity to create durable footwear tailored to avid players' needs. After two years of development, including crowdfunding and navigating manufacturing challenges, Garrett launched its first product: the KEY211 pickleball shoe. They've shipped around 800 pairs with positive feedback so far. We discuss how online marketing has been key in reaching their target demographic—older adults who are increasingly tech-savvy—and how social media platforms like Facebook have helped them gain traction without relying on traditional retail channels or ambassador programs just yet. Garrett emphasizes focusing on perfecting their product before scaling up distribution but is open to eventually partnering with stores in pickleball hotspots like Florida and California for increased brand visibility. As we wrap up, Garrett reflects on listening carefully to customer feedback—like creating specific women's shoe molds based on return data—to ensure they're building a solid foundation before expanding further into different sales channels or new products. David, any thoughts on the importance of diversifying income through retail and improving in-store displays? Garrett stresses the significance of protecting the brand's integrity by ensuring products are well-displayed in retail spaces to provide customers with ample options for testing different brands. Influencer marketing is acknowledged but authenticity remains a priority for Cypher Pickleball's promotional strategies. Garrett mentions the upcoming launch of eyewear for pickleball players alongside their shoes, all under the Cypher Pickleball brand. Small stores play a crucial role in providing direct feedback for product improvement beyond what online ads can offer. The philosophy behind the "KEY211" shoe name symbolizes how the right gear can unlock potential in pickleball, a game won with 11 points. Attention to detail is highlighted as essential in building a lasting business rather than just chasing short-term trends. For inquiries, visit www.cypherpickleball.com or reach out through Instagram. Exciting developments are happening for Cypher Pickleball, and the team looks forward to seeing where they'll be in the next few years, even joking about potential physical changes due to the journey's intensity. Appreciation is expressed for the opportunity to be part of the industry, with anticipation for future progress updates and episodes. The conversation concludes with mutual gratitude and excitement for what lies ahead in the pickleball business.