David Johnson Interview: The King of Pickleball Industry Begins His Second Act
Diana Landau | August 12, 2025
Carl is excited to interview David Johnson, an internationally recognized pioneer and leader in the pickleball industry. He co-founded Pickleball Central in 2006 with his wife Anna Copley at the dawn of the modern day pickleball renaissance. He built the company into the largest pickleball retailer and led the acquisition of Pickleball Tournaments and Pickleball Inc. while leading Pickleball Central to tens millions of dollars in sales annually before selling the company to Dundan Capital, owner and operator of the PPA Tour, Major League Pickleball, Pickleball Brackets and other related companies. And David has found new ways to give back to the industry in his (un)retirement.
David had an adventure-filled childhood, born in North Dakota and then living in Copenhagen, Denmark for 4 years. His father was a Lutheran pastor and his family traveled extensively while David was growing up. Right after graduating college in Seattle, David formed a software consulting business with partner and then launched Pinnacle Publishing in the early 1980's. (Seeing a serial-entrepreneur pattern yet?)
David has launched at least 7 different companies, everything from software to publishing to online funeral planning. But he saw a BIG opportunity with Pickleball. He and his wife, Anna, first started with a website selling t-shirts and merchandise, then pickleball equipment and the business took off. Sales soared to $40 million annually at Pickleball Central and eventually David and Anna decided to sell the company.
Carl asks about the stress of the transition. "When we sold, Anna retired immediately. I stayed on for a year and then retired. I took a full 8 months where I didn't do anything pickleball-related. But I started feeling a little antsy." So, David decided to do some consulting involving developing pickleball facilities, which led to him forming the International Association of Pickleball Facilities (IAPF). His team advises businesses and cities on building facilities. They've created a conference and trade show and also publish a magazine, "The Business of Pickleball" and more. David says they help their clients understand building requirements, develop programming, avoid mistakes and take that next important step--build a sense of community within a pickleball facility. "So when people come to play, they have a great time!" he emphasizes. When David isn't working in his new pickleball (ad)ventures, he spends time with his family in Seattle and yes, plays some pickleball.
David Johnson's (un)retirement advice:
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"I think (un)retirement can be more successful if you make sure you have some accountability that you apply to what you're doing. I found in the 8 months when I wasn't doing anything that I got bored. I didn't feel like I was accountable to do anything useful. Give yourself some structure, some accountability."
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"Focus on the things you enjoy and just look for opportunities. It might be advising smaller businesses that are just getting started as a way to expose yourself to other opportunities out there. On LinkedIn you can get some really good intel on an industry you're interested in."
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"I was sort of a behind-the-scenes guy. I am not fond of listening to my own voice. To get out of my comfort zone, I've really tried to work on in the last years or so, to be more public and forward-facing. I've moderated a number of panels in the industry and we're doing videos. I've got to push myself. Practice is the way to do that and get comfortable."
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Diana Landau is the Content Wrangler for Pickleball Media. After 15 years in corporate marketing, in 2012 she pivoted to write and wrangle content for Niche Media's weekly blog. She now manages the "I Used to be Somebody" blog
