JOOLA today announced the launch of JOOLA Forward, a new mentorship and athlete development program designed to support their sponsored junior athletes and emerging professionals both on and off the court. The initiative marks an expansion of JOOLA’s role in the sport, positioning the company as a long-term partner in athlete growth and success. 

"JOOLA Forward reflects our belief that developing athletes means developing people,” said Craig Chester, Director of Partnerships at JOOLA. “We want every young athlete who represents our brand to feel supported, believed in and equipped to chase the highest levels of the sport. Talent is only one part of the journey - confidence, character, and guidance matter just as much. JOOLA Forward is our commitment to helping our junior players grow into the fullest version of themselves, so they can step into their potential with courage and purpose."

Addressing a Critical Need

As professional pickleball continues to grow, young athletes face increasing pressure, complex pathways and limited access to consistent guidance. JOOLA Forward was created to provide structured support, continuity and meaningful relationships—filling a gap in long-term athlete development that currently exists within pickleball. 

Program Vision

JOOLA Forward aims to set a new standard for how brands support their athletes by combining athletic development with personal growth, providing exposure beyond competition, and building long-term connection to the JOOLA brand. The program leverages JOOLA’s global infrastructure, including 16 offices, 400+ employees, and a diverse roster of professional athletes across multiple tours and regions.

Powered by Inspire Through Sport

The program is delivered in partnership with Inspire Through Sport, a women-led leadership development organization specializing in mentorship, confidence building, communication skills, and career pathways. Their structured curriculum equips athletes with tools that extend far beyond competition.

Dual-Mentorship Model

The cohort includes 20 JOOLA-sponsored junior and emerging athletes, each paired with two mentors:

• A JOOLA-sponsored touring professional, offering insight into elite performance, pressure management, and competitive habits. Current mentors include pro players Kate Fahey, Brooke Buckner, Donald Young and others as well as JOOLA coaches including Johnny and Regina Goldberg, Eric White and Scott Crandall. 

• A JOOLA staff mentor, providing exposure to business, leadership, and interests outside the sport.

Women in Motion Cohort

Recognizing the unique challenges that girls face in sports, A dedicated track for young women adds additional sessions focused on self-advocacy, sustainable performance, confidence building, and leadership. This track is intended to expand peer support networks and strengthen their voice and presence within pickleball.

A Strategic Step in JOOLA’s Broader Vision

JOOLA Forward aligns with the company’s expanding identity across education, events, facilities, and partnerships. 

For a sport still defining what long-term athlete support should look like, JOOLA Forward represents a commitment to mentorship, structure, and human connection—shaping the next generation of pickleball talent.