Pickleplex Social Club is bringing its racquet sport concept to downtown Toronto this spring, setting up a pop-up court at The Well as the company builds momentum for an aggressive GTA expansion.
The temporary experience at the mixed-use development was initiated by RioCan, looking to activate the Wellington Street plaza between its winter skating programme and summer beer garden. Running from March 31 to early May, the pop-up will be located off Front Street West, offering both experienced players and newcomers a chance to enjoy the rapidly growing sport in the heart of the city.
“There’s incredible demand for pickleball throughout downtown Toronto, but the necessary infrastructure hasn’t been developed yet,” said Justin Farbstein, co-founder and chief development officer of Pickleplex. “This partnership with The Well allows us to introduce our premium pickleball experience to the downtown core in a high-visibility location.”
For The Well, which opened in 2023, the pop-up creates foot traffic during a traditionally quiet shoulder season while exposing the development to pickleball’s diverse demographic.
“Our facilities attract a broad demographic spanning from 8 to 88 years old,” explained Steven Fry, co-founder and CEO. “The median age of our players falls in the mid-30s to early-40s range, which aligns perfectly with The Well’s target market and provides excellent customer potential for surrounding retailers.”
As part of the activation strategy, Pickleplex is establishing partnerships with retailers at The Well, including a local cycling retailer that will manage paddle rentals, creating cross-promotional opportunities throughout the district.
North York Flagship Set for Summer Opening
The downtown pop-up precedes the launch of what Farbstein describes as Ontario’s largest dedicated pickleball facility – a 40,000-square-foot location in North York’s Downsview Park featuring 14 oversized courts, including a championship court designed for tournament play.
“We’re developing this as one of our flagship locations for Canada,” Farbstein said of the Downsview Park facility, scheduled to open this summer. “The design incorporates professional-grade courts and spectator accommodations that will allow us to host major tournaments and establish Toronto as a competitive hub for the sport.”
Beyond downtown and North York, the company has secured a franchise agreement for Etobicoke and is in advanced negotiations for real estate in that market, with additional locations being evaluated in Scarborough. The company projects between three and five facilities operating within Toronto by year-end.
Strategic Growth Addressing Retail Vacancies
Pickleplex currently operates facilities in Barrie and Pickering, with its Windsor location scheduled to open April 4. Additional Ontario locations in Belleville, Vaughan, Oshawa and Thornhill’s Promenade Mall are slated for spring and summer openings.
Having launched its first location in January 2025, Pickleplex has strategically positioned itself as a solution for retail property owners facing vacancy challenges. Its Pickering facility occupies a former Target location, while its Barrie operation is adjacent to Georgian Mall in a former Sears box.
“We’re identifying opportunities in former big-box retail spaces that perfectly accommodate our needs,” Fry said. “Our facilities require substantial square footage with high ceilings and appropriate column spacing – specifications that align with these available properties. Property owners are recognizing the value we bring as anchor tenants.”
Farbstein notes that entertainment-focused tenants are increasingly important to retail property evolution, particularly as mall owners develop residential components. “Salthill is planning approximately 10 residential towers at The Shops at Pickering City Centre property over the next decade,” he said. “With projections of 12,000 residents on site, integrated entertainment amenities like Pickleplex provide a significant lifestyle enhancement that supports both residential and retail components.”
National Expansion Through Hybrid Model
Beyond Ontario, Pickleplex recently announced a master franchise agreement for 10 locations in British Columbia and has secured agreements for three locations in Alberta.
“Our development timeline projects eight operational facilities by summer, expanding to approximately 12 locations by year-end,” said Farbstein. “We’ve established an aggressive but sustainable growth strategy that will deliver one new facility per month for the next three to four years, extending from Vancouver to Halifax.”
The company employs a hybrid expansion model, with five of its first eight locations operated by franchisees. This approach enables Pickleplex to scale rapidly while maintaining consistent brand standards across its network.
“The franchise component has been instrumental in our expansion velocity,” Farbstein explained. “Our franchise partners contribute local market knowledge and operational expertise, while our corporate infrastructure has expanded from three to eight professionals in just the past month to support systemwide growth.”
While similar concepts have proliferated in the U.S. market, Pickleplex is positioning itself as distinctly Canadian, focused on developing the sport domestically.
“We established Pickleplex with a clear vision to advance pickleball across Canada and potentially develop competitive athletes for international competition,” said Fry. “Our business model is exclusively focused on Canadian markets, where we can deliver the greatest value through our understanding of local community needs.”
The company differentiates its facilities through a comprehensive social club model featuring amenities beyond courts. Each location includes “the alley” – a central social area with seating, table games, and entertainment options – complemented by corporate event spaces and licensed beverage service.
“We’ve created an experience that transcends standard recreation facilities,” Fry concluded. “The market response confirms we’re delivering a premium product that meets the rapidly growing demand for this sport across demographic segments.”
Dustin Fuhs is the Editor-in-Chief of 6ix Retail. He is the former Editor-in-Chief of Retail Insider, Canada’s most-read retail trade publication. He has over 20 years of experience in the retail, marketing, entertainment and hospitality industries, including with The Walt Disney Company, The Hockey Hall of Fame, Starbucks and Blockbuster.
Dustin was named as a RETHINK Retail Top Retail Expert in 2024 and 2025.