The iconic glass showroom of the former Mercedes-Benz dealership at 849 Eglinton Avenue East will soon echo with the sounds of pickleball and padel as Fairgrounds Racket Club expands its footprint in Toronto. Set to open May 15 with 13 pickleball courts and four padel courts, the Leaside flagship location represents the company’s most ambitious project to date.
Fairgrounds co-founder Drummond Munro discovered the site by chance while passing through the area. “I was heading towards the DVP on Eglinton East when I noticed the boarded-up Mercedes dealership near Laird Drive,” he explained. “I had the Uber driver pull over, peeked through the windows, and immediately recognized its potential.”
The distinctive circular building with its column-free design and complete truss work offered a rare opportunity. After securing a five-year lease in January, the company began transforming the space while preserving its architectural character.
“You get this interesting juxtaposition of a high-end showroom transitioning into the gritty, raw industrial space of the former service garage,” Munro said. “Finding a way to marry these two distinct areas creates something unique for the neighbourhood.”
Founded in 2022 by Munro, previously co-founder of cannabis retailer Superette, and Matt Rubinoff, creator of Stackt Market, Fairgrounds has grown to nearly 56,000 members across multiple locations. The partnership combines Munro’s retail expertise with Rubinoff’s talent for reimagining underutilized urban spaces.
“I was always focused on building a really cool racket club,” Munro said. “Matt really excels at creating value in underutilized spaces. Whether it’s transforming a vacant lot into a community hub or reimagining a former car dealership, we’ve combined our strengths to turn overlooked spots into something exciting for the neighbourhood.”
This approach began with the company’s first pop-up at Yonge and Eglinton. “It was just going to be a dirt parking lot for three years,” Munro recalled. “Instead, we built vibrant pickleball courts, retail, a bar, and suddenly the community had this place to hang out.”
The Leaside flagship will expand on this community-first approach with tournament-level courts alongside wellness spaces featuring saunas and cold rinse showers, lounge areas, family programming, and food and beverage options featuring local culinary partners.
“We believe in creating third spaces where people can connect beyond home and work,” Munro explained. “Post-COVID, people were more disconnected than ever, with more time spent on screens. There’s a shift or at least a longing to go more analog in our recreation and social activities.”
This community-centered strategy drives Fairgrounds’ programming, which includes accessibility for all ages and skill levels. “There are elements of being a modern-day YMCA,” Munro reflected. “Where we’re trying to take it further is with memberships and frequency of use. We like to compare ourselves to an Equinox or a GoodLife in terms of frequency—there’s no reason this can’t be how you get your exercise and build your community.”
Beyond Toronto, Fairgrounds is expanding rapidly across Canada. The company has partnered with QuadReal Property Group for locations at Cloverdale Mall in Etobicoke and Assembly Park in Vaughan, with more on the way.
“We are working on locations in Vancouver, Kingston, Hamilton, and other cities across the country,” Munro shared. “Our focus remains on finding the right neighbourhood fit for each facility.”
“We’re thinking about Fairgrounds the same way modern consumer brands think about retail—how do you scale while still keeping it personal, community-driven, and culturally relevant?” Munro explained. “We’re not just building clubs, we’re building a brand people actually want in their lives.”
The expansion strategy targets communities with populations of 75,000 or more, particularly areas “where people are under-served with public amenities.” As part of this growth, Fairgrounds is partnering with major property developers across Canada.
“As we grow across Canada, we’re teaming up with some of the top developers in the country—QuadReal, Primaris, Choice,” Munro noted.
Unlike many competitors in the rapidly growing pickleball market, Fairgrounds maintains full ownership of all its locations. “We are not going to franchise. We want full control of the brands,” Munro emphasized. “I’m not taking someone’s money until I know this is a real thing. Brand is one of the most important factors, and you lose control of your brand really quickly.”
The retail component has evolved from simply offering branded merchandise to a more substantial element of the business. Fairgrounds has acquired Swedish paddle company TWOTWO and is exploring partnerships with complementary lifestyle brands.
“Retail was initially just an extension of the brand—you love coming to Fairgrounds, you might want to buy a t-shirt or hat,” Munro explained. “People are connecting with our brand ethos and want to be ambassadors.”
While pickleball’s explosive growth drives current expansion, Munro envisions Fairgrounds evolving beyond today’s trending sports. “Pickleball and padel get all the attention, but badminton growth post-COVID has been exponential,” he noted, referencing his own background as a competitive badminton player. “We are very intentional about being a public racket club that can ebb and flow between different sports.”
Looking ahead, Munro sees Fairgrounds “recreating the modern rec center” while democratizing access to sports that have typically been exclusive. “Our goal is making these community spaces sustainable for the long term,” he concluded.
With the Leaside flagship’s opening approaching, Toronto’s Midtown neighbourhood will soon experience Fairgrounds’ vision of community-centered recreation in a setting that honours the architectural heritage of a local landmark while reimagining its purpose for a new generation of residents.
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.