Padel: Why knowing the Players is the Real Revolution the industry has yet to begin

Who is the Padel Player?

Padel is celebrated as the most inclusive sport of recent years.A smaller court, simple rules, immediate fun: a combination that has flung open the doors to men and women, young and old, athletes and beginners alike.

And this is precisely where the paradox arises.This extraordinary inclusivity — in which padel is for everyone — comes with a misunderstanding: “all players are the same.”

In communication, sponsorships, and commercial offers, the padel audience is often treated as a single, indistinct block.

But the reality is exactly the opposite:padel is home to very different audiences, each with unique motivations, habits, and expectations.And if the sport is inclusive, it is precisely because within it so many different targets coexist.Ignoring this means giving up its true strength.

Many Targets in Just One Sport

Here’s a map to understand who really populates the padel courts today:

1. By gender and style of play

• The Smash Brothers → competitive men, love power and challenge, often former tennis players.

• Volley Queens → determined, technical women, often engaged in tournaments.

• Mixed Magic → mixed couples who play for fun and on-court chemistry.

2. By age group

• Padel Juniors (Under 20) → discover the sport at school or through friends, with extremely high future potential.

• The Thirty-Volley (30–39 years) → balance work and sport, often use padel for networking.

• Golden Grippers (Over 60) → veterans of sport, play for physical and social well-being.

3. By main motivation

• The Challengers → seek constant improvement, training, and tournaments.

• Fun Forehanders → play once a week, focused on fun and the “third half.”

• Wellness Ralliers → integrate padel into a healthy and active lifestyle.

• Brand Bashers → chase the latest racket and the coolest outfit, live padel also as a fashion statement.

4. By sporting background

• Tennis Switchers → former tennis players, bring technique and competitive spirit.

• Squash Dashers → former squash players, fast and aggressive at the net.

• Fresh Starters → never played a racquet sport before padel.

5. By culture and social approach

• Latino Lobs → from cultures where padel is tradition (Spain, Argentina), bring passion and intensity.

• London Loopers → cosmopolitan city dwellers who see padel as the new “after-work social sport.”

• Cultural Mixers → diverse groups who view padel as a universal language.

6. By frequency and engagement

• Everyday Smashers → play 3+ times a week, organize matches and community.

• Weekend Warriors → play only on weekends, often with friends and family.

• Event Explorers → take part only in special events, clinics, or Padel Parties.

Why profiling will change everything

Today, the economic and decision-making weight in the sector is still unbalanced:

• Sponsors who invest without knowing exactly who they are reaching.

• Clubs offering the same format to those who play three times a week and those who step on court once a month.

• Brands that communicate with a single language, ignoring the codes and values of the different segments.

Whoever is first to truly profile padel players — to understand who they are, what they want, and how they live the sport — will gain an enormous competitive advantage.Not only to sell more, but to turn the balance of power upside down, giving voice and centrality to segments that are currently undervalued — and which will be the very ones capable of transforming the market in the coming years.

The Time is Now

Padel is in a growth phase in which the numbers can still be steered.Those who first invest in truly knowing the players, in segmenting them, and in creating tailor-made experiences will lead the next wave of development.Because inclusivity is a strength only if we learn to recognize the differences within that inclusivity.

There’s a new way of doing marketing — Padel Marketing. Have you ever heard of it?