John Phillips Takes on Pickleball: On July 1, John Phillips stepped into his new role as CEO of Pictona, the impressive 49-court pickleball complex in Holly Hill. Sporting dress slacks and a button-down on Day 1, he quickly adjusted to the laid-back vibe, switching to shorts and a polo shirt by Day 2—a clear sign he’s ready to embrace the pickleball culture.
Phillips may be new to the sport, but he’s no stranger to the area. After 27 years at Embry-Riddle University, including the last decade as athletic director, he brings a wealth of experience to this role. He’s seen growth firsthand—when he started, the university had just six sports programs, which have now increased to 20.
Pictona’s journey has been equally impressive. Launched in 2020 with 25 courts, the complex now boasts around 1,400 members and has expanded to include a “championship court” as part of its rapid growth. Phillips is eager to tap into this momentum and push for even more expansion.
Embracing the Opportunity
Phillips was drawn to Pictona not only because of its potential but also due to the relationship he has with the founders, Rainer and Julie Martens. His transition comes at a pivotal time as the Martens plan to step back from their roles by the end of the year.
“I’d known the Martens — Rainer and Julie — for a number of years through the Convention and Visitors Bureau. I didn’t know that much about the business, but I knew it was growing. You know, 27 years here is a great run, and I still love everybody here and what we’re doing. But it was an opportunity for new growth.” – (Phillips)
“I’ve always been interested in sports marketing. The business side of pickleball was really intriguing to me — to take something and grow it. It’s a wonderful brand and great facility. Just a really cool opportunity. Also, the opportunity to work with Rainer and Julie was really intriguing as well because of their history.” – (Phillips)
“The timing was right for me, for them, and for the opportunity as well. You had to check off all three of those boxes, and here we are.” – (Phillips)
Despite not having played pickleball before his interview, Phillips quickly embraced the game. “I had a blast playing that one time,” he recalled. This willingness to dive in speaks to his proactive approach to leadership.
“When I went for my first informational interview with the Martens, I said no, I’d never played in my life. So before I came back to meet with the board members and staff, I went and played so I could say, ‘yeah, I’ve played.’” – (Phillips)
“It was a quick learning curve the first time the ball came over to my side. I was expecting it to bounce like a tennis ball and I swung right over it — ‘OK, we’re gonna make an adjustment.’ But I really enjoyed it.” – (Phillips)
Looking Forward
Phillips aims to use his experience at Embry-Riddle to elevate Pictona further. “It’s about more programs, more growth, and more success.” he noted. His vision includes hosting larger and collegiate tournaments, tapping into a younger demographic that’s increasingly attracting toward the sport.
“It’s a great product, a great brand, it’s one of the best facilities in the country. But can we do more, can we bring more … larger tournaments, and more tournaments. And collegiate tournaments. That’s one of the areas where I think we have a natural fit.” – (Phillips)
With collegiate club championships on the horizon, he’s optimistic about pickleball’s potential for growth at the NCAA level. “I think it absolutely could be and probably will be.” he asserted, envisioning a future where pickleball is recognized on bigger stages.
“We’re hosting the collegiate club championship in October. Will collegiate club pickleball grow, can it be an NCAA sport one day? I think it absolutely could be and probably will be. Will it be an Olympic sport? I think so. That’s where I see, within reason, unlimited growth opportunities.” – (Phillips)
A Focus on Community
Phillips understands the importance of community engagement. He plans to immerse himself among the members, emphasizing the need to build relationships on and off the court. “I’m going to play a lot more pickleball.” he said, highlighting his commitment to connecting with the Pictona community.
“It will be. A college athletic director generally works 70 to 80 hours a week. I’m gonna play a lot more pickleball, I can tell you that. That’s one of the things I’m going to do, is embed myself with the membership and get to know the people. And the best way to get to know them is meet them where they are, and that’s on the pickleball court.” – (Phillips)
Having spent years in collegiate athletics, Phillips knows the challenges of pleasing diverse stakeholders. He’s prepared for feedback—both positive and critical—and aims to create an inclusive environment for players of all backgrounds.
A New Chapter
As Phillips settles into his role, he reflects on what he’ll miss most about Embry-Riddle—the people. “Watching kids grow up” and the personal connections he’s forged over the years weigh heavily on him. Yet, he’s excited about the fresh challenges and opportunities that await at Pictona.
“Watching kids grow up. Yeah. We have some student-athletes … I’ll use one of our basketball players as an example. Her mom was a volleyball player here when I first started.” – (Phillips)
“So to watch her mom play, graduate, get married, have a child that eventually comes here … One of our baseball players, his mom was a volleyball player here, his dad a baseball player here. Those are the types of things I’ll miss most.” – (Phillips)
With his leadership, Pictona is assured to continue its upward trajectory in pickleball, transforming not just the local landscape but potentially shaping the sport’s future on a national level.
News in Brief: John Phillips Takes on Pickleball
On July 1, John Phillips became the CEO of Pictona, a 49-court pickleball complex in Holly Hill. Transitioning from his 27-year tenure at Embry-Riddle University, where he served as athletic director, Phillips brings extensive experience to his new role. Pictona has rapidly grown since its 2020 launch, now boasting around 1,400 members.
Eager to foster further expansion, Phillips is focused on hosting larger tournaments and attracting a younger demographic. Committed to community engagement, he plans to connect with members by actively participating in pickleball. While he’ll miss the relationships built at Embry-Riddle, Phillips is excited about the new challenges and opportunities that await at Pictona, aiming to shape the sport’s future on a national level.
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