Performance Pickleball DUPR+ Community Growth: Performance Pickleball in Richmond, Virginia, and Roanoke, Virginia, is proving that combining community spirit with competitive balance can fuel growth. Founded by Jon Laaser and Lee Warfield, the club has tied its success to the DUPR rating system and is now one of the first to adopt DUPR+.
Building a Community Through Fair Play
Performance Pickleball opened in Richmond in December 2023 with the goal of creating a welcoming, competitive space. A second location followed in Roanoke on January 1, 2025. From the start, Jon Laaser viewed DUPR as key to that mission.
“We made the choice a long time ago that DUPR was a partner we were going to be riding with as we grew,” Laaser said. “We wanted competitive balance in our play blocks, and DUPR gave us the ability to regulate games in a fair, transparent way.”
Integrating DUPR+ into Membership
In 2025, the club built DUPR+ into its membership. Rates rose by $6 monthly, but the increase covered DUPR+ for everyone.
“We were going to raise membership rates anyway due to inflation,” Laaser explained. “Instead, we used the opportunity to add DUPR+ at just over $2 per member. We were astonished and we didn’t get a single complaint. Members saw the value right away.”
Coach Rachel Rooney supported new players by assigning starting ratings. This helped Performance reach almost full participation in DUPR+.
Programs That Keep Courts Full
Performance has found success with open play sessions that require a verified DUPR rating. Their 4.0/4.5 sessions regularly fill up, with waitlists topping 40 players.
Other programs include play-with-pro sessions, themed round robins, one-day tournaments, and corporate or charity events. Laaser credits variety for their success, saying, “We don’t rely on just one thing to fill our courts. It’s a combination of 10–12 programs, all succeeding together.”
A Focus on Inclusion
Beyond competition, Performance has embraced adaptive sports. The club partnered with Sportable, a nonprofit, to train adaptive athletes for the 2026 US Open.
“For a club to be successful, it has to be a true community,” Laaser said. “And a true community has to be inclusive.”
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Lessons for Other Clubs
Laaser encourages clubs to listen to members and keep things simple. “If your events aren’t filling, ask your players what they want. Survey them. Invite their friends. Don’t force them into what you think is best—build programming with them.”
On DUPR+, he added: “I see DUPR+ as an inevitability. It will keep evolving, and getting in early gives clubs a chance to stand out. The sooner you adopt it, the sooner your members will benefit from more regulation and competitive balance.”
Why It Matters
With two thriving locations and a 200-player waitlist in Richmond alone, Performance Pickleball shows how DUPR+ can strengthen competitive balance and community. Their story highlights how fairness and inclusivity are driving forces behind growth in the sport.
News in Brief: Performance Pickleball DUPR+ Community Growth
Performance Pickleball, founded by Jon Laaser and Lee Warfield, has grown quickly in Virginia by integrating DUPR+ into membership and building inclusive programs. With packed events, a waitlist of 200 players, and a partnership supporting adaptive athletes, the club shows how fair competition and community can drive success.
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