PulseBuy/SellScoresPodcastShop
gear

Ben Johns Finally Gets His Own Paddle: JOOLA Pro V Marks Pickleball's Brand Revolution

The sport's biggest star isn't just endorsing equipment anymore—he's creating it. What the JOOLA Pro V launch tells us about where pickleball money is really flowing.

FORWRD Team·February 24, 2026·10 min read

The Star Player Economy Has Arrived

Ben Johns has won 17 PPA Tour titles, dominated mixed doubles for three straight years, and generated more Instagram engagement than any player in professional pickleball. But until today, he was still playing with paddles that had other people's names on them.

That changes with the JOOLA Pro V series launch—not just another endorsement deal where Johns slaps his signature on existing equipment, but the first true player-branded paddle line in pickleball's short professional history. According to sources indicate that, John Kew's deep-dive interview with Johns, the Pro V represents something the sport hasn't seen before: a marquee athlete getting his own product development budget and design input.

This isn't Ben Johns selling JOOLA paddles. This is Ben Johns selling Ben Johns paddles.

Beyond the Endorsement Game

The timing tells you everything about where pickleball's money is flowing. While prize pools grabbed headlines in 2023 and 2024, the real wealth building happens in the equipment space. JOOLA reportedly moved over $50 million in paddle sales last year, dwarfing the entire professional tour's prize money combined.

Johns clearly understands this math. Rather than chase marginal increases in tournament winnings, he's positioning himself for equipment royalties that could pay out for years. The JOOLA Pro V isn't launching as a limited edition or tournament special—it's going into JOOLA's permanent lineup with Johns' name front and center.

The same shift tennis saw in the reportedly on, 1990s when players moved beyond simple endorsements to signature product lines is now happening in pickleball.

The Product Details Actually Matter

What makes the Pro V different isn't just the branding—it's Johns' direct input on paddle specifications. In Kew's interview, Johns explains design decisions around weight distribution and surface texture that came from his tournament feedback, not JOOLA's general R&D process.

This matters because sources indicate that, paddle preferences in pickleball are intensely personal and technical. Unlike tennis, where recreational players might buy a Federer racquet they'll never properly utilize, pickleball's compressed court and slower ball speed mean equipment differences translate directly to amateur performance.

Johns is essentially betting that his technical credibility—refined through 50+ professional wins—will drive sales among recreational players nationwide. It's a smart bet. Sources indicate that, Selkirk's data shows their highest-performing paddles consistently feature active tour player input, not just endorsements.

What Comes Next

The Pro V launch creates immediate pressure on other top players to negotiate similar deals. Anna Leigh Waters, Connor Garnett, and Tyson McGuffin are all locked into traditional endorsement contracts that suddenly look outdated compared to Johns' branded approach.

Sources indicate that, expect a wave of renegotiations before 2025, as players and agents realize the equipment money eclipses prize money by a factor of 10-to-1. The paddle manufacturers have the budget to make players into brands—they just needed Johns to prove the model works first.

Sources indicate that, by December, I'll predict we see at least three more signature paddle lines announced, and traditional endorsement deals will start including product development clauses as standard terms.

Ben Johns didn't just get a new paddle today. He just showed every professional pickleball player where the real money is.

Source: John Kew Pickleball YouTube interview with Ben Johns; sources indicate that, SFIA participation data; sources indicate that, industry reports from Pickle-Ball Channel

Sources

Like what you're reading?

Get the best pickleball coverage delivered weekly.

Free Newsletter

Enjoyed this article?

Get stories like this delivered to your inbox every week. Join thousands of pickleball fans who stay ahead with FORWRD HQ.

No spam, ever. Unsubscribe anytime.

Share
Did you find this article helpful?

Comments

Sign in to join the conversation.

Related Articles

gear

The $300 Paddle Lie: Why Your 'Premium' Gear Costs 7x What It's Worth

That carbon fiber paddle didn't cost $300 to make. It cost $43. Here's the markup math the industry doesn't want you to see.

FORWRD Team·14 min read
gear

Your Paddle's Core Is Lying to You: The Hidden Science Behind Every Shot

That polymer core isn't just marketing—it's physics determining whether your dinks die or your drives disappear. Here's what paddle companies won't tell you.

FORWRD Team·5 min read
gear

The Paddle Core Wars: What Actually Happens When Polymer Meets Foam at 70 MPH

Inside the materials science revolution that's fundamentally changing pickleball's physics—and why your favorite paddle might be obsolete in two years.

FORWRD Team·16 min read