About Us
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◾️Mission
At the heart of our work is the belief in pickleball’s power to connect people and inspire personal and collective growth.
As a Japanese founder with close ties to Japan’s growing pickleball scene and years of hands-on engagement in the sport’s birthplace, I bridge two cultures through lived experience and deep industry insight.
By leveraging global knowledge and networks, we support diverse challenges and help build sustainable businesses and lifestyles rooted in Japan.
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◾️Vision
Through pickleball, we strive to expand individual well-being and human connection, bringing the energy to elevate lives.
We envision a world where more and more people say, “I’m so glad I found pickleball.”
With a cross-cultural perspective rooted in Japan and the U.S., and strengthened by growing ties across Asia, we aim to deliver this experience nationwide—and beyond.
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◾️Core Values
[COMMUNITY] A community where you feel safe and belong
We cherish every connection and foster meaningful relationships across generations, cultures and backgrounds.
Believing in the connective power of pickleball, we work to build inclusive communities and circles of trust throughout Japan and across borders.
[CHALLENGE] Japanese KAIZEN mindset
We pursue continuous improvement with a spirit of curiosity, reflection, and refinement.
Inspired by the Kaizen mindset and Japan’s high standards of service, we constantly ask:
“What can be better?”
Rooted in U.S. entrepreneurial drive and guided by cultural insight, we adapt with agility and aim higher—step by thoughtful step.
[COLLABORATIVE GROWTH] Turning Competition into Co-Creation
Instead of opposing each other, we look toward a shared future together.
Just like on the court—where partners may face off as opponents—we never forget that we are united by our love for pickleball.
By bridging cultures, languages, and perspectives, we collaborate across industries, communities, and countries to foster sustainable and forward-looking growth for the sport.
Founder
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As Pickleball changed my life, a life with pickleball cannot be described simply as a "sport."
It's a new lifestyle; it enriches people's minds and bodies, and brings people together through meaningful encounters.
The joy of being able to immerse yourself in what you LOVE and the connections that grow from it have truly elevated the quality of my life.
"I'm glad I found pickleball."
To a Japan and beyond, I believe it is my mission to create that future filled with people who feel the same way.
May 8, 2025
PICKLE ADVISOR
CEO/ Founder
Ayumi Shoemaker