#96 - Ben Nichols: Why Padel Is the Next Major U.S. Sport

Jan 29, 2026

37:51

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Ben Nichols is the Founder of Padel 22, the first Communications and Marketing Consultancy dedicated to the fastest growing sport in the world, padel.

He shares his journey from sports journalism to working at the World Anti-Doping Agency during the Russian doping scandal, and now to promoting padel - the world's fastest-growing sport.

Timestamps:

(0:00) – Intro to Ben

(0:22) – Ben's Background in Sports Marketing & PR

(8:07) – The Move to Padel

(11:12) – Social Media & Growth Drivers for Padel

(14:15) – What is Padel?

(16:45) – Why Padel is Exploding Globally

(17:01) – The Investment & Business Opportunity

(22:37) – Challenges Expanding in the US Market

(25:27) – Storytelling Across Different Demographics

(27:16) – The Community Aspect of Padel

(31:40) – Padel vs Paddle: Setting the Record Straight!