Stage
Live
Type
Media + Commerce
Ownership
EMMGS-owned
Status
Active
The idea
Pickleball Pantry is a media and commerce brand for pickleball players. It publishes editorial content and equipment reviews, produces video, and earns through affiliate commerce and brand partnerships.
It is not a client project. EMMGS conceived it, built it, and runs it.
Why we built it
EMMGS spends a lot of its time telling other companies how to build a brand, earn an audience, and turn attention into revenue. Pickleball Pantry is where we have to do it ourselves, with our own money and our own name attached.
It is a genuinely useful discipline. Advice you have had to follow yourself is different from advice you have only given.
What it involves
Every part of it was built in-house:
- Brand development and identity
- Website design and development
- Editorial content and equipment reviews
- YouTube video production
- Audience development
- SEO and content strategy
- Affiliate commerce
- Brand partnerships
- Experimentation with new formats of pickleball content
Where it stands
Pickleball Pantry is live and active, and the YouTube channel has reached monetization. We are not publishing audience or revenue figures — the point of listing it here is that it exists and it is ours, not that it is large.
What it has taught us
Owning the outcome changes the decisions. When there is no client to bill and no one else to hand the problem to, you find out quickly which parts of the playbook actually earn their place — and that knowledge goes straight back into client work.