How the Latino Community Is Helping to Drive the Growth of Padel in the U.S.
Thoughts from a leading Dallas-based padel club operator...
Editor’s note: The following guest article came out of a series of conversations I’ve recently had with the team at Kraken Padel Club in Dallas, TX.
Except for my brief introductory remarks, all insights below are from Kraken’s Co-Founder and CMO Rodrigo Fernández — who leads the club’s brand, marketing, and brand collaborations, helping to position Kraken as one of the fastest-growing and most active padel communities in the region, with multiple weekly tournaments and recent NPL D3 National Championship success.
In a recent article, I noted that despite Dallas being one of the only places you could play padel in the U.S. about a decade ago (at T Bar M), the growth of the sport there hasn’t been quite as explosive as it has in other places like Miami, Houston, or Southern California — at least not yet, anyway.
However, that’s all starting to change thanks to pioneering clubs like Kraken who aren’t just opening some of the DFW area’s first clubs, but also helping to build the community from the ground up.
And as I leaned from my conversations with Fernández, he sees the Latino community being a key driving force in the growth of padel — not just in Dallas, but across all of Texas and even the U.S. as a whole.
Here’s why:
Latino Culture Naturally Aligns With Padel’s Social DNA
Padel is as much about connection as it is about competition. In many Latino cultures, sports are closely tied to gathering, conversation, and spending time together. The doubles format and interactive nature of padel make it a natural fit for communities that value social experiences around sports.
Texas Is Becoming a Key Gateway for the Sport in the U.S.
States like Texas are seeing accelerated growth thanks in part to their strong Latino population and cultural ties to countries where padel has long been popular, particularly Mexico andArgentina.
Globally, the sport is especially strong in places like Spain, where padel has become one of the most played recreational sports. Clubs like Kraken are seeing this momentum firsthand as new players continue discovering the sport through friends, social networks, and community events.
Padel clubs are becoming modern social hubs
Unlike traditional sports facilities, many padel clubs function as social gathering spaces. Players often stay after matches to watch games, socialize, or participate in community events. For many people, especially those living far from extended family, these clubs recreate a sense of community and belonging.
The rise of the experience economy is fueling sports like padel
Consumer behavior is shifting toward experiences that combine wellness, social connection, and entertainment. According to Eventbrite, about 75 percent of millennials prefer spending money on experiences rather than material goods.
The global wellness economy has surpassed $5.6 trillion dollars, reflecting growing demand for active lifestyles and social activities. Sports like padel sit at the intersection of fitness, entertainment, and community.
A growing lifestyle ecosystem around the sport
As the sport expands in the U.S., padel is evolving into more than just a game. Clubs are hosting leagues, tournaments, youth programs, and social events that turn matches into broader lifestyle experiences.
This dynamic is beginning to attract interest from brands looking to engage with active and highly social communities in authentic ways.
As Fernández tells me in closing:
“What makes padel special is not just the sport itself, it is the community that forms around it. In places like Texas, a lot of the early momentum is coming from Latino players who grew up with the social side of the game. People come for the match, but they stay for the connection and good vibes”
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