Here at Tide, our members are front and centre of everything we do, and our Member Spotlight series is no different! In this series, we share a little bit more about some of our brilliant members.Today, we introduce you to Michael, co-founder of North London Storm. The business was founded by Michael and his partner Madeline, who created the UK’s first professional pickleball franchise after having built and sold a successful pickleball brand in the states.
Hi Michael! Can you tell us more about North London Storm and why you started the business?
North London Storm is the UK’s first professional pickleball franchise, and we started it because we wanted to build something meaningful, both on and off the court. After moving to London from the U.S. three and a half years ago, I felt a real pull to create community again through sport. Before relocating, my wife Maddie and I co-founded Cleveland Pickleball, a community-based events company that grew to over 2000 players. That experience really showed us just how transformative pickleball can be. It brings people together across generations, backgrounds, and skill levels in a way few sports do!When we learned about the Premier Pickleball League (PPL), it felt like the perfect opportunity to bring our love for the game to the UK, especially at such an exciting time in the sport’s growth. This is a passion project for us, but it���s also got a real purpose.Our goal isn’t just to win championships, although we did in our very first season! It’s to be leaders in shaping what professional pickleball can look like in the UK – community-driven, competitive, inclusive, and fun.
Pickleball is still relatively new to many in the UK. How are you helping to grow awareness and interest in the sport locally?
Pickleball may be new to many in the UK, but its simplicity and social nature make it really contagious. Our approach to growing awareness is really grassroots. It started with me teaching the game to friends, who immediately fell in love with it. That core group has since become not only regular players, but also some of our biggest supporters and ambassadors for North London Storm!Beyond that, we work closely with local clubs and coaches to figure out the best ways to expand recreational play across Greater London. Our goal is to make pickleball accessible to everyone, from school kids to seniors. We’ve helped advise on programming, event formats, and how to create more inclusive, welcoming environments for newcomers. We’re constantly looking for ways to introduce people to the game.At its heart, pickleball is a way to form connections. It’s fun, it’s inclusive, and it promotes an active lifestyle. We want people to see that it’s more than just a sport – it’s a way to build lasting relationships and a sense of belonging. That’s the message we’re spreading across the UK.
How do you recruit and build your team of players?
Recruiting players is a mix of scouting, networking, and intuition. The Premier Pickleball League hosts a dedicated tryout weekend where players compete in front of team owners for a chance to be drafted. Outside of that, I spend time watching matches, attending UK tournaments, and playing alongside many of the top talents – I tend to be on the losing end, but still have fun!That said, we don’t just recruit based on skill. Culture matters just as much. We look for players who carry themselves with integrity, who support their teammates, and who want to grow the sport alongside us. Our captain, James Chaudry, one of the top players in Europe, has been instrumental in helping us build that culture. Together, we want to build a team that’s not only competitive, but represents the values we believe in – grit, humility, and unity. That’s how you build something that lasts.
What has been a highlight of your business since you first launched?
Without question, winning the Season 2 championship was a massive milestone. We entered the league as the new kids on the block – no big-name sponsors, no major endorsements. Just belief in our vision and our players.Week after week, our team showed up with grit, heart, and determination. To finish first in the league and win the championship in our debut season was an incredible payoff for everyone’s hard work. But beyond the trophy, the real highlight was seeing how our players rallied around each other, grew as players individually, inspired fans, and made people feel proud to be part of something special.For us, that championship validated our culture, our mission, and our potential moving forward.
What has been your biggest challenge running the business?
The biggest challenge has been building awareness, not just for our team, but for the sport itself. Pickleball is still new to most people in the UK, and we’ve had to do a lot of education around what it is, why it’s growing so fast globally, and why it matters.At the same time, that challenge is what motivates me. Every conversation, every match or tournament, every social post is a chance to show someone what they’re missing. Whether it’s the social benefits, the health perks, or the sheer fun of the game, there’s something in pickleball for everyone.We’re also focused on helping potential sponsors and partners understand the long-term value in aligning with the sport early. With UK player participation growing at over 80% annually, this is a wave worth riding, and we want to lead it with the right people by our side.
What advice would you give to someone looking to start a business in the sports industry?
Start with your “why.” Sports is a competitive and emotional space, so your mission has to go deeper than profit. If you’re driven by passion, and especially by a desire to build community, that will carry you through the inevitable ups and downs.Surround yourself with people who genuinely care about the sport and its future, not just what they can extract from it. Collaboration is key. When you build with the right people, you create something authentic that will resonate with fans and stakeholders alike.Finally, don’t be afraid to take risks and put yourself out there. Growth never happens in the comfort zone. There will be setbacks – but consistency, openness to feedback, and a willingness to learn will set you apart. Sports is all about resilience, and building a business within it is no different.
What’s next for North London Storm?
We’re just getting started! The immediate focus is preparing for Season 3 of the Premier Pickleball League, which kicks off July 19th weekend. But before that, we’ve got the draft on 26 May, where we’ll finalize our new roster. Each season brings fresh faces, but we’re thrilled that our captain, James Chaudry, will return to lead the charge once again.Beyond competition, we’re working hard on brand partnerships, community engagement initiatives, and events that help spread the love for pickleball far and wide. We’re building something bigger than a team – we’re building a movement. One that invites people to play, connect, and be part of a rising sport that has the power to change lives.
