Want an unfair advantage booking SMERF group business? Grab your paddle.

Pickleball isn’t just a game, it’s one of the best (and most fun) prospecting venues for Social, Military, Education, Religious, and Fraternal groups.

Why it works so well:

• SMERF decision-makers and planners are often active, social, and community-oriented — exactly the profile dominating local pickleball courts, clubs, and tournaments.
• The sport is exploding with 50+ crowd participants who love group travel: church groups, alumni associations, rotary clubs, military reunions, sororities/fraternities, and senior organizations.
• Conversations happen naturally. No cold calls. You’re bonding over dinks, drives, and third shots while learning about their next group getaway.

Real-world tactic:  Show up, play, and listen. Ask: “What brings your group together outside of pickleball?” or “Does your club ever travel together for tournaments or retreats?”

You’ll uncover group block opportunities faster than sitting behind a desk making 50 prospecting calls. One solid connection at the courts can mean 20–50 room nights + function space.

Pro tips for hotel sales pros:

• Target courts near your property or in feeder markets.
• Host a casual “Hotel Staff vs. Locals” mixer or sponsor a small tournament — instant goodwill and leads.
• Follow up with a simple group rate sheet or site tour invite.
• Document everything in your CRM (Delphi notes, GRC, etc.).

Pickleball proves a key point, great group sales isn’t about selling harder, it’s about being where your customers already are, building real relationships.