At the forefront of pickleball’s rising popularity in St. Louis, the St. Louis Shock is tapping into the power of DUPR to not only grow their brand but also foster a loyal community of pickleball enthusiasts. The Shock is one of the teams in Major League Pickleball (MLP) dedicated to engaging local players and fans while building a dynamic community around the sport. According to Andrew Haines, Chief Operating Officer of the Shock, these events are pivotal in the team’s strategy.

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"We’re really trying to build our brand both locally and nationally," Haines said. "Anything we can do to engage players, whether at an amateur or advanced level, funnels into our long-term plans.”

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DUPR events are one of the primary vehicles for building that local fan base, attracting players who want to get rated and improve their game. The events are structured around maximizing playing time, keeping the energy high and the downtime low. The Shock has tried various formats to optimize each session.

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"On Friday, we changed it up to two sessions so players could get almost non-stop playtime," Haines explained. "Our goal is to do these weekly and create a community of Shock followers who feel like they're part of the family and team."

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Why DUPR?

For teams like the St. Louis Shock, DUPR is more than just a rating system—it’s a marketing tool that brings people together and boosts brand recognition. Ryan Maher, Vice President of Partnerships & Programs at DUPR and local to St Louis, noted these events' power:

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"These rating sessions are incredible. For a professional team to be promoting DUPR as their partner is all we could ask for,"

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Maher said, emphasizing how these sessions benefit both organizations. As more players get rated, DUPR grows its user base, while the Shock builds brand loyalty and draws more local fans into the fold. The events are not only attracting players—they’re selling out quickly. For instance, the first two events filled up in less than 24 hours. As Haines described,

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"We charge a small fee that covers registration and a Shock item, like a shirt or hat, and it’s been incredibly popular. We even had people asking about future events before we’d wrapped up the current one."

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The Future Vision for St. Louis Shock

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The St. Louis Shock has ambitious plans, not just locally but nationally. Haines and his team are working on establishing their own venue, aiming to host pickleball events year-round and to become the community hub for pickleball in St. Louis.

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"We hope to open our own facility soon, we want it to be the go-to spot for pickleball in St. Louis," Haines said. “And this will coincide with some larger goals as well, we want to do everything possible to host MLP at Chaifetz, a 10,000-seat state-of-the-art venue at Saint Louis University”. Maher was enthusiastic about the venue’s potential, adding, "There will not be an MLP event that rivals this. Central Park was amazing, but this arena will be unbelievable."

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The team is also exploring ways to involve its players more directly with the community. However, with team members spread across the country, flying everyone in is both time-consuming and costly.

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"All the teams are in the same boat,” said Haines. "But by the time we bring players in, we want to make sure it’s a huge event that really leverages the local fan base we’ve built through these DUPR sessions.”

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Cultivating Connections and Expanding Nationally

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As the Shock deepens its local presence, it’s also looking to set the standard in the MLP. By sharing its success with other teams, Haines hopes the Shock can inspire similar community engagement efforts across the league.

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"I’m getting a lot of calls from other teams wanting to set up their own DUPR events," Haines said. "We share ideas on what we’re doing in the community, and I’m a big proponent of these DUPR sessions. It’s a no-brainer for all the teams."

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The collaboration between St. Louis Shock and DUPR is setting a model for what’s possible when professional sports teams work directly with the communities they represent. The St Louis Shock is the first MLP team to have an Official Club on DUPR. The Shock’s dedication to building this community isn’t just about expanding its brand—it’s about elevating pickleball as a sport, engaging new players, and creating fans who feel a personal connection to the team.

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With DUPR sessions selling out and pickleball fever spreading in St. Louis, the Shock is well on its way to becoming the heartbeat of the city’s pickleball scene. As Haines put it:

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"Our goal is to build a community of Shock followers, and this is just the beginning of something bigger for St. Louis.”

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Check out the St Louis Shock schedule for the upcoming season, and find out more on how to set up your DUPR rating session here!