I’m excited to share the latest episode of All Dots Connected, hosted by Zan Bennett this week. Zan sat down with Mike Barnes, Co-Founder and CEO of Selkirk Sport. Personally, I'm particularly struck by Mike's strategic foresight, commitment to authentic customer understanding, and his unique blend of contrarian thinking and practical business sense.
Early in the discussion, Mike shared the story behind Selkirk Sport, the pickleball company he co-founded with his brother Rob, along with their father Jim. Initially encountering pickleball by chance, Mike quickly recognized its potential, despite the sport's lack of popularity at the time. His instincts led him to commit early, well before pickleball became America’s fastest-growing sport. Mike’s ability to identify overlooked opportunities became a recurring theme throughout the conversation.
Mike described the deliberate decision to name their company "Selkirk," after a lesser-known mountain range, enabling them to shape the brand's meaning organically. From the outset, Selkirk distinguished itself by emphasizing quality and manufacturing paddles in the USA, a strategic choice reflecting Mike’s long-term vision and appreciation for premium positioning.
A notable insight came as Mike discussed Selkirk's approach to marketing. At a time when pickleball was dominated by small-scale, mom-and-pop brands, Selkirk strategically embraced digital marketing early—leveraging video content and paid advertising in 2015, well ahead of competitors. As digital channels became crowded and CPMs rose sharply, Mike once again pivoted quickly, this time turning to influencer marketing. Selkirk effectively sponsored nearly every micro-influencer within pickleball, gaining another competitive edge before the broader market realized the strategy’s value.
Mike's clear understanding of both universal and segmented messaging also stood out. Selkirk crafted broad appeals such as “We Are Pickleball” and a lifetime warranty, resonating across demographics. Simultaneously, they developed tailored campaigns for distinct customer personas: technical enthusiasts, elite competitors, and casual players seeking social enjoyment. This dual-layered marketing approach was instrumental in Selkirk's ability to scale rapidly and sustainably.
Throughout the conversation, Mike emphasized the importance of staying ahead by continually identifying emerging opportunities—whether shifting from digital to influencers, leveraging pro athletes strategically, or exploring more traditional media avenues like network TV, recognizing them as overlooked yet promising channels.
Mike also underscored the significance of maintaining a direct connection to customers. He described Selkirk's internal practice of "reality checks," inspired by Toyota’s Gemba methodology, where employees engage weekly with real customers. This direct, ongoing feedback loop ensures strategies remain deeply rooted in customer needs and real-world insights.
Finally, Mike discussed the challenges and strategies involved in scaling Selkirk internationally. Rather than relying on traditional distribution channels, he explained the company's preference for vertical integration—maintaining control and consistency by directly managing operations abroad. This approach aligns closely with Selkirk’s foundational values of authenticity and quality.
Mike's journey with Selkirk Sport offers valuable lessons in visionary leadership and strategic and strategic adaptability. His story reinforces the power of early foresight, thoughtful branding, agile marketing tactics, and authentic customer engagement in driving long-term business success.
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