Austin’s skyline isn’t the only thing changing fast. Pickleball is making waves, and Evan Floersch is right in the middle of it. As CEO of the Texas Ranchers, one of Major League Pickleball’s (MLP) most dynamic teams, Floersch isn’t just building a competitive squad. He’s setting the foundation for what could be the next major sports franchise in America.
And if you thought pickleball was just a backyard pastime, Floersch has news for you: it’s only getting bigger.
From Soccer to Startups to Sports Ownership
Floersch’s journey into pickleball wasn’t exactly linear. A former college soccer player at Emory University, he stepped away from the sport to pursue entrepreneurship. That decision led him to multiple business ventures, all built around community, branding, and impact.
But in 2021, sports came calling again. When MLP expanded to 16 franchises, Floersch saw an opportunity. He didn’t land an expansion team — unlike big names like LeBron James, Tom Brady, and Anheuser-Busch, he didn’t have deep pockets or legacy status in the game. But that didn’t stop him. Instead, he took a different approach, negotiating a deal to buy the Texas Ranchers from a previous owner who saw more value in a “smaller piece of a larger pot.”
Since then, he’s been shaping the team not just to compete but to define the future of pickleball.
Why Pickleball, and Why Now?
If you’re still thinking of pickleball as a niche hobby, think again. The numbers tell a different story. Over 40 to 50 million people play recreationally in the U.S. alone, and MLP’s recent merger with the Professional Pickleball Association (PPA) into the United Pickleball Association is bringing structure and visibility to the sport.
Floersch believes this is the best time to invest, not just financially, but culturally. He believes the best days of pro pickleball are still to come, noting that even now, female professional pickleball players, on average, earn more than WNBA players. That’s a sign of a sport on the rise.
But with growth comes challenges. One of the biggest? Recognition. Even among avid pickleball players, only 3% could name Ben Johns — the sport’s number-one-ranked player. Compare that to tennis, where stars like Roger Federer, Serena Williams, and Rafael Nadal are household names, and it’s clear there’s a gap to close.
For Floersch, the solution is simple: build stars, tell stories, and make sure the game is everywhere.
The Business of Building a Sports Franchise
Owning a team in an emerging sport isn’t like running an NBA or NFL franchise — yet. In traditional sports, ownership often follows an old-money blueprint, with billionaires and family dynasties passing down teams through generations.
The Texas Ranchers are rewriting that playbook.
Floersch has structured ownership into three key investor groups:
- Athletes and celebrities who globalize the brand and bring fresh attention to the game.
- Family offices with experience in managing professional sports teams.
- Industry leaders and marketers who know how to grow a brand and engage new audiences.
With names like Lil Wayne and Bijan Robinson on board as investors, the Texas Ranchers aren’t just looking for passive money, they’re bringing in people who actively contribute to the team’s growth.
They don’t want investors who just put their name on a press release. Floersch believes that era is over. Instead, it’s about activation — what superpowers do they bring to the table?
That mindset is what makes the Ranchers unique. Whether it’s leveraging celebrity partnerships for merchandise, expanding into underserved communities, or making sure their brand stays at the center of pop culture, they’re playing a different game than most teams.
The Rivalries and the Road Ahead
No great sports league is complete without rivalries, and for the Texas Ranchers, the biggest target is clear: the Dallas Flash. Not only are they the other Texas-based team, but they also won the league championship last year. That sets the stage for an intense matchup every time the two teams meet.
And if you’re looking to watch, it’s never been easier. Pickleball TV — available on Amazon Prime — broadcasts matches constantly, with additional coverage on ESPN and Fox Sports. The season culminates in the MLP Championship, held in Central Park’s CityPickle at Wollman Rink, where over 10,000 fans turn out for the event.
For those in Austin, an MLP tour stop is coming in May, making it a prime time to see the Texas Ranchers in action.
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