This has been an exciting time for the Draper-based Big Dill Pickleball Co. and its founder and CEO, Katy Luxem. In September, it was the only company in Utah to be recognized by the U.S. Chamber of Commerce as one of America's Top 70 Small Businesses. Last month, USA Today put the Big Dill brand pickleball set as the No. 1 holiday gift for families on their annual top 10 gift list.

Luxem is especially proud of the fact that the general public voted her product to the top of the USA Today gift list for families. "We went up against some big companies," she said. "This gives us a little boost for the holidays."

The fact that Big Dill Pickleball Co. paddles, balls and accessories are so popular is no surprise to Luxem. Pickleball is the fastest growing sport in America. According to CNN, there are over 36.5 million pickleball players in the U.S. and the number is still growing. Luxem feels that this is because the game is both fun and highly accessible. "I realized that pickleball is a unique sport," she explained. "You can get involved in this sport at any level. Everyone is welcome to be a part of it."

While growing up in Seattle, Luxem played pickleball all the time. The sport was in fact invented at nearby Bainbridge Island in 1965. After moving to Utah as an adult, she took up pickleball again during the pandemic. When she went to purchase her own gear, however, Luxem was disappointed in the no-frills look and high cost of the paddles then available.

In October 2020, she founded Big Dill Pickleball Co. from her home. Big Dill brand rackets, covers and accessories are an eye-catching shade of green and many of them feature a smiling little cartoon pickle. They are quality-tested and constructed to high standards. In addition to quality pickleball gear, Big Dill Pickleball Co. sells clothing and other themed merchandise. The company’s blog offers fun facts about the history of the sport as well as tips for players.

“We are clearly geared to beginner and mid-level players,” Luxem explained. “We are the go-to brand for beginning players.”

Luxem drew upon her years of experience in branding and e-commerce from working for Amazon. “We have specific, targeted and clear branding and messaging,” she added.

She feels that her strong branding strategy made Big Dill Pickleball Co. stand out when the U.S. Chamber of Commerce chose the business to be part of the Top 70 Small Businesses in America out of 15,000 applicants from all 50 states.  Businesses were evaluated on their growth, ability to overcome challenges, innovative strategies for success and community engagement. As U.S. Chamber of Commerce President and CEO, Suzanne P. Clark, noted in a press release, "Small businesses embody the resilience and innovation that define America's free enterprise system.”

“I think they were really drawn to a woman-owned business,” Luxem said. She mentioned some of the challenges that she has faced in building Big Dill Pickleball Co. “I was pretty confident about the branding and e-commerce aspects,” she explained. “But I never had experience with outsourcing, ordering products and the logistics of those things. Pickleball kind of exploded in popularity. How do you sustain that?”

Following the founding of her business, Luxem completed a Master’s in Business Creation at the University of Utah last May. The program has provided her with the opportunity to connect with other entrepreneurs and people in business.

Luxem explained that her family helps out with the business. “I’m the only full-time employee,” she said. Her husband, a marketing director, has contributed his knowledge and her three children pitch in as well. “Sometimes it’s all hands on deck,” Luxem added. “The kids are pretty proud of it. It’s our own company.”

As Big Dill Pickleball Co. has grown, it has given back to the community. “We give products to charities and have sponsored tournaments in Provo and Sandy,” she explained. The business also makes donations to schools.

“It’s all about getting out there and increasing awareness of the sport,” Luxem said. “We got our neighbors involved as well. Now they have a court in their backyard and the kids are over there playing.”

To learn more about Big Dill Pickleball Co. and to purchase their products, visit bigdillpickleballcompany.com λ