BIZ
SPOTLIGHT ON PROLITE
PROLITE SPORTS
STRIVES TO MEET
THE NEEDS OF
EVERY PLAYER
W
hen Neil Friedenberg was a young boy, playing
pickleball in the fitness center at his dad’s place
of work, he never knew that the composite paddles with
the large lightning bolt logos mounted on the wall would
become an integral part of his future.
Today, as owner and president of ProLite, two things
have been constant: Friedenberg’s passion for the game of
pickleball and his strong perception of the lightning bolt
logo signifying American quality and innovation.
“When I was younger, everything seemed to feel better
with those paddles, from power and weight, to touch,”
Friedenberg said. Originally, they were made by the Ultra-
Lite Paddle Company, which originated in 1984 by Boeing
engineer Arlen Paranto and his son, Steve. They focused on
introducing a lighter-weight paddle while still maintaining
its strength. This is when the first composite paddle was
born, composed of a nomex honeycomb core and fiberglass
facing. The innovation has become a mainstay in the
pickleball paddle industry and is used by all major paddle
manufacturers. In April of 2011, Friedenberg took over the
company and never looked back.
Today, ProLite’s range of products includes everything
from a wide variety of paddle models designed for all
players’ backgrounds, to pickleball apparel and accessories
such as the very first pickleball dedicated pro touring bag.
However, the emphasis continues to be on the paddles,
especially when it comes to introducing the game to new
players and pickleball transplants.
“We’re never complacent. We look to utilize the best
technology to create a new, more advanced paddle. Right
now, ProLite is gearing up for 2018, but we’re also making
sure we’re set for the snowbird migration from October
through April, which is the heavy season. We’re always
visualizing to improve specific components of our paddles,
production, and especially customization. “When new
prototypes arrive, I’m basically a kid in a candy store. I
am sure it’s amusing to our employees when they see me
sprinting across the production floor to start building
54
new models. It might as well be my birthday. My dad
would tell me as a young boy, “If not now, when? If not
you, then who? Be a leader, not a follower.” This has stuck
with me throughout my adulthood. It drives me, creates
accountability, creativity, and aspiration.”
Based on numerous customer surveys, ProLite has
responded by creating paddles that not only reflect a
player’s skill set, but personality as well.
The Crush paddle uses a custom screening and printing
process to generate graphics that appeal to younger players.
The Black Diamond Series paddles (Supernova and Titan
Pro) cater to high-level tennis players crossing over into
pickleball by recreating the feel of hitting the ball with a
stringed racquet.
“What we try to do is find advances in materials that
improve one’s game, skills and confidence in the product,”
Friedenberg said. “A lot of it’s mental, because if you’re
set on your paddle, you’re not thinking about your paddle
while playing. So, we’re always entertaining new ideas,
structures, and components to reach different backgrounds
and ages. If you can make a product that creates a smooth
transition from another sport into pickleball, it’s a natural
fit.”
As a former health and physical education teacher,
Friedenberg doesn’t just speak as a business owner looking
to sell a popular product — he also “walks the walk” by
conducting clinics and camps for players of all ages.
TO SUBSCRIBE CALL 888.308.3720 OR GO TO THEPICKLEBALLMAG.COM