It started like it did for a lot of people during the pandemic: a few paddles, a garage setup, and a way to get outside. But what began as a family activity quickly snowballed into something much bigger for Maddie Toren. Within a few years, she was officiating high-stakes matches, managing social media for pros, and running a digital agency that helps pickleball brands grow online.

There’s no linear playbook for what Maddie’s building, and that’s exactly the point.

From Garage Drills to Bigger Dreams

Maddie’s first introduction to pickleball came in early 2021 when her family was looking for something active to do together. She hadn’t been into sports growing up, but the accessibility of the game—and more importantly, the sense of community around it—pulled her in quickly.

“What really made it stick for me was the community atmosphere and how welcoming everyone was,” she said. “The sport’s easy learning curve made it super approachable, especially for someone like me who hadn’t been very into sports before.”

What most people don’t realize is that she didn’t leave her past behind when she found the sport. Before she ever picked up a paddle, Maddie was already a certified youth yoga instructor. As she got more involved with pickleball, she began combining these two worlds—creating yoga-for-pickleball content that blended breath work and stretching with the specific demands of the game.

The Ref Who Nearly Quit

While playing local tournaments with her dad, Maddie started officiating matches on the side—mostly as a way to earn a little money and stay involved when she wasn’t competing. What she didn’t expect was how much it would challenge her.

“As an introvert, staying motivated through the certification process wasn’t always easy,” she said. “I even considered quitting early on.”

But with support from her parents and mentors, she pushed through and eventually became the youngest certified USA Pickleball referee in the country. And once she got comfortable in the role, things moved fast.

One of her most defining experiences came at a PPA Tour stop in Arizona. Still relatively new to the scene, she was given the opportunity to officiate a pro men’s singles match on Championship Court—an intense and highly visible assignment that forced her to lock in and trust her training.

“Don Standley, the PPA’s head ref, took a chance on me when I was still a Level 2 ref,” she said. “It was nerve-wracking but such a rush.”

Accidental Entrepreneur, Intentional Growth

Maddie Toren with pro pickleball player, Zane Navratil

While refereeing gave her confidence, it was content creation that cracked things wide open. She had already been experimenting with video and social media—first through managing branded content for her dogs (yes, really)—and eventually turned the lens toward herself. She started creating short videos to teach the rules of pickleball, hoping they’d get some traction online.

They did. One of those videos landed in the feed of pro player Zane Navratil, who reached out and offered her an internship. The role evolved into a Director of Community position, where she helped manage everything from clinic logistics to digital strategy. And once she had her foot in the door, word got around.

“Honestly, the opportunity kind of fell into my lap,” she said. “I started by creating fun skits and videos teaching the rules of pickleball to grow an audience and hopefully attract brand partnerships.”

In early 2023, she officially launched PKLD, an agency built specifically for the pickleball industry. With guidance from her dad, a longtime entrepreneur, she quickly found herself running a growing business. The vision was simple: help players, teams, and brands get their digital presence together—strategically and professionally.

“From the beginning, my mission was clear: deliver a dedicated team that exceeds expectations,” she said.

Now, PKLD is expanding into platform-based services to give clients more hands-on tools while still offering expert support behind the scenes.

Creator, Not Just Content

Maddie never set out to be a content creator. She was already managing content work for her dogs and saw the potential to apply the same playbook to pickleball. “I thought, why not try the same approach for myself in this growing pickleball space?” she says.

What makes her content work is the balance. It’s educational, fun, and behind-the-scenes—but never forced. She studies audience behavior and trend cycles—not just for herself, but for the clients she manages. If something performs well, she breaks down why. If something flops, she adjusts.

“Analytics are powerful if you know how to read them” she says. But if there’s a type of content you genuinely enjoy making, lean into it. Authenticity always shines through.”

She credits content creation with helping her to develop her own voice. “Posting a video takes courage. If you hit publish and it gets 10 likes? That’s 10 people who appreciated your post. So celebrate it.”

Redefining What Leadership Looks Like

Maddie talks about the pickleball community with the kind of appreciation that doesn’t feel manufactured. “There’s something about this sport that brings out the best in others. You can play one game with someone and instantly feel like friends,” she said.

That support helped shape her early on, and it continues to fuel her work—on and off the court. Now she’s becoming the kind of person other players and creators look up to.

“I hope they take away this: try new things, put yourself out there, and figure out what truly excites you,” she says. “Take time to get to know yourself, what motivates you, what drives you—and lean into that.”

Still Just Getting Started

Even with the milestones she’s already hit—youngest certified referee, agency founder, social media strategist for top pros—Maddie isn’t coasting. She’s building. Testing. Pivoting. Whether she’s launching a new arm of her business, experimenting with content, or reffing a local match, one thing’s clear: she’s still all in. She’s already building what comes next.

“I’m always working on something new… and staying open to where the game takes me next.”

Ref, Creator, Founder: How Maddie Toren Turned Pickleball Into Her Full-Time Lane