Life Time fitness is all in on pickleball. It is all part of the upscale fitness company's strategy to grow its brand by investing in pickleball. To continue that goal, Life Time on Tuesday announced it is teaming up with Lululemon , naming the company as an official apparel partner of Life Time pickleball and tennis. The relationship includes selling Lululemon apparel online at Life Time clubs, in addition to collaborating on key pickleball events. Life Time CEO and founder Bahram Akradi, an avid pickleball player himself, is betting that the hot, tennis-like sport will be that catalyst.

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Persons: Ben Johns, Anna Bright, Andre Agassi, Celeste Burgoyne, Bahram Akradi Organizations: Penn Locations: Madison, New York City, pickleball, Americas