Navigating Uncertainty as a Small Business Owner: A Lot Like Playing Pickleball

Running a small business often feels like a game of pickleball—every decision is like a shot you take. Some days you hit the perfect winner, and other days… well, you end up in the dreaded body bag.

As the co-founder of Epic Pickleball Life, I constantly find myself standing at a crossroads, trying to figure out which move will set me up for success. There are endless tools and services out there, all promising to help scale the business, but each decision feels like a gamble.

• Should I hire a full-service agency and invest capital to have them run everything? Or should I keep trying to figure it out myself?
• Should I increase my daily ad budget and go all in on marketing? Or will I end up burning through resources with little return?
• Should I pay that pickleball influencer to help promote our products? Will it lead to a big win, or just another expense I regret?

Every shot in pickleball can either set you up for a great point,or leave you wide open for an easy body bag. It’s the same with these business decisions—each one feels crucial, but you never know if it’s going to pay off.

Most days, I still don’t have all the answers. I ask myself: Will this investment actually help us connect with customers? Will it bring us closer to our goal? And sometimes, I turn to the smartest resource I have—the community around me. Whether it’s other entrepreneurs, mentors, or feedback from our amazing customers, their insights help me figure out the best move.

Growing a brand like Epic Pickleball Life has been both exhilarating and overwhelming. It’s like playing an intense match—some days I feel like I’m winning every point, and other days, I get knocked down. But through all the uncertainty, I’m still passionate about what we’re building, and that’s what keeps me going.

For those who’ve been here before—how do you decide where to invest your time and money? Would love to hear your advice on how to play these crucial "shots" in business.