08 May Beyond The Metrics: Craig Chester, Partnerships Director at JOOLA USA
At Zoomph, we champion the power of partnerships, marketing, business intelligence, and social media. Our Q&A series puts the spotlight on industry leaders, giving you an inside look at their expertise, strategies, and perspectives – beyond the metrics. Join us as we uncover valuable insights straight from the minds shaping the industry.
Craig is originally from Avon, Connecticut, and went to a sports-crazed secondary school called Avon Old Farms, where he played on the Varsity Golf team. From there, he headed to the University of Wisconsin–Madison, where he majored in Journalism. Craig began his career at DIAGEO, where he was fortunate to work on global brands like Johnnie Walker, Crown Royal, and Captain Morgan—many of which had robust partnerships in sports and entertainment. Since then, he has primarily worked on the brand side with companies like Red Bull, CAVA, and Events DC, always focusing on brand-building and partnerships.
What are your most important goals in your current role?
My main goal is to grow both the sport of pickleball and the JOOLA brand by creating dynamic and meaningful partnerships. I lead strategy and development across a wide range of relationships—pickleball and table tennis clubs and facilities, professional athletes, media partners, and special events—so that JOOLA remains at the heart of this rapidly growing sport.
Just as important to me is leading my team and helping guide their careers. I love supporting their growth, developing their leadership skills, and creating an environment where they can thrive and make a real impact.
Share a professional accomplishment that you are extremely proud of:
Earlier in my career, I navigated the challenges of the Great Recession, and later, worked in the live events industry during the COVID-19 pandemic—two periods that were especially hard on our field. I’m proud of the resilience, adaptability, and creativity I developed through those experiences. Staying positive and continuing to grow through such uncertain times is something I take a lot of pride in.
What is your favorite part about working at JOOLA – and the sport industry in general?
JOOLA is in a unique position: a legacy brand with roots going back to 1952 in table tennis, and now a market leader in the rapidly growing pickleball space. It’s the best of both worlds—we have the energy and agility of a start-up, backed by the resources and reach of a global company. I love the creative runway we have to build impactful partnerships that shape the future of the sport.
At the end of the day, sports make people feel something—excitement, connection, pride—and getting to be part of that, while helping grow a sport from the ground up, is really fun and rewarding.
What is one skill you wish you had learned earlier in your career, and why?
Learning how to say “No” strategically. In partnerships, you get a lot of pitches that sound like great ideas at first. But I’ve learned it’s important to take a step back, see the bigger picture, and understand what moves the needle for the brand and company. Saying no strategically—when it’s the right call—took me some time to figure out, but it’s been a crucial skill to have. It’s all about focusing on what truly adds value.
What advice would you share with young professionals who want to work in the sports industry?
There are so many pathways into sports—you don’t have to work for a team or league to be in the industry. Working on the brand side has given me a strong perspective on what matters to sponsors and business partners, and how to create real value. Be open to opportunities that may not look like a traditional “sports job” but still sit at the intersection of sports, culture, and business.
What is your favorite part about working with Zoomph?
Zoomph just makes it so easy to see the impact of what we’re doing in real time. We get the data and insights we need to measure impact, calculate ROI, and make smarter decisions on the fly. It’s like having a pulse on our entire ecosystem—social, sponsorship, media—all in one place. And of course, the team is fantastic to work with – responsive and constantly evolving the platform to fit what we need.
Give a shout-out! Share a sports brand that deserves some extra recognition:
Shout-out to Honcho Pickleball League. They’ve nailed the balance of friendly competition and social connection that’s truly at the heart of pickleball. Their events are fun, well-run, and community-focused, bringing people together through the sport in a way that feels fresh, inclusive, and true to the game’s DNA.
What was the most recent sporting event you attended (that wasn’t JOOLA related)?
My 5-year-old’s soccer game—big stakes, lots of juice boxes on the line! But more officially, I went to a Washington Capitals game where the team honored Alex Ovechkin for surpassing the NHL all-time goals record. I’ve shared season tickets with a few friends for over 12 years, so it felt meaningful to see that in person.
What is your favorite sports memory?
I was at the final round of the Masters in 2011. It had a wild finish, but what really stood out was the atmosphere—no cell phones are allowed at Augusta National, so everyone is truly living in the moment. The only way to track what’s happening across the course is through manually operated scoreboards, word of mouth, and the sound of roars from nearby holes.
The Masters can come off as a bit pretentious from the outside, but once you’re there, you realize what they’ve created from an experience standpoint is absolutely world-class. Everything is intentional, immersive, and unlike any other sporting event.
What is your favorite vacation spot?
My family has been going to Cape Ann, Massachusetts for generations. Rockport and Gloucester are quintessential New England seaside towns—with rocky coastlines, a great local vibe, and the best fried clams in the world.
