Founder’s Journal by Ivan H.
A few years ago, if someone had told me that my wife and I would be building a pickleball brand and community from our backyard in Japan, I probably would have laughed.
When we moved to Karuizawa in 2021, we were simply looking for a different pace of life. After many years living and working in major cities, we found ourselves wanting cleaner air, nature, and something that felt a little more balanced. We fell in love with Karuizawa almost immediately — the forests, the changing seasons, and the slower rhythm of life.
But at the same time, we also realized something else.
Starting over in a new place can sometimes feel lonely. Even in beautiful places, meaningful connection takes time.
As someone who had played racket sports for much of my life, I believed sports had a unique ability to bring people together naturally. So we introduced pickleball to our local community, not with any grand business plan in mind, but simply with the hope of creating a place where people could stay active, meet others, and build friendships.
What started as a handful of people on a court slowly became the Karuizawa Pickleball Club.
Then something unexpected happened.
People kept showing up.
Friends brought friends. Visitors joined while traveling. Local residents, second-home owners, retirees, families, and people from all different backgrounds started becoming part of the community. Relationships formed beyond the court. Dinners happened. Trips happened. Real friendships happened.
Eventually, EVERYDAY SOCIAL® was born as an extension of that community.
Ironically, the brand was never really supposed to start as a brand.
It started because we wanted paddles and products that reflected the things we personally appreciated — thoughtful design, simplicity, quality, and subtle details inspired by Japan and the natural beauty around us. We felt there might be room in the sport for something quieter and more timeless.
Something that felt personal.
Over the last few years, we have been incredibly fortunate. What began in Karuizawa has somehow reached players around the world. Our products now travel to more than a dozen countries, and our community continues to grow in ways we never imagined.
And now, we're entering another chapter.
After many months of planning and building, we've finally completed the EVERYDAY SOCIAL Clubhouse and Private Court here in Karuizawa.
For us, this space represents much more than a court.
It's a place to gather after games. A place for conversations that have nothing to do with pickleball. A place to enjoy coffee, music, food, nature, and simply spend time together. A place where community can continue to grow.
In many ways, it feels like a physical representation of what EVERYDAY SOCIAL has always been about.
Not products. Not logos. Not simply sport.
People.
We've been busy building a backyard pickleball brand and community from our home in Japan.
Now onto the next phase of growth.
To everyone who has supported us along the way — members, customers, ambassadors, friends, family, and those who simply believed in us early on — thank you.
We're just getting started.
See you on the court.
—Ivan
Founder, EVERYDAY SOCIAL®
Play more. Connect more. Live EVERYDAY SOCIAL® 🌲☀️