Our Story: From Karuizawa to the World
Born from Community, Designed for Connection
In the summer of 2021, at the height of the pandemic, Ivan and his wife left the rush of Tokyo for the forests and mountain air of Karuizawa. What began as a search for fresh air and a slower rhythm of life soon became a new home, a new way of living, and the spark of something larger than they ever imagined.
By 2023, with 30+ years of experience in tennis and pickleball, Ivan set out to bring people together again—especially the many retired residents of Karuizawa who had once been avid tennis players. He started simply: coaching individuals one by one. Word spread, friends invited friends, and in just 18 months the Karuizawa Pickleball Club grew from a handful of players into a thriving community of over 250 members. What was once a quiet mountain town became home to one of Japan’s most dynamic and diverse pickleball communities.
But there was a challenge: quality pickleball gear in Japan was scarce, overpriced, and inconsistent. To keep the community growing, Ivan created EVERYDAY SOCIAL®—a brand that reflected the heart of Karuizawa: accessible, beautifully designed, and rooted in performance. Drawing inspiration from Japanese craftsmanship and blending it with global know-how, the paddles weren’t just equipment—they were an extension of the movement, tools built to unite people on and off the court and foster long-term friendships.
From day one, EVERYDAY SOCIAL® has been fueled by grassroots passion and word of mouth. No big campaigns, no heavy advertising—just a community that believes in what it stands for: beauty, performance, and authentic connection.
Today, what started in a small town among forests and friends has become Japan’s first pickleball brand to step confidently onto the global stage. EVERYDAY SOCIAL® represents not just products, but a philosophy: that sport has the power to connect people everywhere—whether in Karuizawa, Hong Kong, Los Angeles, or beyond.
Together, we play. Together, we grow. Together, we are EVERYDAY SOCIAL®.
-Ivan
CEO & Founder
EVERYDAY SOCIAL®