Welcome to Karuizawa, Japan.
Elegantly Crafted | High-Performance | Small Batch.
Inspiring Connections Through Pickleball
In July 2021, amidst the uncertainty of the pandemic, Ivan and his wife Tomoko left the bustle of Tokyo in search of a healthier, more balanced life. They found it in Karuizawa—a tranquil mountain town known for its crisp air, natural beauty, and slower pace. What began as a personal lifestyle shift soon evolved into something much bigger.
By 2023, with a desire to help rebuild community in the post-pandemic world, Ivan drew on his 30 years of experience in tennis and pickleball to found the Karuizawa Pickleball Club. What started with just a few players quickly grew into one of Japan’s most vibrant and diverse pickleball communities—welcoming over 200 members in just 18 months.
At the time, Japan lacked access to quality pickleball equipment. Most options were imported, overpriced, or lacked consistency. To meet this need and support the growing movement, Ivan created EVERYDAY SOCIAL®—a brand dedicated to crafting high-quality, beautifully designed, and affordable pickleball gear inspired by the serene landscapes of Karuizawa.
Combining Japanese craftsmanship with global sport expertise, EVERYDAY SOCIAL® delivers paddles that blend performance, elegance, and accessibility. Through grassroots passion and word of mouth, the brand has grown in step with the club—now proudly representing Japan on the global pickleball stage.
EVERYDAY SOCIAL® is more than a brand—it’s a movement to bring people together through thoughtful design, meaningful play, and the simple joy of everyday connection.
Nature's Inspiration in Design
Karuizawa is home to one of the country’s most renowned resort towns, nestled in the highlands of Nagano. Known for its breathtaking natural scenery, Karuizawa has long been a beloved destination for both domestic and international travelers.
Steeped in history, Karuizawa holds a special connection to Japan’s royal family and boasts a rich legacy in sports and recreation. It is home to Japan’s oldest and most prestigious tennis club, and now serves as the birthplace of one of Japan’s largest pickleball communities— The Karuizawa Pickleball Club.
Pickleball: The sport that is accessible and inclusive in nature, mirrors our brand's philosophy of connection and community.
A Timeless Community:
Karuizawa Pickleball Club was founded during the pandemic to reconnect the community and inspire residents to get active again. Its impact reaches far beyond our small town—welcoming international visitors who bring laughter, camaraderie, and shared experiences.
When players step onto the court, paddle in hand, they’re not just playing—they’re becoming part of a vibrant global community built on friendship. Our products are more than just a tool for the game; it unites players of all ages and backgrounds, forging lasting bonds that transcend the court.
celebrates the moments that embody the joy of play and the spirit of togetherness.
The brand's products serve as catalysts for laughter, camaraderie, and the creation of lasting memories.
Ivan & Tomoko
Meet Ivan and Tomoko, the husband-and-wife duo behind EVERYDAY SOCIAL®.
Now calling Karuizawa home, they share a deep passion for community, sport, and design. Originally from California, Ivan has been immersed in sports since the early 1990s—playing pickleball, tennis, basketball, and golf—living a life rooted in movement and meaningful connection. He is the founder of the Karuizawa Pickleball Club and owner of Rosewood Alley, Japan’s first private outdoor pickleball court. A seasoned hedge fund strategist and investor by trade, Ivan also leads EVERYDAY SOCIAL as its owner, brand manager, and community builder—combining business acumen with a creative spirit.
Together, Ivan and Tomoko have built more than just a brand—they’ve sparked a movement. Join them as they continue to redefine modern living, where every day is an invitation to connect, create, and celebrate the beauty of life’s simple moments.
Charly
Charly is an internationally acclaimed multidisciplinary creative and the designer behind EVERYDAY SOCIAL®.
Her creative journey began in London after graduating from Central St. Martins College of Art & Design, leading her to work across diverse industries, including film and animation studios, luxury fashion, and screen-printing houses. She has also held key roles at award-winning brand and packaging agencies.
With over a decade of independent experience, Charly is the founder of Charly & Co., where she has helped shape and elevate numerous start-ups and global brands while contributing to major marketing campaigns. Her dedication to innovation and storytelling continues to shape the EVERYDAY SOCIAL® brand experience, creating a lasting and positive impact on our community.
