What a free-play-for-a-year prize across both mature and emerging markets reveals about retention, habit and player behaviour.
UK, February 2026
As the UK padel market continues to expand, Soul Padel believes the next phase of growth will be shaped less by how many people try padel once and more by how consistently they return to play.
That belief sits behind Streak the Court, a loyalty mechanic introduced across Soul Padel clubs in January. The initiative is designed to reward regular participation rather than performance, encouraging players to step onto the court on at least four separate days within a calendar month. Each completed streak earns additional points, reinforcing frequency and habit as the core behaviours being incentivised.
To mark the January launch, Soul Padel also ran a one-off prize draw. All players who completed a streak during the month were entered, with one winner per club receiving £500 in free play, enough credit to play every week throughout 2026.
In Greater Manchester, one of the UK’s most developed padel regions, Stockport-based player Keri Hartman was selected as the January winner. At the same time, in St Helens, a far earlier-stage market where many players are still new to the sport, local resident Michelle Ruddock secured the same prize. Running the initiative across both locations was a deliberate choice, reflecting a belief that rewarding consistency matters regardless of market maturity.
Crucially, January’s Streak the Court launch also delivered clear behavioural signals. Since the introduction of Soul Mates, January recorded the highest-ever number of players playing on four or more separate days within a single month. Across Stockport and St Helens combined, 2,325 players participated in Streaks during January, with 381 players completing a full four-day streak.
According to Mark Hewlett, CEO and Founder of Soul Padel, those outcomes validate a focus on retention rather than short-term acquisition.
“Most players don’t disappear because they stop enjoying padel, they disappear because routine breaks down,” Hewlett said. “If clubs want people to keep playing, they have to design experiences that support habit and make returning feel worthwhile. Free play for a year isn’t about promotion, it’s about putting genuine value behind consistent behaviour.”
This focus on retention comes as Soul Padel enters a period of rapid expansion. The operator is set to open several new clubs during 2026, with its next site, Braehead, scheduled to open next month. According to Soul Padel, embedding loyalty and
habit-building from day one is central to how new clubs are being designed and operated, rather than something added later as markets mature.
Soul Padel’s experience operating in both mature and emerging markets has reinforced that approach. In Stockport, players are experienced, informed and have growing choice between operators. In St Helens, the challenge is confidence, routine and helping new players feel comfortable returning. Despite those differences, the same behaviours underpin long-term participation.
“Whether someone is brand new to padel or has been playing for years, frequency is the thing that matters,” Hewlett added. “If someone keeps turning up and making time to play, that’s the behaviour clubs should be recognising.”
Streak the Court is not positioned as a short-term activation. The mechanic will continue to run every month, with players earning points each time they complete a streak. January’s free-play-for-a-year prize was intended to set a benchmark for how seriously Soul Padel treats loyalty and long-term player value.
As the UK padel market becomes more crowded, Soul Padel believes operators that invest early in retention, habit-building and community will be better placed to sustain growth over time, not by opening the most courts, but by keeping the most people playing.
About Soul Padel
Soul Padel is a community-driven padel operator focused on making one of the world’s fastest-growing sports accessible to everyone. Soul Padel creates welcoming spaces where people can meet, play and connect. With a growing network of clubs across the UK and partnerships with leading organisations including Decathlon, Soul Padel is committed to supporting physical wellbeing, mental health and long-term participation in sport.
For media enquiries, please contact:
Mark Hewlett
Email: mark@soulpadel.co.uk
Phone: 07961310078
Website: soulpadel.co.uk
