Today we’d like to introduce you to Julie Russo.
Hi Julie, please kick things off for us with an introduction to yourself and your story.
My husband Matt and I are the owners of Pickle Paradise in Elk River, Minnesota. Before opening the business, I spent more than 25 years building my career in the corporate world, contributing to teams, managing operations, and helping organizations grow and succeed. I’ve always enjoyed building things, creating experiences, and bringing people together. I reached a point where I was ready for a new challenge and an opportunity to build something of my own.
At the same time, Matt and I became passionate about pickleball and the incredible sense of community that surrounds the sport. We saw firsthand how pickleball brings people together across generations, skill levels, and backgrounds.
In 2025, we took a leap of faith, identified a great space, and transformed it into Pickle Paradise. What started as a vision for an indoor pickleball facility quickly evolved into something much bigger. Today, Pickle Paradise is a place where people come not only to play pickleball, but also to learn, compete, socialize, celebrate, and build friendships. In addition to seven indoor pickleball courts, we’ve created spaces for pool, shuffleboard, darts, ping pong, community events, youth programs, leagues, tournaments, and more!
Like any entrepreneurial journey, there have been challenges, long days, and plenty of lessons learned along the way. But it has also been incredibly rewarding. One of the best parts of owning Pickle Paradise is seeing people walk through our doors for the first time and then become part of the community we’ve worked so hard to build.
We’re still writing our story, but we’re proud of what we’ve created so far—a place where people can stay active, connect with others, and have fun. It’s been an exciting and fulfilling second chapter after my corporate career, and I’m grateful every day for the opportunity to help build something that brings so much joy to our community.
We all face challenges, but looking back would you describe it as a relatively smooth road?
It definitely has not been a smooth road, but that’s part of entrepreneurship. When we opened Pickle Paradise, we weren’t just launching a new business—we were introducing a completely new concept to many people in our area. Indoor pickleball clubs were not something most residents of Elk River or the surrounding communities had experienced before, so a big part of our journey has been helping people understand what we offer and why it’s different.
Building awareness and introducing a new concept takes time. We continue to work every day to educate people about the sport, create engaging programs, and show that Pickle Paradise is much more than a place to reserve a court. We’re building a community, and that doesn’t happen overnight.
One of our biggest challenges came just a couple of months after opening. We encountered a facility issue that required us to temporarily close while repairs were completed. It was a difficult decision and a challenging period for us, especially because it occurred just as the indoor pickleball season was beginning to ramp up. We had to work closely with our landlord, communicate with our members and guests, and navigate a lot of uncertainty while determining the best path forward.
Looking back, that experience reinforced an important lesson: sometimes short-term challenges are necessary to create a better long-term outcome. When we reopened, the facility was better than it had been before, and we were able to move forward with confidence.
The reality is that we’re still on the journey. Every week we learn something new. We continue to refine our operations, improve our programming, enhance the facility, and listen to feedback from our community. One of the things I enjoy most about entrepreneurship is that there is always an opportunity to learn, adapt, and improve.
That’s also why opportunities like this interview mean so much to us. As a new business and a new concept in our area, every chance to share our story helps more people discover what we’re building and become part of the Pickle Paradise community.
As you know, we’re big fans of Pickle Paradise. For our readers who might not be as familiar what can you tell them about the brand?
Pickle Paradise is a community-focused indoor recreation destination located in Elk River, Minnesota. While pickleball is at the heart of what we do, our vision has always been much bigger than simply providing court space.
We created Pickle Paradise to be a welcoming place where people of all ages and skill levels can connect, stay active, learn something new, and have fun. Whether someone is picking up a paddle for the first time, competing in a tournament, taking lessons, joining a league, or simply spending time with friends, we want them to feel like they belong.
Our facility features seven indoor pickleball courts, leagues, tournaments, coaching, youth programs, open play sessions, and special events throughout the year. Beyond pickleball, we’ve also created gathering spaces that encourage people to stay, socialize, and build relationships. One of our favorite examples is our “Kitchen Counter” café—a fun pickleball-inspired name that offers smoothies, specialty coffee drinks, beer, wine, and snacks. We wanted to create a place where people could do more than just play a match and leave. The Kitchen Counter, along with our upstairs Palm Perch lounge featuring pool tables, shuffleboard, darts, and ping pong, helps create an environment where people can spend time together and build community.
What sets us apart is our focus on community. We believe sports and recreation are about more than competition—they’re about creating connections. Some of our proudest moments have nothing to do with wins or losses. They come from watching friendships form, seeing beginners gain confidence, welcoming families into the sport, and hearing stories about how people found a new community through Pickle Paradise.
We’re also incredibly proud of the facility itself. We transformed a largely vacant former movie theater (keeping some of its nostalgia and charm) into a vibrant community gathering place, giving the space a new purpose and creating something unique for the region. As one of the northernmost dedicated indoor pickleball clubs serving the Twin Cities metro area and beyond, we’ve been fortunate to help grow the sport in Elk River and neighboring communities. It’s rewarding to see players travel from across the region to visit, compete, learn, and connect.
As a locally owned family business, we’re constantly looking for ways to improve and evolve. We listen to our members, experiment with new programs, and strive to create an experience that people genuinely enjoy. We are incredibly proud of the community that has formed around Pickle Paradise and grateful for everyone who has supported us along the way.
At the end of the day, our goal is simple: to create a place where people can be active, have fun, and make meaningful connections. That’s what Paradise is all about. It’s written just inside the entrance to our facility: “Play. Connect. Live Paradise.” We believe those words perfectly capture the experience we’re striving to create every day!
Alright, so to wrap up, is there anything else you’d like to share with us?
I’d simply like to say thank you to the community that has supported us from day one. Starting a new business is always a leap of faith.
One of the things we’ve learned along the way is that pickleball isn’t really about pickleball. It’s about people. The game just happens to be the thing that brings them together. We’ve watched friendships form, families spend more time together, retirees discover a new passion, and competitive athletes find a new challenge. That’s been incredibly rewarding to witness.
We’re also proud to be part of the continued growth and revitalization of our community. Taking a largely vacant building and transforming it into a vibrant gathering place has been a meaningful experience for our family. Every time we see the courts full, people laughing in the Palm Perch, or friends catching up over coffee or smoothies, we’re reminded why we started this journey.
For anyone who hasn’t visited Pickle Paradise yet, we’d love to meet you! Whether you’re an experienced player, completely new to pickleball, or simply looking for a fun place to spend time with friends and family, there’s a place for you here.
We love sharing what’s happening and celebrating the people who make our community special. Readers can follow us on Facebook and Instagram or learn more at www.pickle-paradise.net.
And to everyone who has been part of our story so far—thank you. We truly appreciate your support and look forward to continuing to build something special together.
Play. Connect. Live Paradise.
Pricing:
- All court reservations, leagues, clinics, and events are managed through CourtReserve
- Free Club Membership available to everyone for access to schedules, reservations, and event registration
- Unlimited Memberships available from $95/month and include unlimited open play and court reservations
- Summer Open Play sessions start at just $5 for up to 2 hours of play
- Court Reservations start at $24/hour during the summer season
Contact Info:
- Website: https://www.pickle-paradise.net
- Instagram: https://www.instagram.com/pickleparadise.mn
- Facebook: https://www.facebook.com/profile.php?id=61576382637923
