Chris King, founder of Crafted at Powdermills, is pushing padel as a key feature in his new life-friendly members’ club and hotel in East Sussex. Padel, a sport combining elements of tennis and squash, is quickly gaining popularity across the UK and beyond. King sees the sport as a perfect fit for his concept, which prioritizes accessibility, social interaction, and a break from the usual routines of daily life.
Padel's appeal to luxury markets
King's fascination with padel began during his time in Spain. He believes it offers a more inclusive and user-friendly alternative to traditional sports like tennis and golf. Padel courts are compact, fitting four courts in the space of two tennis courts, and the game is simple enough for people of all ages to pick up. That makes it a compelling option for high-end hotels and members’ clubs looking to cater to a wider demographic, especially families and mixed-gender groups.
The UK has officially crossed the 1 million padel player milestone this year, showing how quickly it is taking hold. Yet despite that, many urban dwellers are still unfamiliar with the sport. Crafted aims to introduce padel to new audiences by offering it alongside other appealing activities like wild swimming, pottery making, and wellness programs. King envisions padel not just as a sport but as part of a broader lifestyle shift toward more engaging, social experiences.
A shift from golf and tennis
Golf and tennis have long dominated the luxury hospitality scene, but they often cater to specific demographics. King points out that corporate events involving golf tend to be heavily male-dominated, with few women participants unless the event is specifically designed for them. Padel, by contrast, is more balanced between genders and encourages mixed play, making it a more inclusive option for group activities and team-building events.
At Crafted, many members initially join for amenities like the gym, studio, or workspace. However, they are increasingly discovering padel and becoming enthusiastic participants. The club regularly organizes Saturday morning mix-ins and social sessions, which are so popular they often sell out quickly. Corporate groups, in particular, are choosing padel for its social nature and ease of play. It has become a go-to option for team-building activities, alongside other choices like sauna sessions, lake activities, or crafts.
A new model for hospitality
Crafted is backed by Swiss private equity firm Limestone Capital, and King plans to roll out the model across the UK and into Europe. The location in East Sussex, just over an hour from London, makes it an ideal retreat for city professionals seeking a flexible and enriching getaway. King is focused on building a reputation for exceptional service and adaptability. The club is designed to be accommodating and open to guest requests, as long as they are legal and ethical.
King emphasizes that Crafted is still a new business eager to please and meet the needs of its guests. He contrasts this with some established hotels that may be reluctant to accommodate unique requests. 'If it’s not illegal or immoral, generally the answer will be yes,' he says, showing the club’s commitment to being responsive and user-friendly. This approach, he believes, is a major part of what will set Crafted apart and drive its success in the competitive luxury hospitality market.
