The Picklr Taps Former Crumbl Exec To Power Global Expansion
The Picklr is swinging big with a new COO and ambitious plans to scale the Drew Brees-backed pickleball franchise
The Picklr has added a seasoned franchising all-star to its roster: Abby Olson, who has a background as a multi-unit franchise owner and will serve as the fast-growing indoor pickleball franchise’s chief operating officer as it enters its next growth phase.
Last year, The Picklr closed a Series B funding round at a $59 million valuation, bringing its total raise to $9 million. The franchise has already sold more than 500 locations, with over 80 expected to open by year-end.
Olson joins The Picklr from Crumbl, where she served as vice president of field operations and vice president of training. During her tenure, she helped grow the cookie chain from fewer than ten stores to more than 1,100 across two countries, leading one of its largest teams and overseeing the opening of up to 16 new locations each week.
“Abby’s entrepreneurial mindset and deep operational knowledge make her the perfect fit for this critical leadership role,” The Picklr co-founder and CEO Jorge Barragan said. “Her experience scaling one of the fastest-growing franchise brands in the country is invaluable as we accelerate The Picklr’s national and international expansion.”
As COO of The Picklr, Olson will enhance the pickleball franchise’s operational playbook, from streamlining franchise support systems to sharpening execution across training, customer experience, brand compliance and international expansion.
Her appointment marks a leap forward for The Picklr, which is backed by former NFL quarterback Drew Brees and has been riding the pickleball boom as new clubs multiply across the U.S.
In May, The Picklr unveiled plans to break into Japan through a master franchise deal with Nippon Pickleball Holdings Co., starting with a club in the Tokyo metro area with a roadmap to open 20 locations over the next five years. Elsewhere, The Picklr is gearing up for a major expansion within Canada following a 2024 master franchise deal with TPC Development Corporation, which holds exclusive rights in Canada outside of Quebec and plans to open 65 locations.
“Joining The Picklr at this stage of its journey is an incredible opportunity,” Olson said. “This brand has an undeniable magic that sets it apart. The focus now is on helping franchisees create truly memorable experiences for their club members while growing the sport by bringing even more people into the pickleball community.”