Lucra, the leading social competition platform, today announced a partnership with Crush Yard, a unique entertainment concept that combines premier pickleball with elevated dining and social experiences. Through Lucra's white-label Web SDK integration, Crush Yard guests can now participate in real-money open-play tournaments and challenge friends to head-to-head matches for cash prizes, transforming casual pickleball games into rewarding, competitive experiences.
This collaboration represents Lucra's continued expansion into location-based entertainment, bringing social competition to America's fastest-growing sport. Crush Yard currently operates locations in Charleston and Orlando, with new venues opening soon, including Nashville. The partnership will expand across this growing network of premium pickleball destinations.
Crush Yard has redefined the pickleball experience by combining high-quality courts with full-service dining, craft cocktails, and vibrant social atmospheres. With Lucra's tournament infrastructure seamlessly integrated, guests can now elevate their gameplay through structured competitions that reward skill, participation, and friendly rivalry—all while enjoying Crush Yard's signature hospitality experience.
"Crush Yard has built something special in the fastest-growing sport in America—they've transformed pickleball from recreation into destination entertainment," said Dylan Robbins, CEO of Lucra. "By adding our real-money competition layer, every game becomes more meaningful and every visit more rewarding. This partnership shows how social competition can enhance location-based experiences and give guests new reasons to play, stay, and return."
The integration will allow Crush Yard guests to join open play tournaments with real cash prizes or create private challenges with friends and fellow players. Whether competing in organized tournaments during peak hours or settling friendly disputes through head-to-head matches, players can now add stakes to their games that match the energy and excitement of Crush Yard's atmosphere.
"Lucra's technology perfectly complements our mission to create the ultimate pickleball experience," said David Hack, CEO and Founder of Crush Yard. "Our guests are already competitive and engaged—now they can turn that energy into meaningful rewards while enjoying everything Crush Yard has to offer. The integration feels natural to our environment and adds another layer of excitement to every visit."
For Crush Yard, the partnership provides new opportunities to increase guest engagement and create unique programming that differentiates their venues in the growing pickleball market. The competitive element naturally encourages repeat visits and builds community among regular players while attracting new guests seeking elevated entertainment experiences.
Key features of the integration include:
- Real-money open play tournaments with multiple prize tiers
- Head-to-head challenges between friends and fellow guests
- Manual settlement system ensuring secure, compliant gameplay
- Flexible tournament formats that adapt to venue flow and guest preferences
- Complete risk management and payments infrastructure
The partnership is set to launch later this year at Crush Yard's Charleston and Orlando locations, with Nashville and additional venues incorporating Lucra's competition platform as they open in the coming months. Players can easily sign up and get involved directly through the Crush Yard website when the feature goes live later this year.
About Lucra
Lucra is defining modern loyalty through competitive gameplay, offering hospitality, entertainment, and consumer brands the ability to integrate social competition into their digital platforms; clients like Five Iron Golf, Puttshack, Backyard Sports, Dave & Buster’s, TouchTunes, and more trust Lucra’s white-label technology to power tournaments and challenges, build loyalty, and drive new revenue. Learn more at www.lucrasports.com.
About Crush Yard
Crush Yard offers vibrant, community-focused spaces centered around the fast-growing sport of pickleball. Offering a distinct blend of pickleball courts, premium dining, craft beverages, and social spaces, Crush Yard delivers engaging experiences designed to foster community and connections. Learn more at crushyard.com.
Media Contact
Michael Madding
michael@lucrasports.com
