This “Odd” Trendy Sport Allowed Thomas to Write About His Passion

Hey there,

Have you ever wondered if a simple passion could turn into a thriving online business? Well, buckle up, because today I'm going to take you on a journey. A journey about how Thomas Shields, with just a love for pickleball, turned a casual hobby into a 150k subscriber newsletter sensation.

Yes, you read that right: pickleball.

Meet Thomas Shields and The Dink

Thomas didn't start with a grand business plan or a highly specialized skill. He was in the investment banking space, dabbling in content marketing when a revelation struck him: why not merge his passion for pickleball with his insights into content and branding?

In October 2020, The Dink was born. Fast forward, and today, it's not merely a newsletter; it's an entire ecosystem reaching over 750k pickleball players every week, supplemented by 2 podcasts and a buzzing social media presence.

So how did he grow it so fast? Let's break it down:

1. Sneaky Facebook group strategy: Thomas started with zero. But he wasn't content with waiting. Using a clever method to engage an active Facebook group dedicated to pickleball, he got his first 5,000 subscribers. Some called it bold; others called it cunning. Either way, it certainly worked. This wasn't a one-night wonder; it was strategic engagement at its finest.

2. Going on tour: Remember the days when rock bands would tour the country in a van with their logo? Thomas took The Dink on a nationwide tour, partnering with the Professional Pickleball Association (PPA). Imagine the impact: a custom van with The Dink logo, drawing crowds at tournaments, sparking conversations, and leaving impressions.

3. Referral program via partnerships: In an age of mundane giveaways, Thomas stood out. The Dink partnered with brands in the pickleball space, offering rewards that were more than mere trinkets. Discounts, free pickleball paddles – tangible, valuable incentives that resonated with his audience.

4. A passionate, exploding niche: How many of us can say we know the pulse of our audience? Thomas tapped into an incredibly passionate niche that was exploding in popularity. He didn't follow the crowd; he found a crowd that followed him.

5. The dink awards: Picture the glitz of the People's Choice Awards, but tailor-made for pickleball. It wasn't just an event; it was a celebration of the sport, a platform that connected enthusiasts and professionals alike. It's smart branding that didn't just get noticed; it got applauded.

Thomas' journey isn't just about a newsletter or a sport; it's about vision, creativity, and relentless pursuit of passion. It's about understanding that success doesn't always need to start with something grand; sometimes, it's about starting with something real.

In a world where originality is often overshadowed by trend-chasing, Thomas Shields reminds us that uniqueness still has a place, that passion isn't archaic, and that dreams can indeed turn into thriving realities.

It's more than a story; it's an inspiration. One that encourages us to look beyond the conventional, to see opportunities where others see hobbies, and to embrace our uniqueness with unapologetic pride.

And who knows? Maybe your passion could be the next big sensation.

Here’s how you could potentially get started:

1. Identify your niche: What do you love to do? It doesn’t have to be a common passion. Pickleball, anyone?

2. Create engaging content: Start with a newsletter, a podcast, or social media channels dedicated to your passion.

3. Think outside the box: Thomas’s Facebook strategy or referral program might not be for everyone, but they should inspire you to be creative.

4. Build relationships: Thomas built relationships within his space that helped him get noticed.

5. Choose the right partnerships: Align your interests with brands that resonate with your audience.

And that's it for today's newsletter. If Thomas can make pickleball a thriving media company, imagine what you could do with your unique hobby or skill set. 

Cheers, 

Andrew