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What is the New Padel World?
The New Padel World refers to emerging padel nations, akin to new world wines, that are making their mark on the sport much like latecomers to a vibrant party. At Cage 91 Co., we spotlight these dynamic regions through captivating stories and in-depth analysis, contrasting them with the traditional “Old Padel World” powerhouses.
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We Focus on the New Pioneering Padel Age
People
Find inspiring stories of the sport’s pioneers. The entrepreneurs, investors, court builders, coaches, real estate moguls, retailers and players shaping the identity of this distinct, maverick sport.
Places
From the sublime to the, well, sublime. Take a trip with us to the world’s most iconic, sometimes unconventional, padel destinations. From the Austalian Outback to the floating waters of Dubai Marina, every venue has its story to tell.
Insights
Just what’s behind some of the decision making that goes into the padel industry we see before us today? Discover the business side of the sport that’s got the world talking, as we take a look at the who, what, when, why and where of the industry’s most innovative startups and established brands making their mark.
About Us
Storytelling for the New Padel World
Our mission is to tell the captivating story of padel through the eyes of the sport’s pioneers. The entrepreneurs, investors, court builders, coaches, real estate moguls, retailers and players shaping the identity of this distinct, maverick sport.
Cage 91 Co. – Beyond the Courts
As the padel industry rapidly grows into a $2 billion market, its story is unfolding right before our eyes. Yet, until now, no one has been there to capture it. At Cage 91 Co., we’re here to fill that gap—bringing you the sights, sounds, and pivotal moments of this dynamic industry, from Malaysia to Morocco, Thailand to Tunisia, and Jamaica to Japan.
Through features, human interest stories, research-driven insights, and expert tips, we’re committed to delivering content that educates, entertains, and connects a global community to the game. Our mission is to innovate and lead in multimedia padel journalism, setting the agenda for discussions and driving the growth of padel with informed, accessible, and engaging reporting.
How we WorkThe New Padel World
Padel is booming worldwide. Widely considered the world’s fastest-growing sport with an estimated 30m players across 100+ nations worldwide, padel has a story unlike any other worldwide.
In this maverick, exhilarating thing called padel, here is a sport that is both part of the establishment – as a 55-year-old pastime born in Mexico, before spreading like wildfire to Spain, and the South American continent – and also, simultaneously, start-up – as it now accelerates across the rest of the world, from to Indonesia to India, Singapore to Saudi Arabia, and New Zealand to the Netherlands. If Spain and South America is the Old Padel World, think of these new, emerging padel nations as symbols of the fast-expanding New Padel World.
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The Team
Cage 91 Co. was founded by two New Padel World entrepreneurs. In August 2024, Brit Ben Nichols joined forces with the Swede Felix, with one overarching mission: To tell the stories of the padel industry’s most pioneering characters, ventures and events.
With expertise covering Sports Communications, Digital Marketing, Finance, Business Development, Technology and Journalism – and a collective passion for padel – Ben and Felix are bringing their new media company to a growing global audience that, like them, have fallen in love with this maverick sport.
Meet the TeamHave a Story?
Don’t be a stranger! We set up Cage 91 Co. because, in padel, we saw a growing global community.
We saw that this sport was going to be shaped by the people of padel. People from all geographies, of all ages and all walks of life. And we’re only as good as the people that we bring into our Cage 91 Co. community.
So, get in touch and tell us your story.
Frequently Asked Questions
Ever since padel was founded by Enrique Corcuera in Acapulco, Mexico in 1969, the sport has been on a voyage across the Spanish-speaking world. By 1991, the first seeds of padel’s journey to become a truly global sport were planted as the first international federation for the sport was formed, named, originally, the International Padel Federation (FIP). While the last 10 years have seen the sport capture the wider public’s imagination, it is 1991 that marks the sport’s official arrival on the world stage.
The Cage, as it is called by some, is the cage-like wire mesh part of the court wall that sits alongside the glass in the panels nearest the net, and also rests above the glass panels at the back of the court. The cage, as it is affectionately known by some players, can also be the nemesis of others.
Ever since padel was founded by Enrique Corcuera in Acapulco, Mexico in 1969, the sport has been on a voyage across the Spanish-speaking world. By 1991, the first seeds of padel’s journey to become a truly global sport were planted as the first international federation for the sport was formed, named the International Padel Federation (FIP), in Madrid by representatives from the Argentinian, Spanish, and Uruguayan padel federations. While the last 10 years have seen the sport capture the public’s imagination across the wider world, it is 1991 that marks the sport’s first real moment on the world stage.
The Cage, as it is called by some, is the cage-like wire mesh part of the court wall structure that sits alongside the glass in the panels nearest the net, and also rests above the glass panels at the back of the court. The cage, affectionately known to some players, can also be the nemesis of others.
In simple terms, Cage 91. Co fits within the category of a sports news media outlet. However, such a description wouldn’t do this new media company justice. Cage 91 Co. will be modernist in its approach, focussing on feature-led articles, human interest stories, top tips and research-led insights, all within the narrative of the fast-growing cultural phenomenon they call padel. We are swapping the quick-fix sound bites so ubiquitous in today’s society with meaningful, in depth, personality-led stories that narrate the story of this maverick sport. Cage 91 Co. will include everything from personality-focussed features on pioneers shaping the industry, to emerging trends on where padel is hottest, to the backgrounds of venture capitalists eyeing opportunities, to an in-depth look at the world’s most exclusive Pro-Ams.
We’re only as good as the people that we bring into the Cage 91 Co. community, so, if you have a thirst for impactful storytelling, we encourage you to get in touch and help us shape this sport’s story. You can make suggestions and give feedback, or if you have a story to tell, get in touch with us at: hello@cage91.com
If you see synergies between your organisation and Cage 91 Co., please drop us an email at hello@cage91.com.
Reach out and say Hello.
Don’t be a stranger! We set up Cage 91 Co. because we saw in padel a growing global community.
We saw that this sport was going to be shaped by the people of padel. People from all geographies, of all ages and all walks of life. And we’re only as good as the people that we bring into the Cage 91 Co. community.
So, get in touch and tell us your story.
Cage 91 Co.
3a Market Place,
OX20 1SY Woodstock
United Kingdom