Mattias Westerberg on STIGA Sports’ padel strategy: ‘Staying close to the court is our marketing and sales strategy’

In an exclusive interview with Padel Business Magazine, Mattias Westerberg, chief commercial officer of STIGA Sports, unveils the strategic approach behind the brand's move from table tennis to padel. Westerberg explains how STIGA is distinguishing itself in a crowded market by staying true to its roots and maintaining a laser focus on the high-end competitive player.

A legacy of racquet sports 

STIGA Sports is no stranger to racquet sports. The Swedish brand, founded in 1938, has a rich history in tennis, badminton, and most notably, table tennis. “We [STIGA] have been involved in racquet sports since the 1940s,” Westerberg confidently states. While the company shifted its focus solely to table tennis in the 1980s, STIGA is now looking to expand its racquet sports dominance by entering the rapidly growing padel market. 

Padel has enjoyed a phenomenal rise in participation, with the number of players almost tripling in the past ten years. In 2024, an estimated 30 million people played the sport, ranging from celebrities like David Beckham and Serena Willliams, to fitness enthusiasts attracted by its affordability, ease of participation, and buzzing social scene. 

Little wonder that padel is now a billion-dollar sport, and one with which STIGA is fast becoming synonymous.

The Goldilocks approach 

STIGA’s entry into padel wasn’t a hasty decision. Westerberg describes the company’s careful approach, noting that it was the first time in nearly four decades it was expanding into a new market. “We saw an interesting opportunity in padel over other racquet sports largely because it was gaining a lot of attention and growing fast,” he explains. The company chose to focus on padel because it was, in Westerberg’s words, “just right”—a sport with the right growth trajectory and market potential.

In 2019, STIGA made its official entry into the padel scene within Sweden, its domestic market. During this time it entered into a partnership with Swedish number 1 ranked player Daniel Windahl. 

This focus on the high-end competitive player market segment is a deliberate strategy, rooted in STIGA’s extensive experience in catering to elite table tennis players. “Regardless of racquet sport, competitive players are all in search of the same things: perfectly weighted and perfectly balanced racquets with a perfect sweet spot,” says Westerberg.

“As in any sport, club players and amateurs look to emulate their professional heroes, whether it’s copying their skills or adopting their equipment. So focusing on the elite players makes good strategic sense, because it’s all about being relevant to the target end consumer.”

Being as close to the court as possible: STIGA Sports’ sales and marketing game plan

STIGA’s growth strategy is clear: prioritise quality over quantity. Rather than saturating the market with a broad range of products, the business primarily aims to capture the high-end competitive segment, aiming to build credibility and demand through strategic sales partnerships at a hyper-localised level. Westerberg explains: “We are all about finding ways for our racquets to be available as close to the court as possible.” 

The company is highly selective about its sales partners, favouring long-term relationships with those who have been involved in the sport, or sport equipment sales in its community over quick wins. “We didn’t want to be everywhere. We want to grow with the right partners in the right places,” says Westerberg.

By working closely with retailers, padel facilities and coaches as well as competitive players, STIGA ensures its racquets are more likely to be presented to and interacted with by competitive players rather than beginner or recreational types. 

Westerberg explains that ultimately empowering its partners to offer players the opportunity to use the racquet on court instead of just viewing them in 'showrooms’ is its most powerful sales and marketing tactic. As he puts it, “demo racquets are the best sales tools.”

STIGA’s commitment to its partners is evident in its flexible stocking arrangements and low minimum order quantities, allowing partners to manage cash flow and avoid dead stock. Providing they meet STIGA’s requirements, partners can start working with them with a minimum order quantity of just two racquets. The company also invests deeply in sales partners that demonstrate success; an example of this is funding and sponsoring regional padel tournaments.  

Expanding beyond the Nordics

Currently focused on growing in the Nordic region, STIGA has its sights set on Europe and beyond. Westerberg hints at the company’s plans to expand its direct-to-consumer offerings while maintaining strong ties with its physical sales partners. He assures us that its intention is never to cannibalise the sales of its physical partners.

Innovation at the forefront

STIGA’s flagship padel racquet, the Cyber Shape, is a nod to the company’s innovative approach. The unique design claims to boast a 20% larger sweet spot, giving players more control in defensive positions—a feature that has resonated well with its target market. With prices of this model starting at £279.90 the price point is certainly aimed at a more premium market. 

Westerberg remains tight-lipped about specific sales figures, though he emphasises that STIGA has a long-term outlook in padel, driven by its commitment to innovation and quality.

The right man for the job

Westerberg has a tall task to ensure that STIGA succeeds in padel. However, as a former junior Swedish national tennis champion, competition runs deep in his veins. His leadership, winning mindset and passion for racquet sports is likely to be pivotal to STIGA’s success in the sport. With a clear strategy and a focus on staying close to the court, Westerberg is confident that STIGA will carve out a significant presence in the padel world.

For more information about STIGA Padel, please visit: https://www.STIGAsports.com/en-gb/category/padel

Not yet a PBM subscriber? Sign up here for exclusive weekly insights into the padel industry, delivered directly to your inbox