The 22

The 22 is an advisory, media and education platform serving the global padel industry. Founded by Ben Nichols, it supports the founders, brands, club operators and investors building and growing in the sport. Drawing on Nichols’s experience advising across the industry and connecting its key people, The 22 helps clients develop their understanding, strategy and presence in padel.

Its services include advisory retainers, strategy projects and speaking engagements with Ben. Insider 22 is a membership community for people working in padel, offering monthly sessions, curated resources and opportunities to connect with a global network. For clubs, Day One is a communications course designed to help them get their messaging right from the outset. The 22 also publishes Emerging: The Podcast, which explores the business of racquet sports through conversations with founders, operators and investors, and a free monthly newsletter covering padel’s deals, developments and influential people. Together, these offerings provide practical guidance, industry insight and connections for those shaping the sport’s future.