In April 2026, professional pickleball got its first real rulebook. The United Pickleball Association of America unveiled a 71-page document governing the PPA Tour and Major League Pickleball — serving, officiating, paddle challenges, conduct, line calls…
The most useful thing I learned building a company wasn’t how to make the product. It was learning to notice, months in, that the product I’d built wasn’t the one worth selling. After 25 years…
A kickoff returner catches the ball near the goal line. Twenty-one other players begin closing the distance. A collision lasts a fraction of a second. The important distinction is not whether artificial intelligence can replay…
A baseball crosses the edge of the strike zone. The umpire calls it a ball. The catcher taps his helmet, twelve cameras check the pitch, and the call changes before the next batter has time…
A pickleball player opens a box on her kitchen counter and immediately starts sorting it into court life. One thing goes in the bag. One gets tried at the next open play. One gets texted…
A teenager is not waiting for the federation press release. She is watching the athlete’s warmup clip, checking the start list, sending the highlight to a group chat, opening the app, closing it, catching the…
The score is tight, the point matters, and the person across from you thinks the rally is over. You know it isn’t. Not because you’re louder. Not because you’re more confident. Because you know the…
A player freezes mid-point, the ball still in someone’s hand. Nobody is yelling yet. Not really. But the tone has changed. One person says the serve was legal. The other says it wasn’t. A third…
Guessing got too expensive. I’m Cassandra Toroian, and I’ve spent 25 years in technology and entrepreneurship, so when I look at why the best coaches in the world are obsessed with data right now, I…
Fans think they’re watching instinct. I’m Cassandra Toroian, and I’ve spent 25 years in technology and entrepreneurship, so when I look at what’s happening inside sports right now, I don’t see coaches getting replaced –…