We recently had the chance to connect with Alejandro Rioja and have shared our conversation below.
Alejandro, really appreciate you sharing your stories and insights with us. The world would have so much more understanding and empathy if we all were a bit more open about our stories and how they have helped shaped our journey and worldview. Let’s jump in with a fun one: What is a normal day like for you right now?
Most days are a balance between staying active, managing Pickleland, and meeting new people. I make sure to get in some form of movement—whether it’s a workout, a walk, or playing a sport. Since I’m in the middle of my growth transformation, I track my macros, and tackle the day’s Pickleland projects, from operations and programming to marketing and community engagement.
On top of that, I try to fit in at least one social activity per day, whether that’s catching up with a friend, joining a Sweatpals or Meetup event, or doing something new.
Can you briefly introduce yourself and share what makes you or your brand unique?
I’m Ale, founder of Pickleland (https://pickleland.com), a premium indoor pickleball facility in Austin. What makes Pickleland unique is that it was built entirely around the player experience. I spent months talking to hundreds of players—from pros to first-timers—to understand exactly what matters on and off the court. Everything from court spacing, lighting, and ceiling height to pricing, programming, and amenities was designed to make playing as seamless and enjoyable as possible. Our goal is simple: provide a space where anyone can come, play, make friends and have the best pickleball experience without compromises. Beyond the courts, we also foster a community with mixers, social nights, and feedback loops so that the facility continues to evolve with its members.
Amazing, so let’s take a moment to go back in time. Who saw you clearly before you could see yourself?
My dad. He consistently believed in my ability to take risks, create opportunities, and carry responsibility, even when I wasn’t sure I could. His confidence in me gave me a foundation to trust myself and push beyond my own doubts.
What did suffering teach you that success never could?
Suffering showed me the real limits I had—and helped me separate them from the ones I’d invented in my mind. It taught me resilience, patience, and the discipline to keep going even when things feel uncomfortable or uncertain. In the last few years, I have had extreme moments of depression and anxiety about my business and life and it’s been interesting coming out on the other side feeling stronger.
Sure, so let’s go deeper into your values and how you think. How do you differentiate between fads and real foundational shifts?
Fads are flashy, short-lived, and usually driven by hype. Foundational shifts are deeper—they solve a real problem, change long-term behavior, and continue to grow even when the attention dies down. I look for consistent adoption, measurable impact, and whether the change is likely to keep compounding over time. Those are the trends worth betting on.
Thank you so much for all of your openness so far. Maybe we can close with a future oriented question. If you retired tomorrow, what would your customers miss most?
They’d miss the community of friends we’ve built at Pickleland. For many of our customers, this is their 3rd home. They spend many hours here and have made long lasting friendships.
Contact Info:
- Website: https://pickleland.com/
- Instagram: https://www.instagram.com/picklelandatx/
- Linkedin: https://www.linkedin.com/in/alerioja/
- Twitter: https://twitter.com/picklelandATX
- Facebook: https://facebook.com/picklelandatx/
