Pickleball Center Joensuu and the Arronax Europe Online Store – From Joensuu to the European Market

 Lehiko Oy has combined e-commerce expertise with a passion for a new sport. What began as a hobby has grown into a new business that is expanding across Finnish and European markets. 

For entrepreneur Tommi Lehikoinen from Joensuu, international growth has never meant relocating to a larger city. Quite the opposite.

- Joensuu is a great place to live and run a business. Everything is close by, the environment is safe, and the local networks work well. It's easy to focus on growing the business here.

Lehikoinen believes that building a business from Joensuu has fostered a proactive entrepreneurial mindset.

- As much as I enjoy living here and wouldn't want to move elsewhere, opportunities don't simply come to you. You have to create them yourself by staying proactive and constantly looking for new ones.

One such opportunity emerged from an unexpected place – a pickleball court.

A Hobby Turned Into a New Business

Lehiko Oy had already gained valuable e-commerce experience through its Living Fit sportswear brand. Building an online store, marketing products and developing digital sales channels had become familiar over the years.

- Through Living Fit, we learned how to build an online store, develop websites and market products online. Once we had gained that expertise, it felt natural to start building something new.

The decisive factor, however, was a genuine enthusiasm for pickleball.

- Building this online store felt different because it was connected to a sport I genuinely enjoy. It motivates you to put in much more effort.

This led to the launch of the Arronax online store, specialising in pickleball equipment with the goal of increasing the sport's visibility and sales across Europe.

At the same time, the company opened Pickleball Center Joensuu, a professional-grade outdoor court located in Joensuu's industrial area. The centre aims to raise awareness of pickleball and encourage more people to discover the sport.

Building Awareness of a New Sport Takes Time

Launching the online store was only the first step. Because pickleball is still a relatively new sport in many European countries, the company's primary focus is currently on building awareness.

- There's a lot of work in the beginning. When people aren't yet familiar with the sport, you need to explain what it's all about and invest heavily in visibility. After all, we're talking about the entire European market.

According to Lehikoinen, one of the biggest advantages is not having to do everything alone.

- Fortunately, Arronax's main manufacturer is strongly involved. Their support has been invaluable as we build visibility in new markets.

Vientii Coaching Supports International Growth

When Lehiko Oy joined Business Joensuu's Vientii Export Coaching programme, the Arronax online store was still in its early stages.

- We launched the online store in the spring and have been focusing on building awareness ever since. At that point, we were really just getting started.

The coaching programme has provided the company with practical tools for selecting target markets and planning international growth.

- One of the most valuable lessons has been that you don't have to do everything at once. We've learned to prioritise which markets to focus on first and which ones to enter later.

At the moment, the company's main focus is on Spain, where pickleball is growing rapidly in popularity.

- Spain currently looks like the most promising market, so that's where we're concentrating our efforts.

You're Not Alone With the Challenges

Lehikoinen considers peer support to be one of the greatest benefits of the coaching programme.

In the early stages of internationalisation, it's easy for entrepreneurs to feel that they're facing their challenges alone.

- It quickly became clear that many other companies were dealing with similar challenges. Hearing about their experiences made us realise we weren't alone.

Questions related to marketing, customer acquisition and international growth are shared by businesses across many different industries.

- That has probably been the biggest benefit. When challenges are discussed together, solutions are often much easier to find.

Local Roots Remain a Strength

Although the company's ambition is to grow its sales across Europe, it continues to believe strongly in the value of being local.

The Living Fit sportswear brand has received particularly positive feedback for offering customers the opportunity to try products on at home before making a purchase.

- People appreciate that we're approachable and easy to reach. Even though the world is becoming more digital, personal service still matters.

According to Lehikoinen, being local and operating internationally are not mutually exclusive.

- Today, you can build a business from anywhere. In our experience, Joensuu is an excellent place from which to reach international markets.

Try pickleball on a professional-grade outdoor court in Joensuu's industrial area:
Pickleball Joensuu | Book a Pickleball Court

Contact: 

Tommi Lehikoinen
info@arronaxeurope.com, +358 500 578 060

Follow on Social Media

Arronax Europe: Instagram
Living Fit Clothing: Facebook | Instagram

Online Stores

Arronax: Arronax Pickleball Paddles | USAPA-Approved | ARRONAXEUROPE
Living Fit: Sportswear and Leisurewear Made from Recycled Plastic Bottles | LIVINGFIT

Text: Ilona Ohvanainen,  Business Joensuu
Photos: Business Joensuu