The New Language of Movement: How Reserve is Defining Luxury Through Padel
In a sun-drenched villa in Ibiza, flanked by olive trees and the rhythm of Balearic beats, world-class athletes and fashion insiders rally on an open-air court. But this is no ordinary match. It’s the Pro-Am tournament hosted by Reserve, the brand quietly rewriting the rulebook on sport, luxury and lifestyle. At first glance, it might seem like padel - a hybrid of tennis and squash born in Mexico - has found yet another upscale European outpost. But this is something more refined. More curated. More designed. Welcome to the world of Reserve: a new cultural movement where performance meets polish, and padel is the canvas for an entirely new expression of athleticism. Glamour, grit and a touch of gloss – the future of padel is here. A Five-Minute Read.
Not Just a Sport – A Statement
"From the very beginning, Reserve was never about building 50 clubs," explains Wayne Boich, the brand's founder and a former top junior tennis player who brings both competitive edge and entrepreneurial precision to the project. "We didn't want to flood the market. We wanted to build a brand – to curate a culture."
Curate, not construct. Elevate, not oversaturate. That ethos is what sets Reserve apart in a landscape increasingly obsessed with rapid expansion. Rather than chasing volume, the brand is focused on pinpoint placement: anchoring itself in high-style hubs like Miami, New York and now Ibiza. Each club is a visual and sensory experience – part members'-only wellness sanctuary, part sports club and part social salon.
It's padel, yes. But reimagined through a prism of art direction, tailored hospitality and cultural fluency.
From Court to Culture
Reserve certainly doesn't claim to have launched padel in the U.S, rather their USP is about cultivating an identity around the sport. The brand's evolution is as much about aesthetics as it is about athletics. A Reserve club isn't merely a venue for sport; it's a destination, an energy, a look. Think sun-bleached terracotta courts, monogrammed towels, softly structured caps and a sleek, pared-back, green-on-cream palette.
"We started by hosting friendly matches at my home," Boich recalls of the early days in Miami. "It was all very relaxed – fun and games, camaraderie and competition, cocktails at sunset – but even then, people could feel something new was happening. The sport was intimate, electric. You felt as though you were inside it, not just watching from the edge."
That intimacy has become a signature of Reserve's experience. Pros and amateurs play side by side in rotating Pro-Am series that function more like global pop-up salons than tournaments. The idea isn't just to play – but to belong. It could be the polo circuit for the modern generation – not least because of padel's deep roots in South America – or perhaps it's the new golf? "A lot of our members come from golf or tennis," says Boich. "But this? This is where they connect. Everyone plays, everyone sweats and then everyone has lunch together afterwards. That's where the real magic is."
The New Luxury: Wellbeing Meets Design
In many ways, Reserve is speaking the same language as today's most coveted wellness and athleisure brands: think Equinox's haute-fitness ecosystem, The Class by Taryn Toomey's emotional catharsis in minimalist studios, or Sanctum's genre-defining East-meets-West movement hubs. These aren't just workouts or wardrobes – they're lifestyle signals.
Reserve slots neatly into this universe but raises the bar. Like these niche, upscale gym and apparel brands, Reserve offers a product – padel – but what members are truly buying into is a set of values: movement, community, design consciousness and quiet exclusivity.
Indeed, Reserve's 'quiet luxury' aesthetic and limited-edition apparel drops (there are currently only 150 of their coveted, tan-leather-trimmed padel bags in circulation) follow the scarcity model of luxury streetwear, but their aesthetic leans toward high fashion – soft neutrals, earth tones and minimalist design more akin to Loro Piana or The Row than traditional sportswear. The brand's visual and spatial language extends to its clubs, where clean lines, biophilic elements and tactile materials evoke the serenity of wellness spaces like Remedy Place or the Aman Spa. "We want our hats, our bags, our courts to feel beautiful and deliberate," Boich says. "It's all part of how people want to experience movement now. It's not about screaming mass-market logos, but about quality, thoughtful design elements and a sense of belonging."
Global Circuit, Local Feel
Part of Reserve's secret is its jet-set rhythm. With events unfolding globally, the brand mimics the flow of its members: a cosmopolitan crowd that moves effortlessly between fashion weeks, art fairs and sportif family vacations.
"It's a little bit sexy, a little bit loose," says Boich. "But always elegant."
But what makes Reserve truly distinct is that it isn't just about sport. Padel is simply the entry point – a gateway into a deeper, more dimensional experience of wellness and community. What's emerging is a full-spectrum lifestyle brand: part fitness, part fashion, part future-forward hospitality.
"There's a wellness component to everything we do," Boich says. "From the spaces we build to the partnerships we form."
And while Reserve's focus remains tightly curated, the brand's ambitions are expansive. Future ventures may include boutique real estate projects and dedicated wellness experiences – "We don't want to do everything," says Boich. "We just want to do a few things, really well."
"We didn't want to flood the market. We wanted to build a brand – to curate a culture."
"We didn't want to flood the market. We wanted to build a brand – to curate a culture."
A New Definition of Movement
In an age where luxury is increasingly synonymous with mindfulness, balance and motion, Reserve is speaking the language of a new generation. "I feel like I'm cheating life a little," Boich confesses, laughing. "I get to play this sport I love, surrounded by my family and by people who inspire me, building something meaningful. It brings me back to my youth – but better."
PHOTOGRAPHY BY CAMILLA AKERBERG & RESERVE
Not Just a Sport – A Statement
"From the very beginning, Reserve was never about building 50 clubs," explains Wayne Boich, the brand's founder and a former top junior tennis player who brings both competitive edge and entrepreneurial precision to the project. "We didn't want to flood the market. We wanted to build a brand – to curate a culture."
Curate, not construct. Elevate, not oversaturate. That ethos is what sets Reserve apart in a landscape increasingly obsessed with rapid expansion. Rather than chasing volume, the brand is focused on pinpoint placement: anchoring itself in high-style hubs like Miami, New York and now Ibiza. Each club is a visual and sensory experience – part members'-only wellness sanctuary, part sports club and part social salon.
It's padel, yes. But reimagined through a prism of art direction, tailored hospitality and cultural fluency.
From Court to Culture
Reserve certainly doesn't claim to have launched padel in the U.S, rather their USP is about cultivating an identity around the sport. The brand's evolution is as much about aesthetics as it is about athletics. A Reserve club isn't merely a venue for sport; it's a destination, an energy, a look. Think sun-bleached terracotta courts, monogrammed towels, softly structured caps and a sleek, pared-back, green-on-cream palette.
"We started by hosting friendly matches at my home," Boich recalls of the early days in Miami. "It was all very relaxed – fun and games, camaraderie and competition, cocktails at sunset – but even then, people could feel something new was happening. The sport was intimate, electric. You felt as though you were inside it, not just watching from the edge."
That intimacy has become a signature of Reserve's experience. Pros and amateurs play side by side in rotating Pro-Am series that function more like global pop-up salons than tournaments. The idea isn't just to play – but to belong. It could be the polo circuit for the modern generation – not least because of padel's deep roots in South America – or perhaps it's the new golf? "A lot of our members come from golf or tennis," says Boich. "But this? This is where they connect. Everyone plays, everyone sweats and then everyone has lunch together afterwards. That's where the real magic is."
The New Luxury: Wellbeing Meets Design
In many ways, Reserve is speaking the same language as today's most coveted wellness and athleisure brands: think Equinox's haute-fitness ecosystem, The Class by Taryn Toomey's emotional catharsis in minimalist studios, or Sanctum's genre-defining East-meets-West movement hubs. These aren't just workouts or wardrobes – they're lifestyle signals.
Reserve slots neatly into this universe but raises the bar. Like these niche, upscale gym and apparel brands, Reserve offers a product – padel – but what members are truly buying into is a set of values: movement, community, design consciousness and quiet exclusivity.
Indeed, Reserve's 'quiet luxury' aesthetic and limited-edition apparel drops (there are currently only 150 of their coveted, tan-leather-trimmed padel bags in circulation) follow the scarcity model of luxury streetwear, but their aesthetic leans toward high fashion – soft neutrals, earth tones and minimalist design more akin to Loro Piana or The Row than traditional sportswear. The brand's visual and spatial language extends to its clubs, where clean lines, biophilic elements and tactile materials evoke the serenity of wellness spaces like Remedy Place or the Aman Spa. "We want our hats, our bags, our courts to feel beautiful and deliberate," Boich says. "It's all part of how people want to experience movement now. It's not about screaming mass-market logos, but about quality, thoughtful design elements and a sense of belonging."
Global Circuit, Local Feel
Part of Reserve's secret is its jet-set rhythm. With events unfolding globally, the brand mimics the flow of its members: a cosmopolitan crowd that moves effortlessly between fashion weeks, art fairs and sportif family vacations.
"It's a little bit sexy, a little bit loose," says Boich. "But always elegant."
But what makes Reserve truly distinct is that it isn't just about sport. Padel is simply the entry point – a gateway into a deeper, more dimensional experience of wellness and community. What's emerging is a full-spectrum lifestyle brand: part fitness, part fashion, part future-forward hospitality.
"There's a wellness component to everything we do," Boich says. "From the spaces we build to the partnerships we form."
And while Reserve's focus remains tightly curated, the brand's ambitions are expansive. Future ventures may include boutique real estate projects and dedicated wellness experiences – "We don't want to do everything," says Boich. "We just want to do a few things, really well."
"We didn't want to flood the market. We wanted to build a brand – to curate a culture."
"We didn't want to flood the market. We wanted to build a brand – to curate a culture."
A New Definition of Movement
In an age where luxury is increasingly synonymous with mindfulness, balance and motion, Reserve is speaking the language of a new generation. "I feel like I'm cheating life a little," Boich confesses, laughing. "I get to play this sport I love, surrounded by my family and by people who inspire me, building something meaningful. It brings me back to my youth – but better."
PHOTOGRAPHY BY CAMILLA AKERBERG & RESERVE
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