Upcoming Geronto Fair Pickleball Cup to Promote Active Longevity

The Geronto Fair Pickleball Cup is scheduled for April 10-12 at the Jedi Pickleball Club in Brazil, promoting active longevity through sports. This inaugural event will feature singles and doubles matches across various age categories, emphasizing healthy competition and social integration. With pickleball's rising popularity among older adults, the tournament aims to showcase the fair's focus on the longevity economy, attracting a demographic that values health and wellness. Join us to explore this exciting event that combines sport, networking, and quality of life.

By Narendra Chaudhary Mar 2, 2026, 15:12 IST

Introduction to the Geronto Fair Pickleball Cup

The inaugural Geronto Fair Pickleball Cup is set to take place from April 10 to 12 at the Jedi Pickleball Club located in Gramado, Rio Grande do Sul. This event serves as a precursor to the third edition of the Geronto Fair, which is scheduled for September 9 to 11. As reported by a local news outlet, the tournament is organized by Merkator Feiras e Eventos, aiming to promote active longevity through sports.

This competition will include singles and doubles matches for both men and women, categorized into three age groups: 40+, 50+, and 60+. Participants will compete at beginner, intermediate, and advanced levels, with each category accommodating a maximum of 16 pairs.

Roberta Pletsch, the director of Merkator, emphasized that the event embodies the fair's overarching philosophy. She stated, “This event will be a celebration of active longevity, the essence of Geronto Fair, as it combines healthy competition and social integration in a welcoming and high-quality environment.”

Originating in the United States during the 1960s, pickleball merges elements of tennis, badminton, and table tennis. The sport has seen a surge in popularity globally, particularly among older adults, due to its easy-to-learn nature, low impact, and social aspects. Played on a smaller court with solid paddles and a perforated plastic ball, it has grown by over 200 percent worldwide in the last three years, with more than half of its players aged 40 and above.

Pletsch noted that this demographic is significant as it often correlates with higher spending power and a focus on health and wellness. “This is precisely the target audience of Geronto Fair, which brings together companies, professionals, researchers, and representatives from various sectors to present trends and business opportunities geared towards a market that generates around R$ 2 trillion per year in Brazil,” she added.

The organizers aim for the Pickleball Cup to provide a glimpse into the fair's atmosphere, blending sports, networking, and quality of life—core elements of Geronto Fair, which has established itself as a leading event in Brazil focused on the longevity economy.