At WPA, we're more than a facility. We're a home for padel — a place where the sport grows, players improve, and communities connect. From Dubai to the world, our mission is to make padel accessible, inspiring, and unforgettable.
How we speak reflects who we are. Our tone of voice shapes how players, partners, and new audiences experience WPA. It communicates our values: ambition without arrogance, expertise without exclusion, clarity without coldness.
WPA's vision is to be the world's leading padel and lifestyle brand.
We strike a balance between confidence and accessibility. We are leaders in the global padel community, but we’re also a welcoming first step for anyone curious about the game. Whether you’re a professional competing at the highest level or a newcomer stepping onto the court for the first time, our words should make you feel included, inspired, and at home.
These guidelines are not strict rules. They are a framework, a map. They help us stay consistent, but they also leave space for creativity and personality. Sometimes, breaking the rules will feel right — and that’s okay. What matters is that our voice always returns to the same foundation: confident, approachable, and full of the joy of padel.
The passionate pioneer.
The welcoming coach.
The ambitious professional.
The trusted home of padel.
WPA was founded by people who saw a sport's potential and built a home for it in Dubai before anyone else. Breaking new ground is part of our DNA — and the way we communicate should reflect that too.
For every principle outlined here, there will be moments where a bold exception works perfectly.
We speak to everyone — from first-time players picking up a racket to national team athletes. Our tone is open and friendly, but we know the game inside-out and can use padel-specific language when it helps.
We are leading the global growth of padel with confidence and vision. But we never lose sight of the joy of the game, keeping our words human, warm, and easy to connect with.
Like a well-placed shot, our language is clear and efficient. We avoid clutter, jargon, or unnecessary detail, letting our message land cleanly every time.
We don't need to boast about being the home of padel — we show it through our energy, our facilities, and our community. Our tone reflects movement, excitement, and the love of the game.
Open to all, but authoritative when needed.
Padel is a game anyone can pick up — and our language should reflect that. While experienced players can easily understand words meant for newcomers, the reverse isn’t true. That’s why most of our tone should welcome every player, without assuming too much prior knowledge.
We speak to shared experiences — the thrill of a long rally, the joy of connecting with friends on court, the excitement of learning a new shot. These are universal. When it’s time to speak to advanced players or professionals, we can lean into technical terms — but always in the right place, never at the expense of accessibility.
“Learn bandejas, viboras, and chiquitas to control every point.”
“Learn the shots that will help you take control of every rally.”
“Our carbon-fiber racket range delivers unmatched torsional stability and swing weight.”
“Our rackets are designed to give you stability, comfort, and confidence in every shot.”
“Everyone is obsessed with padel.”
“It's hard not to fall in love with the game.”
Confident in our vision, but always within reach.
WPA exists to grow padel on a global stage. We're bold, forward-thinking, and proud to lead. But ambition shouldn't come across as arrogance. Our voice should carry energy and inspiration while staying friendly and human.
We want players, partners, and newcomers alike to feel like they belong in this journey. That means celebrating progress without putting anyone down, speaking with confidence but never over-promising, and showing that professionalism and warmth can live side by side.
“WPA is the world's only true home of padel. Play anywhere else and you're settling for less.”
“WPA is where padel finds its home — and where every player can find their game.”
“Our facilities set the gold standard, and no one else comes close.”
“Our facilities are designed to bring out the best in every player, from your first match to your fiercest competition.”
“We will dominate the sport worldwide.”
“We're proud to be part of padel's global growth — and excited to welcome more players into the game every day.”
Clear, direct, and easy to follow.
Padel is fast, fluid, and intuitive — and our language should be the same. Every word should land like a clean shot: purposeful and effective. We avoid unnecessary jargon, long explanations, or clutter. The goal is to be concise without losing warmth, giving players and partners exactly what they need to know.
When we explain technical details, we do so in a way that's relatable, focusing on the benefit rather than the complexity. Simplicity is not about saying less — it's about saying what matters, and saying it clearly.
“WPA offers multi-surface indoor and outdoor padel courts designed with advanced shock-absorption systems for optimized player performance.”
“WPA offers indoor and outdoor courts designed to keep you comfortable and performing at your best.”
“Our state-of-the-art lighting system uses LED arrays calibrated to 500 lux, ensuring optimal visibility at every angle.”
“Every court is brightly lit so you can see every ball, every time — day or night.”
“Our training methodology integrates progressive intensity drills to maximize tactical adaptability.”
“Our training sessions are designed to push your game further, step by step.”
Show our passion through action, not empty claims.
We don't need to tell people we're the home of padel — we prove it every day through our facilities, our players, and our community. Our tone should be energetic, vibrant, and full of movement, just like the game itself.
That means avoiding language that feels boastful, generic, or self-congratulatory. Instead, we demonstrate expertise and leadership by highlighting experiences, celebrating real stories, and letting the joy of padel shine through.
“WPA is the world's leading authority on padel.”
“At WPA, you'll find world-class courts, expert coaching, and a community that loves the game as much as you do.”
“Our players dominate every competition.”
“Our players bring their best to every competition — and inspire others to do the same.”
“No one can match what WPA has built.”
“From Dubai to the world, we're building places where padel thrives.”
Headlines and captions are where we capture attention — whether on a website, a poster in the club, or an Instagram post. Short, punchy headlines should use Title Case, making them feel strong and declarative. No punctuation is usually needed. Longer captions or statements should use Sentence case, especially when they read as complete thoughts. In those cases, punctuation adds clarity and rhythm.
There will always be room for creative exceptions, but this framework helps keep our communications consistent and polished.
Padel Starts Here
Your Game, Your Court
From Dubai to the World
This is where your padel journey begins.
We make the game simple, exciting, and accessible.
Come for the courts. Stay for the community.
Write in first person on behalf of WPA. Use we, our, and us when referring to the academy, and you when speaking directly to players and partners. This builds a sense of belonging.
Default to International English. WPA is based in Dubai but has a global presence. Avoid heavy slang or overly regional phrasing. Keep language simple, neutral, and welcoming across cultures.
Body copy should focus on benefits, not specs. When describing courts, training, or equipment, emphasize the experience for the player, not just the technical details. Specs can be used sparingly for advanced players or investor contexts.
Balance rhythm in writing. Each paragraph should have at least one complete sentence anchoring it. Fragments and short bursts are welcome — they add energy — but clarity always comes first.
Exclamation points are rare. The game itself carries energy; our words don't need to shout. One exclamation point is acceptable in kids programs or playful social posts, but never more than one per statement.
Avoid vague comparisons. Words like better, stronger, faster mean little without context. If we make comparisons, they should be specific: “Our courts are designed to reduce strain on your knees, so you can play longer.”
Keep it precise, keep it human. Our voice should always reflect the same qualities as a good rally: clear, well-placed, and enjoyable.