The question: What does padel's current image mean for the sport's future? Hosted by Emily Kilner, a presenter, host and commentator, we chat to Ben Nichols. The founder of Padel22, coined as the 'world's leading PR & Comms consultancy for the New Padel World', alongside roles in Proprty+Padel, Cage91 Co, Club Aguilas, The Anglo American Cup, Insider22... Ben knows what's what in the emerging padel scene, and has witnessed the growth, challenges and worked with the leaders at the forefront directly. We chat in detail about the image of Padel in emerging markets, particularly in the UK, including the celebrity aspect, accessibility and pricing, market maturity and the roles of federations in positioning padel alongside tennis. We particularly hone in on the image of padel in the media, and how to tap into sources and celebrity elements to drive awareness and benefit the sport, rather than hinder it's attraction.  A must listen for invaluable insights into the state of padel in the New World, and how to tap into the opportunities presented by it's current image, to ensure growth continues in the future.