As 11SIX24 experiences rapid growth and a doubling of sales, founder David Groechel is proving that exceptional customer service is just as vital to the brand's success as its high-performance paddle technology. By balancing custom-built artificial intelligence with a dedicated human support team, the company is maintaining high satisfaction levels even as it navigates the complexities of modern e-commerce.
The Impact of AI and Human Support
To manage thousands of monthly inquiries, 11SIX24 implemented a custom-built AI agent named Max. This system was designed specifically to handle the nuances of the pickleball industry, allowing human staff to focus on more complex issues. The performance metrics for Max during a record-setting September highlight the efficiency of this approach:
- 64 seconds: The median time it takes for Max to provide a first response to a customer inquiry.
- 98.5%: The percentage of Max’s initial responses that are delivered within a two-minute window.
- 72.3%: The portion of tickets handled by the AI that are successfully resolved and closed within 24 hours.
- 191: The number of first responses delivered by Max during weekend hours, ensuring support is available outside of traditional business days.
While technology drives speed, the human element remains a cornerstone of the brand's reputation. Employees like Ben, who has managed support since last October, have become fan favorites, helping the company maintain a personal touch that customers frequently praise in surveys. This strategy has helped 11SIX24 achieve 100% year-over-year growth in 2026, with further expansion planned for 2027.
However, the rise of AI has also introduced new challenges. The company has seen an increase in fraudulent warranty claims involving AI-generated images of broken paddles. To address this, 11SIX24 has updated its policy to explicitly void warranty coverage for any claims submitted with manipulated or AI-generated photos. Despite this, Groechel remains committed to his goal of providing an "Amazon-like" experience, which includes same-day shipping for orders placed before 2 p.m. during standard operations.
For those looking to engage with the brand, 11SIX24 is currently running its namesake sale through December 4. The promotion includes discounts on the Power 2 series, paddle and bag bundles, and up to 79% off various gear. Customers can use the code "THEDINK" at checkout to receive an additional $10 off their purchase.
