Keca Ward: The Forward Visionary of Pickleball

Pushing pickleball forward with passion and purpose.

If you play pickleball in the Northeast, chances are you’ve crossed paths with Keca Ward. Not just for her signature finesse at the kitchen line, but for her role in shaping the region’s growing pickleball landscape. As the owner of Forward Pickleball, Keca has turned her passion into a full-scale pickleball hub, transforming an old vending machine warehouse into a state-of-the-art facility. Her journey started like so many others—on a set of taped lines, fumbling through the rules, and falling hard for the game. But unlike most, she didn’t stop at playing. She saw the need for something bigger, something better.

When we sat down at Forward Pickleball, it was clear—this isn’t just a business for Keca. It’s a mission. A movement. A tribute to both the sport and the community it fosters. With her deep understanding of club culture, court design, and competitive strategy, she’s building more than a place to play—she’s creating a home for pickleball in metro Philly. Whether she’s coaching, competing, or mapping out the future of the sport, one thing is certain: Keca Ward is always moving forward.

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Titles/Roles

Owner, Forward Pickleball, Certified Pro Coach 

Location

Audubon, PA

How did you get into pickleball, what drew you to the sport? 

“I was walking my dog past some tennis courts in Naples when a group of women invited me to play. We played on taped lines on a tennis court, and honestly, I couldn’t remember the rules at first! But soon enough, I was hooked. I started a group of women players, and within weeks, I was fully addicted. I thought, ‘I’m going to learn this sport like nobody’s business.’ The best way to learn? Teach. So, I got certified through PPR and started coaching within a year.”

What inspired your shift from being a pickleball player to building a career in the industry?

“About a year into teaching, I realized that with more space, this could be a full-time endeavor. I started visiting other facilities, researching locations, and traveling to states like Florida and Texas to see what worked. It took a year to find the perfect space, and then another year to build it out—literally. 

We did most of the work ourselves! We worked all summer, cleaning the entire wall, ceiling and floor. We did all the painting ourselves. My husband bought a scissor lift (Mr. Wiggles) and drove around painting every vertical flat surface in the building. The courts were the most important thing, we hired the company that did that US Open Courts and spared no expense. It was an amazing process. This journey was never just about creating a business; it was about creating a home for players in the metro-Philly area.”

What makes Forward unique? 

“Our mission is to inspire progress, connection, and passion—both on and off the court. What sets us apart is our commitment to player experience. We designed our courts with extra space because the game is getting faster and players need room to move. When we did our research, from Texas to Florida to Pittsburgh, players wanted space around their court. 

We intentionally created gathering areas to build a strong sense of community. Our dividers aren’t chain-link fences; they’re plush, local, hand-crafted barriers that give the courts a professional yet welcoming feel. And our pro shop? We’re building it out so that we’ll be known as being well-stocked and the go-to place for demo paddles, apparel, eyewear, and more.  

The culture we are trying to develop here is quality pickleball. In my HR world, I’ve spent years working on culture. We want to hire good pros and staff. Hopefully, the programs we’re developing will build a culture of quality pickleball. We’re on a mission to move players forward–not only in pickleball but in life.  It’s also a ode to my family, “FOR WARD””

What’s been the most defining moment in your pickleball journey so far?

“A defining moment in my pickleball business so far is that I actually did it. Over the last five years, I’ve had countless conversations with people who said, ‘I was thinking of doing this thing—I want to build an indoor pickleball facility.’ But the difference is, while many thought about it, I committed to it, pushed through the challenges, and made it a reality. It takes dedication, vision, and the right mindset to bring something like this to life. Creating Forward Pickleball wasn’t just about opening doors—it was about building a thriving community for players to connect, compete, and grow.  This journey has been about more than just business—it’s about taking action on something I truly believe in.”

What do you think makes the Northeast pickleball scene unique?

“I think pickleball in the Northeast is unique because of our changing seasons. In the colder months, players head indoors to clubs, while summer brings a migration to the shore for outdoor play. We also see a wave of seasonal players—snowbirds—those who spend winters in Florida returning to the clubs for summer. One of the great things about the Northeast is that there’s always a place to play, no matter the season. Indoor facilities provide a consistent experience, free from the elements like sun, wind, and rain, making it easy to stay in the game year-round.”

What advice would you give to women looking to get into pickleball?

“My advice has always been simple: just show up and play.  At the start of every lesson, I tell players, ‘By the end of this session, you’ll be playing pickleball—no matter your athletic ability.’ And not only that, but by the time they leave, they’ll have made a few new friends. Pickleball is unique—it’s social, ageless, and brings people together in a way no other sport does. I’ve coached sessions where a 13-year-old and a 65-year-old learn side by side, and then later, they’re laughing and competing in open play like old friends. That’s the magic of pickleball—it breaks barriers, builds connections, and keeps the game fun for everyone.

I grew up playing sports—not racket sports, but just about everything else. I was also fortunate to coach youth sports while my daughter was growing up, supporting her in every game she played.My parents inspired me from a young age to compete, challenge myself, and embrace sports. My dad was always there, practicing with me—whether it was softball, basketball, or later, golf. He’d send me outside and say, ‘Go beat your brother in basketball.’ My brother was a natural athlete, so he always pushed me to be better.  Fast forward to today, and the roles have reversed. I’ve now taught him pickleball—bringing things full circle in the way inspiration and competition have shaped my life.

One thing we need to keep doing is smiling and having fun—I never want that to change. If there’s one thing I’d emphasize more, it would be the opposite of change—just a reminder that it’s only a game. Win or lose, every point should come with a smile. Pickleball is meant to be competitive, but more than that, it’s about enjoying the game, the people, and the experience. Let’s keep the energy light, the laughs going, and the fun at the heart of every match.”

What’s a misconception about pickleball you wish more people understood?

One misconception that has faded over the years is that pickleball is just for a particular age group. But now, the bigger misconception is the obsession with ratings and everyone striving to reach a specific level. You don’t have to get caught up in all the noise—just have fun and play quality pickleball. No matter your rating, the absolute joy of the game comes from playing the right way—dinking, dropping, resetting, and enjoying the strategy. That’s what makes pickleball fun, not just chasing a number.”

If you had to describe your pickleball style in three words, what would they be?

“Calm, controlled, and strategic. I focus on slowing the game down, working the kitchen, and setting up the perfect shot. But I’m also evolving—lately, I’ve been training to add more aggression to my game, finding that balance between patience and power.”

Who inspires you in the sport—past or present?

“I recently listened to a podcast about Ella Coma and her journey in pickleball. She’s overcome so much and competes at a high level with her mom. Her resilience and passion are incredible. She’s the kind of player I’d love to meet and play with.”

Top three things in your pickleball bag right now besides your paddle and/or shoes?

“Safety Goggles, extra Socks, and chapstick.”

Farthest place you’ve traveled to play pickleball?

“I take my paddle everywhere.  We just visited Turks and Cacios over the holidays and played there!”

What’s your signature shot?

“If you’re on the court with me, we’re dinking. I focus on slowing the game down and controlling the kitchen. Placement over power—that’s my game.”

What’s your go-to pre-game snack or ritual?

“I learned the hard way—never play a tournament without eating! Now, I always hydrate days in advance and bring granola bars, bananas, and apples to keep my energy up.”

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The Female Pickleball Titans of the Northeast is a Lindsey Leigh Creative storytelling series celebrating the women who are shaping the future of the sport. 

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