Welcome to Karuizawa, Japan.
Elegantly Crafted | High-Performance | Small Batch.
Inspiring Connections Through Pickleball
In July 2021, amidst the pandemic, Ivan and his wife sought a healthier, more balanced lifestyle and left Tokyo for the tranquil town of Karuizawa. Enchanted by its breathtaking natural beauty, crisp mountain air, and deliberate pace of life, they quickly made it their home.
By 2023, inspired by a calling to reconnect the post-pandemic community, they leveraged Ivan’s 30-year experience in tennis and pickleball to establish the Karuizawa Pickleball Club. Starting with just a few players, the club grew rapidly, welcoming nearly 200 members in just 18 months—one of Japan’s most vibrant and diverse pickleball communities.
At the time, Japan faced limited access to high-quality pickleball equipment, with many imports being overpriced and inconsistent in quality. To support the growing movement, Ivan founded EVERYDAY SOCIAL®, crafting affordable, high-quality, and elegantly designed pickleball products inspired by the natural beauty of Karuizawa. Combining Japanese craftsmanship and spirit with global expertise, EVERYDAY SOCIAL® paddles deliver exceptional performance without compromising on style or accessibility.
Through grassroots passion and word of mouth, EVERYDAY SOCIAL® has flourished alongside the Karuizawa Pickleball Club. Today, it proudly represents Japan on the global pickleball stage, uniting communities through high-performance, affordable products that embody beauty and connection.
Nature's Inspiration in Design
Karuizawa is home to one of the country’s most renowned resort towns, nestled in the highlands of Nagano. Known for its breathtaking natural scenery, Karuizawa has long been a beloved destination for both domestic and international travelers.
Steeped in history, Karuizawa holds a special connection to Japan’s royal family and boasts a rich legacy in sports and recreation. It is home to Japan’s oldest and most prestigious tennis club, and now serves as the birthplace of one of Japan’s largest pickleball communities— The Karuizawa Pickleball Club.
Pickleball: The sport that is accessible and inclusive in nature, mirrors our brand's philosophy of connection and community.
A Timeless Community:
Karuizawa Pickleball Club was founded during the pandemic to reconnect the community and inspire residents to get active again. Its impact reaches far beyond our small town—welcoming international visitors who bring laughter, camaraderie, and shared experiences.
When players step onto the court, paddle in hand, they’re not just playing—they’re becoming part of a vibrant global community built on friendship. Our products are more than just a tool for the game; it unites players of all ages and backgrounds, forging lasting bonds that transcend the court.
celebrates the moments that embody the joy of play and the spirit of togetherness.
The brand's products serve as catalysts for laughter, camaraderie, and the creation of lasting memories.
Ivan & Tomoko
A husband and wife duo calling Karuizawa home, Ivan and Tomoko are passionate about community, sport, and design. An avid lover of the outdoors, Ivan has been playing pickleball, tennis, basketball, and golf since the early 1990s, embodying a life dedicated to sport and connection. He is the co-founder of the Karuizawa Pickleball Club and the owner of Japan’s first private outdoor pickleball court, Rosewood Alley.
By day, Ivan is an established Hedge Fund Strategist and investor, driven by a deep curiosity for creativity and thoughtful design. His passion for bringing people together laid the foundation for EVERYDAY SOCIAL®.
Join Ivan and Tomoko on their journey as they continue to redefine community—where every day is an opportunity to connect, create, and celebrate life’s moments.
Charly
Charly is an internationally acclaimed multidisciplinary creative and the visionary force behind EVERYDAY SOCIAL®, overseeing branding, product design, and marketing.
Her creative journey began in London after graduating from Central St. Martins College of Art & Design, leading her to work across diverse industries, including film and animation studios, luxury fashion, and screen-printing houses. She has also held key roles at award-winning brand and packaging agencies.
With over a decade of independent experience, Charly is the founder of Charly & Co., where she has helped shape and elevate numerous start-ups and global brands while contributing to major marketing campaigns. Her dedication to innovation and storytelling continues to shape the EVERYDAY SOCIAL® brand experience, creating a lasting and positive impact on our community.
