Memel — Africa’s Pickleball and Ubuntu hub 

Promoting Integrative Community Kinetics for Longevity and Energy through Balance, Agility, Lifestyle, and Learning = P.I.C.K.L.E.B.A.L.L — Dr Joshua Awesome

In every corner of South Africa, each community, city, or county has its own unique charm — a hallmark that draws in visitors from far and wide. From the rolling hills of KwaZulu-Natal to the bustling energy of Johannesburg, the country pulses with life and stories. But what about the places that lacked recognition until something extraordinary took root? This question resonated deeply during my recent journey to Memel, a small community in the Free State province that has transformed itself into a vibrant hub of renewal, connection, and hope — all through the seemingly humble sport of pickleball.

As the first pickleball court in Africa, built during the COVID-19 pandemic, Memel’s court became a central point of gathering and activity for the entire community. What began as a sporting novelty has since blossomed into a larger movement for change, driven by the philosophy of “ubuntu” — the African value of shared humanity. At the heart of this transformation are Steven and Cindi Ablondi, former United Nations diplomats from Vermont, USA. Their journey of impact in Memel extends far beyond pickleball, reflecting a holistic approach to community development.

1: The power of connection through sport

Pickleball has turned Memel into more than just a dot on the map. On my visit, I watched as adults, children, and even elders joined together on the court. The laughter and camaraderie were infectious. The court became a meeting point, a symbol of hope and shared purpose. The Ablondis’ vision was clear: use sport to unite people, foster inclusivity, and energise the community.

Their efforts also attracted international volunteers, who travelled from as far as the United States to coach pickleball and mentor youth. The sport’s accessibility, requiring only basic equipment and space, made it an ideal tool for integration and engagement. The first court’s impact rippled outward, creating a sense of identity and pride that resonated far beyond the game itself.

Actionable advice:

Build spaces that foster connection. 

Whether it’s a pickleball court, a community garden, or a library, physical spaces where people can come together have the power to heal and inspire.

2: Sustainability through local innovation

Steven and Cindi Ablondi’s commitment to Memel goes far beyond sports. Their Memel Organics farm is a shining example of sustainable living. The farm provides fresh vegetables for the community and visitors alike, promoting healthier lifestyles while empowering local farmers.

Equally inspiring is their dedication to education. With shipments of books from America, they’ve built libraries in schools to foster a love of reading and learning among children. It’s a simple yet profound act: putting books in the hands of students who might one day become leaders.

Actionable advice:

Think local, act global. 

Combining local resources with international support can create sustainable solutions tailored to the community’s needs.

3: Empowering women and girls

A cornerstone of the Ablondis’ mission is their work with girls and young women. Through programmes like “She Wins,” they’ve provided not only pickleball training but also educational resources, mentorship, and sanitary pads. This initiative addresses a critical issue: the school absenteeism caused by lack of access to menstrual products.

The sanitary pads manufacturing machine, imported from India, carries its own remarkable story. Inspired by a man who couldn’t read or write but wanted a better future for his daughters, the machine has become a beacon of hope in Memel. By producing affordable pads locally, the Ablondis have ensured that no girl in the community has to miss school due to poverty.

Actionable advice:

Invest in women and girls. 

Empowering women creates a ripple effect that uplifts entire communities.

4: Scaling change through visionary leadership

Perhaps the most inspiring aspect of Memel’s transformation is its scale. The Ablondis are not content with small wins; they’re expanding their vision through co-housing projects and innovative real estate initiatives. A 13-bedroom rammed-earth construction with natural, sustainable materials — developed to provide community living already exists within Memel Organics, and they plan to scale their 40-asset portfolio resort further this year into the future.

Their leadership has also attracted global attention. Memel has hosted notable figures like Bill Austin of Starkey Hearing Technologies, who once flew into South Africa to donate free hearing aids to over 150 people. Such acts of generosity highlight how visionary leadership can draw resources and attention to even the most overlooked places.

Actionable advice:

Dream big but start small. 

Visionary leadership begins with incremental steps that build momentum and inspire others to join the cause.

Memel: A place of healing and inspiration

My visit to Memel was a journey of discovery and reflection. It is a place where healing happens — not just for individuals but for an entire community. From the pickleball court to the organic farm, from the libraries to the co-housing projects, every initiative is a testament to what’s possible when people come together with purpose and heart.

As I look forward to hosting my 25th career anniversary at this remarkable place, I’m reminded that change is always possible. Memel’s story is an invitation to dream, to act, and to believe in the power of community.

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