JOOLA (pronounced YO-LA) was formally established in Landau, Germany, in the 1950s, selling table tennis equipment. Over the next forty years, JOOLA experienced exponential growth and quickly became the leading brand within table tennis. JOOLA was the official table sponsor for the 1996 Atlanta, 2000 Sydney and 2004 Athens Olympic Games.

In 2019, JOOLA was acquired by their North American partner, Sport Squad, Inc. and with the growing popularity of pickleball in the USA, JOOLA expanded into the pickleball space in 2022. It immediately took the sport by storm, becoming the sponsor of pickleball world #1 Ben Johns (pictured) and a partner of USPPA. Ben Johns plays with the Ben Johns Hyperion 16mm.