If you play pickleball, you’ve probably seen a Selkirk paddle on the court. You might even use one yourself.

The Idaho-based, family-run company Selkirk Sport has become practically synonymous with pickleball. It makes premium paddles, shoes, apparel, balls, and nets — “everything except the court surface,” said Tom Barnes, the youngest of the three brothers who co-own the company.

There’s just one nonnegotiable: Whatever they produce has to stay in the pickleball lane.

“We will only ever do pickleball. This was intentional from day one,” Tom, the director of R&D, told Business Insider during a tour of the company’s innovation lab in Coeur d’Alene, where paddles are put through rigorous stress testing using cannons and CT scanners. “It’s called Selkirk Sport. It’s not called Selkirk Sports.”