Neil Friedenberg

Neil Friedenberg, owner and president of ProLite Sports in Port Washington, Wisconsin, produces customized pickleball paddles for many different clients. When his wife’s grandmother was diagnosed with Alzheimer’s disease a few years ago, Neil said, “It took its toll on her very quickly and she later passed away. It was very difficult on all of us.” In an effort to raise awareness for the disease among pickleball players everywhere, ProLite designed and manufactured a limited-edition paddle with the words END ALZ on it. For each paddle sold, ProLite contributes $15 to Cure Alzheimer’s Fund. “Pickleball is a lifelong sport that bridges the gap between generations. We believe that more research is vital to finding a cure for Alzheimer’s, and this paddle is a tribute to the victims, friends and family who have suffered as a result of the disease,” Neil said. To find out more, visit