Established in Germany in 1952, JOOLA has dominated the professional table tennis scene in the United States for over 15 years. Partnering with North American Table Tennis (NATT) early on, JOOLA established a strong presence through the North American Tour and NATT‘s flagship event, the North American Teams Championships. Each event in the Tour generally drew in 200 to 300 participants and showcased about 30 JOOLA tables, while the Teams event exposed the brand to nearly 1000 players, who competed on about 150 JOOLA tables. With each successful event, JOOLA grew its fan base and eventually became the most visible table tennis brand in US table tennis.

JOOLA later served as the Official Table Sponsor of USA Table Tennis’ (USATT), the national governing body for table tennis, major tournaments from 2012 until 2019. This included the US Open and US National Championships.

In 2019, Sport Squad, Inc., the US-based distributor and licensee of JOOLA for the North American and Brazilian market., announced its acquisition of JOOLA Tischtennis GmbH. Established in 2006 and based in Rockville, MD, Sport Squad, Inc. was founded by Richard Lee out of a love for table tennis. Sport Squad eventually expanded to include 4 different brands dedicated to offering interactive and immersive games and gaming equipment. It is the parent company to JOOLA, iPong, Sport Squad, and Hit Mit. In 2022, JOOLA launched JOOLA Pickleball and immediately took the sport by storm as the sponsor of pickleball world #1 Ben Johns and a partner of USPPA.