Five years ago, Brian Williams was about to spend $1,500 on golf clubs. Then he noticed two strange little courts in his Tuscaloosa neighborhood.

Today he's in his third year coaching the University of Alabama pickleball team, one of the programs to watch on the College Pickleball Tour. We talked with him about his coaching philosophy, the hardest part of the job, and why he believes Alabama pickleball is about to make some noise.

From golf clubs to the kitchen line

Williams had just moved to Tuscaloosa, settled into a new house, and started a new chapter in his career as a pharmacist. He needed a hobby. Pickleball looked like the budget option.

"I figured I'd try the cheaper hobby first," he said. "Little did I know what I'd eventually spend on paddles, shoes, and tournaments."

A few years later, he was a high-level tournament player. When the University of Alabama started its club team, student leaders tracked him down and asked him to coach. "I loved the idea of giving back and helping grow collegiate pickleball, so it was an easy yes."

Competition was nothing new. In high school, Williams held football records for receiving yards and punt returns, a baseball record for stolen bases, and regularly made the all-area team in basketball. Before Alabama, his pickleball coaching came mostly through private lessons for local players who asked.

Discipline first, then attack

Ask Williams about his philosophy and the first word you'll hear is discipline.

"Make the right shot at the right time, even when emotion is telling you to go for something spectacular. Fundamentals and discipline earn you the right to be aggressive."

He wants his players to understand that "great pickleball is not about hitting the hardest shot. It is about making the right decision over and over again, then attacking when you have earned the opportunity."

That standard carries into team culture. "We want practice and competition to be fun, but never at the expense of preparation, performance, or team chemistry," he said. "Wearing Alabama carries a standard with it."

And the classroom always wins. "School always comes first," Williams said. "They are students first, and their education will always matter more than any tournament result."

Inside an Alabama pickleball practice

"We are obsessed with the small things right now."

Every practice includes drills on fundamentals, ball control, touch, shot development, court positioning, and strategy, along with the "why" behind each decision. The team mixes in singles, DreamBreaker practice, and competitive games.

The twist: an internal ranking system where practice results count. Players compete for spots on the top team, so every session carries pressure. "The goal is to make tournament moments feel familiar because they have already experienced that pressure in the gym."

The program also has support from JOOLA. "Having JOOLA Pickleball support us has also been a tremendous blessing," Williams said. "They have been an incredible sponsor and a big part of helping us continue to build the program."

The pairing to beat

Williams didn't hesitate. "Kiki Onyeagocha and Emma Roberts are the pairing to beat."

Emma was a Collegiate All-American last year. Kiki, he says, is "playing lights out." 

"I joke that most of the guys on our team are a little scared of her, but honestly, that joke is probably not too far from the truth."

Beyond the top pair, Williams sees flexibility as the team's biggest strength. "We have several combinations that can work, and I'm excited to see which ones really separate themselves as the season develops."

The hardest part of the job

Tryouts.

"Cutting players who were on the team the year before is difficult because these are kids we know and care about," Williams said. "But if the goal is to build a program capable of competing for a national championship, you sometimes have to make painful roster decisions."

There's plenty more behind the scenes: fundraising, travel, lineups, etc. "College pickleball does not yet have the scholarship infrastructure of many traditional college sports, so building support matters tremendously."

He's quick to credit the students, who run an executive committee with a president, vice president, competition director, social media, secretary, and finance roles. That structure lets Williams focus on the competitive side, including the tough calls. "They should not have to argue among themselves about lineups or who belongs where."

Aim small, miss small

The goal this season is clear. "Simply put, earning a bid to DUPR Collegiate Nationals and winning Nationals. That is the target. The path there is built one practice at a time. "Every practice, every point, every tournament, every Regional and Super Regional should make us a fraction better than we were before."

Building a destination for Alabama pickleball

Williams wants Alabama to be "a destination for high-level collegiate pickleball," and the local infrastructure is growing with him. The University of Alabama just built eight new courts on campus, Tuscaloosa added eight at Northridge, and Bowers Park now has 19 courts, including three covered courts.

The team holds two official practices a week at Bowers and a third on campus, plus extra play the athletes organize themselves.

Williams stays in touch with high school players early, and a prospective player from Huntsville is touring campus and watching practice this week. The program is also exploring a partnership with an indoor facility that could host tournaments, training, and potentially a junior showcase, though nothing is finalized yet.

"We want to build something sustainable."

Life outside the gym

"I'd be dishonest if I said pickleball wasn't my full-time hobby," Williams said. Outside the sport, his faith and family come first. He hosts small church groups at home and in the community, and he manages a hospital outpatient pharmacy.

"Most importantly, I'm a husband and a dad. My wife and our two girls, 15 and 11, are my angels."

Roll Tide

Williams has one message for Tour fans: "Buckle up. Alabama pickleball is coming, and we plan on making some noise. Roll Tide."

Follow Alabama and the rest of the field as the season unfolds. Check the College Pickleball '26-'27 and find a College Pickleball event near you.

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