Bruce Jonas Named Owner of the St. Pete Iceburgs, Bringing Leadership, Advocacy, and Championship Vision to AFPL

St. Petersburg, Florida — All Florida Pro League is proud to announce L. Bruce Jonas, Esq. as the new owner of the St. Pete Iceburgs, adding a leader whose impact reaches far beyond competition and into community service, athlete advocacy, and long-term player development.

A Tampa native, Bruce Jonas is widely respected for his work as an attorney, entrepreneur, philanthropist, and mentor. While he is a passionate pickleball player who enjoys competing and mixing it up with his team, his greatest impact may be what he has done off the court which is helping others succeed, building opportunities for athletes, and using his platform to serve the community.

Jonas has built a career around advocacy and leadership. A graduate of Nova Southeastern University’s Shepard Broad College of Law, he began his legal career as a Public Defender in Hillsborough County before expanding into civil litigation, real estate law, probate and estate planning, and business law. Over the years, he has also owned and sold multiple businesses, bringing a rare mix of legal strategy, business experience, and practical leadership to every role he takes on.

In the world of pickleball, Jonas has become known not only as a supporter of the sport, but as someone deeply invested in the success of players beyond match results. He has helped notable professional players with everything from contract negotiations to off-court guidance, always with a focus on helping them build sustainable success both professionally and personally.

That same commitment to impact is reflected in his work with Special Olympics Florida. Bruce and his wife are active coaches, unified partners, and financial sponsors, and he co-founded the first Special Olympics pickleball team in Hillsborough County. Their support extends across multiple sports, including swimming, track, rhythmic gymnastics, and pickleball, underscoring a genuine commitment to inclusion, opportunity, and the life-changing power of sports.

Jonas also serves on the boards of numerous organizations and supports causes centered on children, people with special needs, animals, veterans, and faith-based leadership. His approach to ownership of the St. Pete Iceburgs reflects those same values: building a team culture that cares about excellence on the court while also investing in character, growth, and community impact.

Now entering Year 3 with the St. Pete Iceburgs, Jonas is focused on helping the team rebound from Season 2 with bigger goals ahead. His vision is not just to see the Iceburgs return to playoff contention, but to build a team capable of bringing a championship title home to St. Pete.

Quote from Bruce Jonas:

“So grateful to have the opportunity to be in this organization serving the pickleball

community and helping some of its finest players reach their full potential!”

The All Florida Pro League is part of the pickleball pro league system and is focused on developing the next wave of professional pickleball players. In addition to providing a high-level competitive platform, the league supports athletes beyond the court through community events, sponsorship opportunities, and meaningful local engagement.

Quote from Chris Crouch, who leads the efforts of our pickleball pro leagues:

"Being based in St. Pete, this one is especially meaningful to me. The Iceburgs are a hometown team, and I’ve had the opportunity to get to know Bruce over the past year. What stands out most is how much he genuinely cares about the players. He’s become a trusted resource in the pro scene, using his background as an attorney to help athletes navigate opportunities both on and off the court. That kind of leadership is exactly what this league is about."

With Bruce Jonas leading the St. Pete Iceburgs, All Florida Pickleball continues to strengthen its vision of building teams that represent not only competitive excellence, but also leadership, service, and meaningful impact throughout Florida communities.

Media Contact

For media inquiries or additional information, please contact chris@theopenplay.com or Bruce Jonas directly at bjonas@tampabay.rr.com.