The Data Beyond The Baselines

Tennis, once again, is a growing sport in the USA. With an All-American female final last month at the U.S. Open between Sloane Stephens and Madison Keys, American tennis is at an exciting, yet pivotal point. There are two distinct tracks taking place and it’s important to note each one and the statistical trends that are occurring.

At the grassroots level, the USTA is looking at bringing the game to the masses. With its new National Campus in Lake Nona holding national tournament finals at all levels and ages. The USTA’s work at the grass roots levels with L9 tournaments all the way to Tennis on Campus at the college age shows that the USTA is trying to bring tennis to new players at all ages and levels. That said, tennis participation is up just 1% in 2017, according to the Tennis Industry Association and the core number of players is contracting slightly as the median age is rising. The USTA is winning slowly with the junior participation levels but there are limitations. With tennis being restricted not only by the number of public courts, tennis is a sport that requires initial technical instruction early on. Growing participation is not an easy task for the USTA.

But, that leaves an opportunity for us at the Club level, where we can work individually with juniors and pass them along to the upper ranks and prepare them for tournaments and beyond. In order to take advantage of this wonderful opportunity at the club level to move juniors into a position to play in high school, college, and beyond – it’s imperative that we hire the right instructors and have a handle of the wonderful new programming that is out there. This can only happen if you understand the industry across the the club and public environments.

The position of tennis instructor has been for years a vague one. It’s oftentimes a stop-gap for a player who didn’t make the tour. This doesn’t mean he or she is a good instructor. We see more often than not, great players are not good instructors. We do see that instructors do not always have to be great players. And, what has been the bane of existence for our industry is that we push along a great coach and instructor into a Director’s role, which is a managerial role rather an on-court role at most clubs.

But with harder examinations for certification and continuing education being offered by the USPTA and USPTR, the industry is slowly realizing that the key component of increasing the tennis industry and coddling great players to move them along the routes to success. We are slowly learning that a great coach or instructor should stay just that and not become a manager. Management is very different from being on-court and should be viewed as such.

As we consult with third-party institutions and clubs, we are able to collect data from numerous sources across our industry: from country clubs, tennis clubs to home owner and properety associations offering tennis amenities. Armed with this data, we have a singular and special viewpoint of the tennis industry based on data available only to us at Beyond The Baselines.

Consulting with and advising club boards and tennis committees, we bring a new dynamic to the table.  Sharing the data that we have derived from our industry, we can help create not only a fantastic tennis department at the club level, but also enrich the programming and employment opportunities. Gleaning what we have learned from our experiences and bringing actual live data with us to the table, we can bring a whole new viewpoint to any board or committee discussion and move tennis programming in the right direction to the benefit of the club and facility as a whole.

 

 

 


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