Ed Shanaphy, Partner
The range of business experience Ed has runs the gamut from heading up an international advertising and marketing enterprise in the United Kingdom, to forming a sports marketing company here in the United States. A graduate of Duke University and after gaining his M.A. at The London School of Economics, Ed was a principal and served as managing director for fourteen years of Haysbridge UK Ltd., a $20 million direct marketing and e-commerce company with headquarters in London, and offices in Ireland and Australia. He then founded SBW Associates, Inc., a multi-faceted enterprise with offices in Florida and Massachusetts, SBW Associates, Inc is the parent company of BeyondTheBaselines.com, a consultancy aimed at country club management.
In 2020, Ed and his team at BeyondTheBaselines.com have already served as the search consultant for four elite tennis and country clubs and currently manage two elite clubs.
Ed served as Head Tennis Professional at the Edgartown Yacht Club on Martha’s Vineyard, having held the same position at Quail Valley Golf and River Club in Vero Beach, Florida. For five winter seasons he served as Senior Instructor at the famed Jupiter Island Club in Hobe Sound, FL. Most recently, through SBW Associates – Beyond The Baselines, he contractually directed and supervised all the tennis and fitness activities at the Ocean Trail residential community in Jupiter, Florida and presently oversees all tennis and club programming at Sippican Tennis Club in Marion, MA as Director of Tennis and Assistant Club Manager.
Earlier in his professional tennis career, Ed instructed at best-in-class institutions Greenwich Country Club and Round Hill Country Club in Greenwich, Connecticut, and Silver Spring Country Club in Ridgefield, Connecticut. Through social media, advertising, marketing, and networking, he has built a niche in the tennis, fitness and leisure industries in Florida and beyond, and looks forward to bringing his expertise to this sector of the sports, leisure and country club industry in the future.
Sophie Bentham-Wood, Partner
Sophie brings her international sports marketing and public relations experience to Beyond The Baselines. A native of London and having lived in Hong Kong for many years, Sophie’s background in international public relations is second to none. She served as Account Director for the acclaimed Hill & Knowlton Group in their London office, specializing in sports marketing. Having worked closely with Roger Federer, Thierry Henry, Tiger Woods and David Beckham while running the Gillette account, Sophie has experience in crisis management and relations as well as sports public relations.
Sophie’s experience in marketing and public relations is truly international, having headed up the marketing, programming and advertising for BMW/Oracle Sailing at the America’s Cup in Spain. Her experience also includes working within the fast-moving consumer goods industry, where she headed the Proctor & Gamble international account while at Grey Global Advertising Group.
Christine Foltz, Consultant and Advisor to the Tennis and Fitness Industries
Christine brings not only experience within the tennis industry to Beyond The Baselines, but also her many years spent within the fitness and leisure industries. With a B.S. from Virginia Commonweatlth University, Christine took to the road in our industry and has worked with not only with the USTA, but has created several of her own companies to fill voids she saw in the tennis and fitness spheres. At the USTA, Christine traveled the country organizing and planning modified tennis events to increase participation on the courts nationally. She has worked closely with the USPTA as well as a presenter at state and national level conferences. Christine, having focused on club’s ageing demographic across the nation, has helped facilities create ways to navigate around dropping tennis and fitness usage due to physical abilities and, using modified resources and marketing techniques, helped build both tennis and fitness usage across numerouos states at hundreds of facilities.
Renee McCarthy, HR Consultant and Employee Benefit Specialist
Renee has worked in the Human Resources side of the Country Club industry for over 10 years. At Suntree Country Club, she has a staff which runs the gamut from golf course maintenance workers through to food and beverage servers to professional golf and tennis instructors. Well-versed in health care coverage and workers compensation for the club industry, Renee is quite familiar with club benefit packages nationwide. She is a leading proponent of communication with employees and works hard with our clients to prevent legal action in regards to employment issues through compliance.
Brendan Wilson, Accounting Consultant
Brendan served at CBS Television and Priceline.com as an analyst following gaining his B.A. at Saint Anselm College in New Hampshire. He then served as national accounts auditor for 12 years at PepsiCo. At this position he supervised national sales teams working with fountain beverage customers such as Fenway Park and Yankee Stadium. In the leisure and club industry, Brendan served at Quail Valley Golf and River Club in Vero Beach, FL for the past 5 years before joining the Environmental Learning Center as their in-house account. Brendan is a Quickbooks and accounting software specialist and works with clubs to update Point of Sale systems and accounts receivable and accounts payable protocols along with membership payment regulations.
John Flaherty, Contributor
John has been a Marketing professional for 25 years having led marketing efforts with established brands such as Rolex and S&P 500 company Gartner. He holds a B.A. from Old Dominion University, where he competed on the men’s Division I varsity tennis team for three years, and Masters of Science from Sacred Heart University, where he currently volunteers as an assistant coach for the men’s and women’s Division I varsity tennis teams. John began playing tennis at the age of three years old, competed in regional, national, and professional level tennis events. He received ATP points in doubles and singles while competing on tour for four years after college. John is an active member at many elite clubs and adds to our company through his membership roles. He competes in USTA League play year-round and captains a USTA 40&Over 4.5+ team in the Westchester, NY division. His passion for the game has never relinquished as John has penned articles for Inside Tennis and TennisMatch Magazine, and served as an official racquet reviewer for Tennis Magazine.