Beyond The Baselines

Ed’s business experience runs the gamut from heading up an international advertising and marketing conglomerate in the United Kingdom to forming a sports marketing company here in the United States. After earning his M.A. at The London School of Economics, Ed was a principal and served as managing director for 14 years at Haysbridge UK Ltd., a $20 million direct marketing and e-commerce company with headquarters in London and offices in Ireland and Australia. In 2008, having returned to the USA, 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.

Ed served as Head Tennis Professional and Adult Director of Tennis 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 Beyond The Baselines, he contractually directed and supervised all the tennis and fitness activities at the Ocean Trail residential community in Jupiter, Florida, and managed and directed East Chop Tennis Club on Martha’s Vineyard to a new program and director. He 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 the USA and beyond, and looks forward to bringing his expertise to this sector of the sports, leisure, and country club industry in the future.

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.

Britney Sanders LaDow is a respected leader in the private club and racquets industry, bringing over a decade of hands-on management, teaching, and operational experience to every role she undertakes. Most recently, Britney served as Director of Racquet Operations and Communications at the historic Seabright Lawn Tennis and Cricket Club in New Jersey, where she oversaw programming, staffing, and member communications for one of the country’s most distinguished clubs.

Britney’s career has taken her across the nation to some of the most prestigious and exclusive private clubs. Her experience includes leadership roles at Chevy Chase Club (MD), where she directed one of the largest women’s interclub programs in the Mid-Atlantic; Prouts Neck Country Club (ME); Colonial Country Club (Naples, FL); Jupiter Island Club (FL); and The Westmoor Club in Nantucket.

A former Division I athlete and standout at the University of Notre Dame, Britney played number one singles and doubles and was honored as Big East Player of the Year (2013). Her background as both a top-level competitor and seasoned club professional gives her a unique understanding of member expectations, staff development, and the balance between tradition and innovation within private club management.

Savanna Ware joins Beyond The Baselines as the new business development manager. With a goal to find new clients and extend the services to already existing clients, Ware will be heading up the liaison with possible new business.

Ware graduated with honors from Duke University in 2026. Through Duke’s Program II, she designed an interdisciplinary major titled Exploring the Impact of Social Media on Self-Perception, Social Relationships and Consumer Culture. Her studies examined how social-media algorithms influence the content people see and, in turn, shape consumer behavior, personal identity, social relationships, and digital culture.

Ware has served as social media advisor to Triton Submarines at both their USA headquarters in Sebastian, Florida, in 2023 and 2024, and last year, at their European headquarters as marketing assistant in Barcelona.

Harry Gilbert brings 40 years of expertise in the private club, resort, and tennis industry. His philosophy of “a complete commitment to customer service” is the guiding principle behind all his work in the tennis and hospitality arenas. Harry has extensive experience delivering memorable experiences to members and guests at the private clubs and resorts that he has directed.  He serves as Director of Tennis at Waccabuc Country Club, a member-owned country club in Westchester County, NY, where he is completing his 23rd season. Responsible for all aspects of the tennis program, Harry continues to offer innovative programming for members of all ages and is responsible for the “service first’ culture which permeates every aspect of the program. Harry also served as Director of Tennis at Plantation Bay, a country club community in central Florida with 10 clay courts and 45 holes of golf. At Plantation Bay, he helped design the facility and was responsible for all facets of tennis programming. On the resort’s side, Harry designed the facility and implemented the tennis programming at Hammock Beach Resort, a 4 Diamond oceanfront resort in Palm Coast, FL.

Most recently, he served as Executive Director of Tennis at Albany, a luxury community and resort on New Providence in the Bahamas. There, he managed all of the tennis programming at Albany, which is considered one of the most exclusive resorts in the Caribbean. Harry is a certified USPTA Elite Professional and PTR Professional and served on the USPTA Florida Board of Directors for 12 years, including a three-year term as President of the Division. He has twice been named the Florida Division “Pro of the Year”. His service to the USPTA continued as he then served for 14 years on the USPTA National Board of Directors, including a 2-year term as National President. Harry has also been very active with the USTA, serving on committees at the National and Sectional levels.

Still active on the court, Harry continues to offer lessons and clinics to students of all levels and abilities. In addition to teaching at the facilities he has directed, Harry has offered lessons and specialty camps at clubs and resorts across the US and the Caribbean. Harry was one of 15 professionals chosen to do on-court clinics during the US Open at the Billie Jean King National Tennis Center. He has also done instruction for various corporate groups, including Reebok, Rolling Stone magazine, and Merrill Lynch. Harry was named “One of America’s Top Teachers” by Tennis Magazine in their July 1993 issue.

Jennifer has been in the tennis industry for close to 15 years as a professional at some of the best clubs in the country and coaching college tennis. She has taught at platinum clubs, corporate clubs, public facilities, and academies, which have all provided her with a well-rounded view and understanding of various member-owned, corporate-owned, and public facilities. Jennifer has extensive experience working with all ages and levels, from beginner to college level. She is passionate about bringing new technology to country clubs in an effort to optimize operations and offer superb programming that will continue to grow the sport of tennis. 

Jennifer presently serves as a seasonal director of racquets at the famed Oyster Harbors Club, an elite private members’ club on Cape Cod. She spends her winters in Tampa, assisting us with the management of our stable of clubs and creating her celebrated podcast, Vida Tennis.

Jennifer served as the Director of Junior Tennis at the prestigious Maidstone Club in East Hampton for 7 years prior to becoming the director at the famed Massachusetts club, East Chop. Some of her most recent positions at other clubs include: Assistant Director and Director of Junior Tennis at the Boulevard Tennis Club in Vero Beach, and Tennis Professional at Tampa, Florida’s Harbour Island Athletic Club. She was the Head Tennis Coach at Hillsborough Community College (Tampa) and was awarded the Regional Coach of the Year by the NCAA.

Originally from Venezuela, Jennifer played college tennis at Lincoln Memorial University, where she graduated with a degree in Biology. She is certified by the USPTA and was selected as a Top 50 Tennis Coach in the US by the Tennis Channel in 2021.

Carri brings a strong blend of athletic discipline, business leadership, and private club management experience to Beyond The Baselines. Most recently serving as Interim Club Manager at Pretty Brook Tennis Club in Princeton, NJ, Carri has developed a reputation for operational excellence, member engagement, and team leadership within top-tier racquets and country clubs.

Carri’s professional background spans both entrepreneurship and hospitality. She founded and served as President of her own storage and transport company in Northern Florida before transitioning into executive administration and operations management in the legal and real estate sectors. Her diverse business acumen now informs her analytical and organizational approach to club operations.

In Florida, Carri has held key management roles at several leading private-member clubs, including The Boulevard Tennis Club, where she served as Assistant Manager, as well as The Windsor Club and Quail Valley Golf and River Club, where she remains an active member.

A former Division I collegiate athlete, Carri continues to bring her passion for teamwork to the private club industry—combining her understanding of sport, service, and structure to create environments where members and staff thrive.

Sabrina is a Social Media Manager and Graphic Designer with a background in digital marketing, visual communications, and content creation. She has been part of the Beyond the Baselines team since 2023, managing the organization’s social media presence, website, and promotional materials, while also supporting the growth and promotion of the BTB Heroes Tour.

Sabrina brings experience across the arts, entertainment, and tennis industries, including her work with the Vero Beach Museum of Art, Riverside Theatre, and Boulevard Tennis Club. Her work combines creative design with digital strategy to build engaging content, strengthen brand identity, and promote events and initiatives.

She holds a Bachelor of Applied Science in Digital Media with a concentration in Graphic Design and Visual Communication from Indian River State College.

Renee has worked on executive search and human resources with Beyond The Baselines for over 10 years. At Suntree Country Club in Brevard County, Florida, Renee has served as Director of HR for over 15 years, managing a staff of over 100 workers, from golf course maintenance workers to food and beverage servers to professional golf and tennis instructors. Well-versed in compensation packages, health care coverage, and workers’ compensation for the club industry, Renee is an expert in compensation and club benefit packages nationwide. Renee heads up our executive search team. She is a leading proponent of employee communication and works proactively, rather than reactively, with our clients to prevent legal action related to employment issues through compliance.

Christine Murphy-Foltz brings extensive experience in tennis, fitness, and leisure to Beyond The Baselines. As BTB Heroes Tour Director, she draws on years of organizing and managing USTA tournaments, including Masters Tennis competitions, to support the Tour’s mission of bringing adults and juniors together through competitive tennis while giving back to local veterans.

A graduate of Virginia Commonwealth University with a B.S., Christine has built her career around expanding participation and creating opportunities for people to stay active. Her work with the USTA took her across the country, planning and organizing modified tennis events designed to bring more players onto the courts. She has also founded businesses addressing needs in the tennis and fitness industries, worked closely with the USPTA, and presented at state and national conferences.

Christine has a particular interest in helping clubs serve their aging membership. Through modified programming, adapted equipment, and targeted marketing, she has helped hundreds of facilities across numerous states strengthen tennis and fitness participation as members’ physical abilities and needs change. She brings that same commitment to accessible, engaging programming to her leadership of the BTB Heroes Tour.

Lynne, with an extensive background both working with and as a member of private clubs both in New York and Florida, brings with her experience unrivalled in the marketing, management, and insurance/liability fields.

Gaining her B.S. in Business Administration from the University of Richmond’s Robins School of Business and her M.B.A. in International Marketing from the Erivan K Haub School of Business at St. Joseph’s University, Lynne brings a wide array of powerful business tools to both our domestic and international clients.

Lynne specializes in marketing and management and has been with The DeVito Group, the full-service marketing agency in New York, where she is an Account Director and assists with new business development as well.

Brendan served at CBS Television and Priceline.com as an analyst after gaining his B.A. at Saint Anselm College in New Hampshire. He then served as national accounts auditor for 12 years at PepsiCo, in Somers, NY. 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 five years before joining the Environmental Learning Center as their in-house accountant. Brendan is a QuickBooks and accounting software specialist and, besides setting up our holding company’s accounting protocols back in 2008, also works with clubs to update Point of Sale systems and accounts receivable and accounts payable protocols, along with membership payment regulations.