Why Top Clubs Recognize Racquet Sports as a Core Driver of Member Value

Over the years, we’ve had the opportunity to sit in boardrooms, racquets offices, locker rooms, and clubhouses at more than a hundred private clubs. And no matter the size, location, or mix of racquet sports, we hear the same thing again and again:

“We knew racquets mattered… We just didn’t realize how much was tied to it until we stepped back and looked at it this way.”

That moment when leadership suddenly sees racquet sports not as courts and calendars, but as one of the most powerful engines of engagement, culture, and value in the club is why this work is so meaningful.

Because in today’s club, racquet sports are no longer just an amenity. They are where much of the life of the club actually happens.

They’re where members start their mornings. Where families spend time together. Where friendships form that keep people connected to the club for decades. Whether it’s tennis, pickleball, platform tennis, padel, or squash, racquet sports bring more members together, more often, than almost anything else the club offers.

Yet despite all of that, racquets are still too often managed in pieces – court by court, season by season, issue by issue – without stepping back to look at how the whole operation fits together.

And that’s where clubs get stuck.

From “Busy” to Built on Purpose

Most racquets programs are busy. Courts are full. Programs are running. Staff is working hard. But busy isn’t the same as being purposefully well-designed.

When clubs pause and look at the full picture – how leadership, staffing, finances, facilities, technology, teams, and programming all connect – things start to change. One private club general manager recently told us:

“For the first time, we weren’t just fixing problems. We finally had a roadmap.”

That shift from reacting to planning is where momentum starts.

What Clubs Actually Discover

When clubs take a broader look at their racquet operations, they almost always uncover things they hadn’t seen before:

• Governance structures that blur accountability
• Directors stretched thin instead of leading
• Teams and leagues that could be better balanced and more inclusive
• Court schedules built on history instead of current demand
• Compensation and pricing that no longer reflect the market
• Technology that isn’t being fully used
• Courts that are wearing out faster than anyone realized

None of this means the program is failing. It simply means it’s grown faster than its structure.

And when that structure gets realigned using industry-proven best practices, everything starts to work better.

Why Leadership Feels the Difference First

Directors of Racquets, assistants, and support staff live in the middle of all this every day. When the system around them improves and becomes clearer, they do their jobs better.

We’ve watched teams go from stretched and reactive to confident and organized. We’ve seen directors get their time back. We’ve watched members go from frustrated to energized. And we’ve seen clubs that were constantly putting out fires start planning three, five, even ten years ahead.

That’s what a roadmap does. It doesn’t just fix today. It gives everyone a place to aim.

Setting the Standard for What Comes Next

Racquet sports are no longer a side story in private clubs. They are shaping what the modern club is becoming.

They are where energy shows up first. Where members cross paths. Where culture lives day to day. And clubs that choose to approach racquets with intention, alignment, and proven best practices feel the difference quickly.

Programs become clearer. Leadership becomes stronger. Members become more connected.

And instead of chasing trends, those clubs start setting them.

That’s when racquet sports stop being just busy and start becoming something the whole club is built around.

Len Simard, USTA, PTR, PPR & RSPA Master Professional, is a Search & Consulting Executive with KOPPLIN KUEBLER & WALLACE. He can be reached via email: len@kkandw.com.

Jonathan Sarosiek is an Executive Search & Consulting Partner with Simard Enterprises, Inc., an Affiliate of KOPPLIN KUEBLER & WALLACE, and currently serves as Head Racquet Sports Professional at Farmington Country Club. An RSPA Elite Professional and PTR Professional with certifications across tennis, pickleball, and platform tennis, Jonathan has consulted with dozens of clubs on racquets operations, team organization, technology adoption, financial alignment, and long-term program strategy. jon@simardenterprises.com