The racquets industry is undergoing a significant transformation, particularly in private member equity clubs. These clubs, often steeped in tradition, now face evolving expectations from their members due to changing demographics, technological advancements, and the increasing popularity of emerging racquet sports. Directors of Racquets are at the forefront of these changes and must adapt to meet the needs of a diverse, tech-savvy, and wellness-focused membership.
The Changing Face of Club Membership
Traditionally, private member equity clubs catered to an affluent, multi-generational membership base that valued exclusivity and tradition. However, today’s members bring new perspectives. Gen Z and Millennials, who will make up the majority of club members by 2035, prioritize flexibility, inclusivity, and diverse experiences that offer personal development and a sense of community.
The modern private club member expects more than just a place to play tennis. They seek a well-rounded experience, from social events and wellness activities to lifelong learning opportunities. This shift opens exciting possibilities for Directors of Racquets to create innovative programs that cater to varied interests. Programs blending competitive play with social engagement can attract a broader member base, helping clubs remain relevant and engaging for future generations.
Younger members also value convenience and are willing to invest in experiences that offer personal fulfillment. Programs that cater to different skill levels and interests, along with flexible options like drop-in classes, competitive leagues, and family friendly events, ensure all members feel included and engaged.
The Rise of New Racquet Sports
The explosive growth of pickleball, padel, and platform tennis is reshaping the landscape of racquet sports, particularly in private clubs. While tennis remains a cornerstone, these newer sports have gained significant traction, especially among younger members seeking a more social, fast-paced experience. Clubs that incorporate these sports see higher member engagement and satisfaction.
Pickleball, for example, has brought fresh energy to clubs by attracting members who may not have previously participated in racquet sports. Directors of Racquets must not only integrate these sports into their offerings but also create dedicated spaces, reallocate resources, and train staff to meet demand. The challenge lies in balancing tennis’s legacy with the growing enthusiasm for these newer sports.
Expanding racquet offerings not only appeals to a broader age demographic but also fosters a more inclusive environment, positioning clubs for long-term growth and relevance.
Technology-Enhanced Experiences
Technology has become an integral part of modern club life, with members expecting seamless digital experiences that enhance both convenience and performance. From online court bookings to AI-powered tools that enhance training, today’s members—especially younger generations—want tech-forward clubs.
Directors of Racquets can harness this demand by integrating various technological tools into the club experience. Video analysis, fitness trackers, and smart courts offer real-time insights that allow members to improve their game while staying engaged. AI-driven ball machines, such as the VOLLEY ball machine, bring an interactive element to training sessions, elevating the coaching experience.
Platforms like TrekAI leverage AI to transcribe and analyze coaching sessions, offering members personalized feedback directly to their smartphones. Meanwhile, Universal Tennis (UTR) and Dynamic Universal Pickleball Rating (DUPR) systems introduce a new level of fairness and data-driven insights into competitive play, helping standardize tournaments and foster a more engaging experience.
In addition to performance technologies, clubs should enhance their presence on social media platforms like Instagram and Facebook. Sharing tips, promoting events, and showcasing staff helps build stronger connections with members and extends the club’s reach to potential new members.
Wellness and Community
The modern private club is no longer just a venue for sports—it has become a hub for overall wellness and community engagement. Racquet sports are increasingly seen as part of a broader wellness approach, encompassing physical fitness, mental well-being, and social interaction. Members now expect clubs to offer comprehensive wellness programs, from yoga and meditation classes to fitness and injury-prevention workshops.
Directors of Racquets can incorporate wellness programming to meet these expectations. Programs like RacquetFit, a subcategory of the Titleist Performance Institute (TPI), offer personalized coaching to improve members’ health and mobility. Additionally, injury prevention programs—such as group stretching or mobility classes—can help members stay on the court longer and avoid common injuries. Drop-in fitness classes also appeal to members with busy schedules, allowing them to engage with the club on their own terms. Offering flexibility without long-term commitments enhances the member experience, providing alongside value.
Building a strong sense of community is equally important. Events like social mixers, friendly tournaments, and racquet sports festivals can foster a sense of belonging, which strengthens member loyalty. Directors of Racquets can lead these initiatives, creating a vibrant and welcoming culture that extends beyond the courts.
A New Era for Racquet Sports
The racquet sports landscape in private member equity clubs is evolving, and member expectations are higher than ever. As Gen Z and Millennials take center stage, flexibility, inclusivity, technology, and wellness have become essential pillars of the modern member experience. Directors of Racquets must lead the charge in balancing their club’s rich traditions with the forward-thinking demands of today’s members.
This era of change presents exciting opportunities for growth and innovation. By embracing new racquet sports, integrating cutting-edge technology, and fostering a culture of wellness and community, clubs can not only meet their members’ expectations but also position themselves as leaders in a rapidly changing market.
For clubs to thrive in this new era, Directors of Racquets must take proactive steps to evolve their programming, adopt technological advancements, and create a welcoming, inclusive environment that resonates with a diverse membership. The future of racquet sports in private clubs is bright for those who are ready to adapt, innovate, and lead the way forward.
TennisPro Magazine – November 2024
Len Simard, PTR & USPTA Master Professional, Search & Consulting Executive, KOPPLIN KUEBLER & WALLACE. He can be reached via email: len@kkandw.com.