It’s not enough these days to offer just a club membership. Providing club members with a variety of amenities allows clubs and facilities to show they can cater to a large demographic and provide their members value for their money.
And that’s why tennis has to be a part of the conversation. Having a quality tennis program at your club is vital to member retention because it drives activity and gives club members a reason to keep paying their dues.
Here are three ways your tennis program can give your members more bang for their buck:
1. Tennis is a social sport
Clubs with successful tennis programs maximize the social aspect of the sport through a variety of opportunities for members to stay engaged through leagues, family get-togethers, etc. A quality league only offered at your club will ensure that if members want to play tennis, they’ll have to keep coming back. Tennis programs give members the chance to meet other tennis players and enjoy the game with the camaraderie of teammates.
2. Tennis is family-friendly
For those busy parents who have a difficult time squeezing in a workout or activity with their kids in tow, they can find relief through your club’s tennis programming. Now that the tennis industry has embraced “10 and Under Tennis” to introduce children to the sport with equipment and courts sized for them, even smaller children can take up the game. Playing tennis also encourages children to maintain a healthy lifestyle at a young age, and it gives parents a fun activity to do with their children.
3. Tennis is a great workout
Besides being a great aerobic workout that helps strengthen muscle groups and improves agility and endurance, tennis offers your members variety to a normal fitness routine. Your club could also consider offering cardio tennis classes that help introduce beginners to tennis through a combination of a cardio workout and drills. It may even get members who otherwise would not have picked up the sport to take lessons or join a league, thus giving them even more of a reason to keep coming back for a place to play.
As tennis participation continues to rise across the country, clubs need to remember tennis is a valuable amenity for their members and that they need to continue investing in it. Include your tennis director in your management meetings to ensure your tennis program is not only giving members what they want, but driving sales and bringing people – and business – to your club.
John Embree is CEO at the United States Professional Tennis Association and can be reached via e-mail at john.embree@uspta.org or 713-978-7782, ext. 117.
