Taking the “Red Ball” approach

When you learn the game of tennis, balls come in different colors and sizes based on your level, experience, and age group. One of the best ways to be introduced to the sport is by using the “red ball,” the largest and lightest of the options. It’s easier to hit, allows for focus on skill development, and can build confidence in beginners. But the biggest advantage? For those beginners, it makes the sport more fun—a critical element of the game no matter your level.

It is precisely the concept of the “Red Ball” that the USTA was hoping to adopt when working to transform its current membership offering. Its goal was simple in conception but a bold challenge to execute: Bring 35 million players into the tennis community by 2035 through a segment-driven strategy across players, coaches, and facilities. And the path the USTA was looking to take to get there? Also bold: Instead of focusing on typical goals of membership programs, such as top-line growth, the plan was to drive the program from a place of love. No pun intended.

Part of the impetus for pursing this goal was that the USTA’s existing membership value proposition had come to be seen by players as primarily about gaining access to USTA-sanctioned leagues and tournaments. And yet players, coaches, and communities were looking for more; these tennis lovers were hungry for enhanced support and engagement opportunities. The USTA saw an opportunity to elevate its value proposition so that it communicated its renewed focus on accessibility and increased engagement. The message needed to come across that the USTA is not only for serious athletes desiring competitive play, but also for players looking to play for fun, as a vehicle for health and wellness, or just to be a part of the tennis community.

Put simply, how was the USTA going to get more people to play more tennis?