No, this is not an emergency communique: our boat is not sinking! Far from it. It is a prideful message to our membership about the dizzying level of activity here at the USPTA and at the USTA National Campus during the month of May (plus, I thought the title was catchy!). Buckle your seat belts because I have a lot to report.
In this space last December, I reported on an Industry Summit that took place in the USPTA HQ in October. Representatives from many of the key stakeholders in our game (manufacturers, USTA board representatives, USTA section executive directors and USTA senior staff, TIA, the media, directors from two of the largest multi-club organizations in the country and of course, USPTA leaders) came together to discuss how we could kick start the industry (like we did back in 2003). In that December piece, I said that it would not be good enough just to talk about possible solutions but that there had to be concrete action steps to do something about our malaise. I also committed that I would provide you a report as to where things stand. Here is that update:
Much has transpired since that initial get together. I am happy to report that we reconvened with the same group, again in the USPTA HQ, in early May to inform the participants as to initial plans that came out of that original discussion and how we intend to move forward. From the October meeting, I reported on three resounding takeaways: 1) create an industry dashboard that would accurately measure a variety of metrics that would be telling as to how the sport was performing, 2) that the industry would only grow if there were a significant increase in the number of tennis teaching professionals/providers but also of higher quality (the best trained), and 3) that we develop an army of experts who could deliver entry level programs for juniors and adults. Having boots on the ground is one thing, but actually measuring their success is another. To understand if this army is effective and making a difference, we must be able to monitor their outcomes and grasp the impact that they will have in the marketplace.
Thus, during the first weekend in May and in conjunction with the second Industry Summit, a boot camp of sorts was held with 24 people who were from across the country from various NJTL Chapters, Professional Tennis Management Programs, manufacturers reps, USTA section staff, and equally notable, young professionals who are just getting started in our association, etc. The purpose of the boot camp was to train these providers on how to deliver quality entry level programming for players of any age. WOW! This two-day immersion was incredibly powerful. The confidence that these instructors left with on how to go about conducting these programs was palpable.
Thanks to the enthusiastic leadership of Craig Jones and Steve Keller, both from USTA-U, these 24 participants are the forebearers of what will become a nationwide group of tennis ambassadors. In fact, there are plans to hold fifteen of these sessions called “Teaching Essentials Level 1” around the country between now and the end of the year with between 12-16 people per session. Imagine nearly 200 people loaded for bear who are responsible for introducing tennis across the country beginning now.
As the certification pathway begins to unfold over the next year, these Teaching Essentials courses will be required for all new certification applicants. We expect to host close to 50 of these events around the country in 2020.
For two days prior to the boot camp, the USTA also brought in a cross section of top-level tennis teaching professionals and directors to conduct a train-the-trainer session. The goal was to educate these knowledgeable leaders (all who are USPTA certified, by the way) so that they could train staff and other professionals on how best to educate those who are going to be delivering these entry level programs. In total, it was an amazing four days of high energy and learning but just the start of more positive things to come.
Yes, the industry dashboard is coming together with a multitude of categories that will be objectively monitored so that every segment of the industry can be informed as to what is happening in our game. We will be finalizing those metrics before the US Open. And yes, the Industry Summit attendees were made fully aware of the new certification pathway that will be implemented in January 2021 and what full accreditation of the USPTA means to clubs and the tennis teaching professional in general. This will absolutely elevate the standards of tennis teaching professionals (our current mission) and make the on-court experience so much better for consumers.
Lastly and maybe most critically, there was a resounding call to action to redirect precious marketing dollars to those areas of focus that truly will make a difference in driving growth and participation. The consensus amongst the group was unanimous: dramatically increase dollars and marketing resources to those initiatives at the grass roots that will have an impact on participation, both short and long term. This is not a quick fix, it will take constant reinforcement and a persistent commitment to make this happen.
After catching a quick breath, the NCAA Team and Individual championships came roaring into town. Eight men’s and eight women’s teams who survived regional and super regional competition arrived for a chance to capture national titles. The USTA National Campus was electric. The weather was incredible and the turnout of local patrons and fans from across the country was awesome. During the semi-finals and finals of the team event, the parking lots overflowed, including ours! I hope you got a chance to see some of the 50 hours of Tennis Channel coverage and our new, co-branded 30 second commercial that was aired showcasing how USPTA and USTA are raising the standards to raise our game. Congratulations to Texas for winning the men’s team title and to Stanford for taking the women’s crown.
During the week, we hosted the ITA Division I Operating Committee meeting in our training room, had a ton of coaches come through our building to say hello, hosted a USPTA booth in a vendor area on the campus and held two mornings of education at the start of the individual tournament with USTA Player Development. Why not take advantage of the time that coaches were here to provide education on fitness and nutrition from experts in those fields? Simultaneously, a national Level II junior tournament took place which was awesome to see those kids get a feel for what the NCAA experience is like.
May was without a doubt a dazzling month for tennis and for the USPTA. It is events like these that reinforce the decision that we made to move to the epicenter of tennis in the USA. I am so glad we are here and you should be too.