Construction

Award-winning HARD COURT tennis facilities

Fundraisers

RAISE MONEY for your cause through tennis

Retailing

The key to great retailing is CONSISTENCY

MAY 2014 / VOLUME 42/ NUMBER 5 / $5.00

Major Leagues!
How League Tennis Can Boost Your Prots Right Shoes for the Surface Displaying & Selling Strings

Prom Your Bizote Try TenWith for Freenis !

See pag e7

ing rat o orp Inc

TennisIndustry
MAY 2014

DEPARTMENTS
4 7 Our Serve Industry News

FEATURES

14 Fundraising 16 TIA news 18 Retailing Tip 40 Ask the Experts String Playtest: Ashaway 42  Crossre ZX 17 60 Your Serve, by Chuck Gill
p.20

20 R  ubber Meets the Road

Narrowing in on nding the right shoes for the right court surface.

24 League Players
League tennis is one of the most popular aspects of tennis, and it can easily help boost your business.
p.24

INDUSTRY NEWS
7  Try Tennis for Free promotion in May 7  USTA plans major Florida training center 7  Net tension amendment OKd by USTA 8 8 8 9 9 ITFs Tennis iCoach offers top content Wilson celebrates 100 years New USTA tennis ads hit the quirky side Keller promoted at PTR New Balance launches high school championship

28 Futures Market
The TIAs inaugural Future of Tennis Summit brought together all segments of the industry to focus on growing the sport.

32 String Theories
p.32

With the right inventory, presentation and product knowledge, you can help your customers nd the right string.

10 P  eople Watch 11  USTA honors members 11 W  TT sets 2014 schedule  hort Sets 12 S 13 Hall of Fame honors three
p.36

36 The Hard Facts

These outdoor facility winners are excellent examples of hard-court construction.

PLUS
p.44

46  CEOs Message
C OV E R P H O T O C O U RT E S Y O F U S TA

46 The Impact You Make 47 USPTA Surface Championships and More

50 Reaction Rules in Doubles 52 Growing the Game; Growing Your Business

Vice 47  Presidents Message 55 USPTA News Career 57  Development 59 Member News

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Our Serve
An Active March
lot has been happening recently in this industry. One of the biggest things was the Future of Tennis Summit, put on by the Tennis Industry Association in Indian Wells, Calif., in March, during the BNP Paribas Open. The TIA has brought the industry together beforeevery year, at the US Open, the TIA holds a Tennis Forum or other industry gathering, along with a board of directors meeting that usually is open to the public. Among other things, the TIA uses those meetings to talk about the most current industry research and initiatives. But the inaugural Future of Tennis Summit was different. It brought together top leaders from all segments of the industry, along with executives outside of tennis who helped provide insight into what the industry can do to increase participation and play frequency and become more relevant to peoples lives. While the two days of the Summit had a lot going on (there were 16 sessions, more than two dozen speakers and panelists, and opportunities to network for the nearly 175 attendees), the meeting provided a start to overall discussions about how this sport needs to get more players, more fans and more tennis consumers. It also was designed to show how interconnected we all are in this industry no one segment or organization can operate as an island in tennis. (See page 28 for more on the Summit.) Later that week, the focus shifted to the USTA Annual Meeting in San Diego, where the overall message

Publishers

David Bone Jeff Williams

Editorial Director Peter Francesconi peter@racquettech.com Associate Editor Greg Raven Design/Art Director Kristine Thom Special Projects Manager Bob Patterson Contributing Editors Robin Bateman Cynthia Cantrell Kent Oswald Cynthia Sherman Mary Helen Sprecher Tim Strawn Contributing Photographers Bob Kenas David Kenas TENNIS INDUSTRY Corporate Ofces PO Box 3392, Duluth, GA 30096 Phone: 760-536-1177 Fax: 760-536-1171 Email: TI@racquetTECH.com Website: www.TennisIndustryMag.com Ofce Hours: Mon.-Fri., 8 a.m.-5 p.m. Advertising Director John Hanna 770-650-1102, x.125 hanna@knowatlanta.com Apparel Advertising Cynthia Sherman 203-263-5243 cstennisindustry@gmail.com
Tennis Industry is published 10 times per year: monthly January through August and combined issues in September/October and November/ December by Tennis Industry and USRSA, PO Box 3392, Duluth, GA 30096. Periodcal postage paid at Duluth, GA and at additional mailing ofces (USPS #004-354). May 2014, Volume 42, Number 5 2014 by USRSA and Tennis Industry. All rights reserved. Tennis Industry, TI and logo are trademarks of USRSA. Printed in the U.S.A. Phone advertising: 770-650-1102 x 125. Phone circulation and editorial: 760-536-1177. Yearly subscriptions $25 in the U.S., $40 elsewhere. POSTMASTER: Send address changes to Tennis Industry, PO Box 3392, Duluth, GA 30096. TI is the ofcial magazine of the USRSA, TIA,and ASBA. Looking for back issues of Tennis Industry/ Racquet Sports Industry? Visit the archives at our website at TennisIndustrymag.com for free digital versions back to 2004.

was on game changers, such as: Membership Innovation: Due to declining membership over the last few years, the USTA will analyze and test different membership models to remain relevant and offer value to constituents. Adult Product Line: The USTA will test new adult formats for both individual and team play to increase participation and attract more under-40 players. The Youth Imperative: Attracting and retaining more youth, especially 10 and under players, by offering a pathway of age- and skill-appropriate individual and team opportunities. Then in early April, the TIA offered its rst Tennis Owners & Managers Conference, which was held in Charleston, S.C., during the womens Family Circle Cup tournament. The conference, scheduled to take place as this issue went to press, had a lineup of experts in management and programming designed to provide practical information that facilities can implement to remain competitive and protable. A lot of people and organizations in tennis are very concerned about the future of this sport. I hope we continue to hold meetings like the Future of Tennis Summit. Down the road, Id like to see these meetings focus even more on specic areas, such as the importance of the health and tness message in getting more people to play, how to better reach consumers through technology, how to reduce barriers to playing tennis, etc. Weve gotten the ball rolling, now lets help it gain momentum.

Peter Francesconi, Editorial Director peter@racquettech.com

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IndustryNews
Information to help you run your business

Join the Try Tennis for Free Promotion

Net Tension Amendment Approved by USTA

The USTA Board of Directors, during the annual meeting in mid-March in California, approved an amendment to Friend at Court that recommends a net cord tension of between 400 and 450 pounds, with the tension of all nets at a facility to be within 25 pounds of each other. The amendment will take effect Jan. 1, 2015, and be in the 2015 edition of Friend at Court. The amendment reads, in part, Adjusting net cord tension is recommended before the days rst match and before each match. Use a net tension device when available. When a device is not available, tighten the net cord until the center of the net is approximately 39 inches (991mm) above the ground, and tighten the center strap until the center of the net is 36 inches (914mm) above the ground. With the let cord serve now in play in men's Division I tennis, our committee felt it was important to offer a recommendation that tournament directors, umpires and players can use to achieve a fair playability range for net tension, said USTA Technical Committee Chairman Randy Futty, who presented the amendment. Additionally, our efforts were supported by the recent publishing of an ITF recommendation to regulate net tension.

heres a new promotion in tennis designed to bring in players and get them out on the courts. Try Tennis for Free is a joint effort by the Tennis Industry Association, the PTR, and USPTAs Tennis Across America, and it will hit consumers starting in May. Beginning and returning players will be encouraged by teaching pros, coaches, facilities and other providers to get into the game for free, so that they can then move them into lessons, clinics, leagues and other programs. One of the keys to Try Tennis for Free is that pros and facilities make the rulesthey simply agree to offer a complimentary introduction to tennis during the month of May, but then they can set it up in any way that works best for them and their business, says TIA Executive Director Jolyn de Boer. For instance, providers can decide how many sessions or intro lessons may be offered for free, whether preregistration is required, whether the free offer only applies during specic times or days, if it should apply to a Cardio Tennis session or a Play Day, etc. We want to make sure that whatever free offer the pro or facility provides, it works with their own schedule and business model, de Boer adds. The important thing is introducing this sport and what you have to offer to as many people as possible, then having them continue in revenue-generating programs. The PTR and USPTA have been pushing out the Try Tennis for Free messaging to their members and encouraging them to participate in the offer. Providers and facilities should register at PlayTennis.com/try-tennis-for-free/for-facilities. Theyll receive a free listing in the PlayTennis.com database so consumers can easily search and contact them. A national media and PR campaign will include messaging to consumers through social media channels. In addition, the TIA is providing free marketing and promotion material to tennis providers. Logos, banner ads, iers, email templates and more are available to download on the website, and many of the pieces can be customized with provider offers and information (see page 17 for more on Try Tennis for Free collateral).

he USTA said in March its planning to build a national training facility at Lake Nona in Orlando. The project was mentioned to the 800 attendees at the USTA Annual Meeting in California, then revealed in stories in the Orlando Sentinel and Orlando Business Journal, among other outlets. The USTA said it has signed a letter of intent with Lake Nona Land Co. to construct a state of the art tennis campus, said the Sentinel in a March 25 story. A statement by the USTA said the association intends to create a model tennis facility to house its community tennis and player development divisions. The goal of creating such a facility is to better service and drive the USTAs mission of promoting and developing the sport of tennis in the United States. USTA Managing Director of Communications Chris Widmaier told the Orlando Sentinel, It would be a comprehensive facility that would provide court access, coaching and player development for virtually every level of the game. He would not provide a timetable, cost, or the number of courts, as details remained to be worked out.

USTA Plans Training Center

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IndustryNews
Wilson Celebrates 100 Years
Wilson Sporting Goods Co. is celebrating a Century of Sport with the launch of its 100 Venues in 100 Days contest, in which sports fans are invited to commemorate the last 100 years of accomplishment with a chance to win daily prizes and a Grand Prize trip to the 2014 US Open in New York. Sports enthusiasts can play by identifying sporting venues for 100 days through June 24. Each day a new sporting venue will be featured with new prizes available, including an ofcial Wilson Super Bowl game ball, a Wilson A2000 baseball glove or a premium Wilson tennis racquet, with the Grand Prize opportunity to win a trip to the US Open. Wilson celebrates athletes at every level, from the backyard to the professional player, said Tom Gruger, VP of marketing. To enter the Wilson 100 Venues in 100 Days, visit www.wilson.com/100 through June 24.

TTC Registration Now Open

Registration is open for the 2014 Tennis Teachers Conference, to be held Aug. 2225 in New York City as the US Open gets under way. For information, visit usta. com/ttc.

IART Symposium Set for September

The International Alliance of Racquet Technicians will hold its eighth annual Symposium Sept. 20-24 at Saddlebrook Resort in Wesley Chapel, Fla. If you are in the business of racquet sports, string racquets, or want to learn how to string and customize racquets, there is no better way to improve your skills while interacting with many industry leaders than the IART Symposium, says Ron Rocchi, Wilson Sporting Goods Senior Designer and

Global Tour Manager. The entire symposium is designed to educate through dynamic presentations and real-life training, regardless of your current skill level. Wilson has been a sponsor of the event since its creation in 2006, and this year will host an upgraded World Speed Stringing contest. For detail on the IART Symposium, visit gssalliance.com.

New USTA Tennis Ads Aim for Quirky Side

Quirky and offbeat are the words many are using to describe the new Tennis Makes You ad campaign by the USTA, which targets millennials. The USTA hired DDB New York for the campaign, which then enlisted Jared Hess, who directed the movie Napoleon Dynamite, for the ads. Five short spots communicate the benets of the sporttennis makes you smarter, stronger, happier, more attractive and invinciblewith quirky visuals and short, simple facts. The video for tennis makes you stronger, for instance, is of a rail-thin young man, with a bulging, muscle-bound racquet arm.

ITFs Tennis iCoach Offers Top Content for $30 a Year

ennis iCoach, launched late last year, is the official coaching platform from the International Tennis Federation. The site, tennisicoach.com, is a coach education resource offering both practical information and tennis-specic sport science content on technique, tactics, biomechanics, psychology, sports medicine and coaching methodology, says the ITF. We see the iCoach as a good way of solving two important issues, says Dave Miley, the ITFs executive director of development. Increasing tennis participation by improving the information to coaches who are working at the national level worldwide with recreational players, and providing a distance-learning tool for those working at high levels, especially on the international junior and professional tours. Access to all the content is $30 a year, Miley adds. Currently, the library has more than 1,500 educational articles, videos and conferences, including exclusive access to videos of ITF Worldwide and Regional Coaches Conferences where members can learn about cutting edge developments in the game from the worlds top coaches and coach education experts. There are many reasons to become a Tennis iCoach member, Miley says, including being able to keep up to date with all the latest trends in tennis coaching techniques, constantly updating and expanding tennis knowledge, gaining insider secrets and tips from world-renowned experts, and unlimited access to all the information on Tennis iCoach.

Ferris State Club Team Honored by Tennis on Campus

The USTA has named Ferris State Universitys club tennis team as the 2013-14 Tennis On Campus National Club of the Year. The award is presented annually to the college or university club tennis team that has achieved a level of sustained excellence, while also demonstrating a commitment to giving back to their local community. The honor brought an automatic bid to the 2014 USTA Tennis On Campus National Championship, which was held in April in Surprise, Ariz. The members of the FSU club team have built a robust community service program around Mecosta County, Mich. The club has supported Big Rapids CROP Hunger Walks, Project Starburst, the Big Rapids Grow Tennis Initiative and started their own free after-school youth tennis program for local children at the FSU Racquet & Fitness Center. Club President Newlyn Wing said the club also started its own scholarship program in conjunction with the Professional Tennis Management Student Association at FSU and Big Rapids Community Tennis Association.

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IndustryNews New Balance Launches National High School Championship With USTA
lobal athletic brand New Balance announced the creation of the inaugural New Balance High School Tennis Championship presented by the USTA, an event that will offer young tennis athletes a new, elite level of competition on the national stage. The tournament will be held at the Beren Tennis Center at Harvard University in Boston, July 21-25. New Balance developed the event with the goal of supporting and recognizing all high school tennis players and coaches and the dedication they bring to the game. New Balance believes the high school tennis player will be a tennis player for life, and we are proud to recognize the commitment these athletes have to the game, said Bruce Schilling, General Manager of Tennis for New Balance. We are also excited to build relationships with the high school state athletic associations through this event. Boys and girls singles events will unfold in a 64-player compass draw format, giving players the opportunity to play many matches. Winners of the New Balance High School Tennis Championship will be awarded wildcard spots in an ITF junior event held in the U.S. prior to the 2014 US Open Junior Championships. Other event supporters include Harvard, SJX, and Home Team Marketing. More than 355,000 boys and girls participate in high school tennis in the U.S.

US Open Natl. Playoffs Return for Fifth Year

The US Open National Playoffs will be held for the fth season, providing the opportunity for players 14 years of age and older to earn a berth into the US Open. The Playoffs include mens and womens singles and mixed doubles. The singles champions earn a wild card into the US Open Qualifying Tournament. The mixed doubles champions receive a wild card into the main draw of the 2014 Open. The Playoffs begin as a series of 13 qualifying tournaments held in USTA Sections across the country. Registration is at USOpen.org/ NationalPlayoffs. Entry fee for each of the sectional qualifying tournaments varies slightly. All players competing must have a current USTA membership valid through August 25, 2014.

Keller Promoted to PTR Director of Education

Steve Keller has been promoted to Director of Education for the PTR. Keller, who held the position of Director of Development since 2008, is now responsible for the educational direction and content of the organizations four pathways to certication, as well as all aspects of the Master of Tennis programs. A PTR member since 1986, Keller will oversee PTR clinician training to ensure continuity of content delivery, and design and develop professional development courses to create opportunities for certied members to fulll the new continuing education requirements. He will also serve as the staff liaison to the USTA coaching education department. With his knowledge, passion and dedication, Steve is one of the top tennis clinicians in the country, said PTR CEO Dan Santorum. He continues to conduct PTR workshops throughout the U.S., and is widely requested as a clinician. In his new role, Steve will ensure the caliber and excellence of our education offerings.

Ashaway Adds Pro Tour Design Hybrid String

The newest addition to Ashaway's line of Crossre hybrid tennis strings is an all-pro combination of 100 percent co-polymer monolament mains and 100 percent Zyex monolament cross strings. Designed for hard hitters who like rm monolament string beds for maximum spin, 16-gauge Crossre ZX Tour also provides outstanding power with a soft touch and gut-like playability, says the company.

ITA Expands Partnership With Universal Tennis Ratings

The Intercollegiate Tennis Association has expanded its partnership with Universal Tennis and its Universal Tennis Rating System (UTR). UTR, which includes players across the spectrum of singles competition, rates players independent of age, gender, section, level of education or country. Weekly results from the ATP, WTA, ITF, ITA and USTA are fed into the UTR system, which includes ratings of more than 120,000 players worldwide. Dave Fish, who is heavily involved with UTR, says it removes the guesswork

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IndustryNews
People Watch
Head announce changes to its sales management team. Joe Keenan has been promoted to National Sales Manager in charge of all Head Penn USAs sales efforts. Replacing him as Western Regional Manager is Erik Lange, who will report to Keenan. Lange, new to Head, was with Prince for nearly six years. The changes came about as a result of Trevor Lavelle retiring after 18 years at Head. Jason Bernstein, senior director of programming and acquisitions at ESPN, is the newest member of the Tennis Industry Association's board of directors. Bernstein oversees digital media programming content acquisitions and scheduling for ESPN's live multi-screen sports network, ESPN3, and its authenticated networks service, WatchESPN. He is also responsible for the content acquisition and scheduling strategy for ESPN's tennis business. Dunlops new territory manager for the Southwest region is Hassan Humayun, who is based in Las Vegas. Hell handle sales and promotion of Dunlop tennis, squash, and racquetball as well as the Carlton badminton brand and Diadora footwear. Humuyan has been in the industry for 13 years, most recently as Tennis Director, Athletic Director, and Head Professional at the Anthem Country Club in Las Vegas. Currently Hassan is the President for USPTA Las Vegas Division. Head has renewed its partnership with Maria Sharapova until at least 2016. Also, Australian Bernard Tomic has signed a long-term contract with Head and will endorse the new Graphene Radical racquet. And Sloane Stephens, the current No. 2 woman in the U.S., will remain part of the Head family until at least 2017. The International Tennis Hall of Fame has appointed former Swedish tennis pro Ingrid LofdahlBentzer as Vice Chairman of the Enshrinee Nominating Committee. The committee is chaired by 5-time major champion Stan Smith and is comprised of 22 individuals from all aspects of the sport.

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IndustryNews
from measuring abilities, improvement and competitiveness. "While UTR's international ratings have obvious recruiting value, the widespread use and understanding of Universal Tennis Rating's approach to tournament play could have a transformative effect on player development in America. The ITA's expanded partnership follows three years of testing by coaches, during which time UTR received strong reviews for accuracy and usefulness, the ITA says. Visit universaltennis.com. Award: Dick Walther of Summit, N.J. NJTL Founders Service Award: Christine S. Beck of Newtown Square, Pa. Organization Member of the Year: Centercourt Athletic Club of Chatham, N.J. Family of the Year Award: The Stingley Family of St. Paul, Minn. (Tony, Ronda, David, Marc, Lisa and Langston) Brad Parks Award: City of Mission Viejo, Calif. 25 Years of Volunteer Service: Lisbeth Ross Blum, Todd Ellenbecker, Lucy Garvin, Robert Ingersole, William Ben Kibler, Dan Santorum, Jonelle Smith, Randy Stephens 30 Years of Volunteer Service: Nancy Alfano sound-producing foam ball for tennis called Jingles Bell Balls, says PTR and USPTA Master Pro Joe Dinoffer, the company president. Dinoffer says the softball-sized 100 percent density foam balls that have a number of benets. For the sight-impaired player, the noise when the ball bounces or strikes the racquet allows for auditory recognition (samples were tested at the 2014 Blind Tennis Conference held in Texas.) Also, since tennis is a rhythm-based sport, the sound will help beginning players develop their rhythm skills subconsciously. Visit OncourtOffcourt.com.

USTA Honors Members

The USTA announced annual awards at a dinner during the 2014 USTA Annual Meeting at La Costa in mid-March. Among those honored:  eniors Service S

WTT Sets 2014 Schedule

The 2014 Mylan World TeamTennis regular season will be July 6 to 23 with a 52-match schedule. The conference championships will be July 24 and conclude with the WTT Finals on

Oncourt Offcourt Offers Jingles Bell Balls

Oncourt Offcourt has released a new

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IndustryNews
Short Sets
The USPTA has extended its partnership with Fromuth Tennis an additional ve years through August 2021 to be the exclusive provider of Nike footwear and apparel.In addition to the extended agreement, Fromuth Tennis will participate in the USPTAs Retirement Gold + program. For any USPTA Professionals who purchase more than $750 per year of Nike footwear and apparel for their pro shops (not for personal use), Fromuth will contribute 5 percent into those participating professionals Retirement Gold + accounts. The Dunlop Grand Prix ball was again the Ofcial Ball at the 2014 Family Circle Cup tournament in March. The USPTA has announced it is a sponsor of the 2014 ITF Seniors World Championships, one of the largest international amateur tennis events in the world and will feature 195 teams from 38 different countries. It returns to Florida for the rst time since 2002 this spring. The $50,000 women's USTA Pro Circuit event in Las Vegas is closing because it cant nd a new title sponsor. The Party Rock Open had been sponsored by singer Redfoo, the boyfriend of Victoria Azarenka. The USPTA added a fourth tournament to its 2014 National Surface Championship Series schedule, which will now cover all four court surfaces. The 2014 USPTA Grass Court Championships will be held at the Desert Highlands Racquet Club, Sept. 11-14, in Scottsdale, Ariz. USPTA Professionals will have the chance to compete for $6,000 in total prize money among eight mens and womens events: open singles and open doubles, 45 and over singles, and 45 and over doubles. Visit usptaplayer.com. Court Condential: Inside The World of Tennis, by tennis writer Neil Harman of The Times of London, is now available in paperback in the United States, on Amazon. com. Macci Magic: Extracting Greatness From Yourself and Others, is the new book by Rick Macci, written with longtime tennis journalist and publisher Jim Martz. The book, available for sale and download on Amazon, includes many anecdotes and Macci-isms that exemplify his teaching philosophy and the role positive thinking can play. The 47th annual Easter Bowl junior tournament was held at the Indian Wells Tennis Garden in April. The 2014 ITF Wheelchair Doubles Masters will return to Mission Viejo, Calif., for the second successive year, taking place Nov. 5-9. The ITFs season-ending agship wheelchair tennis doubles event, rst staged in 2000, currently features the worlds top eight mens pairs, top six womens pairs and top four quad pairs.

July 27. Last season ended with the Washington Kastles winning a third consecutive King Trophy and setting a new mark for most consecutive wins by a major U.S. pro sports team. This year, the Kastles will try to tie the league record of four consecutive championships set in 2000. The WTT season begins with Boston hosting Texas, and Philadelphia traveling to Springeld. Opening week action also includes the launch of two new teams in San Diego and Austin, Texas. The San Diego Aviators, featuring former world No. 5 Daniela Hantuchova, host the Andy Roddick-led Austin Aces on July 7. Visit WTT.com.

and communities. All Professional-level members are eligible. Recipients will be recognized during the Tennis Teachers Conference Aug. 22-25 at the Grand Hyatt New York. Visit uspta.com for more information and to nominate.

at USTA.com/facilityawards.

ASBA Facility Awards Applications Due June 2

The American Sports Builders Association, in conjunction with Tennis Industry magazine, is accepting applications through June 2 for its prestigious Facility Awards Program. Winners will be featured in TI magazine in 2015 issues. Photos of award-winning projects in all categories are often featured in articles ASBA writes for various magazines, and in its publications. Also, the awards have been used successfully in the marketing and advertising programs of ASBA members, and ASBA presents all award winners with a free publicity kit to help them spread the word about their win. Visit sportsbuilders.org for more information and for entry forms.

USTA Outstanding Facility Nominations Due May 30

Do you know an outstanding tennis facility in your local areaone with great courts, a great design, impressive construction and excellent tennis programs? Nominate it for a USTA Outstanding Facility Award, which is a great way for a facility to receive local and national recognition, and to help in fund-raising goals. The deadline to nominate is May 30. Winners will receive their award at the USTA SemiAnnual Meeting in September in New York. Last year, 19 facilities from around the country were honored as outstanding by the USTA, and one was chosen as a featured facility. Nomination forms for 2014 are available

Nominate for USPTA Awards

June 17 is the deadline for nominations for the USPTA 2014 National Awards Program, honoring members who are committed to excellence as tennis teachers and as ambassadors using tennis to impact people

USRSA Announces New MRTs

Richard JakielNew Britian, CT Robert SchneiderSouth Glastonbury, CT Steven SchriverLadera Ranch, CA

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From left: Norris, Vegosen, Dave Haggerty, and Davis.

he International Tennis Hall of Fame presented the 2013 Samuel Hardy and Tennis Educational Merit Awards on March 15, in conjunction with the USTA Annual Meeting in Carlsbad, Calif. Hall of Fame President Stan Smith presented the awards, which are given annually to recognize great volunteers and leaders in the sport of tennis. Jon Vegosen of Chicago, past Chairman of the Board and President of the USTA, received the Samuel Hardy Award. The Tennis Educational Merit Awards were presented to Anne Davis of Tallahassee, Fla., who has been active in community tennis and currently serves as USTA Manager of Play Days, and Bill Norris of Boca Raton, Fla., who has served tennis in the areas of athletic training and sports medicine since the early 1970s.

Vegosen, Davis, Norris Honored by Hall of Fame

P H O T O BY S U S A N M U L L A N E / C A M E R AW O R K U S A

IndustryNews

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Tennis Fundraising
Money Supply
To ensure continued success for your tennis fundraiser, make sure its fun and a great experience for all.

By Ann LoPrinzi
've been to more tennis fundraising events than you can shake a racquet at. In my central New Jersey tennis hub, fundraisers have run the gamutbreast cancer, mental health, medical centers, USTA League teams going to nationals, the arts, Chambers of Commerce, a tennis player's personal health battle, and various nonprofits. Round-robins with added benefits, pro ams, clinics with celebrities, dinners, exhibitions, and anything in between. Money raised? Anywhere from a hundred bucks to a couple hundred thousand dollars. You have to figure out what your main purpose is: raise money, create awareness in the community, or whatever, says Princeton Tennis Program (PTP) Executive Director Gwen Guidice. We used to have people and companies paying a lot of money for an upscale event at a country club. Now its more affordable at a community park. The best part is the grassroots feeling. Another local charity, Volley for SERV, now in its 24th year, finds success in conducting a pricier fundraiser

Enjoying the experience: Finalists for the A Division at last years Princeton Tennis Classic.

Tips for Your Fundraiser

Decide what your main goal is and plan accordingly. Get items donated. Rafe off items like a TV or a dinner at a local restaurant. Promote your event through social media and e-mail blasts. Consider selling ads in a program book. Give people an easy way to donate, if they can't make the event. Ensure that it is well-organized and a great experience for attendees.

at a premier tennis venue. Player gift bags, lunch and dinner, open bar, and watching finals complete with a master of ceremonies highlight this event. There are no hard-and-fast rules to raising money through tennis. Some long-running events have been forced to evolve. Getting sponsors is tougher nowadays. Admission/entry fees may need to be re-evaluated. The more options there are out there, the more difficult it is to get people to attend your event. Its important to have a key drawing element, whether its a history and tradition, an interesting guest or celebrity, a chance to play with a pro or college player, etc. And success is not always judged by how much money is raised. PTP held its 30th annual fundraiser, the Princeton Tennis Classic, last year, and its come to mean more than raising money for the 60-year-old non-profit. The round-robin brings the tennis community together. Don Loff was asked by the Mid-Jersey Chamber of Commerce to chair the tennis portion of its long-running annual golf and tennis fundraiser, and to revitalize an event that had been faring poorly. Instead of the tradi-

tional social round-robin, he made it a competitive tournament named for a popular tennis personality who had recently died. The new Ed Meara Tennis Challenge was a sellout. The National Junior Tennis and Learning of Trenton (NJTLT) went from a small, sparsely attended tennis club exhibition to a huge gala in a ballroom, attracting about 400 people every year. The secret to its success is a committee of well-connected and enthusiastic supporters who attract big sponsors. Courtside Racquet Club brought in former world-class players like Jimmy Arias and Luke Jensen, as well as some current up-and-comers like Alison Riske and Christina McHale. They offered a clinic with the pros, a pro am, and a meet-the-players party. In recent years, having a silent and/or live auction has been a huge part of raising big dollars. Getting more attendees or participants has been enhanced, also, by honoring someone. In the end, a key consideration should be a great experience for the attendees so they'll talk it up and make the next one even better.

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P H O T O BY A N N L O P R I N Z I

TIA Holds Meetings to Help Spur Industry Growth

March and April were busy times for the TIA, as the association presented major meetings in Indian Wells, Calif., and Charleston, S.C., designed to help spur discussions about growing the industry, participation and protability. In mid-March, the TIA held the inaugural Future of Tennis Summit in Indian Wells, Calif., during the BNP Paribas Open mens and womens pro tournament. Nearly 190 people attended the Summit, which brought together more than two dozen top executives from both inside and outside the tennis industry to speak about how this industry can get more players, more fans, and more tennis consumers. (See the story on page 28 of this issue.) The feedback we received has been tremendous, said TIA Executive Director Jolyn de Boer. The vast majority said theyd like to see the Future of Tennis or a similar gathering as an annual event. Were very thankful to have had the participation of top executives at many key organizations in tennis, including the USTA, WTA and ATP. We also were thrilled to have former pros Jim Courier and Justin Gimelstob take part. And many thanks to Steve Simon and Raymond Moore at the BNP Paribas Open for the hospitality the tournament showed our group. In early April, the TIA sponsored a Tennis Owners and Managers Conference in Charleston, S.C., timed to coincide with the Family Circle Cup womens pro tournament. We lined up some of the industrys leading experts in club and facility management and programming to help provide practical information that owners and managers can implement at their facilities to make them competitive and protable in this evolving marketplace, de Boer said. We need to continue to work together to grow the game, the industry and tennis businesses.

Set for Aug. 24 in NYC

This years Tennis Show promises to be THE gathering place for the tennis industry. Held on Sunday, Aug. 24, at the Grand Hyatt New York, in conjunction with the collaborative Tennis Teachers Conference and the day before play starts at the US Open, the Tennis Show 2014 will be a celebration of the sport that will feature an Exhibitor Show, the TIA Tennis Forum and much more. Dozens of tennis manufacturers, organizations and businesses will be exhibiting at the show, with their latest products and services. Among other perks, exhibitors will receive the preferred room rate at the Grand Hyatt, along with an ad in the ofcial Tennis Show program, which will also be inserted into Tennis Industry magazine. Booth space is limited, so visit TheTennisShow.com to reserve and nd more information. The Tennis Show will be during the annual Tennis Teachers Conference, which brings together hundreds of tennis teachers, coaches, tennis advocates and industry partners. World-class speakers and tennis instructors will provide current, cutting-edge educational opportunities. For information on the TTC, visit USTA.com/ttc.
Wholesale Red, Orange, Green Ball Shipment Units (2008-2013)
5.32 5 4.55 0.81 3.29 0.63 1.10 1.34

Red, Orange, Green Ball Sales Continue Growth in 2013

Since 2008, when the TIA rst began measuring wholesale distribution of red, orange and green tennis balls, unit shipments have increased signicantly, up more than 370% from 2008 to 2013. The continued growth and expansion in this equipment category is a testament to the industry-wide support of the USTA initiatives aimed at growing youth tennis participation, says TIA Executive Director Jolyn de Boer. Given that ball unit sales often coincide with demand (participation), its a positive sign to see continued growth in the wholesale distribution of ROG balls. Although the linear growth trend of ROG ball shipments is beginning to atten somewhat, growth was still strong throughout 2013. The second, third and fourth quarters of the year, which represent peak tennis seasons across the country, saw signicant double-digit growth in the wholesale shipment of ROG balls. Year-over-year sales in Q4 2013 were up over 30% compared to the previous year. For the year-end 2013, wholesale unit shipments of ROG balls were up a total of nearly 17%.
May 2014

1.06

4
Millions of Units

Q4 Q3 Q2

Q1 Full Year

2 1.53 1.12 1 0.24 0.31 0.28 0 0.30 2008 0.31 0.45 0.53 0.24 2009

2.03 0.59 0.48 0.56 0.41 2010

0.80 1.49 1.12

1.73

0.74 2011

1.15

1.19

2012

2013

16 TennisIndustry

Join the TIA . . . Increase Your Prots . . . Grow the Game . . . www.TennisIndustry.org

Try Tennis for Free Promotion

yTennis Go to Pla .com to ge t started!

Go to PlayTennis.com to get started!

Go to PlayTennis.com to get started!

Facilities and certied teaching pros are getting behind the Try Tennis for Free promotion. Beginning in May, tennis facilities and pros will offer beginning and returning players the chance to try tennis for free, so they get a foot in the doorand onto the courts and get hooked on the sport. The promotion is a joint effort among the Tennis Industry Association, PTR, and USPTAs Tennis Across America. You Make the Rules! The details of the Try Tennis for Free offer are exible and left up to the individual facility or pro, meaning you set the rules, such as whether participants need to register in advance or can walk in, whether it applies to specic times or days, how many free sessions are offered per person, whether its for new players only, etc.

We Help Drive Traffic to Your Courts! To get maximum reach, tennis providers should register at PlayTennis.com/ try-tennis-for-free/for-facilities. Youll get a free listing in the PlayTennis.com database so consumers can easily contact you to nd out about programs and sessions. Download Free Marketing and Promotion Materials! On the website, youll nd logos, banner ads, iers, email templates and moremuch of it customizable to your facility or business. USPTA teaching pros supporting the Tennis Across America free lesson program during the month of May will be searchable through PlayTennis.com so consumers can nd them. The PTR also is encouraging pros to offer free clinics or intro lessons during May.

For details, visit PlayTennis.com/try-tennis-for-free/for-facilities

Your c u

stomiz

ed tex

t goes

here

Join the TIA . . . Increase Your Prots . . . Grow the Game . . . www.TennisIndustry.org

May 2014

TennisIndustry 17

Retailing 130
The Consistency Principle
Whats the secret ingredient to making customers happy and selling more products?

t isnt sexy and it certainly isnt high-tech. In fact, its downright basic. But consistency is the secret ingredient to making your customers happy, improving your close rate, and increasing your sales. By consistency, we mean in everything you do: retail store environment, store operations, service delivered by your sales associates and stringers, etc. Retail forecasters and consultants agree that in the not so distant future, there will be two types of brick-andmortar retailers, no matter what the size: Those that are highly automated and rely on technology to provide exceptional levels of self-service, and those that are focused on people and use technology as a tool in providing extraordinary levels of personal service. The latter is where specialty tennis retailers will live and prosperby making a commitment to customer service professionals who are hard-wired to provide consistently high levels of individual servicebecause they want to serve and want to learn how to improve their customer-service skills and the consistency of their delivery. No matter how large or small your retail business, recruiting and hiring customer service professionals starts with a hiring-smart methodology, to ensure the ultimate in consistency.

percentage of good hiring decisions of customer-service naturals. Consistent store operations means putting in writing the way you want your retail store to be operated. Even customer-service pros can stray off course or get lax if they dont know what youthe store ownerexpects of them, whether you are physically present in the store, or not. So, write down what you expect from every employee. Include how you want every shopper to be treated and the quality of the service you expect every employee to extend to every customer. Put your expectations into a threering binder, call it your store operating manual, and make sure you use it as the text for staff meetings and education sessions. Make sure every employee either has their own copy or has easy access to a copy. Believe it or not, there are small retail businesses that give bonuses or other incentives to staff without any performance goals or measurements in place; as long as the employee shows up for work, they receive their incentive. This will not achieve consistent levels of customer service, and in some cases, it can promote just the opposite. Establishing group incentives that pay out after the stores revenue and profit objectives have been achieved will lead to consistent operations and

Offering Incentives

How To Hire Smart

The first step is making the hiring process as objective as possible, which means constantly recruiting and using written job descriptions and online assessments before doing a first interview, then doing an online background check before doing a second interview conducted by at least two managers who have to agree before a job offer is made. A consistent and objective hiring-smart procedure ensures a higher

employee behavior and to consistently high levels of customer service and close rates. In other words, pay incentives to your staff out of the incremental increase your store makes after it has made the revenue and profit increases you budgeted for based on consistent operationsand not before! Constantly measuring customer service satisfaction also is an effective tool for maintaining staff performance and overall store productivity. Mystery shopping can be a constructive measure of consistent customer service, as long as the results are regularly shared with staff as learning experiences and tools. Building customer satisfaction surveys into your stores check-out and exit procedure will provide constant feedback. Lastly, a customer satisfaction survey on your website provides 24/7 access for customers to provide feedback on how well your store and staff are doing. Consistency in everything you and your staff does that touches your customers is truly the secret ingredient to making and keeping customers happy and driving your specialty tennis retail business. This is part of a series of retail tips presented by the Tennis Industry Association and written by the Gluskin Townley Group (www.gluskintownleygroup.com).

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Footwear

Where Rubber Meets the Road

Narrowing in on nding the right shoes for the right court surface.
By Kent Oswald
that footwear be ever lighter to t with player preference while also providing durability to match the price point acceptable to the purchaser. Does it even need to be added that unlike every other sport, tennis is played on multiple surfaces and even those are tweaked so that they often dont play the same way year-to-year and very rarely facility to facility?

here is a heavily quixotic element to the story of a tennis sole. No challenge is conquered that doesnt inspire a countervailing one. Or, as described by the ITF Sport Science & Medicine Commission, the challenge for the bottom of a tennis shoe is that: A potential conict exists between the optimisation of the frictional characteristics of the shoe-surface interaction when moving in a straight line and when turning. While sufficient friction to start and stop quickly is necessary when moving in a straight line, minimum friction is benecial when pivoting, thus allowing rotation to occur as quickly as possible.

Shoes as Equipment

In other words, this often taken for granted element of a shoe must be able to grip in order to aid the sprint from behind the baseline to above the service line and must also enhance the quick pivot when the player is forced to move quickly from sideline to sideline. On clayand increasingly on hard surfacesthe tread must also, within moments, be able to hold stable the foot needed to drive a stroke and provide the give needed to slide into the next stroke. Relatedly, it is only one piece of the point of sale paradox

Players should think of tennis shoes, not as something for style, but as equipment, explains Dr. David Sharnoff, a noted podiatrist and consultant to touring pros and shoe manufacturers. In addition to the challenges of foot structure, and the coefficient of friction that varies by surface, the power player and nesse player have different requirements, as do the serve-and-volleyer and baseliner. What I also emphasize, adds Sharnoff, is having at least two pairsone as a training shoe and one as a game-day shoe. Unfortunately, retailers and manufacturers face the reality that most players dont think of their shoes in the same way they think of their racquet or strings and they almost never consider the tread as the salient point of attraction. It is only beneath the colors that entice is found the technology that competes.

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Footwear
Jerome Jackson, Princes global business director for footwear, notes a trend in favor of increased clay-court soles to match with clay courts, but throughout the American market, with play mostly on hard surfaces, an all-court shoe dominates, with narrower herringbone treads to grip better on hard courts, unlike shoes made for clay-court play that will usually have longer and wider herringbone treads to enhance glide while producing maintenance challenges resulting from digging up more of the court surface. Heads 2014 Sprint Pro is emblematic of the typical approach taken to try and address all the issues for all the once-every-year or so one-shoe customers. The all-court shoebuilt with the expectation that it will be used primarily on hardcourtsfeatures different patterns on the sole to create slide and durability zones on the inside forefoot and outside heel, and grip zones on the outside forefoot and inside heel. In the U.S., Head offers one outsole, with a thicker rubber compound and an emphasis on durability, while globally this is paired with a clay-court version featuring narrower herringbone tread. A grass-court tread featuring rubber pimplesand in the same pattern as every manufacturer by virtue of ITF rulesis available to players under contract.

The Next Generation?

I dont think the big boys have created something unique in the last few years, says Sharnoff. The shoes are of high qualityalthough he does recommend players pay attention to an educated sales staff when shopping and customize the inside with orthotics to ensure the best t to foot type and playing style. But he believes manufacturers have similar access to materials and technology and that we are currently in a holding pattern waiting for the next-gen of kicks that can support and enhance perhaps 160 pounds of player on top of 10 or 11 ounces of leather, rubber and foam. Perhaps because there is no single standard by which players can measure tread durability or responseand most every name manufacturer can rightly claim a solid foundation for their shoewhat has stood out these last few years for customers has been the reduction of weight. Customers are aware of the lightness of shoes, remarking on it as soon as they put it on [and] willing to pay for lightness over durability, says Harry Tong, shoe buyer for Brad Gilberts Tennis Nation store in San Rafael, Calif. In what may be a sign of an improving economy, he says adult customers (but not those buying for teen boys who need that six-month outsole guarantee) are inuenced by weight. They have an attitude that, When I burn a hole through it Im going to buy a second pair. Which leads, in terms of sales, to the regret that too few players can imagine following the lead of Alexander Dolgopolov, who after upsetting Milos Raonic at this years BNP Paribas Open tossed his shoes into the stands, admitting, Its better to throw them to people than throw them in the [trash]. I slide a lot, and when I drag my left leg and the court is sticky, I go through one pair of shoes in a match. More reasonably, with a current trend and near-term outlook that technological progress will feature more color splashes, incremental weight reduction and progressive tinkering with the materials, technologies and tread patterns for hard- and clay-court shoes, perhaps the future could hold a new industry educational campaign to inspire players to think a bit harder about the tread that is, ultimately, the foundation of their game. Or at least spark a regular pattern of purchasing or a rule of thumb among players to have as many tennis shoes available as (for example) racquets one carries to court.

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Programming

League Players

P H O T O C O U RT E S Y O F U S TA

League tennis is one of the most popular aspects of tennis, and it can easily help boost your business.
By Ken Bomar
are 13 leagues for players of all ages, and leagues are going full-tilt year-round. The largest are the adult men, two adult womens leagues and an adult mixed league. Smaller leagues include junior groups encompassing ve different age categories, and mens and womens senior leagues for players 45 and above, 55 and above and a mixed league for those 45 and over. Add to this impressive number the fact that USTA has some 37,000 members residing in the Atlanta area and also operates a number of successful adult and junior leagues. Many members play both ALTA and USTA league tennis. A key to the success of league tennis in Atlanta is the availability of tennis courts throughout the metro area. The leagues utilize more than 1,600 different facilities, ranging from a couple of neighborhood courts to public facilities of 18 to 20 courts to private clubs that include up to 24 courts. Some of the larger facilities have more than a dozen separate teams playing on their courts, ranging from teams stocked with players who have recently decided to take up the sport in mid-life to former tour players who still have the competitive spirit. So whats the allure of league tennis? League play is just plain fun. Lifelong friendships have grown out of acquaintances made on the tennis courts. Many teams continue the social aspect in the off-season when they get together for team parties and even go on vacation trips together. League play is often an introduction to the neighborhood for families who have just moved to Atlanta. Some have even referred to league tennis as the athletes version of Welcome Wagon. On the other hand, league tennis also contributes to the

hile the game of tennis is several centuries old, relative newcomer league tennis is now clearly established as the most popular aspect of the sport. League tennis was born in Atlanta in 1972 when the Atlanta Lawn Tennis Association was looking for ways to raise funds and attract volunteers for a number of regional tournaments that were being held in the city. Former college star Charley Cox had an idea that there might be interest in establishing a league competition for players not skilled enough to compete on the tournament circuit. While it accomplished the purpose of raising funds for tournaments, the idea of league tennis took off and within six years the league had attracted more than 1,000 players. Upon seeing how successful ALTA was, Pat Devoto, an Atlanta tennis enthusiast, convinced the USTA to allow her to develop an Atlanta-based pilot league program. The success of her program convinced the USTA that league tennis should be rolled out on a national basis. Today it attracts tens of thousands throughout the U.S. to the sport who might never have taken up tennis had it not been for league play. Since Atlanta was the birthplace of league tennis, it is only tting that more than four decades later, Atlanta is the hottest city in the nation for this competitive yet social aspect of the game. A closer look at league tennis in Atlanta can give other communities ideas as to how they might better grow league tennis. With some 70,000 members, ALTA is recognized as the largest community-based amateur tennis organization in the world. It literally has something for everyone. There

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Programming
economy of the Atlanta area. While no one seems to know the specic number of tennis professionals in Atlanta, most tennis acionados agree that the number is approaching 500. Georgia Professional Tennis Association President Carmen Garcia is quick to point out that many of these teaching pros would not be able to make a living if it were not for league tennis. Every team looking to improve its league play is an opportunity for a tennis pro to expand his or her teaching base and pick up additional income. In an era in which local businesses are closing their doors new leaders are always ready and willing to replace those who revolve off the leadership team.

Enlist as many volunteers as possible. Amateur

leagues require a lot of volunteers who understand their rewards come from seeing others enjoy the competition. The decision to volunteer signies that another person has bought into the league concept. a competitive sport and teams usually reect the personality of their captain. An enthusiastic and efficient team captain can ensure that teams stay together for years.

Recruit captains with a competitive spirit. Tennis is

Paying attention to the details is often the difference between a successful league and a so-so league.
with alarming regularity, the Atlanta area supports several locally owned tennis shops with multiple locations. These business owners came to the conclusion long ago that their success is tied to a customer base that lives for their weekly league match. In recognition of the role that Atlantas league play contributes to the overall growth of the sport, leading equipment and apparel manufacturer Prince announced earlier this year that it will move its corporate headquarters to Atlanta. Prince CEO Mike Ballardie said, We see Atlanta and its vast resources as a perfect t for our management, sales and marketing teams. Atlanta has a thriving tennis community with more men, women and children playing tennis than any other U.S. city, making it a great home base for Prince.

Remember the social aspects of league play. The

two hours or so spent competing in league play each week allows players to escape the pressures of the family and/or workplace and unwind and have fun. Lifelong friendships are often made on the tennis court among players who otherwise would never have met. siastic about league play, chances are strong that his/her students will be too. And, teams that are involved in league play can be an ongoing revenue stream for the enterprising pro.

Set a professional example. If the local pro is enthu-

Give lots of prizes. Reward winners, runners-up and

Rules To Play By

anyone else who goes above and beyond. The more players who receive tangible rewards for their efforts, the better. Amateur athletes are always happy to receive a trophy, bag tag, car magnet, monogrammed towel or anything else as a reward for their success on the court.

While it may not be possible to duplicate Atlantas success, there are several maxims that league organizers should consider when trying to keep participants enthusiastic and excited about league play. Paying attention to the details is often the difference between a successful league and a so-so league.

Establish league rules and format, then stick to them. While everyone uses Friend at Court for the basic

rules of tennis, there may be special circumstances that apply to individual leagues. Once local rules are established, make no exceptions.

Tailor the league to the communitys demographics. Determine whether the local tennis community is
made up primarily of men, women, adults, seniors or juniors. The most successful leagues are those that t into the players schedules and individual lifestyles.

Promote, promote, promote. Every player needs to

make it his/her personal responsibility to extol the virtues of league tennis whenever two or more friends come together. This is the one sure-re way to ensure league tennis continues to prosper for years to come.

Identify leaders who will take charge. Everyone

wants to play but few people are willing to put in the time and effort to make sure the league works as a well-oiled machine. Most successful leagues are set up so that officers only serve a year or so. Set up a mechanism to ensure that

Ken Bomar has been part of the Atlanta tennis scene for three decades. He has served as President and Chairman of the Atlanta Lawn Tennis Association, as a USTA-certied umpire and as coach of a state championship high school team. For the past eight years he has served as editor of ALTAs Net News magazine.

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Industry

Futures Market
The TIAs inaugural Future of Tennis Summit brought together all segments of the industry to focus on growing the sport.

Jeff Williams (above, far right) moderates a discussion with (from left) Jeff Waters, Dan Santorum, Delaine Mast and John Embree. About 175 people attended the inaugural Future of Tennis Summit in Indian Wells.

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tournament in March. The two-day Summit, presented by the Tennis Industry Association, featured more than two dozen speakers and panelists from a broad spectrum of executives within and outside the tennis industry, including the mens and womens professional tours, youth-focused marketing agencies, health and tness experts, tennis teaching professional organizations, market research rms, media, ITF and the U.S. Tennis Association. Former pro players and current tennis TV broadcasters Jim Courier and Justin Gimelstob also spoke at the Summit. Our goal is to start the collective discussion about how, as an industry, we can get more players, more fans and more tennis consumers, said TIA President Greg Mason at the opening session. We realize this is a long-term effort, but it needs to involve all aspects of tennis, from grassroots organizations right through to the pro tours, and were glad we are able to involve these various segments in the Summit. About 175 tennis industry executives representing major stakeholders including the TIA Board of Directors, sports manufacturers, tennis teaching pros, retailers, facility owners, tennis media, and others in the tennis business attended the event at the Renaissance Esmeralda Indian Wells Resort & Spa, March 11-12. Getting more players, more fans and more tennis consumers are keys for a bright future, said TIA Executive Director Jolyn de Boer. We need to work together and continue developing ongoing communication and collaboration to grow the game and grow the business.

hile Novak Djokovic and Flavia Pennetta were working their way to the singles titles at the BNP Paribas Open in Indian Wells, Calif., the tennis industry came together for the inaugural Future of Tennis Summit, held during the

Pro Players and Tours

Future of Tennis Summit speakers and panelists included a keynote session with former world No. 1 and current U.S. Davis Cup captain and TV tennis analyst Courier, who answered questions from longtime USA Today tennis writer Doug Robson. I have a lot of people my age coming back to tennis, said the 43-year-old Courier. Now, they realize all the health benets of the game. He also said there should be more combined mens and womens pro events, including possibly combining the Davis and Fed Cup competition into a two-week event. A separate session on professional tennis included updates from Stacey Allaster, the chairman and CEO of the WTA, and Gavin Forbes of the ATP Tour Americas, who both answered questions from New York Times writer Ben Rothenberg. Allaster said the WTAs marketing effort for womens tennis is on enhancing digital and editorial content for tennis fans, continuing to push big event marketing, and growth in China and Asia-Pacic. Forbes said that on the mens pro tour, the ATP is investing maximum resources to grow the game even further, and has been increasing its sponsorships, focusing on marketing the game, and strengthening the ATP Challenger Tour. Broadcaster, producer and former tennis pro Justin Gimelstob offered his thoughts on tennis and bringing more people into the sport. To maintain interest in the pro game, he said, Its critical we get them emotionally invested through storytelling. Gimelstob then moderated a panel discussion with pro tour and media executives on Creating the

P H O T O S BY DAV E M A L I N O W S K I

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TennisIndustry 29

Industry
Buzz about tennis. Panel members included Jason Bernstein of ESPN, George Ciz of the ATP, John Learing of the WTA, David Egdes of Tennis Channel and Jeff Williams of Tennis magazine. USTA Chairman, CEO and President David Haggerty shared the organizations vision for the future of the game, including three 2014 game changers: 1) Membership Innovawatching TV, most often for checking email, surng the web and on Facebook. Kristin Carroll of the Active Network presented data and insights on how technology is being used to increase adult participation throughout recreational sports. She also shared research from Active that showed active adults spend signicantly more money than the general adult population on apparel, footwear, facility fees, event registrations, gear and sports nutrition. Carroll presented real-time examples from other sports that are reaching greater audiences through technology, and she surprised the audience with some ideas on how tennis can also try new approaches similar to other sports' efforts..

Youth Tennis & Frequent Players

From left, Jolyn de Boer, Doug Robson, Greg Mason and Jim Courier at the Future of Tennis Summit.

tionto remain relevant and offer value to USTA members and to analyze and test new membership models; 2) Adult Product Linedeveloping new adult play formats in order to increase participation and attract more players under age 40; and 3) Youth Imperativeattract and retain more young players (especially under 10) by offering a pathway of ageand skill-appropriate individual and team competition and play opportunities. Haggerty also offered an update on major renovations and expansion of the USTA Billie Jean King National Tennis Center, the home of the US Open, and on the proposed new training facility at Lake Nona, in Orlando, Fla.

Youth Marketing, Global Business

The Summit also included speakers from outside of tennis, who offered expertise, suggestions and a fresh viewpoint to the industry. Youth marketing expert Gary Colen of the AMP Agency brought the audience up to date on messaging to todays youth, including ve key ways to connect: authenticity, shared experiences, instant gratication, community, and inspiration. Colen creates strategic marketing programs for leading youth-focused brands. Global business development expert Mona Pearl discussed trends and insights into the global consumer market, including the importance of understanding market dynamics in different regions of the world, choosing the appropriate game style for different areas, and how to identify the key players in international markets. She focused on emerging middleclass markets with increasing economic opportunities. Bernstein of ESPN presented a session on consumer habits and trends in the overall sports world, and how to use those insights to reach more consumers. Among the stats he presented on the connected device consumer is that smartphone penetration in the U.S. has reached 67 percent and tablet penetration is 29 percent, and the majority of smartphone sessions are 5 to 15 minutes long. Also, 65 percent of smartphone and tablet owners use their devices while

USTA Community Tennis Chief Executive Kurt Kamperman moderated a panel discussion on Youth and the Next Generations, which included Colen, health and tness expert Dr. Mark Kovacs, the International Tennis Federations Dave Miley, and Dr. Robert Pangrazi, a physical education professor at Arizona State and top expert in youth sports. Among the topics discussed were how spontaneous free play is disappearing among todays youngsters and that 70 percent of kids drop out of sports by age 14. In terms of why kids quit sports, theres a professionalization of youth sports that includes it no longer becoming fun, overzealous parents and coaches, and failure to meet adults expectations. The best athletes move to extreme sports, the panel noted, because there are no parents, no coaches and no rules. The TIAs Mason and de Boer, along with Sports Marketing Surveys Vice President Keith Storey, presented key research and data into the tennis market, including an analysis of the 5.38 million frequent players, who play at least 21 times a year and account for 70 percent of consumer spending in tennis. The good news for the sport is that frequent players grew 3 percent from 2012 to 2013. Also, frequent players are playing more; play occasions grew 4 percent in that time. The industrys plan to increase frequent players to 10 million by 2020 could add an additional $3.9 billion to the tennis economy, currently estimated to be $5.55 billion. That presentation was followed by a panel discussion on the frequent player market featuring Miley of the ITF; John Embree, CEO of the USPTA; Dan Santorum, CEO of the PTR; Delaine Mast, national director of recreational leagues for Mylan World TeamTennis; and Jeff Waters, managing director of adult tennis for the USTA. The panel was moderated by Tennis magazines Williams, who noted the challenge of an aging frequent player base: 64 percent of adult frequent players are 35 or older, and the average age of a league tennis player 18 and over is 46 years old, he said. Our goal was to bring together the many different stakeholders in tennis, to show how truly interconnected this industry is, said the TIAs de Boer. This Summit was designed to be uid, dynamic and engaging with short segments with industry and sports experts, panel discussions and networking opportunities. Outside viewpoints denitely added to the overall impact. We trust this will be a rst step in what has been and will continue to be a collaborative effort to grow our sport and help make tennis businesses more protable.

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String Retailing

String Theories

N
32 TennisIndustry

With the right inventory, presentation and product knowledge, you can help your customers nd the right string and optimize your string sales.
By Bob Patterson
to offer various gauges, colors and price points to meet the needs of a wide range of customers. Generally people like to have options but dont want to be overwhelmed. You will want to skew your inventory to your customer base. If juniors make up a large part of your business, youll want to go heavier in durability strings. On the other hand, if seniors make up the majority of your clientele, you may want to stock more heavily in the comfort strings. Know you audience and stock accordingly. Although there are so many new strings, some of the best sellers have been around for a long time. Many players will nd a string that works for them and are very reluctant to change, so be careful about changing your selection too much. But you cant ignore new strings, either. As new strings are introduced, you will need to make a decision as to whether they will t into your inventory plan or not.

othing seems more robust in our industry than string manufacturing. In 2006, our USRSA database showed 478 strings available from 31 manufacturers. Currently, we list over 950 strings from 45 manufacturers. We continue to see new brands emerging while existing brands continue to develop new and innovative products. With so many choices, it is hard for dealers to know what to stock and even harder for players to know what might be the best choice for them. Obviously, you cannot stock every string on the market, so how do you choose what to offer?

String Selection

Like any buying decision, there is a ne line between having too much and too little. Having too large of a selection not only eats up inventory dollars but can also make choices confusing for your customers. On the other hand, not having a varied selection may leave your customers wanting more and ultimately seeking another option. Be methodical in choosing your inventory. Make sure you have strings in all categories and a variety of gauges to cover all player types. Categories include natural gut, multilament, basic synthetic gut and poly or co-poly strings. If you have a lot of string-breakers, you may want to add an aramid string as well. As a minimum youll need to stock at least a couple of choices from each category. If your volume and budget allows, you will want to expand your selections within each category

Make sure you have strings in all categories and a variety of gauges to cover all player types.
When new strings are introduced, we will often give it a test period, but if sales are not good we will drop it, says Kim Cashman, MRT and owner of Advantage Yours Tennis in

May 2014

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String Retailing
Clearwater, Fla. We also determine how many other strings [in our inventory] are similar and if it will affect those string sales. This is a valid point. Youll want to make sure your selection is varied. If, when you are explaining your selection to a customer, you nd yourself saying, These three are basically the same, then why are you carrying all three? Drop two and bring in two other new strings. You will also need to adjust your inventory to keep pace with technology in racquets. A growing trend now is racquets with more open string patterns. These frames often require an adjustment in string thickness. Accordingly, we are seeing introductions of 1.35 mm and thicker strings that were rare just a year ago. professional-looking area, but also shows that you have a wide variety of options. Displaying your string selection can be impressive and informative. Present your string in a rational order by brand, category or some other logical method. In my retail store, we started with natural gut selections on the left, followed by multilament synthetics, basic synthetics and poly. Within each category, we sorted each string by gauge. Strings offered in multiple colors were also given separate pegs. This not only makes it easier as you talk to your customer about their selection options, but it also makes managing your inventory easier. A quick glance will let you know when a specic string is running low and needs to be reordered.

Help your customers narrow down their string selection by nding out more about their game, what they feel is important and what they have used in the past.
Sometimes companies stop production of a popular string. In that case we look for a comparable string to take its place, adds Cashman. The USRSA website, www.racquettech.com, has a great tool to assist with this. String Selector allows members to enter any string and search for comparisons based on gauge, stiffness and tension loss. It is also a good idea to know these numbers for the strings you stock so that you can better help your customers choose what will work best for them. The String Selection Map Tool can also be helpful in choosing your inventory to make sure that you have a good variety. You can easily compare string characteristics across all the brands.

Product Knowledge

Presentation

Having a distinct, professional racquet service area and a well-merchandised selection of string says a lot to customers entering your store or shop. Manufacturers invest a lot in developing packaging that ties into their overall marketing. If you stick your string inventory in a drawer, you are doing them and yourself a disservice. Display your strings proudly in your racquet service area. This not only creates a

Know your inventory. There are plenty of resources to help, starting with the manufacturers information, but dont rely solely on this. When considering a new string, gather as much information as possible. The USRSA is a valuable source as well. Our extensive database of string specications can help with the process, especially comparing strings to one another. Probably the best evaluation is testing the string yourself. Even if the string would not be something you would play with, you will at least be able to give a rst-hand account to prospective clients. But knowing your inventory is only half the story. Putting that product knowledge to work by applying it to your customers needs is the key. Help your customers narrow down their string selection by nding out more about their game, what they feel is important and what they have used in the past. With this knowledge you have the information to make suggestions to help them achieve their goals. Cashman says that communication is vital to getting your customer in the right set-up. We discuss, at length, with our customers about their string choices. Even if they come in for a restring, we ask if things are going well, how are you playing? she says. Are the strings lasting long enough? Any arm issues? Usually the response is just the same, but every once in a while we hit upon something we can tweak to make it even better. Taking those few minutes to get to know your customer and his or her game will allow you to use your expertise and product knowledge to help them get optimum performance from their racquet. They will appreciate your knowledge and willingness to help them rather than just trying to sell them a string job. The small investment of your time will earn you a customer for life, and happy customers will spread the word to other players.

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Distinguished Facility-of-the-Year Awards

The Hard Facts

These outdoor facility winners are excellent examples of hard-court construction.

Olympic Club San Francisco, Calif. (Nominated by Vintage Contractors Inc., San Francisco, Calif.) General/Specialty Contractor: Vintage Contractors Inc. No. of Courts: 8 Surface: Plexipave Fencing: Fraser-Edwards Co. Lighting: Har-Tru Sports

For details on the 2014 Outstanding Facility-of-the-Year Awards, contact the ASBA at 866-501-ASBA or info@sportsbuilders.org, or visit www.sportsbuilders.org.

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hile the seven outdoor hardcourt winners of the Tennis Industry/American Sports Builders Association distinguished Facility-of-the-Year Awards for 2013 are located from coast to coast, four of them are in the upper Midwest, with three in Wisconsin. Certainly, after a winter that dumped cold and snow across a huge swath of the upper Midwest, having new and renovated outdoor facilities ready for play in the spring will give tennis a nice boost in those areas. The upgrade at the Cedarburg School District JV Tennis Complex in Cedarburg, Wis., involved the reconstruction of a 50-year-old tennis facility. The courts had been unusable for the last 10 years, and the school district originally wanted to remove them completely to add space to the nearby soccer complex. But tennis fans, and the public, rallied to the cause, and the district changed its plans and decided to rebuild the six courts, while still being able to provide more playing area for the soccer facility. At the DeBot Tennis Facility on the campus of the University of WisconsinStevens Point, the existing facility was demolished to make way for an upgraded tennis complex with eight courts (in two batteries of four courts), including blended lines for tennis on 36- and 60-foot courts. The contractor had to remove large quantities of bedrock and boulders, which were beneath the existing courts, and also provide a storm-water management plan for storm-sewer additions on site. Amenities included three decorative concrete access walkways and two concrete plazas that provide bleacher seating and gathering areas for spectators and players. The new Holland Public Schools Tennis Complex in Holland, Mich., part of a larger sports complex, has 12 post-tensioned concrete courts with a plaza area and circulation areas between each of the six two-court batteries. A central shelter was built to provide for tournament administration and for team gatherings. One of the challenges the contrac-

tors needed to overcome was due to city ordinances that restricted construction hours, which meant concrete had to be poured during hot weather conditions and created non-optimal curing times. Some areas of spalling were detected after the concrete cured, so all the post-tension slabs were tested with a chain drag, and affected areas were corrected by consulting concrete repair experts who worked closely with the contractor, owner and engineers. The four outdoor courts at the Montgomery TennisPlex in Boyds, Md., complete a larger, new facility that has eight indoor courts. In the 150 days the contractor was given to complete the outdoor courts, there were 45 days of rain. During base construction, approximately 1,000 tons of stone were delivered and placed in four hours. The contractor also had to build three water/bio-lter retention ponds for storm-water management. Another new project was the two courts at the Oasis Tennis Center at The Oasis Club in Ave Maria, Fla., which was constructed on a large piece of open land in the community. The project included installing channel drains at the low ends of the courts and installing 8-foot-wide concrete sidwalks. The Olympic Club in San Francisco upgraded its courts, which included two two-court batteries plus a stadium court. The renovation included upgrading the surface on all six hard courts and reconstructing two courts with a slipsheet overlay system. The contractor also built a new black vinyl coated fence and upgraded the old lighting system to a new energy efficient system that tripled the foot-candle readings on the courts. The Tenth Street Park Tennis Facility in Altoona, Wis., had six courts in need of repair and reconstruction. The contractor completely rebuilt three of the courts to correct many problems, including incorrect slope, planarity and cracking. Other courts needed to be added and locations shifted to achieve a public facility the community can enjoy. Peter Francesconi Cedarburg School District JV Complex Cedarburg, Wis. (Nominated by Fred Kolkmann Tennis & Sport Surfaces LLC, Grafton, Wis.) Consultant: Fred Kolkmann Tennis & Sport Surfaces LLC Specialty Contractor: Frank Armstrong Enterprise No. of Courts: 6 Surface: California Products Plexipave Base & Paving: Munson Inc. Nets, Posts: Douglas Sports Nets & Equipment

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TennisIndustry 37

Distinguished Facility-of-the-Year Awards

Tenth Street Park Tennis Facility Altoona, Wis. (Nominated by Fred Kolkmann Tennis & Sport Surfaces LLC, Grafton, Wis.) Consultant: Fred Kolkmann Tennis & Sport Surfaces LLC No. of Courts: 6 Surface: California Products Repair Product: Armor Crack Repair Nets, Posts: Douglas Sports Nets & Equipment

DeBot Tennis FacilityUniv. of Wisconsin-Stevens Point Stevens Point, Wis. (Nominated by Rettler Corp., Stevens Point, Wis.) Architect/Engineer: Rettler Corp. (Rick H. Rettler) No. of Courts: 8

Holland Public Schools Tennis Complex Holland, Mich. (Nominated by GMB Architecture + Engineering, Holland, Mich.) Architect/Engineer: GMB Architecture + Engineering No. of Courts: 12 Surface: DecoTurf Windscreens, Scorecards: Putterman Athletics Net Posts, Accessories: Edwards/Roldri Trench Drain: Zurn Industries

Montgomery TennisPlex Outdoor Facility Boyds, Md. (Nominated by Bishops Tennis Inc., Sterling, Va.) General Contractor: Bishops Tennis Inc. No. of Courts: 4 Surface: Advanced Polymer Technology/Laykold ColorCoat Windscreens: Putterman Athletics Lighting: LSI Sports Lighting Aero System Nets, Posts, Accessories: Har-Tru Sports

Oasis Tennis Center at The Oasis Club Ave Maria, Fla. (Nominated by Welch Tennis Courts Inc., Sun City, Fla.) Specialty Contractor: Welch Tennis Courts Inc. No. of Courts: 2 Surface: DecoTurf Lighting: LSI Courtsider Nets, Posts, Windscreens: Welch Tennis Courts Inc.

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Ask the Experts

Your Equipment Hotline

Round Racquet

Assuming the hoop hasnt suffered a catastrophic failure that allowed the mains to collapse it down, you are probably dealing with the results of mis-mounting the frame. On certain machines with two-point mounting systems, you slide the towers in and out to position the mounting points so they contact the 6 oclock and 12 oclock sections of the hoop. If the stringer failed to lock down one or both of the towers after making this adjustment, the installation of the mains would compress the hoop as you describe. Similar damage might occur on a six-point machine if the billiards were not properly contacting the inside of

One of our stringers just finished a racquet, and instead of the head being oblong, it looks round. What causes this?

the hoop prior to stringing, or if a billiard broke during stringing without the stringer noticing. To check, cut out the mains. If the hoop springs back into shape, then the stringer mounted the frame incorrectly. If not, it could be a failure of the frame itself, although this is rare. Keep in mind that even if cutting out the mains does restore the shape of the hoop, that racquet is now damaged beyond repair, and must be replaced.

Stringing Logs
Do you have any recent string logs?

It is getting increasingly difficult to obtain tournament stringing logs. For the last couple of years, weve gotten some information from the Pacific stringing team, but other than that our only contributor

has been Doug Denton, who has been handling the WTA event in La Costa. USRSA members can see our full listing containing 16,000+ entries from 1976 through 2013 at http://goo.gl/ KGPtPH. Anyone who is stringing at a tournament is invited to share all or part of the tournament log with us.

Racquet Construction

This year I am doing a presentation on racquet construction. Have you published any articles to which I can refer?

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from the racquet without a smart phone or tablet, you can with just about any desktop or laptop computer that has a USB port and an Internet connection. Greg Raven

The best resource we have is our HEAD factory tour, which we reported in the March 2003 Racquet TECH magazine. USRSA members will find it on-line at http://goo.gl/DHFI82. You should also be able to find videos online, such as those at http://youtu.be/wrPsVkypjXA and http://youtu.be/sgV2DMstyPo.

Its electronics notwithstanding, Babolat Play can be used as if it were a normal racquet. If you want to gain access to the data

We welcome your questions. Please send them to Tennis Industry, PO Box 3392, Duluth, GA 30096; fax: 760536-1171; email: greg@racquettech. com.

Racquet Specs

I am trying to find the tension range for a Head Instinct MP with Graphene. There are no specs on the frame.

Manufacturers have taken to putting racquet info in places other than inside the throat, so sometimes you have to go looking. Now, the racquet information can be around the inside or outside of the hoop, and it can be in really, really tiny type. In the case of the Head Youtek Graphene Instinct MP, the racquet information appears between 2 oclock and 4 oclock on the outside of the hoop.

Babolat Play Without Smart Phone?

Is it possible to use the Babolat Play without a smart phone or tablet?

May 2014

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TennisIndustry 41

String Playtest
By Greg Raven
In the Lab
The coils measured 23 feet, 11 inches (+Plus mains) and 21 feet, 7 inches (MonoGut ZX Pro crosses). The diameters measured 1.20-1.22 mm and 1.281.30 mm prior to stringing, and 1.19-1.20 mm and 1.26-1.29 mm after stringing. Crossfire ZX 17 added 13 grams to the weight of our unstrung frame. The string was tested for five weeks by 30 USRSA playtesters, with NTRP ratings from 3.5 to 6.0. These are blind tests, with playtesters receiving unmarked strings in unmarked packages. Average number of hours playtested was 24.5. Ashaway recommends the +Plus in the mains at 10 percent to 15 percent less tension than a nylon string, and the MonoGut ZX Pro in the crosses at 5 percent to 10 percent less tension than nylon, so thats how we instructed our playtesters to install Crossfire ZX. Given the potential difficulties in navigating blocked holes with the braided +Plus, its much easier using it in the mains than in the crosses. The 1.22 mm MonoGut ZX Pro has to be handled

Ashaway Crossre ZX 17
Crossfire ZX is a hybrid that combines Ashaways Kevlar +Plus mains with its MonoGut ZX Pro crosses. According to Ashaway, the 1.25 mm Kevlar +Plus main string is a blend of braided aramid and silky PTFE fibers that soften the string's feel, while the 1.22 mm 100 percent Zyex MonoGut ZX Pro cross string is known for its ability to generate power and spin, and a soft, gut-like feel. Ashaway tells us that each of these strings adds a new dimension of soft power, spin and durability to the hybrid spectrum. The target consumer for Crossfire ZX, says Ashaway, is the heavy-hitting power player who wants more feel, spin and durability than poly with better tension holding. For heavier hitters, Ashaway offers Crossfire ZX Tour, a hybrid with 1.27 mm MonoGut Original monofilament polymer strings in the mains and 1.27 mm MonoGut ZX in the crosses. Crossfire ZX is available in Gold & Black/Natural, priced from $10.50 per hybrid set. The +Plus mains are available in 360-foot reels for $95 and in 720-foot reels for $165. The MonoGut ZX Pro crosses are available in 360-foot reels for $125 and in 720-foot reels for $235. For more information or to order, contact Ashaway at 800-556-7260, or visit ashawayusa.com. Be sure to read the conclusion for more information about a special offer on Ashaway Crossfire ZX.
42 TennisIndustry
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Playtester Ratings
Ease of Stringing
(compared to other strings) much easier somewhat easier about as easy not quite as easy not nearly as easy
0 5 15 9 1

Overall Playability
(compared to the string played most often) much better somewhat better about as playable not quite as playable not nearly as playable
0 6 7 12 5

Overall Playability
(compared to other strings of similar gauge) much better somewhat better about as durable not quite as durable not nearly as durable
8 11 8 3 0

Rating Averagages
From 1 to 5 (best) Playability Durability Power Control Comfort Touch/Feel Spin Potential Holding Tension Resistance to Movement
3.1 4.0 3.3 3.3 3.1 2.9 3.5 3.5 3.4

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Playtester Comments
Solid string with nice power and comfort. String movement was a little more noticeable compared to my normal string. A really comfortable hybrid setup thats easy on the arm. Durable strings that held their position well. 4.0 male all-court player using Wilson Steam 99S strung at 50 pounds CP (Tourna Big Hitter Black 17)

Love Kevlar because Im assuming thats what the mains were. Played extremely well. I thought ball was on strings well. Good bite and control. Would highly recommend. Excited to see what it was. 5.0 male baseliner with heavy spin using Prince Classic 107 strung at 56/54 pounds LO (Dunlop Black Widow 17) I thought I would dislike it, but I was impressed with the touch and spin. 5.0 male all-court

player using Babolat Aeropro Drive strung at 50/45 pounds CP (Babolat VS Gut/Babolat RPM Blast 17/18) This string is very durable, and produces sufcient power on serves, groundstrokes and overheads. Average spin potential, and good touch and feel on volleys. No problems experienced during stringing. 4.0 male all-court player using Prince Triple Threat Viper strung at 54/57 pounds LO (Gamma Ruff 16)

Ive experimented a lot with Kevlar mains with softer crosses. I like softer crosses better than the poly crosses of the test string. Seems like this combo would benet heavy hitters looking for comfort. 3.5 male all-court player using Pro Kennex Graphite Acclaim strung at 55 pounds CP (Ashaway Kevlar/Prince Attack 18/17) Interesting string. Instructions were a little complicated. Did not string over

60. Had a little trouble with control. But, overall pretty good. I didnt think this is a string for a high performance player. 4.5 male baseliner with moderate spin using Wilson BLX Five strung at 57 pounds LO (Wilson NXT 17) (Strings normally used by testers are indicated in parentheses. For the rest of the tester comments, visit www.tennisindustrymag.com.)

with respect during stringing to avoid breakage (especially during knotting), but once installed is fine. Two playtesters broke the sample during stringing, two reported problems with coil memory, eight reported problems tying knots, two reported friction burn, and three reported other problems.

get the durability you expect with an aramid string. If you think that Ashaway Crossfire ZX might be for you, Ashaway is making USRSA members in the U.S. a buy one, get one free offer during the month of

May 2014. You can contact Ashaway at 800-556-7260. Greg Raven Kevlar is a registered trademark of E.I. Dupont de Neumours and Co. and Zyex is a registered trademark of Zyex Ltd.

On the Court

Our playtest team was most impressed with Crossfire ZXs Durability, Tension Retention, and Spin Potential, rating it well above average in each of these three categories. Overall, Crossfire ZX rated above average. Two playtesters reported premature fraying or peeling, two reported buzzing, and four reported notching. One playtester broke the sample after 15 hours of play.

Conclusion

Most players probably think primarily of durability when it comes to aramid strings, but Ashaway places a heavy emphasis on the softness of Crossfire ZX, and a good number of our playtester comments support them. A really comfortable hybrid setup thats easy on the arm, says one. No wear on my arm, writes another. The first thing I noticed was the softer feel, states a third. Spin also ranked high in the comments, indicating a good interaction between the aramid mains and the MonoGut ZX Pro crosses. And, you still

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TennisIndustry 43

TM

Inside this issue

Reaction Rules in Doubles

Growing the Game Growing your Business

Departments: 55 USPTA News 57 Career Development 46 CEOs Message 47 Vice Presidents Message 59 Member News Read more articles online at www.ADDvantageUSPTA.com
On the cover: USPTA added a fourth tournament to its 2014 National Surface Championship Series schedule, which will now cover all four court surfaces. The 2014 USPTA Grass Court Championships will be held at the Desert Highlands Racquet Club, Sept. 11-14 in Scottsdale, Ariz.

CEOs Message

The Impact You Make

ince the announcement of our new equipment endorsement with Prince Global Sports, we have received a ton of phone calls and emails in our office asking questions about the endorsement agreement, how it will work and what it means to our membership at large. Without question, this relationship is far different than those that the USPTA has had in the past. For that reason, I wanted to take the time to explain (as best that I can) why this endorsement is structured as it is and the benefits for USPTA members. When we knew that we were going to have a new racquet and ball sponsor starting this year, I personally canvassed and met with each manufacturer on multiple occasions to get their temperature on being our partner for the future. During those discussions, I learned that in order for these companies to serve as our partner, the equipment package that had been supplied to our professionals in the past would have to change. No longer were our professionals going to receive any free product just because they were a P1 (now Elite) or Professional 2. Under the current market conditions, manufacturers are struggling to drive sales. Over the past 15 years, the pro/specialty market for performance tennis racquets has remained relatively flat. That means if a brand is going to build their sales, they have to take market share from a competitor. Thus, each manufacturer is looking for that relationship that is going to drive their business. Of all of the brands who evaluated the opportunity to support the USPTA, Prince was by far the most interested and most aggressive. They recognized

by John Embree
making a living in our sport. Just playmore than any other brand what the USPTA could do to bring them back to ing with the frame is no longer good market leadership. However, there had enough. to be a paradigm shift in how our deal We owe it to our partners who are was structured, both nationally and loinvesting in us as an organization to treat them respectfully and support cally (with members themselves). their commitment to us. For starters, our corporate fees are This is a new day for our association. no longer guaranteed but rather based In Prince, we have a willing and able on performance. It is incumbent on endorsee that will do everything that it us to convert pros over to Prince and can to reward our members who are reto increase sales at pro shops for us to receive any compensation whatsoever. ally in the position to move the needle. For our members, product packages If we can do that, not only will you be are predicated on number of hours on rewarded, but the USPTA will also be court and which retailer each memcompensated to continue bringing our members the best available resources ber is driving his/her customers for in the tennis industry. But, it starts with product purchases. Whether an indeyour relationship with pendent pro who has an the local brand manager affiliation with a local We owe it to our partners brick and mortar store who are investing in us as an at Prince who is eager to meet you and learn or a pro shop that is lo- organization to treat them about the impact you cated on site at a facility, respectfully and support can make on his/her it is the pros obligation their commitment to us. business. If we can truly to make certain that they grow Princes sales, it will be positive are doing everything they can to enfor all of us long term. courage their customer base to support our endorsee and purchase their brand. The fact that Prince was also will I have had many interesting conver- ing to support the vendor contribution sations with members about this very part of our newly launched Retirement topic who have called to express their Gold+ program is a huge win for those who have influence over their pro concern about this new approach. I used to get free product from this brand shops. I encourage you to consider carfor many years, how come I cannot get rying Prince in your shops and putting the same now? My response is that you one of your staff members on the brand can actually get a richer package with if you personally are not comfortable more frames and string than you have making the switch yourself. ever had before as long as you can show It is time for our association to the value that you can bring to Prince show its value to the industry. It is time with sales and work on the court. If you to show our commitment to all of our happen to be in another industry or endorsees that we can make a differhave retired from teaching, it is tough ence in their sales. After all, we want to justify the return on the investment those companies who have put their (ROI) Prince or any brand would be name on the line with us to be happy able to show if you are not making a and willing to remain a part of our famdifference in pushing their products or ily for years to come. h

46 www.ADDvantageUSPTA.com

Vice Presidents Message

USPTA Surface Championships and More

Will You Play or Host?

s the weather improves in August just prior to the US Open, across the U.S., the time has the USPTA International Championcome for the 2014 USPTA ships will not be held this year. There Surface Championships to is not a viable facility in New York City begin. And by the time you read this to host it. However, there are the other article, the USPTA Indoor Champioptions. The tournament could be bid onships have come and gone and the out, as the USPTA Surface ChampionUSPTA Clay Court Championships ships are, and the tournament could are in its final preparations. The be held as a year-end event in early 2014 USPTA Surface December. Another Championships are well Hosting a USPTA tournament option is that the could bring some income to underway and USPTA USPTA would run you and your USPTA Division. the tournament as members should conIt would also be a great way sider playing in one or a year-end event in more of this years tour- to support many of our early December in USPTA endorsees. naments. To get more Houston. With eiinformation on this ther of these options, years USPTA Surface Championships, the tournament surface would be visit usptaplayer.com/club/usptadetermined by the tournament host. championships. Determining the format and what di This years USPTA Surface Champi- visions of play would be offered during onships bring some changes that could the USPTA International Championbe only the beginning of many great ships are also up for discussion. things to come such as a few new ven The USPTA Tournament and ues, and the USPTA welcomes back the Rankings Committee is interested USPTA Grass Court Championships, in hearing from those USPTA memwhich should make a big splash to the bers who do play or would consider tournament schedule in September. playing in any of the USPTA Surface And once the Hard Court ChampiChampionships. The committee onships end in October, the Surface would like to know what would entice Championships for 2014 will come to a more members to participate now close and the USPTA rankings will be and in the future. Those interested in finalized for the 2014 season. Or will sharing their thoughts should contact they? the USPTA Tournament & Rankings Since the USPTA is joining forces Committee Chairman, Dan Moster, with the USTA to host the 2014 Tennis USPTA, danmoster@usptapro.com Teachers Conference in New York City or 260-249-9424. Do you have an

by Dan Moster
idea or two about this years or future USPTA International Championships? Please let me know your thoughts regarding the USPTA Surface Championships and/or International Championships. The USPTA tournaments are strong, but the committee is interested in making any improvements it can to increase USPTA member play. Are you interested in hosting a USPTA Surface Championships tournament, the International Championships, or a future USPTA division or state tournament? Contact your USPTA division executive director and ask him/her for the 2015 USPTA Surface Championships sanction proposal form. The forms must be sent to the USPTA World Headquarters no later than June 30, 2014. Over the next few months, the USPTA tournament and Rankings Committee will be working on USPTA tournaments and SPTA members can sanction a how U USPTA tournament in 2015 as either a USPTA division or USPTA state tournament. So if you are interested in hosting a future event, keep your eyes and ears open for more details coming from your USPTA division on the USPTA tournaments sanction process. Hosting a USPTA tournament could bring some income to you and your division. It would also be a great way to support many of our USPTA endorsees. h

www.ADDvantageUSPTA.com 47

Reaction Rules in Doubles

W
by Michael Chamberlain, USPTA
hen it comes to tennis, expect the unexpected. So many factors about the game make it extremely unpredictable. Tennis players must adapt to external factors such as weather conditions and the court. More importantly, there are internal factors such as mental or physical fatigue, nervousness, pain, and confidence that affect every player differently. Tennis becomes even more unpredictable in doubles with a npredictable, bigger court and an extra player on each side. When things are u

there is a lower probability of finding a rhythm or gaining some momentum. The goal is to find a way to control the match and make it predictable. This is done by abiding by Reaction Rules. Reaction Rules are fundamental strategies that should be in every tennis players doubles game. There are a few reasons why these work so well

Reaction Rules are fundamental strategies that should be in every tennis players doubles game.
when executed properly: (1) Even though the court is larger, there is less court per individual player than in singles. (2) Partner strategies and teamwork can dictate play and enhance court coverage. (3) There is less time to react and a harder window to pass because of the presence at the

50 www.ADDvantageUSPTA.com

net, especially when both teammates are at the net. This makes the opponents decision-making much more predictable. When you can predict what an opponent is going to do, being proactive pays off. Reaction Rules are a guide to how to react when you are not the person playing the ball. Here they are:
l

Poach off the overhead. If your partner goes back to hit an overhead, then you move across the court and take the opponents reply. This ball will most likely be coming straight back to your partner. When balls are blocked or returned from overheads, they generally follow the same flight path from which they came. When players are reacting to an aggressive shot, this is the norm. Knowing this, you can take advantage of a predictable shot that should be an easy winner or forced error. Here is a quick 1-2 punch: If your partners return lands in the doubles alley, you must poach. A wide return is an easy ball to poach. When a player is stretched out wide, a player will most often pull the ball across their body using only their arms because they will not have time to set their feet and use their legs to hit the ball. This creates a very weak crosscourt shot that is ideal for poaching. It is important for the poacher to note that the middle will be open and the put-away volley should go up the middle. This ball is ideal for poaching and putting at your opponents feet or to the open court Poach off a low volley. If your partners groundstroke lands at your opponents feet, you should go across the court to cover that ball and put it away. Shots hit at the feet usually have a very defensive response. This response or stab usually goes back from where it came. This sets up an easy poach off the volley. Both players come to the net when you lob over an opponents head. Rush the net when you or your partner hits over your opponents head. There should be plenty of time to do this with the amount of time the opponent is focused on tracking down the lob. The element

of surprise here can overwhelm the to have predictability to help one react opponents. Closing the net will put to certain shots. Great tennis players you and your partner in a strong not only have mastered these strateposition to close out the point. The gies, but they also know how to comonly option your opponent has for bine them in a single point when necesreturning a ball sary. They should Great tennis players not they are chasbe automatic ing down is a only have mastered these and engrained defensive lob into the muscle strategies, but they also because they memory of tennis know how to combine wont know players. The feet where you or and hands should them in a single point your partner move without when necessary. are on the court thought to these by the time he or she has hit the spots on the court when these scenarishot. This lob should be an easy ball os arise in a doubles match. Executing to put away or cause an error. these plays comes easy with repetition, and they eventually just become reac Taking all of the factors that affect a tions. Thats why they are the Reaction player into consideration, it is helpful Rules. h

Michael Chamberlain is director of tennis at The Racquet Club of Memphis. He played Division I collegiate tennis at University of Memphis. He is the tournament director of USTA Girls 18s National Clay Courts and several other Southern sectional tournaments. He is a committee member for Southern USTA Junior Competition, Southern Coaches Commission, Tennessee Junior Competition, Tennessee Sanctioning and Schedule, USPTA TN Board member Treasurer, 2012 USTA Tennessee Pro of the Year and 2013 USPTA Tennessee Pro of the Year.

www.ADDvantageUSPTA.com 51

THE NEW

THE 50th Anniversary

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TO THE FIRST 5 USPTA PROS TO CALL 10-S TENNIS SUPPLY
NO PURCHASE NECESSARY & INCLUDES FREE SHIPPING

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Call for Nominations for the USPTA National Board of Directors

embers of the USPTA Nominating Committee are searching for candidates who are interested in serving on the USPTA national Board of Directors for the term beginning at the 2016 World Conference through the 2018 World Conference. To serve on the national board, you must be a member in good standing with a minimum certification of Elite Professional. Anyone who fits these qualifications is eligible and encouraged to apply. Those interested should contact Nominating Committee Chairwoman Molly Card Beckmann at mollyc317@aol.com or

USPTA News

317-441-5427 to receive additional information and an application. This will also be available soon on the USPTA website. The deadline for submitting is July 1 at 5 p.m. EST. Background: The USPTA is run by a national Executive Committee. This committee consists of two elected officers from each of the 17 U.S. divisions, the last three immediate past national presidents, and an eight-member national Board of Directors. The Executive Committee legislates all policy matters and meets twice a year. The Board of Directors handles the

affairs of the Association between meetings of the Executive Committee. It is composed of the national president, the first vice president, five vice presidents, and the immediate past president. Also on the board as nonvoting members are the CEO and general counsel. h

www.ADDvantageUSPTA.com 55

Career Development
Exams, Upgrades & PTCA I
(4 credits for PTCA I segment) May 3 Conway, Ark. May 3 Nashville Huntington Beach, Calif. May 3-4 Huntington Beach, Calif. May 10-11 Mt. Kisco, N.Y. May 16 St. Louis, Mo. May 17 Des Moines, Iowa May 17 May 17-18 Atlanta Branford, Conn. May 17-18 Ocala, Fla. May 18 Richmond, Va. June 1 Carlsbad, Calif. June 2 San Francisco June 2-3 Kirkland, Wash. June 5-6 Aurora, Ill. June 7-8 Hilton Head Island, S.C. June 8 Binghamton, N.Y. June 11 Chatham, N.J. June 12-13 June 14-15 Boston June 15 Austin, Texas Quogue, N.Y. June 20 Wintersprings, Fla. June 22

Conventions
(Division conventions, 5 credits; World Conference 8 credits; dates subject to change) May 15-17 May 27-June 1 June 6-7 Southern Division Florida Division Pacic Northwest Division Johns Creek, Ga. Port St. Lucie, Fla. Kirkland, Wash.

Specialty Courses
May 16 May 29 The building of the serve and return of serve Johns Creek, Ga.; F, Hassan From tennis professional to business manager Port St. Lucie, Fla.; T. Daglis

TAUT Workshops
May 3 May 3 May 10 May 12 May 17 May 18 May 20 May 28 May 31 May 31 June 1 June 1 June 1 June 1 June 7 June 7 June 14 June 14 Charlottesville, Va. New Port Richey, Fla. Cayce, S.C. West Orange, N.J. Fort Collins, Colo. St. Paul, Minn. Sioux Falls, S.D. Port St. Lucie, Fla. Sussex, Wis. Fremont, Calif. Antelope, Calif. Holland, Mich. Albuquerque, N.M. Mill Valley, Calif. San Andreas, Calif. Amesbury, N.J. Trenton, N.J. Middleton, Wis.

Cardio Tennis
May 5 May 16 May 17 May 17 May 18 May 18 June 14 Oct. 9 Nov. 8 Nov. 9 CT CT TRX CT CT TRX CT TRX CT CT CT CT TRX CT Philadelphia Denver Denver Austin, Texas Austin, Texas Cleveland New York Fayetteville, N.C. New York New York

* This course is held at the USPTA World Headquarters. Exam reservations must be made at least 21 days prior to the dates listed. Each date includes an exam, upgrade and PTCA I unless noted. Exam cancellations must be received no later than 14 days before the exam, or a cancellation fee will be charged accordingly. Applicant: late cancellation fee $95; failure to cancel application fee is forfeited. Certied members: late cancellation fee $25; failure to cancel $25 plus the upgrade fee is forfeited. Registration for another exam will not be accepted until cancellation fees are paid.

Please visit www.cardiotennis.com to register online.

Go to www.coachyouthtennis.com for more workshops or to register.

Accredited Professional Coach

Register your Accredited Professional Coach (APC) and specialty course credits earned with the USPTA SmartCode Education System. This uses your smartphone to instantly register your attendance to all seminars and specialty courses earning APC. To use the system at a seminar, general session or specialty course, you must scan two QR codes. One QR code is on your conference badge. The second QR code will be in your conference notebook and cannot be scanned until the end of the session or the beginning of the next session. If you do not have a smartphone, you may use someone elses. Forms are available upon request.

www.ADDvantageUSPTA.com 57

TM

Member News
The Art of Coaching High School Tennis: Planning for Success, Drills and Tips for a Season to Treasure by Bill Patton, USPTA, is an intimate look at the techniques and relationships of high school coaches with their school, players and parents. Along with very practical advice, there are anecdotes to inform great decision-making for you and your high school team. Coaches, athletic directors, parents and even players will want to read this to navigate high school tennis and to share with others. Learn drills and tips to become a great tennis coach or player. The book is available at Amazon.com. The USPTA Mid-Atlantic Division honored one of the stars of their division at the spring convention in Fredericksburg, Va. The USPTA Mid-Atlantic Hall of Fame award was presented to Mike Eikenberry. As a player, Eikenberry was undefeated in singles and doubles in high school. He has been inducted in the Peru, Ind., Athletic Hall of Fame and became the rst player inducted into the Indiana High School Tennis Hall of Fame. He attended the University of Virginia where he lettered in both basketball and tennis. During his college tennis career he played the No. 1 singles position on the team for three years and was named all-ACC his senior year. Eikenberry has dedicated 44 years of service to the USPTA. He served on the USPTA national board, was a past national president, and was recognized for the George Bacso Lifetime Achievement Award in 2009. The International Tennis Hall of Fame presented the 2013 Samuel Hardy and Tennis Educational Merit Awards on March 15 during the Annual Awards Luncheon. Hall of Fame President Stan Smith presented the awards, which are given annually to recognize great volunteers and leaders in the sport of tennis. USPTA Elite Professional Jon
ADDvantage magazine editorial offices USPTA World Headquarters 3535 Briarpark Drive, Suite One Houston, TX 77042 Phone 713-978-7782 / 800-USPTA-4U Fax 713-358-7794 email magazine@uspta.org

Vegosen of Chicago, a Past Chairman of the Board and President of the USTA, received the prestigious Samuel Hardy Award. He has been a lifelong volunteer and leader in tennis. The Tennis Educational Merit Award was presented to Anne Davis, USPTA, of Tallahassee, Fla., who has been active in community tennis and currently serves as USTA Manager of Play Days. Top-seeded Sophie Woorons-Johnston, USPTA, of Anderson, S.C., played in the USTA National 40 Hard Court Championships for the rst time, defeating fourth-seeded Ros Nideffer of San Diego, 6-3, 6-1, to capture the womens singles title at the La Jolla Beach & Tennis Club in December. Woorons-Johnston was a former All-American at Clemson University. USPTA professional Tina Buschi, regional director of adult tennis at Sportime Lynbrook and Kings Park in Lynbrook, N.Y., will be traveling to Surprise, Ariz., as coach of the Caldwell 55+ USTA Team to compete in the National Championships. This will be the third trip for Buschi and the team to Nationals, and last year they won the National Championship. USPTA Professional Dan Beedle was recently named 2013 USTA Pro of the Year for Louisiana as well as 2013 USTA Pro of the Year for the Southern section. He graduated from the Professional Tennis Management program at Ferris State University in May 2012 and is head pro at Querbes Tennis Center in Shreveport, La. MACCI MAGIC: Extracting Greatness From Yourself and Others, the new inspirational book by USPTA Master Professional Rick Macci, is now available for sale where books are sold, plus Florida Tennis (www. oridatennismagazine.com) and Amazon. com. MACCI MAGIC is an entertaining and inspirational manual and memoir that
Managing editor Circulation Kimberly Forrester Kathy Buchanan

helps pave the way to great achievement not only in tennis, but in business and in life. Macci shares his secrets to success both on and off the tennis court through anecdotes and more than 100 of his famous Macci-ism sayings that exemplify his teaching philosophy and illustrate the core role and power of positive thinking in the molding of a champion. USPTA Professional Scott Mitchell has been invited to join the faculty of the brand new Coach Youth Tennis program. The faculty consists of a select group of coaches who will run the on-court workshop for tennis professionals around the country. Coach Youth Tennis is a collaborative effort between USPTA, PTR, the U.S. Olympic Committee and USTA, and includes six Web courses and one face-to-face 10 and Under workshop. These seven courses will be a prerequisite to anyone pursuing certication with either the USPTA or PTR. Along with this great honor, Mitchell was also awarded the USTA Georgia Tennis Director of the Year for 2013 and accepted his award in Atlanta in February. USPTA Master Professional Joe Dinoffer announced the release of a new soundproducing foam ball for tennis called Jingles Bell Balls. Jingles Bell Balls are softball-sized 100 percent density foam balls that have three distinctive benets. First, for the sight-impaired player, the noise when the ball bounces or strikes the racquet allows for auditory recognition. Second, due to the sound, beginning players will develop their rhythm skills subconsciously. Since tennis is a rhythm-based sport, this feature can have powerful learning benets. And, third, playing with Jingles is just plain fun! Visit OncourtOffcourt.com or contact the company for a free catalog. Call 888-366-4711.
The opinions expressed in ADDvantage are those of the authors and not necessarily those of ADDvantage or the USPTA. Copyright United States Professional Tennis Association, Inc. 2014. All rights reserved. Reproduction of any portion of the magazine is not permitted without written permission from USPTA.

Ofce hours: 8:30 a.m. - 5 p.m. Central time ADDvantage is published monthly by the United States Professional Tennis Association.

www.ADDvantageUSPTA.com 59

Your Serve
Can We Create Another Boomfor the Next Generation?
am lucky! I began teaching tennis in the 1970s, when there was a perfect storm for our sport. Women were starting to become more involved in sports, Title IX was taking hold, and the most watched sporting event was about to take place: Billie Jean King vs. Bobby Riggs. Millions of people flocked to the tennis courts. If you could play a bit, and had some good people skills, you could land a position as a tennis instructor. Certifications were becoming more relevant. Fast-forward to 2014: While the US Open remains incredibly popular, actual participation is somewhat flat. Many players from the tennis boom are now over age 60, so while they remain an active base, they are (sadly for the teaching pro) aging out of the game. At a recent USTA meeting, many of us were hit with some sobering stats: T  he average age of a USTA league player in the over-55 divisions: 62 T  he average age of a USTA league player in the over-18 divisions: 46 A  verage age of a USPTA member: 48 T  otal number of under-18 kids in the U.S. who play a tournament per year: 99,000 T  otal number of under-18 kids in the U.S. who play six or more tournaments per year: 23,000 T  otal number of adult players who play age-group tournaments: 13,075 T  here are 250% more tournamentplaying adults in the over-60 divisions than in the under-40 divisions. Our sport has done an adequate job of providing recreational play opportunities for adult players and we have also done a reasonably good job of providing a competitive pathway for junior players. But we fail miserably in providing enough recreational play opportunities

By Chuck Gill

for young people. This is not a USTA problem, or a manufacturers problem, or a TIA problem, or a teaching pro problem. It is our problem. It impacts everyone. There is some good news. The industry has never been more aligned to work together and come up with solutions. We need to get more people, especially young people, playing tennis, and focus on providing a viable pathway for them to get in the game and stay in the game. Here are a few ways to attract, grow and maintain participation:

nis. There should be formats for these kids to decide if tennis is their sport of a lifetime. Play/tournament formats should be shorter until the kids and parents develop the commitment to do more. This is a perfect time for JTT or a format that will encourage fun competition.

Ages 18 to 30

10 and Under

Children like to be with friends, and while the higher levels may embrace competition, the vast majority like to play and value activity and action. Organize a Play Day, where the emphasis is on playing, not winning. Keep it simple with a timed format. Many pros are running Play Days to supplement existing lesson programs. Another benefit is that it makes the transition to tournament play smoother for both kids and their parents. As kids become more competitive, their first tournament formats should be non-elimination and shorter. De-emphasizing results and focusing on developing skills and learning tactics will keep more of them in the game.

This generation has high social values, greatly enjoy free time, and are tech savvy, but many have shorter attention spans. They connect though social media. Make play opportunities convenient and engaging, and promote them on the mediums they are used to. Kudos to Tennis on Campus connecting the dots between high school players and those who would not make college varsity teams. Again, formats need to fit the needs of busy young people. Entry-level events should focus on social aspects. Offer flex leagues. Promote on Facebook and offer online signups. Increasing the number of active players will increase the pool of talent in the U.S. Most importantly, having a larger base of young players will help assure jobs and careers for the next generation of teaching professionals.
Chuck Gill has been in the tennis industry for 35 years. Currently, he is the director of sports at the Ibis Golf and Country Club and is the rst vice president of the USPTA. He also serves on the USTA Florida Section board and the USTA National 10 and Under Tennis Committee, as well as the Professional Advisory Staff of the USTA Billie Jean King National Tennis Center. We welcome your opinions. Please email comments to TI@racquetTECH.com.

Ages 11 to 17

At this point there is a disconnect between beginning players and developing quality players. For years our pathway has been geared to get kids into the competitive pipeline as early as possible and gain rankings. We need to have a pathway for kids to learn, compete and develop into champions, but we should not forget the kids that may simply aspire to play middle or high school ten-

60 TennisIndustry

May 2014

www.tennisindustrymag.com