How to Increase Revenue Per Player (RPP) at Your Tennis Club by Upselling to Existing and New Clients

When it comes to growing revenue at a tennis club, the usual instinct is to chase new members. And yes, bringing in fresh faces matters. But if you are only focused on new sign-ups, you are missing a major opportunity.

Smart clubs know the real gold is in increasing Revenue Per Player (RPP)—the amount each client spends over time. And that means focusing just as much (if not more) on your existing clients as you do on attracting new ones.

That is where upselling comes in.

Whether you run a private club, an academy, or a local community program, upselling is one of the most underused—and most effective—strategies to boost your bottom line. Done right, it does not feel pushy. It feels like good service.

Here is how to do it.

Step 1: Know Your Players' Client Journey

Before you upsell, you need to understand what your players actually want—and where they are in their client journey.

The client journey is the path a player takes from the moment they first hear about your club, to joining a program, to becoming a loyal, long-term client. It includes every stage: trying a drop-in clinic, signing up for lessons, joining events, and exploring additional services.

Each type of player has a different journey. A new adult beginner has different goals than a competitive junior. The weekend warrior who loves cardio tennis is not looking for the same experience as the family trying to get their kids tournament-ready.

Start by mapping your player types and the programs or services they tend to start with. Then ask yourself: What would naturally come next?

That answer? That is your upsell.

Step 2: Offer Tiered Memberships or Packages (And Price Them Right)

If your tennis club only offers a flat-rate membership or basic drop-in fees, you are likely leaving money on the table. Many players are willing to spend more—but only if you give them a reason to.

That is where tiered membership options come in. Think of it like a menu where players can choose the level of service that fits their goals, schedule, and budget.

Here is an example of how you might structure it:

• Starter Tier
  • Access to courts
  • General group classes
  • Pricing Tip: This is your baseline. Price it low enough to attract newcomers, but high enough to reflect value—especially if court access is limited.
• Plus Tier
  • Everything in the Starter Tier
  • One private lesson per month
  • Unlimited cardio tennis
  • Pricing Tip: Add up the cost of a private lesson and a few cardio sessions. Then, offer the tier at a slight discount compared to buying those individually. It should feel like a deal without devaluing the service.
• Elite Tier
  • Everything in the Plus Tier
  • Strategy sessions
  • Player performance evaluations
  • Early access to clinics and events
  • Pricing Tip: This is your premium offer. Anchor it as the best value by bundling high-touch, personalized services. Clients should feel like they are getting VIP treatment. Add 20–30% on top of the Plus tier, especially if slots are limited.

General Pricing Strategy Tips:

1. Keep pricing predictable. Avoid complicated add-ons unless they are optional. Tiered pricing should feel clear and easy to understand.
2. Use perceived value, not just cost. Pricing is not just about the math. If players believe they are getting exclusive access, top-tier coaching, or convenience, they will often pay more.
3. Test and adjust. You can start with estimated pricing, then tweak based on sign-up rates, feedback, and demand. If everyone jumps to Elite, you might be undercharging. If nobody upgrades, the middle tier might not feel valuable enough.
4. Create visual comparisons. Put your tier options side-by-side on your website or at the front desk. Highlight the most popular or recommended option. Most clients will naturally pick the middle or top tier when it is presented well.

Players often want to invest more in their tennis journey. Your job is to make it easy—and rewarding—for them to do so.

Step 3: Upsell During Moments of Progress

Timing is everything.

When a junior wins their first match… When a beginner serves their first ace… When a parent tells you how much their child loves lessons…

These are emotional highs. This is the moment to offer the next step: a higher-level clinic, a private lesson, a specialty class, or even a tournament prep package.

Do not pitch randomly—pitch when they are already sold on the experience.

Step 4: Create Add-On Services That Make Life Easier

People pay for convenience. Here are some upsells that work especially well at tennis clubs:

• Stringing services
• Priority court booking
• Tournament coaching packages
• Video analysis add-ons
• Seasonal locker storage
• Snack or smoothie punch cards for the pro shop
• Fast-track registration for camps or events

Package them. Promote them. Make them easy to say yes to.

Step 5: Upsell with Purpose, Not Pressure

This is not about bombarding members with sales pitches.

It is about listening.

Ask, "What are you working on right now?" or "What do you want to improve most?" Then, connect the dots between that goal and your higher-value offering.

Make it feel like a personalized recommendation, not a generic sales push.

Step 6: Use Automation to Your Advantage

Do not rely on memory. Set up automated emails or texts that trigger after certain actions:

• After their 5th group class? Send a note offering a discount on a private lesson.
• After a tournament? Offer a debrief session with their coach.
• New adult program member? Send a list of upcoming cardio tennis classes.

Automation makes your upselling consistent and scalable.

Step 7: Train Your Staff to Spot Opportunities (Because Everyone on the Team Is in Sales)

Your coaches, front desk staff, and even your social media manager are not just support personnel—they are all part of your sales team, whether they realize it or not.

That is not a bad thing.

Selling at a tennis club is not about pushing products—it is about helping players get more out of their experience. When staff understand that, upselling becomes service, not pressure.

Here is how to bring your team on board:

• Explain what is in it for them: When the club does well, so do they. Higher revenue means more resources, better equipment, potential bonuses, and job stability. Plus, being able to guide players to the right programs builds their credibility and trust.
• Make it part of regular meetings:
  • Highlight a “product or service of the month” (e.g., video analysis, footwork clinic, stringing service)
  • Provide talking points they can use naturally during conversations
  • Share real examples of how an upsell improved a player’s experience
• Celebrate wins:
  • Give shoutouts to staff who made successful recommendations
  • Create a simple incentive program (even something small like gift cards or free lunch)
• Keep offerings visible:
  • Post flyers at the front desk
  • Include quick-reference sheets in your staff area
  • Make sure everyone knows pricing and benefits of your top upsells
• Shift the mindset:
  Let your team know this: You are not selling. You are helping players get the most out of the game they love. That is what great service looks like—and great service sells itself.

Upselling is a team sport. When every staff member sees themselves as part of the player’s journey, not just their job title, everyone wins.

Step 8: Track RPP and Make Adjustments

You cannot improve what you do not measure.

Start tracking Revenue Per Player each month. Compare it to previous months. Set goals.

Not just "How many players did we get?" but:

• "How many players upgraded their package?"
• "What was the average spend per player this quarter?"
• "Which upsells led to the highest retention?"

Let data guide you.

Value First, Money Second

Upselling only works when it genuinely helps your clients. If a new offer leads to better performance, more enjoyment, or greater convenience, most players will see the value—and thank you for it.

So do not be shy about it.

Your club is not a vending machine. It is a performance center, a social hub, and for many families, a second home. Offering more is not a cash grab—it is a service.

Grow revenue by growing the player experience. That is how you increase RPP the right way.