How to Make Tennis Cool for the Next Generation
Imagine a young boy standing at the edge of a tennis court. He holds a racket that feels awkward in his hands, stolen from his dad’s garage, and glances nervously at the net ahead. Across from him, his coach yells, “Backhand!” But the young boy is already distracted by the ding of a notification on his smartwatch. His mind wanders to the soccer game he skipped or the gaming console waiting for him at home. Tennis just is not speaking his language—yet.
This scene is not unique. Across the world, tennis courts are quietly competing with sports like soccer, basketball, pickleball, and even e-sports, which have mastered the art of capturing kids’ imaginations. Tennis, a sport steeped in tradition and elegance, sometimes struggles to shake off its “country club” image. But here is the good news: the story does not end here. With the right strategies, we can make tennis not just relevant, but irresistible to the next generation.
If you are a country club owner or your brand celebrates the rich, traditional aspects of tennis, this article may serve more as an FYI. The ideas here might not align with all tennis club audiences. And for sports organizations or clubs working with limited resources, know that we realize these suggestions will not all be feasible at once. Think of this as a buffet of strategies—pick and choose what works best for your community and goals.
For tennis industry professionals and organizations, the challenge is not just to teach forehands and volleys; it is to serve up a reimagined experience—one that feels fresh, exciting, and deeply connected to what today’s youth value. Let’s explore how we can make tennis cool again, starting with its image.
Modernizing Tennis’ Image
If you were to ask a roomful of teenagers to describe tennis in one word, chances are you would hear words like “traditional,” “formal,” or even “boring.” This is not just perception; it is branding. Tennis’ image often feels stuck in time, while sports like skateboarding or basketball have leaned into youth culture, creating a vibe that is both modern and aspirational. To engage today’s youth, tennis must shed its starched whites and embrace bold colors, creative collaborations, and relatable storytelling.
Bringing Tennis into the Now
Think of the rise of streetwear brands like Off-White and how they have turned everyday items into coveted fashion statements. What if tennis gear could feel just as desirable? Brightly colored rackets, edgy logo designs, and sneakers that do not just fit the court but also the skatepark can all help reposition tennis in the eyes of young people. Pairing these products with youthful ambassadors—like up-and-coming junior players or socially conscious influencers—adds credibility and coolness.
The Power of Relatability
Consider how Naomi Osaka reshaped tennis’ image with her activism and collaborations with brands like Louis Vuitton. She’s more than an athlete; she is a voice for her generation. Leveraging athletes and influencers who resonate with young people can help tennis break through its traditional mold.
Making the Message Stick
To truly connect with kids, the messaging around tennis must evolve too. Campaigns need to drop phrases like “perfect your technique” in favor of ones such as “find your power.” Why is that? Words like “perfect” can feel rigid or unattainable, creating unnecessary pressure. It can unintentionally alienate beginners or casual players, as it suggests mastery is the ultimate goal. By contrast, “find your power” emphasizes personal growth, exploration, and self-expression, which are values that strongly appeal to Gen Z and Millennials. It is inclusive and welcoming to all skill levels. It communicates that tennis is a journey where everyone can grow at their own pace.
Social media platforms such as TikTok are ideal for showcasing the fun, creative side of the sport. Picture a viral trend: a 10-second clip of kids performing trick shots or competing in humorous challenges like “fastest serve with the worst stance.”
Take a look at "Courage to Be Real" recent Coach campaign targeting Gen Z players, promoting a message of confidence and self-expression, generating 969 million impressions and 7 million clicks. When you blend such brands with self-expression, the magic happens.
Leveraging Technology for Engagement
Imagine you are hosting a junior tennis clinic. The kids are excited at first, but soon their energy wanes. Their attention at water breaks shifts to their phones, as they scroll through TikTok or message friends. It is not that they do not care about tennis—they just live in a world where technology dominates their time. Instead of seeing tech as a competitor, why not make it your ally?
Gamifying Tennis
Kids love games—whether they are on a court or a console. By introducing gamification into tennis, you can transform drills into dynamic, tech-driven experiences. For instance, apps like TennisTrkr or SwingVision offer interactive training tools, giving players instant feedback on their shots, speed, and accuracy. Incorporating these tools into lessons makes the sport feel more like a video game, where players “level up” with every improvement.
Streaming and Social Media
If kids are not coming to tennis, bring tennis to them—digitally. Live-streaming matches or practices on platforms like YouTube or TikTok Live makes the game accessible anywhere, anytime. Pair this with creative commentary, fun edits, or even live Q&A sessions featuring young players or coaches, and suddenly, tennis becomes a community they want to belong to.
Imagine a live-streamed “Tennis Trick Shot Tournament” where young players showcase their most creative shots. The audience votes in real time, and winners get prizes like custom rackets or exclusive lessons with a pro. This kind of interactive content does not just entertain—it inspires kids to pick up a racket themselves.
Virtual and Augmented Reality (VR/AR)
The future of tennis training might not even require a court at all times. With VR and AR technology, kids can practice their swing or footwork in a completely immersive environment. Think of it as Wii Sports 2.0, but with realistic gameplay and real-world benefits. Many organizations and schools are already experimenting with this, bringing games such as tennis into living rooms and school classrooms, and making it an accessible way to experience a Grand Slam tournament for youth or families that are unable to attend and view the real thing.
Questions to Consider:
- What tech platforms do your young players already use, and how can you integrate tennis into those spaces?
- How can you use data from apps or wearables to personalize training and keep kids engaged?
- What digital challenge can you introduce, like a streak for practicing tennis every day, to encourage regular participation?
By meeting kids where they are—in the digital world—you are not only making tennis cool but also building a bridge between tradition and innovation. The next generation does not need to choose between tech and sport. With the right tools, they can have both.
Making Tennis Social and Fun
Picture this: A group of teenagers laughing as they rally together on a court. They are not concerned about perfecting their backhands or landing the fastest serves—they are simply having fun. For many kids, tennis feels intimidating because it is often framed as an individual and competitive sport. But by shifting the focus to social experiences and fun, tennis can become the go-to activity for young people looking to connect and unwind.
Creating a Social Culture Around Tennis
Unlike team sports, tennis can sometimes feel isolating. To engage kids, tennis clubs and organizations need to foster a sense of community. This could mean organizing tennis socials where players of all skill levels mix and match partners for fun, casual games. It is less about scoring and more about building friendships.
How about hosting monthly “Tennis & Treats” evenings. Kids played quick, informal games while enjoying snacks and music between matches. The result we are aiming for? An increase in junior membership sign-ups (be sure to aim for a realistic number though).
Team Formats and Casual Competition
While traditional tennis is often one-on-one, introducing team formats can make the game more appealing to young players. Programs like a Team Tennis League or group relay matches inject a sense of camaraderie that mimics popular team sports. For younger players, playful formats like mini-tennis with smaller courts and oversized balls make the game feel less intimidating and more accessible.
Questions to Consider:
- How can you make tennis feel more like a social activity and less like a solo endeavor at your facility?
- What creative formats can you introduce to shift the focus from competition to collaboration?
Bringing in Music and Creativity
Kids thrive in environments where creativity is encouraged. Tennis events with live music, DJ sessions, or themed dress-up days add an exciting twist to the traditional format. Imagine hosting a “Glow Tennis Night” with neon lights and glow-in-the-dark tennis balls—an Instagram-worthy experience that’s sure to draw a crowd. A Halloween kids events are always a success. Or how about introduce a “Music & Match Fridays,” where players bring playlists to share, and the games were followed by a karaoke session? The possibilities are many, it is just a matter of trying what works for your club or academy.
Making Tennis Feel Inclusive
Not every kid is a natural athlete, and some might feel out of place on the court. Programs that embrace all skill levels—highlighting effort and enjoyment over results—can break down barriers. Offering beginner-friendly events or parent-kid tournaments can make tennis a family affair that feels inclusive and welcoming.
Tennis does not have to feel stiff or overly serious. By leaning into the social and playful side of the sport, tennis professionals can create an environment where kids look forward to every game—not just for the activity itself, but for the memories and connections they will make.
Affordable and Accessible Tennis Opportunities
Many young kids would like to try tennis. They watch the tournaments on TV and dream of playing like the pros. But when her parents check out the costs—club memberships, private lessons, and equipment—they realize it is out of reach. For many families, tennis feels exclusive, a sport for those with the resources to afford it. Breaking down these barriers is essential to making tennis accessible and welcoming to the next generation.
Lowering Financial Barriers
Tennis can be perceived as an expensive sport, but it does not have to be. By creating opportunities that make it affordable, clubs and organizations can attract a wider audience of young players. Sliding-scale fees, scholarships, and free introductory programs are all effective ways to make the sport more inclusive.
For example, the U.S Open Kids’ Day program in New York offers free tennis lessons and activities for kids of all ages, creating an entry point for families who might otherwise see tennis as financially out of reach. The entire Fan Week is free to attend for kids and adults and they can watch famous tennis players playing practice matches or just stroll the tournament grounds. Over the years, the program has introduced thousands of kids to the sport.
Questions to Consider:
- Can your organization offer free trial days, open house, or reduced-cost clinics?
- How can you work with sponsors or local businesses to subsidize costs for low-income families?
Providing Equipment Access
For kids just starting out, purchasing a racket and tennis shoes can feel like a major investment. Equipment libraries—where kids can borrow gear—remove this obstacle. Some organizations partner with brands to donate lightly used or discounted equipment for community programs. Or how about creating a “racket recycling” program? Families donate gently used rackets, which can be refurbished and given to kids in need. Such programs would not only provide gear but also strengthen community ties.
Bringing Tennis to Non-Traditional Spaces
Accessibility is not just about cost; it is about location too. For kids in urban or rural areas without nearby clubs, tennis often feels out of reach. Pop-up courts in parks, parking lots, or school gyms make tennis available to everyone, regardless of where they live. Tennis clubs and professionals can create initiatives such as “Tennis in the Streets” to convert unused parking lots into temporary courts, complete with portable nets and foam, red, and orange balls. Such programs can attract hundreds of kids, many of whom would be playing tennis for the first time.
Making Tennis Part of Schools
Schools are a powerful channel for introducing kids to tennis. By incorporating it into physical education programs or after-school activities, you can expose students to the sport early. Even basic programs with portable nets and foam balls can spark a lifelong love of tennis.
Questions for Reflection:
- Are there underserved communities near your tennis club or academy that you could reach with affordable or free programs?
- What partnerships could you form to provide equipment or facilities?
- How can you make tennis feel like an accessible, everyday activity instead of an exclusive sport?
Tennis can only grow if it is available to everyone. By addressing financial and logistical barriers, we can ensure that every child who wants to play has the chance to step onto a court—and discover the joy of the game.
Building Community Through Tennis
Now picture a group of kids huddled on the sidelines after a match, high-fiving and laughing as they talk about their favorite shots of the day. They are not just players; they are part of a community. Tennis is not just a sport; it is an opportunity to foster connection, mentorship, and belonging. For kids, feeling like they are part of something bigger than themselves is often the spark that keeps them coming back.
Fostering Mentorship Programs
One of the most powerful ways to build community is through mentorship. Pairing younger players with older ones creates a sense of connection and accountability. Older players can serve as role models, helping kids improve their game while also teaching values like sportsmanship and perseverance. How about pairing some of the local high school players with elementary school kids as part of a “Tennis Buddies” program? The older players guide the younger ones through drills, cheer them on during matches, and even help with homework. This mentorship program can strengthen relationships across age groups and create a vibrant club culture.
Creating Family-Friendly Events
Tennis can bring not just kids, but entire families together. Hosting events like parent-kid doubles tournaments or “Family Tennis Nights” encourages multigenerational participation. When families see tennis as a shared activity, it becomes a part of their lifestyle. At one of the swim and tennis clubs in New York, we hosted a “Family Play Day” every summer where kids and their parents teamed up for mini-matches, followed by a barbecue. The event drew over 50 families, many of whom signed up for group lessons afterward.
Integrating Tennis with School and Community Programs
Schools and community centers can serve as hubs for tennis activities. After-school programs, summer camps, and partnerships with local organizations can introduce kids to tennis in an accessible and welcoming way. Collaborating with these institutions also builds a broader support network for the sport.
A partnership between a school and a local tennis club can lead to building of a solid summer program for kids. Over 4-6 weeks, participants can learn some basic skills at an after-school tennis program (at the school gym or outdoor parking lot), play games, and even end with a school-wide tournament. The program can be an annual event that attracts kids to the tennis club for the rest of the year.
Encouraging Peer-Led Challenges
Kids are more likely to stay engaged when their peers are involved. Creating opportunities for kids to compete in friendly challenges or tournaments builds camaraderie and healthy competition. Initiatives like “Challenge Ladders,” where players move up or down based on wins and losses, keep the game exciting and interactive.
Questions for Reflection:
- How can your organization build stronger relationships between young players, their families, and the broader community?
- Are there local schools or groups that could partner with you to expand tennis programs?
- What peer-led activities could you create to encourage kids to support and challenge one another?
Tennis is not just about technique or winning—it is about connection. By creating opportunities for kids to bond with peers, mentors, and families, you are not just teaching a sport; you are building a community. And for many kids, that sense of belonging is what will keep them coming back to the court.
Conclusion
Tennis is more than just a game—it is a gateway to growth, camaraderie, and lifelong passion. By modernizing its image, embracing technology, prioritizing fun, breaking down barriers, and fostering community, we can make tennis irresistible to the next generation. The strategies we have explored—be it glow-in-the-dark tennis nights, gamified training apps, or mentorship programs—are not just ideas; they are opportunities to redefine how young people experience this sport.
As industry professionals, you have the unique ability to shape tennis into a sport that excites, includes, and inspires kids. So, let’s rally together to serve up something extraordinary—a version of tennis that kids do not just like but love. The next generation is waiting for their invitation to the court. Let’s make sure it is one they cannot refuse.
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