The ‘Our Serve’ column in the July issue, “Fishing in Profitable Waters,” really hits home. While the 10 and Under Tennis Initiative has proven to be a great investment by the USTA, growing adult tennis participation has been challenging. Short-court forms of racquet sports, such as pickleball and platform tennis, have been experiencing faster rates of growth throughout the country.
My view is that both of these short-court games have an intrinsic value that tennis is not providing to the same degree. As you say, more marketing works on the 50-plus market might result in more widespread tennis play and increased social presence, which is very important to the baby-boomer market.
By Denny Schackter
Tennis Priorities Co.