Hooking the 50-Plus Market


Taken from Letters to the Editor (pg. 8) in the October 2016 Issue of Tennis Industry Magazine.

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.

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