9. April 2026

Tennis isn't Dying - Poor Programmes Are.

Why Strong Coaching Still Grows Clubs in a Multi-Sport World

I’ve spent years building a tennis programme that actually works. Our club just hit its highest membership since 1989, and I get why people keep saying tennis is “on the way out.” You hear it everywhere. Governing bodies are hyping up padel and pickleball as if tennis needs a rescue. Clubs are jumping on anything new to boost their income. Honestly? I can’t fault them.

If I ran a club, I’d want the same thing. Multiple ways to make money. Places like David Lloyd have nailed it, they offer lots of sports, keep members busy, and they’ll stick around and spend more. It just makes sense despite replacing tennis courts with padel courts.

But there’s something people keep missing: Tennis isn’t dying. Lousy programmes are.

A solid coach, working with a committee that actually cares, can grow a club’s income just as much as any flashy new sport.

Why Multi-Sport Models Work for Clubs

Let’s be real. Running a club can be expensive. You’ve got courts to maintain, lights to keep on, staff to pay, insurance, coaching equipment, social balls, the bills never end. When club owners look at padel or pickleball, here’s what they see:

• They use less space

• Games are quick, so more people play

• You don’t need expert coaches in my opinion

• Younger players love the trend

• More types of memberships to sell

From a business angle, it’s hard to argue. More sports means more reasons for people to join and stick around.

But here’s what a lot of club owners miss: A well-run tennis programme can be just as profitable, (maybe even more), if you build it with real structure and purpose.

The Power of Coach-Led Growth

I’ve seen it myself. When a coach has a real system, not just random lessons! Everything changes. For me, it’s the use of my own methodology in SYSTEM 9. Players know where they’re going, parents feel confident, and the club actually looks professional.

A strong programme does a lot:

• Brings in new members

• Keeps current ones happy

• Naturally upsells (groups, squads, privates, camps, competitions)

• Creates a sense of community

• Builds club culture

• Delivers steady, predictable revenue

When coaching’s done right, it’s the heartbeat of the club. When it’s weak, tennis looks like it’s shrinking.

Why Clubs Grow When Coaches and Committees Work Together

The biggest growth I’ve seen hasn’t come from one coach working alone. It happens when the coach and the committee are on the same page.

When they pull together:

• Marketing gets sharper

• Programmes fill up

• Courts stay busy

• Members feel valued

• People talk and word spreads. This is key!

• The club feels like the place to be

That’s how we hit our highest membership since 1989. Not with gimmicks. Not by panicking. Not by ditching tennis for the next shiny thing.

Just good teamwork, a clear structure, and faith in what tennis can be when you do it right.

Padel and pickleball aren’t enemies. They’re extras. They bring in people who might end up picking up a tennis racquet later. They add energy to the club. They help with revenue.

But they don’t replace tennis. They sit alongside it.

And when a club has a coach who actually builds a pathway, sparks a community, and runs a real programme, tennis starts growing again.

What Clubs Should Really Learn

If you want more ways to make money, go for it. Diversify. But don’t overlook what a great tennis programme can do.

A good coach doesn’t just fill courts. They fill memberships. They fill the car park. They fill the café. They fill the whole club with life.

And when you’ve got a committee that gets how valuable coaching really is, you don’t just grow a programme, you grow the whole club.