Anatomy of an international tennis academy: Ivan Ljubicic

Opening and operating an international tennis academy is not for the faint hearted. Yes there are the high profile academies which are often mentioned in the mainstream press such as the Nadal Academy and the IMG Academy, but what is life like for one of the many alternative venues?

Racket business was delighted that Fadi Shalabi, Director of the Ljubicic Tennis Academy in Losinj, Croatia, was able to find time in his busy schedule to speak to us.

Why did Ivan Ljubicic want to start a tennis academy in the first place?

“Ivan’s initial idea was to establish a venue where he could impart his tennis “philosophy” to the next generations of players. During his time managing several tennis players, Ivan realised that it was impractical for him to train and develop these players in the manner he deemed appropriate. He envisioned a place where players could access everything necessary to focus solely on tennis.

“When the owners of Losinj Hotels & Villas invited him to the island to propose a collaboration, Ivan perceived an opportunity not only for his original goal but also to create something unique. A space where every tennis enthusiast could come and relish one of the most stunning islands in Croatia while practicing under the same conditions as some of the world's finest young players.”

Did you research other tennis academies before you started yours?

“We did not conduct research in the conventional sense of due diligence, but we did visit many of them as a result of our jobs. We had players training in various academies, and we worked alongside coaches from some of those establishments. Additionally, some of our players competed in tournaments hosted by these academies. All this meant we had a clear understanding of what was available and believed we grasped at least some of the advantages and disadvantages.”

What do you think other academies could improve on?

“Every business has room for improvement, which goes without saying. Given that each academy is different, they could enhance their performance in various aspects, but I wouldn’t go into specifics, as I am not aware of the details for each one.”

What makes Ljubicic Academy different from the rest?

“As I mentioned, we identified some pros and cons in other academies and aimed to capitalise on the positives while minimising the negatives.

“We acknowledge that our primary downside is the travel, which we cannot change. However, I view it from a different perspective.

“When discussing performance players, I believe that if a player is willing to travel to us and stay for at least ten months (one school year), such a player is dedicated to training and will fit in seamlessly with our programme. I’m not looking for players who aren’t fully committed. Here, we only welcome players who are prepared to put everything else aside and focus on tennis 100%. This commitment would not be the case if we operated the academy in a large city.

“For tennis enthusiasts visiting for a week or two, we believe it would be challenging to find a better location to play tennis while enjoying all that this beautiful island has to offer. We aim to create an experience where tennis is merely one of the reasons they’ll want to return year after year.

“We knew we wanted to create something distinct from what we had observed. Our vision was, and remains, to provide quality for players, irrespective of their skill level. This means that a young player of 14 should improve during their time with us, regardless of their starting ability. The longer they stay, the more progress is expected.

“This principle may not apply to someone visiting for a week, but that player must still sense the quality and dedication of our staff, who will share insights others may not have offered them before. If there is one small adjustment we can make in a week, we will ensure we address it.

“Fitness is another point of differentiation. We place considerable emphasis on fitness, even for our amateur players. We instruct them on how to properly warm up and prepare for a tennis practice or match, how to stretch, and what exercises they should do to maintain their bodies. We also provide a fitness plan for those who wish to adhere to it. This has proven to be quite popular, as many have given us positive feedback, stating that these plans assist them in staying healthy and injury-free.

“Perhaps the most significant difference is our genuine desire for those who come here to feel part of our family. I believe it is safe to say that most people appreciate this approach, resulting in many returning to train with us yearly.”

What does your role as Academy Director cover?

“This is quite a comprehensive role. My responsibilities have evolved over time; initially, it involved significant oversight of construction projects, but now that most major infrastructural work is complete, that aspect is no longer as crucial.

“However, everything else remains unchanged. I am responsible for the academy’s overall functioning, which encompasses the sports side—players, tennis and fitness coaches, physiotherapists—as well as the business side—business development, finance, marketing, accounting, and so forth. Naturally, I do not handle all these tasks myself, but I oversee them, while I personally take on some of these roles.

“To illustrate how we operate, as the Academy Director who frequently travels between Losinj and Zagreb, I sometimes find myself acting as a chauffeur for individuals coming to or leaving the academy. There’s essentially nothing I do not get involved in.”

Did your personal background prepare you for the challenges you face as an academy director?

“Yes and no. Yes, in the sense that I amassed a considerable amount of experience over 15 years in tennis before assuming this role. I previously worked as a tournament organiser, a live scoring partner for a tennis federation, and as a tennis manager. Each of these roles afforded me the opportunity to gain insight into the sport from varied perspectives, thus allowing me to adopt a broad approach to tennis. I also built a solid network of contacts across diverse positions within the tennis industry.

“However, the answer is also no, as this role is unlike any other I’ve undertaken in the realm of tennis. I have had to acquire new skills and adopt fresh lines of thinking to navigate the unique challenges that arise. Nevertheless, I am convinced that without my prior experiences in different facets of the tennis industry, this role would likely be much more daunting.”

What is the hardest part of running a tennis academy in Croatia?

“I’d focus on the challenges of running a tennis academy situated on an island in Croatia. Operating an academy on an island presents its own set of difficulties. We’ve already discussed travel as a concern, but there are additional challenges. One significant issue is sourcing accommodation, which tends to be considerably more challenging on an island compared to the mainland. Moreover, certain amenities that are typically available on the mainland, such as restaurants, medical services, and cinemas, may be more limited on the island. Everything we often take for granted tends to be somewhat different in an island setting. Naturally, during the summer, there are more options available, but for much of the year, it is vital to recognise that the conveniences we consider normal may not always be accessible on the island.

“Conversely, there are distinct advantages to operating an academy in Croatia. For instance, we had the opportunity to meet with the Minister of Internal Affairs regarding some legal hurdles we encountered, as we are the first sports academy in the country. The fact that we not only scheduled the meeting but that the issues were resolved serves as a testament to our government’s recognition of the importance of sports and tourism in our nation.”

What does the next 5 years hold for the Ljubicic Academy?

“I must say that after three years, we have already achieved what was initially a seven-year goal in terms of the quality and quantity of our academy players. Our “full-time” spots are fully occupied, and the standard of players we have is quite commendable. Our next objective is to elevate this quality to even greater heights, as we aspire for the best young players to train with us.

“Another goal is to significantly increase the number of amateur players visiting us. We aim to triple the number of amateur participants over the next five years. This increase in numbers would provide sufficient exposure for us to be recognised as an academy that genuinely cares for its players. We are keen to demonstrate that tennis can be taught in alternative ways, and we hope to see more and more individuals scheduling a week at the Ljubicic Tennis Academy on an annual basis.

“We have received numerous inquiries regarding similar collaborations worldwide, and once we are satisfied with the quality and structure we have established on the island of Losinj, we may begin exploring these options. As always, our primary concern remains quality; we are reluctant to pursue any initiatives that could compromise the brand quality we are diligently striving to maintain.”

What is the main thing you would like to change in tennis?

“There isn’t much I would wish to alter, as I truly love tennis just as it is. I appreciate the struggle, the back-and-forth nature of the game, the absence of a strict timeframe for matches, and the fact that players must make their own decisions and live with the consequences of those choices. I find all of this compelling. These elements contribute to what makes tennis an exhilarating and challenging sport.

“However, I do recognise that the modern era calls for certain adjustments, and the lengthy three-hour matches may not align with what the new generation seeks. Therefore, some changes will inevitably be necessary. One modification I would advocate for is the removal of the let rule on serves. I understand that many professionals are opposed to this, but juniors have been competing under these conditions for years, and I believe it functions perfectly well. All sports have had to adapt in some manner to shorten match durations, and I think this could be one of the most straightforward changes for tennis to implement.”