FACILITIES-SUPPLIES-PEOPLE 5/26

Possibly one of the most stressful moments a person can experience takes place during an interview for a job. In the case of an interview between a tennis pro and a facilities General Manager, there is even more pressure.  The interviewee is fully aware that quality positions for tennis pros are limited, and the G.M. realizes that they are not just hiring a key person for a company or business, but for their entire membership. 

The teaching pro is hoping that their experience as a high-level player and the development of many top players will improve the chances of being chosen. For that reason, they often initially provide this information in hopes of making a positive impression, and send a message that such skills will be a positive for the facility. But in today's new, slow-growing tennis environment, most G.M.s' focus is on programs that will attract and retain members.  

That pro will discover this when the first question asked by the G.M. is, “What sort of programs and social events will you be providing?” or, “How do you handle Adult and Junior League play?” On top of that, “What practice programs will you have for these teams?” Then there are the members who just want recreational play: “How will you integrate beginning players into your tennis program,” or “What sort of activities do you have for those players who are trying to find other players that they can just play social tennis?” That is just a few of the concerns that a G.M. has these days; there seems to be more every day as the tennis world morphs into a survival mode.  

Most managers hope to hire a pro who sees and emphasizes the big picture. That big picture would highlight the successful development programs that are designed to make both the pro and the club successful. These expectations apply not only to the Tennis Director but also to any new Head Pro or tennis pro who joins the coaching staff. Having a high-quality teaching staff means everyone is on the same page about a club’s goals.

True that a tennis pro with great playing skills and who has developed top players is important, and may make him very popular with some members, but that usually ends up being their personal mission, and is not likely to generate more business or income for the club. What many teaching pros fail to realize is that becoming more popular may not translate to becoming a more successful club pro. The keywords here are “Club Pro.” Successful teaching pros have learned that their stability and longevity, and eventually their income, are largely based on the success of their club. That goal has to be at the top of their list.  

 So, what are the characteristics a club pro can excel in that will make a positive impact on the facility? It starts by creating and running a complete program that reaches every member of that facility. Too often, you see teaching pros work toward creating a greater number of loyal students, and not enough time is put into either turning those non-member students into members or retaining members. When a student becomes bonded with the pro, they should, in turn, become attached to the club, not because of their relationship with the pro, but rather because having a membership should enhance the impact of the lessons and increase the value of their membership.

A complete program should include practice times and finding partners, access to competitive programs, and a social platform that helps members to meet other members to enjoy the sport and appreciate the value of their membership. The likelihood of a pro keeping a student interested in lessons is the offshoot of their interest in improving. The interest in improving is an offshoot of having more reasons to improve from the experience of practice and either recreational or competitive play. In the end, a quality club pro will sell more memberships and help the club to grow, and at the same time, provide a more complete package for the student. This is where, as the title of this article says, “Everyone Wins.”

Once a student has seen the benefits of becoming a member, the next focus is on retaining that member. Ask this question of a former player, why did you quit playing or leave a certain club? The answer in most cases is, “I couldn’t find others to play with, “or along the same lines, “I couldn’t find enough competition, “or “I just got bored and couldn’t find the time.” Aren’t these areas supposed to be the responsibility of the club pro? In fact, in most cases, member retention falls squarely on the shoulders of the teaching pro.

Should the pro be compensated for the efforts made to create a full package for the members? If a club can, it will, but often the pro must make the first move. If they take the time to create quality programs, smart management will recognize this and appropriately reward them. Short of that, the members may create the support needed to encourage the management to reward the teaching pro. Giving without getting is difficult, but usually rewarding in the long run.

Teaching pros should always remember this about creating and running programs, despite the possibility of a manager not having a good understanding of the tennis world and the benefits of programming. Putting together a tournament, running a team tennis night, or having a social tennis event may require a lot of unrewarded time, but if all comes together, the satisfaction of the members directly results in the retention of those members.  

Another attribute good club pros have is the ability to have fun with their membership. More than just playing with the members, taking the time to talk with them about their competitive matches, watching their competitive matches, and offering free advice when it’s appropriate. But also, it doesn’t have to be only the observation of competition; it can also be very rewarding just to offer tips and advice to any player, at any level, under any circumstances.

If the club has social events or parties, the pro will want to make sure that they are seen by most attendees. Taking the time to “schmooze” with the members is very rewarding and makes the time spent at the club more enjoyable. This also becomes valuable when the pro needs to promote any event or program.

This interaction will directly lead to an easier task in recruiting members to take part in events. Newsletters, emails, or posters will help, but at the end of the day, tennis clubs and their pros prosper from a personal and social relationship.

This relationship can also foster some valuable responsibilities. When issues arise or arguments among members, the teaching pro who has interacted with the members can use their familiarity to handle these issues more diplomatically. This will take pressure off the management. Take on enough of these situations, and members will likely come to the teaching pro first to vent their frustration, instead of going to the management or other staff members. Reach this level, and you have truly become a quality club pro that a manager both wants to reward and retain.

Add these characteristics to a club pro, along with their willingness to voluntarily help with maintenance issues around the club, like picking up trash around the club when they see it, or even pointing out other maintenance issues that have yet to be noticed by others, and you will have an environment where everyone wins. The teaching pro is a valuable part of the club and can be a primary reason for the club to move in a positive direction. Just remember in these days the three “R’s, responsibility, relationships, and retention.

In 1976, he took over as head professional/tennis director at the Mt. Tam Racquet Club in Larkspur, California, and added the title and responsibilities of general manager in 1982. After 48 years, he retired to work exclusively in helping others in the industry. 

In 2010, he was awarded “Manager of the Year” for the USPTA NorCal Division and the “Manager of the Year” at the USPTA World Conference. Rod has written several books, including “Down Your Alley” in 1993, “Playing Into the Sunset” in 2013, and most recently, “250 Ways to Play Tennis.”

He also produced the “Facility Manager’s Manual” and the “Business Handbook for Tennis Pros,” which is distributed by the TIA.

As of early January, 2026, I wanted to let everyone know that I have stepped into a new role as the Territory Sales Manager for ARS Adidas, proudly serving the Intermountain and Southwest regions of the USA, the picture-perfect postcard territory. My focus in this new position will be driving growth and community engagement for our rapidly expanding pickleball and padel equipment divisions.

Taking on this responsibility with one of the most iconic athletic brands in the world is an incredible privilege that aligns perfectly with my lifelong career. I bring over 50 years of experience in the racquet sports world, including more than 40 years of teaching experience. As an RSPA Master Professional—the highest, most esteemed category of membership in the industry—and holding dual pickleball teaching certifications from both the Racquet Sports Professionals Association (RSPA) and the Professional Tennis Registry (PTR), I have dedicated my life to understanding the nuances of the court and the needs of players and facility directors alike.

The Intermountain and Southwest areas are currently experiencing an unprecedented boom in racket sports. From bustling active communities in Arizona and Nevada to the growing club scenes in Utah, Colorado, Idaho, Montana, Wyoming, and New Mexico, pickleball and padel are capturing the energy of players who crave fast-paced, social competition. Adidas is meeting this massive surge in demand by bringing its legendary engineering, premium materials, and cutting-edge design directly to the local courts. My mission is to connect retail partners, country clubs, specialized pro shops, and sports complexes across this territory with our industry-leading lineup of Adidas rackets, paddles, shoes, bags, and accessories.

In this role, I will be working closely with regional business owners and directors to help them capitalize on this sports phenomenon. Whether you are looking to upgrade your pro shop inventory, supply a local tournament, or introduce top-tier gear to your club members, my goal is to provide seamless support, tailored product education, and strategic inventory solutions.

Lastly, I am incredibly eager to hit the ground running, build lasting partnerships, and grow our regional racket sports community together. Please feel free to reach out directly to discuss how we can take your business—and your game—to the next level.

Craig Bell contact info

Cell\text:  214-762-8600
Email: [email protected] or [email protected]
Instagram:  bellboysports, texmexstream or at.the.net.podcast
LinkedIn: Craig Bell
Facebook: Craig Bell or At The Net Podcast

He has taught and coached numerous junior and adult players of all abilities, from the club level to the professional level, in the game of tennis and pickleball. He has traveled extensively across the world, visiting all four Grand Slam tennis tournaments during his distinguished racquet sports career. Craig has also pursued many roles within the racquet sports world, from writing two tennis books, writing a racquet sports newsletter, starting a live streaming company, to co-hosting a very successful racquet sports podcast. For his efforts and his donation of time to various causes and charities, Craig has been given various awards and was inducted into the Dallas Tennis Association Hall of Fame. His greatest accomplishment is being married since 1983 and having four kids, with one grandson. He is very appreciative of all the benefits the great game has afforded him on and off the court. 

The Problem Nobody Is Talking About

You have built something great. Good courts, a well-run operation, a real experience. And yet during peak and off-peak hours, too many of those courts sit empty. You wonder why more people are not walking through your door.

Here is what the data tells us:

They did not ask. They did not look it up. They simply assumed the door was closed and moved on. Many drove past your facility on the way to a crowded public park.

This is not your fault. It is a structural, industry-wide perception problem. Private and semi-private facilities look exclusive — even when they are completely open to the public for a court fee, a day pass, or a guest rate. The nicer the facility, the stronger the assumption. And the assumption is almost always wrong.

The reality: More than 90% of clubs welcome non-members. The product exists. The problem is that almost no one knows about it.

Why the Gap Keeps Growing

Most clubs do not have a dedicated marketing team. The person running the front desk is also managing the schedule, handling memberships, and fixing equipment. There is no ongoing budget for non-member outreach — and no time to run it even if there were.

A social media post lasts 24 hours. An ad campaign ends when the budget runs out. Word of mouth is slow. The result: unless a player already knows you exist and already knows you are open to them, they will never find you.

Non-Members Are More Than Revenue — They Are Your Pipeline

Here is the part most club operators have not fully considered: every non-member who walks through your door is a prospective member.

When a player books a court, tries your facility, enjoys the experience, and connects with your community — they are primed to upgrade. The conversion from guest to member does not require a sales pitch. It requires a great experience and a simple next step. 

The non-member funnel

• Player discovers your facility through CourtsApp and books a court.

• They play, enjoy the courts and environment, and meet your community.

• They return — once, twice, several times — as a regular paying guest.

• They are presented with a membership offer that makes sense given their usage.

• They convert — becoming a recurring revenue member rather than a one-time booking.

This is the flywheel that clubs with strong non-member visibility run naturally. Visibility drives trials. Trials drive familiarity. Familiarity drives membership. Without visibility, the flywheel never starts.

The Solution: Permanent Visibility With No Ongoing Effort

CourtsApp is the dedicated racquet sports booking marketplace — the platform where players actively searching for court time find facilities like yours. Listing your facility on CourtsApp means you are continuously visible to every player in your market, 24 hours a day, without any ongoing effort from your team.

What listing on CourtsApp does for your facility:

• Your courts appear in front of players actively searching — not passively scrolling.

• Available times and non-member rates are clearly displayed, eliminating the assumption that you are members-only.

• Real-time availability is shown without manual updates from your staff.

• Guest players are introduced to your facility naturally, creating a warm pipeline for membership conversion.

• You benefit from CourtsApp's ongoing player acquisition and marketing — at no cost to you.

We go where the players already are

Most marketing asks players to come find you. CourtsApp goes to them. We are actively present on the platforms where racquet sports players already spend their time — DUPR, the world's largest pickleball rating platform; World Padel Rating, the global standard for padel players; and TeamReach, the team communication app used by millions of active players and leagues across the country. When your facility is listed on CourtsApp, you are not just on a booking platform. You are reaching players inside the communities they already trust, every single day.

Once you are listed on CourtsApp, you are always on. Your courts are always findable. You never go dark again. And every player who books a court is a potential member you would never have reached otherwise.

Your Next Guest Could Be Your Next Member

The assumption that your facility is closed is costing you real money every week — in missed court fees, missed guest visits, and missed membership conversions.

You do not need a bigger marketing budget or a new hire to fix it. You need to be findable. CourtsApp makes that permanent, effortless, and immediate.

The players are out there, right now, looking for a court. The only question is whether they find you or your competitor.