In the Trenches: Tennis' Future Hinges on Fun – Retaining Players for 2035 and Beyond

Tennis is at a crossroads. The sport has seen a resurgence in participation, driven in part by the pandemic’s push toward outdoor and socially distanced activities. But the real challenge lies ahead: how do we keep players engaged and committed to the game long-term? If tennis is to reach the USTA goal of 35 million players by 2035, the focus must shift from simply attracting new participants to creating an experience that players want to keep coming back to.

The Science Behind Retention: Why Fun Matters

Dr. Amanda Visek’s Fun Integration Theory is one of the most comprehensive studies on what keeps people engaged in sports. Her research found that enjoyment, social interaction, and self-improvement are the primary reasons why athletes continue playing. If a player doesn’t associate tennis with joy, connection, and a sense of accomplishment, they will inevitably drift away from the sport.

Strategies for Keeping Players Engaged

1. Building a Tennis Culture Rooted in Social Play Tennis thrives when it is social. Programs that integrate social elements—such as round-robin events, club ladders, and team-based leagues—are far more successful at retaining players than those focused exclusively on private lessons and traditional match play.

2. Innovating the Playing Experience & Making Tennis Easier to Learn Many players leave the sport because they find it too difficult or intimidating to improve quickly. Coaches and teaching professionals must make learning the game easier and more accessible by modifying the traditional approach to instruction:

   • Using smaller courts and slower balls (such as red, orange, and green dot balls) to help new players develop confidence and consistency.

   • Incorporating play formats that are non-traditional and not tied to traditional USTA tournaments or league play. Instead of only focusing on singles and doubles, programs should emphasize engaging formats like:

     • LA LiveBall – A fast-paced, continuous play format that keeps players moving and involved.

     • Cardio Tennis – A high-energy group workout that makes fitness and fun the priority.

     • Triples – A team-based format that allows for more cooperative play and longer rallies.

     • X-Glow Tennis – A glow-in-the-dark tennis event that enhances the fun factor and draws in new players.

     • Other Social Play Events – Unique, engaging, and low-pressure formats that make participation enjoyable, even for those who don’t want traditional match play.

3. Eliminating the Barriers That Push Players Away One of the biggest retention challenges in tennis is the perception that the sport is too difficult, slow, or exclusive. To combat this, the industry must increase accessibility through flexible formats, recreational match-play opportunities, and encouraging play over perfection. Programs should focus on fun-driven skill-building rather than intense drills and mechanics-heavy lessons.

Beyond 2035: How Retention Will Shape the Future of Tennis

Growing to 35 million players is only part of the vision—keeping them engaged for decades is the real measure of success. To ensure that tennis remains relevant and thriving, programs must evolve to put fun, community, and social connection at the heart of the player experience. By embracing modern coaching techniques, modified learning structures, and innovative play formats, the sport can retain players at a much higher rate and ensure that participation continues to climb beyond 2035.Susan Nardi