In the Trenches: What Sweden Taught Me About the Future of Racquet Sports

A few years ago, while studying Recreation & Leisure at Radford University, I had a vision. I told my advisor, Dr. Gary Nussbaum, “I want to help build clubs that embrace every racquet sport—tennis, padel, badminton—programmed for all ages, all levels.” His response was supportive, but I could sense it felt a bit out there to some of my classmates. It seemed like I was narrowing my career path too much.

What I didn’t realize then was that I wasn’t dreaming too small—I was unknowingly describing a model that already existed. That vision? It lives and breathes in Sweden.

Over the past several years, I’ve traveled throughout the country, visiting more than 75 different racquet clubs. From small towns to major cities, I’ve stopped in to lead clinics, run private lessons, or simply observe. And what I found has reshaped how I think about club culture, public access, and the future of racquet sports in the United States.

A Club for Everyone—Really

First, let’s clear up a misconception: most Swedish “TennisKlubbs” aren’t private. They may look like exclusive tennis clubs, but they’re municipally owned and operated, serving everyone in the community. Yes, some are private, but they’re the exception, not the rule.

These public clubs typically feature:

• 2 to 6 indoor tennis courts (almost always immaculate)

• Several outdoor red clay courts

• One or two outdoor hard courts

• Between 1 and 4 Padel courts

• One outdoor All-Touch tennis court

• Up to 8 badminton courts

• A fitness or weight room

• And—without fail—a clean, well-used snack bar where the community gathers

And it’s not just about the facilities. It’s about how they’re used.

Affordability with Purpose

Membership at these clubs runs between $40 and $80 per year. Yes, per year. For that fee, you can book courts up to two weeks in advance and lock in regular weekly court time for an entire 42-week semester. Peak times may cost a bit more, but on average, court rental is around $20/ hour for members. Non-members can still play—they just pay a higher fee (usually $32/hour) and can reserve courts 48 hours out.

Here's the kicker: nearly every club I visited had a waiting list to become a member. And yet, they remain affordable. Why? Because the system works on inclusion and scale, not exclusivity.

In U.S. Parks & Recreation, the word “membership” can raise red flags. It sounds like a gatekeeping term. But in Sweden, it’s about belonging, not excluding. It’s a pass, not a privilege —and it makes participation easier, not harder.

The Cleanest Clubs I’ve Ever Seen

No matter where I went, the first thing that struck me was the cleanliness. Not just tidy— spotless. Locker rooms, bathrooms, courts, lobbies, meeting rooms, pro shops—everything was pristine.

This isn’t by chance. It’s cultural. The Swedes take pride in their shared spaces. Members see themselves as stewards of the facility. Cleanliness isn’t outsourced to janitorial staff—it's owned by everyone who walks through the doors. That pride becomes part of the experience. When your club looks good, you feel good. And you treat the space—and each other—with more respect.

The Power of Identity

Everywhere I turned, I saw people wearing their club’s logo—on hoodies, t-shirts, backpacks, jackets. Juniors, parents, staff, adult players—everyone. When a local tournament happens, it feels like a high school rivalry in the best possible way: each club shows up, proud and united.

This isn’t just marketing. It’s cultural identity. Players don’t just belong to the club—they represent it. They’re invested. They care.

Compare that with the U.S., where too often a “club” is just a place you play. In Sweden, it’s something you’re part of. The logo on your back says, this is my community.

A Living, Breathing Second Home

In the U.S., we often talk about clubs being a “second home.” In Sweden, they actually are. Families come in together. Kids take lessons while parents hit in adult clinics. Grandparents linger over coffee in the café while siblings warm up for badminton. And after practice, no one rushes out the door—they stay, talk, eat, and connect.

It’s not uncommon to see three generations under one roof, all involved in some way. These clubs are as much community centers as they are sports venues. They’re designed for life, not just recreation.

The Multi-Sport Mindset

Here’s the biggest shift in thinking: Swedish clubs aren’t tennis-first. They’re racquet-sport hubs. Tennis, padel, badminton, even pickleball and table tennis are finding their place. Programming stretches across every sport and every age. It’s a model that’s inherently flexible—and sustainable.

When I first told Dr. Nussbaum I wanted to build this kind of multi-sport facility, I didn’t yet have the words or the examples. Now I do. Sweden has shown me that the future of racquet sports lies in integration, access, and community. 

Where Do We Go From Here?

Back in the U.S., we have the opportunity—and the need—to rethink how our public facilities operate. Parks and Recreation departments have the land, the funding models, and the public support. What we need is a cultural shift:

• Toward inclusion over exclusivity

• Toward identity over anonymity

• Toward shared ownership over passive participation

• Toward clean, vibrant, multigenerational spaces

We can build places where families play together, where kids grow up in the game, where lifelong learning thrives, and where the racquet isn’t just a piece of equipment—it’s a passport to belonging.

Sweden showed me what’s possible. Now, it’s up to us to take that vision and shape it into something that fits the heart and soul of our own communities. The model is there. The need is clear. The only question is—are we ready?