The Journey of “The Pro Shop”

Don’t blame the tennis industry for the gradual disappearance of “The Pro Shop.” That little habitat for specialty tennis products was a jewel for any tennis facility to host. Alongside their slow disappearance, were also the random specialty tennis vendors located in many communities. Their demise was certainly not the result of not being able to provide quality inventory. The mainstream tennis manufacturing companies have done a fabulous job of developing quality rackets, clothing, shoes, and other accessories. Those shops, just like many specialty shops, were destined to suffer from the competition that came from the powerful and very successful online industry. And it’s not just the online competition, it’s also the discount stores like Costco where you can buy a case of tennis balls cheaper than in any other location. It’s the hallmark of capitalism that is to blame…innovative competition.

It would be great to be able to bring back those Pro Shops, after all, that space they occupied in that tennis facility in some cases produced some rental income, but more importantly, provided quality personal interaction for many tennis enthusiasts. If you wanted to get your racket strung quickly and correctly, or wanted a pair of shoes that fit perfectly, you just hopped into your clubs’ tennis shop and you were go to go. With that in mind, maybe there’s still a way to save that once-great atmosphere and at the same time recreate that level of personal service. We may have a chance to implement that old-school style of service and how it enhances a club’s ability to attract and retain members.  So, here are a few ideas that might help bring back the Pro Shop.

Although it may seem like you’re hosting the competition, try putting up a kiosk that members could use to surf the internet for the products they are hoping to buy. Can you think of any other greater advantage than to have the opportunity to compete with the price that they are advertising? Think about it, you’ll be right there providing your voice against the competition that virtually has no say. One thing that the online services can’t do is enter into a bargaining exchange. You may not make as much profit, but you’re building your customer base and retaining a personal relationship with that buyer. They now, after feeling they got the best deal possible, are your best advertisement.

Expand your operating hours, not by being there, but by taking advantage of the operating hours of the facility. In most cases, the facility will have employees at the Reception Desk who can facilitate in selling tennis balls or helping with the transfer of newly strung rackets or those rackets that are in need of being restrung. When that support is not there, you might even look into tennis ball vending machines…yes, they exist.

Educate your members to understand that stringing a racket is an art. It is very technical and only quality stringers will know what will be the right string for that type of player, along with the right tension.  This is a huge advantage for the small Pro Shop. Think about it, most tennis players are competitive, farm that emotion and you will have a customer for life.  Provide information about the unique characteristics of rackets and the string that is best for them, and when possible, recruit the tennis pro or bone up on this information so that you are able to know your customers’ individual needs. Remember to tag the racket with your personal info or logo, noting when the racket was strung and at what tension, for that matter, add who strung the racket with their comments on the condition of the racket. In fact, sometimes the honest answer of advising the customer that they don’t need new strings or a new racket as of yet may be just the ticket to win over their loyalty, along with recommending they come back for another review in a few months. Again, no online service can compete with that type of personal service.

Don’t limit your service to just mainstream tennis products. Add personal last-minute needs like lip balm, sunblock, and even healthy power bars or drinks, items that are often needed on the go. Once those customers know you have these products, they will tend to drop in more often, which then provides you the opportunity to entertain and capture their interest through advertising videos or interesting displays. A live visual message is also nice to have operating when your business is closed.  

Tennis fans follow the pro tour, when you see a top pro come to the forefront of the game, capitalize on the rackets or attire they are using…the industry does, and you should too. For instance, if Babolat is promoting one of their rackets as a result of a player doing exceptionally well, why not follow that lead and display “A Boutique Babolat Section,” to both take advantage of their advertising already in place via the manufacturer that can be complemented with a classy showcase.

This leads to another great service any pro shop should provide…the ability and capability to help players at any level find others to play with, both recreationally or competitively. Matchmaking is a big winner that will always be more successful face-to-face than online. You can even add the service that helps tennis players find great tennis vacation spots, or help them connect with the right people when traveling on a business trip. 

Finally, we all know that the internet creates a gigantic database that can be used for marketing.  But again, you have the advantage of human contact, so use it. Have a monthly lottery that people can sign up for, where they can provide their contact information in hopes of winning a free racket or string job. This helps build the database that is most important, your local consumers.    

Trying to have a very diversified and complete tennis inventory may be challenging both in space used and cost. So, keep your inventory simple and focus on providing a type of service that is not available online. The personal touch is at the top of that list, followed closely by cleaver localized marketing.