Wellhub Backs Miami Open: Can Corporate Wellbeing Fill Your Courts?

Wellhub’s latest tennis investment raises a useful question for club operators: could the employee wellbeing budget become a more valuable source of demand?

In an announcement dated 27 October, the corporate wellbeing platform unveiled a multi-year Miami Open partnership and renewed its Rio Open sponsorship for 2027, 2028 and 2029.

The company reports that tennis check-ins on its platform grew 85% year on year. Its network of partners offering racket sports increased 37%, while tennis-specific partners grew 22%.

These are company figures for its own network, rather than a measure of the wider tennis market. The announcement provides no absolute check-in totals or geographical breakdown.

More check-ins could reflect more players, more frequent visits, or both. Without those underlying numbers, it is too early to judge how much of the reported increase represents new participation, or how evenly the benefits reach individual club partners.

Wellhub CMO Leandro Caldeira said major sporting events are “platforms to strengthen relationships, drive business opportunities, and bring our purpose of promoting wellbeing to life”.

The sponsorship strategy includes visibility and hospitality aimed at clients, prospects and business leaders. Financial terms were not disclosed.

From sponsorship to the club balance sheet

For clubs, the interesting possibility sits below the tournament hospitality suite. Employers already gathering around tennis may also offer a route to people who need a convenient, welcoming place to play.

Wellhub’s US partner information describes access through participating employers, with employees choosing eligible venues according to their plan. Its payment guidance says per-check-in remuneration for gyms, studios and wellness services is based on retail prices, with monthly visit limits and possible contractual volume discounts.

That makes the commercial questions more specific than whether corporate wellness is fashionable. What would the club receive for a visit? Which activities qualify? Would the agreement bring new players into unused capacity, or replace bookings that already earn more?

Operators should establish their own eligibility and local terms before assuming this model applies to court hire or coaching. A general partner page cannot settle the economics of an individual tennis business.

What Racket Business thinks...

Tennis has a compelling product for employers: physical activity, social contact and a reason for colleagues to spend time together away from a screen. Clubs can make that proposition tangible through accessible sessions and a clear route from first visit to regular play.

We would start with a small trial, whether through a platform or a direct employer relationship. Protect coaching quality, agree how court capacity is allocated and measure the contribution after staffing and delivery costs.

Track how many participants are genuinely new, when they play, whether they return and what they spend beyond the initial session. Ask employees what prevents them coming back; transport, equipment and confidence may matter as much as price.

Wellhub’s expansion gives the industry another reason to examine corporate demand. The opportunity is worth testing locally. The evidence that matters to a club will be repeat participation and sustainable earnings, rather than the prominence of a sponsor’s logo.