The Tennis Industry Association organized meetings in New York, March 4-5, to discuss efforts to promote retail and to grow the game and the "business of tennis." Primary discussions focused on stimulating growth at tennis retail outlets across the country and also expanding the TIA Retail Division, which has been developed to provide the tennis retail segment with a unified voice for industry action.
Following a review of potential concepts to stimulate retail growth, a consensus was reached that a "Tennis Tune-Up" campaign focused on getting people into retail outlets for restringing and other equipment enhancements would be of significant value to the industry. “It will be a call to consumers to drive them to tennis retailers,” said TIA President Greg Mason.
As a result, the TIA is currently working in conjunction with members of the TIA Retail Panel, as well as manufacturers, to further develop the campaign, which would be driven through the soon-to-be re-launched PlayTennis.com, also a topic of discussion during the meeting.
Those in attendance were also excited to continue discussions regarding expansion of the TIA Retail Division. Moving forward, the TIA will continue to work with the Retail Panel and members of the division to expand the menu of tools, resources, services, and benefits available to members of the TIA Retail Division. Some of the current benefits available to Retail Division members include tennis industry research, credit-card processing discounts, shipping discounts, and more.
On March 16-18, the TIA went to the USTA Annual Meeting in Weston, Fla., for a TIA Board of Directors meeting, at which Mason updated board members on the industry's continued efforts to grow the game, including the “Tennis Tune-Up” campaign, PlayTennis.com and the TIA Retail Division. Those also were topics at an elective session that Mason and TIA Executive Director Jolyn de Boer presented to USTA staff, committee members and volunteers on “The Business of Tennis...Powered by the TIA.”
"Working with our industry partners, we have a lot of exciting items we’re moving forward on to help grow the business of tennis and the game overall,” de Boer said.