I was not surprised when I heard that Troon acquired Cliff Drysdale Tennis for several reasons. The Cliff Drysdale Tennis is a global, full-service tennis management company that provides the “Ultimate Tennis Experience.”
Cliff Drysdale Tennis will continue to operate under the Cliff Drysdale brand and governed by the same culture and leadership that has existed since its founding in 2001.
The Cliff Drysdale Tennis is headquartered in New Braunfels, Texas, with 30 locations in 9 states and two countries, Cliff Drysdale Tennis’ team consists of more than 200 tennis and club management professionals and 40 directors and executive staff.
I see many similarities between the management of a golf club and a tennis club (e.g. membership management, similar customer types (income: $100,000+; have got a college degree or higher etc.)). Furthermore, in advanced golf clubs and resorts, tennis is already there as an additional service of the club.
As a result of the acquisition of Cliff Drysdale Tennis, Troon will be able to claim expertise in tennis club management as well. Furthermore, tennis can be a new, lucrative revenue channel for them, but also an effective private club membership retention solution.
Since tennis is a social game it has the potential to bring people together (families as well!) and create community. If you can create a quality league in your golf club then you have got very good chances to attract more people to your golf club/resort who otherwise would not consider coming and playing there or even become a member.
The Tennis Industry Association‘ research found that:
- the value of the tennis industry is $5.94 billion;
- the total participation is 18.08 million people (in 2017; since 2010 we can see a growth of 5M in tennis participation);
- total core players (+ times/year): 9.86 Million;
- Facilities in Tennis Industry Association database: 14,684.
What is really promising in tennis is the cardio tennis. Just in 2016, 2.12 million people participated in cardio tennis lessons. It is a group fitness program featuring heart pumping effects of tennis drills, games, and skills, delivering a full body and calorie burning aerobic and anaerobic workout.
This is also really obvious since fitness is becoming more and more integral part of the mainstream lifestyle.
On the other side of the pond, in the UK (source: LTA British Tennis):
- 5 million people play tennis once a year.
- 721,100 people – monthly players.
- 398,100 people – weekly players.
- 2743 tennis clubs with 727,664 tennis club members.