How to Grow Tennis Club Membership at Your Venue

Have you noticed a drop in your membership numbers recently, but don't know what to do about it? Building and retaining memberships is one of the most difficult things tennis clubs face, so we've put together this extensive guide on how to grow tennis membership at your venue.

We'll go through our top tips on how to grow your tennis club members, plus extra advice on marketing, partnerships, and more, so you can have the most successful numbers yet!

So, if you want your membership spaces at capacity, read more below.

Our Top 9 Tips on How to Boost Tennis Club Membership

Boosting tennis club membership is one of the most difficult challenges facilities face, especially due to high competition against gyms and leisure facilities.

But, according to the LTA, there has been a global increase in tennis players, growing 25.6% between 2019 and 2023. In Britain alone, our numbers rose by 44%.

So, what does that mean? People want to play tennis. That's why we've put together this guide on how to grow your tennis club's membership to accommodate the sport's recent popularity.

Let's serve it.

Make it Easy to Sign Up

This is a simple but easy change to make at your facility, and one that can quickly put off potential members if done wrong.

First, you should offer incentives to join your club. Why are you special, and why should they come to you for their tennis needs? 

Offering free trials, discounts, promotions, and referral programmes sets you apart from the rest, making the customer feel like they're getting a good deal (which they are).

Here's what else you can do to make it easy to sign up for your memberships:

• Keep it quick and easy: Only ask for the necessary information to streamline the process. No one wants to spend 20 minutes filling out a form.
• Be clear: Keep the instructions and what to do next extremely clear. It can be easy to get confused when filling in online forms.
• Offer multiple payment methods: Klarna, PayPal, and all major credit cards need to be available so you can offer your customers options.
• Be on hand to answer questions: You should provide a phone number, email address, FAQs section, or even a chatbot to help customers with any queries.
• Offer fixed memberships, but have alternatives: Some people want the flexibility to leave or move sports facilities if they choose. Customers might be completely put off if they learn they have to pay up front for a certain period, rather than monthly.

Understand Your Current Members

To gain valuable new members, you first need to understand your current ones to know how to target others.

The LTA states 50% of new members come from existing members thanks to referrals, word of mouth, and recommendations. So you need to get to know current members to understand why they joined, what works for them, and what doesn't.

Your current members already pay for your service. By analysing their thoughts, you can clearly understand what to repeat and avoid when advertising for new members.

Plus, happy customers are the best marketers, and they're more likely to refer if they feel seen, valued, and connected to the club.

Create a Welcoming Atmosphere

It goes without saying, but a hostile, competitive atmosphere will not attract new sign-ups and could even lead to membership cancellations.

To create a welcoming, friendly atmosphere, it's a good idea to hold open days, taster sessions, and tours of the club to give potential members an idea of what they're signing up for.

Remember, first impressions matter. Greeting customers with a smile and training staff to do the same is essential to creating a warm atmosphere that customers will enjoy.

Engage with the Local Community & Wider Area

We'll talk more about partnerships later, but connecting with the wider community in general can do wonders for your membership campaign.

We've already mentioned taster days, which can be promoted in schools, colleges, and local shops, but you can also try to build meaningful links with them.

Offer coaching sessions, assemblies, and even tennis festivals for the local community. Although this would mean extra outgoings, you'd likely see a return with new members signing up.

You don't always have to host the event, either. You can attend or sponsor local fairs, markets, or charity runs, set up activity stalls, or set up sign-up tables.

Remember, it's about making your venue a club, not just a court.

Use Social Media

Social media is huge in this digital age, and if you're not using it, you're likely to fall behind.

Even if you're not a tech-wiz or self-proclaimed influencer, anyone can make a few Instagram reels and Facebook posts to boost their membership sign-ups. You just have to be consistent with it.

• If your current clientele is of an older generation (e.g. Baby Boomers – born between 1946 and 1964), they don't tend to spend much time on social media, but according to Sage Age, Facebook has a substantial senior user base.
• At the other end of the spectrum, everyone knows that Gen Z (born between 1997 and 2012) are social media lovers. According to Atlest, 81% use social media daily, and 50% of those for at least 3 hours.

So, as you can see, from the Boomers to Gen Z, social media is used throughout the generations. Use this to your advantage by engaging with potential tennis club members, sharing engaging content from the club, and running targeted ads.

Constantly Review & Update Your Programme

Regularly reviewing and updating your programme is essential if you want your tennis club to stay relevant, grow membership, and keep existing members engaged.

Like most things, tennis habits, lifestyles, and community needs change over time, so your club’s offerings should too.

To do this, keep your sessions fresh and current, cater to your ever-evolving member needs, identify gaps in your service, and stay modern.

Focus on Showcasing the Benefits, Not the Features

When promoting your tennis club, one of the most important mindset shifts is to focus on the benefits to the member, not just the club's features. People don’t join because you have four floodlit courts; they join because they can play even in the darker winter months.

Here is an example of a feature vs benefit:

• Feature: "We have weekly group coaching."
• Benefit: "Improve your game, meet new people, and build confidence every week!"

The benefit connects your potential customers emotionally, because they always answer the unspoken question, "What's in it for me?"

Your club isn’t just offering tennis. You’re offering fun, fitness, confidence, friendship, and community. Talk in those terms, and you’ll attract people who might not have even been looking for a tennis club.

Remain Inclusive

Remaining inclusive is vital for any tennis club hoping to grow its numbers. This isn't just about moral responsibility; it's a key strategy for long-term success.

Creating a 'tennis for everyone' culture will promote tennis as a sport for all ages, backgrounds, and abilities, not just the skilled or sporty.

Providing accessible programmes where possible for beginners, older adults, and people with disabilities will not only help the wider community but also present your club as a club for all.

We also suggest keeping pricing flexible where possible. Offer varied memberships at different prices to suit various income levels. If you're a big enough club, you might want to consider offering bursaries or community funding to support underrepresented groups within the sport.

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Invest in Your Facilities & Show Them Off

Investing in your facilities is a big one, and not one to be ignored. 

The more run-down and outdated your venue is, the more likely people will opt for newer, more modern facilities to spend their money in.

That said, looks aren't the most important thing, and renovating a sports facility can be pricey. If you have the budget, great. If not, consider a fundraiser or updating things as and when you can.

When you do get your facility up to scratch, show it off! Be proud of your venue and make sure people know exactly what's on offer.

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Why Tennis Club Partnerships Are Important

Partnerships are a game-changer for tennis clubs looking to grow and thrive, especially if they're partnering up with those in the local community.

Whether you're a small grassroots club or larger organisation, the right partnerships can help you reach new audiences, increase funding, and deliver a better experience for your members.

We previously mentioned that schools are a big part of gaining new visibility, but why not partner up with one? This could lead to new juniors and parent members, boost your credibility, and unlock new funding.

Similarly, a gym partnership could bring fitness-focused adults to cardio tennis, or a local cafe might promote you as a 'before-cake tennis session'.

Not only will this strengthen your role in the community, but it will also drive new customers that might not have been possible to reach before.

Well-connected, well-trusted, and packed with value — that's what you can hope to achieve when building new partnerships.

How to Retain Your Tennis Club Members

Retaining your members is a big part of building your tennis club, because without loyal customers, you'll constantly have a job of recruiting on your hands.

Plus, as we said earlier, happy customers are the best form of marketing, and without them, you'll gain no valuable word-of-mouth members.

Here's how you can happily keep them coming back:

• Deliver a memorable first experience: Offer a welcome pack, introduction, or even a buddy system if you think it's necessary. First impressions matter, and it's all about making them feel valued.
• Create a sense of community: Host socials and tournaments, celebrate members of the month, and set up newsletters to keep everyone connected — people don't always stay for the tennis.
• Ask for feedback and act on it: Give members a voice with regular surveys or suggestion boxes. Always listen to suggestions and announce them if changes are made.
• Reward loyalty: Offer small perks or recognition to long-term members by discounting their membership, priority booking, or a small token gift.
• Be flexible: If a member needs to pause due to injury, work, or family, you should offer to freeze the membership or cancel it without fuss.

Conclusion: Successfully Building Your Tennis Club's Membership Numbers

Building your membership numbers takes time, consistency, and effort to make a lasting impact on your club.

Focus on creating community, making things easy for your members, and promoting your club in the best light possible, and you see the members flying in!

Just remember, listening to feedback is essential. Take it as a positive, never a negative, and implement the changes to better your facility.

If you need any more help and advice on your tennis facility, head to our blog where we have various tips to help your club prosper!

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