by
35 Million Active Players By 2035
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The USTA’s ambitious goal of reaching 35 million players by 2035—an additional 11 million players over the next 11 years—signals an inspiring vision to grow the sport exponentially across all age groups and demographics. To meet this target, the Youth Pathway team will be absolutely critical, as the development of young players will not only nurture the next generation of tennis stars but also foster a lifelong connection with the game for millions of children.
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With a focused and strategic approach, the Youth Pathway team can drive participation by leveraging proven platforms and adopting new, innovative initiatives that increase engagement and retention across all youth segments. Below are ways the Youth Pathway team plays a foundational role of achieving the USTA's mission of 35 by 35.
ACHIEVING THE GOAL
INSPIRING GROWTH
Targeting players EARLY in their tennis journey
Providing MEANINGFUL experiences
Creating a SYSTEM of sustained involvement
Contributing
to The
GROWTH
Four Proven Platforms That
Of Proven Platforms
Are Open For Innovative Initiatives
BUILD up to the ULTIMATE PATHWAY
SKY'S THE LIMIT
LETS FOLLOW A COMPREHENSIVE PATHWAY TO HELP REACH 35 MILLION
LETS GO
JUST FOLLOW THE PATH.
Targeting players EARLY in their tennis journey.
#1. Easy Access and Community Building
Focusing on building a strong RED BALL community where prospects find it easy to register and programs ad value to their time. This is done through consistent communication, personal touchpoints, and fostering relationships with local facilitators, parents and new players. Events, social media engagement, and networking opportunities are essential to creating this sense of community.
As this presentation pathway continues you will see how this relationship grows.
Hey kids!
Follow me.
Providing MEANINGFUL experiences.
Attracting new youngsters requires showcasing the tangible value that membership/registration provides. Youth Pathway will clearly communicate benefits like exclusive access to programs, professional development (Webinars), easy access curriculum to spark creative practices for School P.E., Club and Rec Tennis Coaches. Social opportunities are more likely to attract members. Retention is further enhanced by incentivizing ongoing participation, such as discounts, rewards, or recognition. The U.S. Open Series provides a great opportunity to increase and retain members by organizing a RED BALL JUNIOR TOUR located at all the US OPEN SERIES summer cities and opens the door for a sustainment.
As this presentation pathway continues you will see how this relationship grows.
#2. Value Proposition and Incentives
Creating a SYSTEM of sustained involvement
Incorporating a mobile retail trailer that mirrors the USTA's Orlando Campus pro shop, along with a miniature tennis court, at all US Open Series tour stops presents several strategic benefits for the USTA’s mission of growing the game, fostering player retention, and enhancing youth development. Here's how this initiative can be a game-changer for the organization and supports the mission to reach 35 million members by 2035:
Enhanced Brand Visibility and Engagement
Interactive Player Experience
RED BALL League Promotion & Player Retention
Sustained System of Involvement
Revenue Generation and Support for Local Programs as it relates to incentives
Direct Feedback and Market Research
Increased Accessibility and Inclusivity
By incorporating a mobile retail trailer that mimics the Orlando Campus pro shop and a miniature tennis court into the US Open Series, the USTA stands to greatly enhance its engagement with both new and existing tennis communities. This initiative fosters retention, supports youth development through Red Ball programs, generates revenue for local programs, and enhances brand visibility across the country. By making tennis more accessible and engaging at high-profile events, the USTA can not only use these initiatives to reach the 35 million members by 2035, but the organization can continue to grow the sport and build a loyal community of players, coaches, and fans for years to come.
As this presentation pathway continues you will see how the journey leads to our destination.
#3. A Moving Mission through Strategic Benefits
BUILD up to the ULTIMATE PATHWAY!
ARTHUR ASHE
#4. Maximum Visibility and Engagement
Having Arthur Ashe Kids' Day as the pivotal stop in this PATHWAY is crucial for several reasons. This event represents the pinnacle of tennis excitement and outreach, combining tennis, entertainment, and education in a way that draws massive attention from both seasoned tennis fans and newcomers. By strategically aligning the Youth Pathway with this high-profile event, the USTA can amplify its mission to engage, retain, and inspire the next generation of players, contributing significantly to the goal of reaching 35 million players by 2035.
A Marquee Event
Community Building and National Recognition
Direct Alignment with USTA's Mission
Incentive for Coaches, Players, and Parents
Legacy of Arthur Ashe and USTA's Values
Arthur Ashe Kids' Day serves as the pivotal stop in this campaign because it maximizes visibility, creates community, and provides a powerful incentive for players and coaches alike. It supports USTA’s mission by fostering long-term retention through memorable, aspirational experiences, and highlights the importance of inclusion and accessibility in tennis. By linking the Youth Pathway to this national event, USTA sets the stage for achieving its goal of reaching 35 million players by 2035, ensuring that tennis continues to grow at both the grassroots and national levels.