Marketing Adult Tennis to Juniors
For years the USTA has obsessed about low participation of players between 20-40 years old. There is a “bathtub” shaped curve as participation plummets when players age out of Juniors tennis. The numbers don’t recover until after people turn 40. From a marketing perspective, it is a disaster because that demographic is where disposable income lives. It is also bad for overall participation because many people don’t ever return to the tennis ecosystem.