Brian Vahaly, the First Vice President of the USTA, was one of the featured speakers at the USTA Texas Annual Meeting a couple of weekends ago. His talk was a departure from the messaging that the National organization typically brings to the conference. For example, he skipped the usual US Open “hype video” and dove straight into the meat of the organization’s strategic direction.
Among many of the interesting things that Vahaly said, the USTA is apparently on the verge of publishing an updated mission statement. From his remarks, I gather that the current “To promote and develop the growth of tennis” will be revamped to clarify the organizational focus. That can then be used to better drive effective investment of of both money and time. I think that is a terrific idea.
This site has previously carried a lot of posts that explicitly mention the current USTA mission statement. Most of that content highlights areas where the organization hasn’t been fully effective toward those objectives. In fact, I even crafted a couple of shirts that bear the phrase “To promote and develop the growth of tennis” that I occasionally wear as an ironic statement.
While there is nothing wrong with the current mission statement, it is too broad and vague for organizational accountability. My previous post, “To Promote and Develop the Growth of Tennis,” breaks down an example where I think the USTA has taken its eye off the ball.
I eagerly anticipate the release of the new mission statement. When it drops, I will surely break it down in the detailed overthinking approach that is the hallmark of this site.
In the meantime… Here is my personal wish list of potential extensions that I hope will be included.
To promote and develop the growth of tennis:
- By encouraging and facilitating play at all levels, from first-time beginners to elite high-performance competitors.
- By advocating and supporting the construction, maintenance, and operation of tennis courts and facilities accessible to anyone who wants to play.
- By providing rules, regulations, and skilled officiating that encourages fair play, sportsmanship, and positive player experiences.
- By exercising responsible stewardship over all forms of tennis programming and engagement mechanisms to grow and sustain a healthy tennis ecosystem.
- By attracting and retaining a diverse player base that establishes that tennis is truly a lifetime sport for all people.
What is on your wishlist for the USTA’s new mission focus?
