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The Racquet Renaissance: 10 Membership Marketing Trends Transforming Private Tennis Clubs in 2026

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Private Club Marketing's editorial and research is conducted in conjunction with its advisory and development team.

Private tennis club membership trends show that embracing multi-sport racquet experiences and social-first programming is key to thriving in 2026.

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A Strategic Guide by Private Club Marketing

Executive Summary

The private tennis club industry stands at a pivotal crossroads. The explosive growth of pickleball and padel has fundamentally disrupted traditional tennis-centric business models, forcing clubs to reimagine their identity, infrastructure, and membership offerings. Yet within this disruption lies extraordinary opportunity: clubs that strategically embrace the multi-sport racquet revolution are experiencing unprecedented membership growth, revenue diversification, and demographic expansion.

This report identifies ten critical membership marketing trends that will define success for private tennis clubs in 2026. From the economics of court conversion to the emergence of padel as a distinct membership category, these trends represent both challenges and imperatives for clubs seeking sustainable growth in an evolving competitive landscape.

Key Statistics:

  • Pickleball participation grew 223% from 2020 to 2024—the fastest-growing sport in America for three consecutive years
  • Global padel has reached 30 million players with 63,000 courts worldwide, projected to exceed 70,000 by 2026
  • Racquet sport courts generate 4x the revenue per square foot compared to traditional tennis courts
  • Over 48 million Americans played pickleball at least once in the past 12 months—nearly 1 in 5 adults
  • 70%+ of avid pickleball players are between ages 18-44, defying the “retiree sport” stereotype

Trend 1: The Multi-Sport Racquet Club Evolution

The Data

The single-sport tennis club model is rapidly becoming obsolete. Clubs and associations across North America are embracing a multi-disciplinary approach, incorporating various racquet disciplines and rebranding themselves as “Racquet Clubs” or “Racquet Associations.” This evolution reflects member demand for variety and the economic reality that diverse programming maximizes court utilization and revenue.

The Boulevard Tennis and Padel Club exemplifies this trend, rebranding with a new logo in 2025 to reflect its expanded identity. Denver Racquets Club, formerly Meadow Creek Tennis and Fitness, has grown membership from 600 to over 1,000 by adding pickleball, padel, and platform tennis to its tennis core. The message is clear: racquet diversity drives growth.

Marketing Implications

  • Rebrand strategically: Consider evolving from “Tennis Club” to “Racquet Club” to signal expanded offerings
  • Target “cross-court” players: Members who play multiple racquet sports represent high-value, high-loyalty segments
  • Create unified membership tiers: All-racquet access vs. sport-specific options to maximize flexibility
  • Position as lifestyle destination: The club as comprehensive racquet sports hub, not single-sport facility

Trend 2: The Padel Phenomenon—A Distinct Demographic

The Data

Padel—often called “the pickleball of the world”—has reached 30 million players globally and is now played in 130+ countries. A 2023 Deloitte report notes that padel players already equate to a quarter of the world's tennis players. The sport is projected to generate a €6 billion ecosystem by 2026, up from €2 billion currently.

Critically, padel attracts a distinct demographic from tennis. Industry analysis reveals padel players at clubs “rarely play tennis, and vice versa.” Padel draws younger, more affluent members who are drawn to the sport's strategic complexity and social dynamics. Miami has emerged as the U.S. padel capital, with Florida leading national adoption followed by Texas, California, and New York.

Marketing Implications

  • Market padel as premium positioning: Court time commands higher rates than tennis or pickleball
  • Target young professionals: Padel courts fill at lunch with office workers taking lessons—capitalize on this pattern
  • Create separate padel programming: Don't assume tennis members will cross over—build dedicated padel community
  • Position for first-mover advantage: Padel infrastructure remains limited—early adopters capture market share

Trend 3: Pickleball as Membership Entry Point

The Data

The numbers are staggering: over 48 million Americans played pickleball at least once in the past 12 months, representing a 35% increase from the previous year. The sport is projected to see 15-20% annual growth through 2026, with experts predicting nearly 1 in 20 Americans will be playing regularly by year's end.

Pickleball's appeal spans demographics, but the youth surge is particularly notable—more than 70% of avid players are between 18-44. The sport has evolved from retirement community pastime to mainstream social phenomenon, with celebrities like Tom Brady, LeBron James, and Kim Clijsters investing in teams and facilities.

Marketing Implications

  • Create pickleball-specific membership tiers: Entry-level pricing attracts new members who may upgrade to full racquet access
  • Design conversion pathways: Introduce pickleball members to tennis and padel through programming
  • Emphasize social elements: Pickleball thrives on community—round-robins, leagues, and social events
  • Target app-connected players: Platforms like PicklePlay and CourtReserve fuel meetups and league play

Trend 4: The Economics of Court Conversion

The Data

The financial case for court diversification is compelling. Industry analysis reveals that racquet sport courts generate four times the revenue per square foot compared to traditional tennis courts. More specifically, converting a tennis court to pickleball can yield an eightfold revenue increase, while padel conversion offers approximately six times the income of a standard tennis court.

The spatial mathematics favor adaptation: one tennis court footprint accommodates 3-4 pickleball courts or 2-3 padel courts. UK operator Powerleague is investing £14 million to build 76 padel courts at 17 locations by 2026, targeting 200,000 users annually. This infrastructure investment reflects confidence in sustained demand.

Marketing Implications

  • Conduct utilization analysis: Identify underperforming tennis courts prime for conversion or hybrid use
  • Communicate investment to members: Frame conversions as member-benefit enhancements, not tennis displacement
  • Model revenue projections: Use court economics to justify capital investment to boards and stakeholders
  • Consider hybrid/convertible courts: Flexible infrastructure maximizes utilization across sports

Trend 5: Technology-Enabled Court Management

The Data

Online booking and reservation systems continue to add features making club management more efficient. The focus is “court optimization”—maximizing utilization through intelligent scheduling, dynamic pricing, and member engagement tools. Several startups are developing innovative technologies including video systems to record highlights, keep score, and objectively rate players for skill-matched play.

Mobile-first booking has become essential. Members expect to reserve courts, schedule clinics, and manage their club experience through apps. Clubs that deliver seamless digital experiences see higher engagement and retention, while those with friction-filled systems lose members to more convenient alternatives.

Marketing Implications

  • Invest in modern booking platforms: CourtReserve, ClubAutomation, and similar systems are table stakes
  • Enable mobile-first experiences: App-based booking, push notifications, and digital member cards
  • Implement player rating systems: Skill-matched play improves member satisfaction and court culture
  • Consider video/tracking technology: Performance data and highlights enhance member engagement

Trend 6: Youth Academies & Pipeline Development

The Data

Junior programming represents both immediate revenue and long-term membership sustainability. Summer camps, after-school programs, and year-round academies are proliferating as clubs recognize the dual value: current family memberships and future adult members who grew up at the club.

The professionalization of youth racquet sports continues, with nationally accredited trainers, pathway-to-competition programs, and college preparatory tracks becoming differentiators. Clubs that build reputation for elite junior development attract serious tennis families willing to pay premium rates.

Marketing Implications

  • Develop comprehensive junior programs: Age-appropriate offerings from “tiny tots” through competitive juniors
  • Create family membership incentives: Bundle adult and junior programming for retention value
  • Highlight coaching credentials: Certified instructors and proven development track records attract families
  • Build college placement reputation: Success stories of academy graduates drive premium positioning

Trend 7: League Play & Social Programming Expansion

The Data

The social dimension of racquet sports has never been more central to membership value. Clubs are recognizing that leagues, round-robins, and organized play drive utilization, community, and retention far more effectively than open court time alone. Evening league play has become particularly valuable, capturing the “after-work” demographic seeking both fitness and social connection.

Pickleball has accelerated this trend with its inherent social format—doubles play, easy skill acquisition, and quick match turnaround create natural community. Tennis and padel clubs are adapting by introducing similar social programming that emphasizes participation over competition.

Marketing Implications

  • Build robust league infrastructure: USTA, ALTA, and internal leagues at multiple skill levels
  • Create “after-work” programming: 5-8 PM time slots optimized for working professionals
  • Design social-first events: Round-robins with food/beverage, theme nights, member-guest tournaments
  • Emphasize participation over competition: Recreational players outnumber competitive—program accordingly

Trend 8: Wellness & Fitness Integration

The Data

The wellness industry's projected $7 trillion valuation by 2025 is reshaping member expectations across all club categories. For tennis clubs, this means expanding beyond courts to encompass comprehensive fitness offerings. IHRSA research confirms 63% of members are more likely to stay when wellness amenities are included in membership.

Leading racquet clubs now integrate fitness centers, group exercise classes, personal training, and recovery services. The positioning has shifted from “tennis club with gym” to “wellness destination with world-class racquet sports.” This evolution attracts members seeking holistic health solutions rather than single-sport access.

Marketing Implications

  • Bundle fitness with court access: Create membership tiers that include gym, classes, and racquet sports
  • Develop tennis-specific fitness programming: Agility, strength, and conditioning classes tailored to court athletes
  • Add recovery amenities: Stretching areas, foam rolling, cold plunge, and sports massage
  • Position as lifestyle destination: The club as comprehensive wellness hub, not just courts

Trend 9: The Coaching Economy Evolution

The Data

Private lessons and coaching programs represent significant revenue streams for racquet clubs. Industry analysis notes a shift from more affordable group lessons to pricier private instruction—a trend that increases per-member revenue while creating scheduling challenges. The professionalization of coaching, with certifications, specializations, and performance tracking, has elevated member expectations.

The emergence of padel and pickleball has created demand for multi-sport coaching expertise. Clubs that develop or recruit coaches capable of teaching across racquet disciplines can offer seamless member experiences while maximizing coaching staff utilization.

Marketing Implications

  • Develop tiered coaching packages: From introductory clinics to elite private instruction
  • Train multi-sport coaches: Cross-train staff in tennis, pickleball, and padel instruction
  • Create coaching membership add-ons: Monthly coaching packages bundled with membership
  • Leverage technology: Video analysis, performance tracking, and virtual coaching options

Trend 10: Competitive Differentiation Through Experience

The Data

As racquet sport facilities proliferate—from dedicated pickleball clubs to multi-sport complexes—differentiation becomes critical. The most successful clubs are moving beyond court quality to create distinctive member experiences. This includes elevated food and beverage offerings, viewing and social areas, premium locker facilities, and curated events that build community identity.

The emergence of “eatertainment” concepts in racquet sports—social clubs mixing pickleball, food, and nightlife—signals evolving member expectations. Private clubs must compete not just with other clubs but with entertainment venues that happen to have courts.

Marketing Implications

  • Elevate ancillary amenities: Viewing lounges, quality F&B, and social spaces beyond courts
  • Create signature experiences: Unique events, traditions, and programming that define club identity
  • Invest in atmosphere: Lighting, music, design elements that create memorable environments
  • Build community identity: The club as social tribe, not just facility access

from the
Club Journal

More Articles

The Racquet Renaissance: 10 Membership Marketing Trends Transforming Private Tennis Clubs in 2026

Private tennis club membership trends show that embracing multi-sport racquet experiences and social-first programming is key to thriving in 2026.

Join our Newsletter

A Strategic Guide by Private Club Marketing

Executive Summary

The private tennis club industry stands at a pivotal crossroads. The explosive growth of pickleball and padel has fundamentally disrupted traditional tennis-centric business models, forcing clubs to reimagine their identity, infrastructure, and membership offerings. Yet within this disruption lies extraordinary opportunity: clubs that strategically embrace the multi-sport racquet revolution are experiencing unprecedented membership growth, revenue diversification, and demographic expansion.

This report identifies ten critical membership marketing trends that will define success for private tennis clubs in 2026. From the economics of court conversion to the emergence of padel as a distinct membership category, these trends represent both challenges and imperatives for clubs seeking sustainable growth in an evolving competitive landscape.

Key Statistics:

  • Pickleball participation grew 223% from 2020 to 2024—the fastest-growing sport in America for three consecutive years
  • Global padel has reached 30 million players with 63,000 courts worldwide, projected to exceed 70,000 by 2026
  • Racquet sport courts generate 4x the revenue per square foot compared to traditional tennis courts
  • Over 48 million Americans played pickleball at least once in the past 12 months—nearly 1 in 5 adults
  • 70%+ of avid pickleball players are between ages 18-44, defying the “retiree sport” stereotype

Trend 1: The Multi-Sport Racquet Club Evolution

The Data

The single-sport tennis club model is rapidly becoming obsolete. Clubs and associations across North America are embracing a multi-disciplinary approach, incorporating various racquet disciplines and rebranding themselves as “Racquet Clubs” or “Racquet Associations.” This evolution reflects member demand for variety and the economic reality that diverse programming maximizes court utilization and revenue.

The Boulevard Tennis and Padel Club exemplifies this trend, rebranding with a new logo in 2025 to reflect its expanded identity. Denver Racquets Club, formerly Meadow Creek Tennis and Fitness, has grown membership from 600 to over 1,000 by adding pickleball, padel, and platform tennis to its tennis core. The message is clear: racquet diversity drives growth.

Marketing Implications

  • Rebrand strategically: Consider evolving from “Tennis Club” to “Racquet Club” to signal expanded offerings
  • Target “cross-court” players: Members who play multiple racquet sports represent high-value, high-loyalty segments
  • Create unified membership tiers: All-racquet access vs. sport-specific options to maximize flexibility
  • Position as lifestyle destination: The club as comprehensive racquet sports hub, not single-sport facility

Trend 2: The Padel Phenomenon—A Distinct Demographic

The Data

Padel—often called “the pickleball of the world”—has reached 30 million players globally and is now played in 130+ countries. A 2023 Deloitte report notes that padel players already equate to a quarter of the world's tennis players. The sport is projected to generate a €6 billion ecosystem by 2026, up from €2 billion currently.

Critically, padel attracts a distinct demographic from tennis. Industry analysis reveals padel players at clubs “rarely play tennis, and vice versa.” Padel draws younger, more affluent members who are drawn to the sport's strategic complexity and social dynamics. Miami has emerged as the U.S. padel capital, with Florida leading national adoption followed by Texas, California, and New York.

Marketing Implications

  • Market padel as premium positioning: Court time commands higher rates than tennis or pickleball
  • Target young professionals: Padel courts fill at lunch with office workers taking lessons—capitalize on this pattern
  • Create separate padel programming: Don't assume tennis members will cross over—build dedicated padel community
  • Position for first-mover advantage: Padel infrastructure remains limited—early adopters capture market share

Trend 3: Pickleball as Membership Entry Point

The Data

The numbers are staggering: over 48 million Americans played pickleball at least once in the past 12 months, representing a 35% increase from the previous year. The sport is projected to see 15-20% annual growth through 2026, with experts predicting nearly 1 in 20 Americans will be playing regularly by year's end.

Pickleball's appeal spans demographics, but the youth surge is particularly notable—more than 70% of avid players are between 18-44. The sport has evolved from retirement community pastime to mainstream social phenomenon, with celebrities like Tom Brady, LeBron James, and Kim Clijsters investing in teams and facilities.

Marketing Implications

  • Create pickleball-specific membership tiers: Entry-level pricing attracts new members who may upgrade to full racquet access
  • Design conversion pathways: Introduce pickleball members to tennis and padel through programming
  • Emphasize social elements: Pickleball thrives on community—round-robins, leagues, and social events
  • Target app-connected players: Platforms like PicklePlay and CourtReserve fuel meetups and league play

Trend 4: The Economics of Court Conversion

The Data

The financial case for court diversification is compelling. Industry analysis reveals that racquet sport courts generate four times the revenue per square foot compared to traditional tennis courts. More specifically, converting a tennis court to pickleball can yield an eightfold revenue increase, while padel conversion offers approximately six times the income of a standard tennis court.

The spatial mathematics favor adaptation: one tennis court footprint accommodates 3-4 pickleball courts or 2-3 padel courts. UK operator Powerleague is investing £14 million to build 76 padel courts at 17 locations by 2026, targeting 200,000 users annually. This infrastructure investment reflects confidence in sustained demand.

Marketing Implications

  • Conduct utilization analysis: Identify underperforming tennis courts prime for conversion or hybrid use
  • Communicate investment to members: Frame conversions as member-benefit enhancements, not tennis displacement
  • Model revenue projections: Use court economics to justify capital investment to boards and stakeholders
  • Consider hybrid/convertible courts: Flexible infrastructure maximizes utilization across sports

Trend 5: Technology-Enabled Court Management

The Data

Online booking and reservation systems continue to add features making club management more efficient. The focus is “court optimization”—maximizing utilization through intelligent scheduling, dynamic pricing, and member engagement tools. Several startups are developing innovative technologies including video systems to record highlights, keep score, and objectively rate players for skill-matched play.

Mobile-first booking has become essential. Members expect to reserve courts, schedule clinics, and manage their club experience through apps. Clubs that deliver seamless digital experiences see higher engagement and retention, while those with friction-filled systems lose members to more convenient alternatives.

Marketing Implications

  • Invest in modern booking platforms: CourtReserve, ClubAutomation, and similar systems are table stakes
  • Enable mobile-first experiences: App-based booking, push notifications, and digital member cards
  • Implement player rating systems: Skill-matched play improves member satisfaction and court culture
  • Consider video/tracking technology: Performance data and highlights enhance member engagement

Trend 6: Youth Academies & Pipeline Development

The Data

Junior programming represents both immediate revenue and long-term membership sustainability. Summer camps, after-school programs, and year-round academies are proliferating as clubs recognize the dual value: current family memberships and future adult members who grew up at the club.

The professionalization of youth racquet sports continues, with nationally accredited trainers, pathway-to-competition programs, and college preparatory tracks becoming differentiators. Clubs that build reputation for elite junior development attract serious tennis families willing to pay premium rates.

Marketing Implications

  • Develop comprehensive junior programs: Age-appropriate offerings from “tiny tots” through competitive juniors
  • Create family membership incentives: Bundle adult and junior programming for retention value
  • Highlight coaching credentials: Certified instructors and proven development track records attract families
  • Build college placement reputation: Success stories of academy graduates drive premium positioning

Trend 7: League Play & Social Programming Expansion

The Data

The social dimension of racquet sports has never been more central to membership value. Clubs are recognizing that leagues, round-robins, and organized play drive utilization, community, and retention far more effectively than open court time alone. Evening league play has become particularly valuable, capturing the “after-work” demographic seeking both fitness and social connection.

Pickleball has accelerated this trend with its inherent social format—doubles play, easy skill acquisition, and quick match turnaround create natural community. Tennis and padel clubs are adapting by introducing similar social programming that emphasizes participation over competition.

Marketing Implications

  • Build robust league infrastructure: USTA, ALTA, and internal leagues at multiple skill levels
  • Create “after-work” programming: 5-8 PM time slots optimized for working professionals
  • Design social-first events: Round-robins with food/beverage, theme nights, member-guest tournaments
  • Emphasize participation over competition: Recreational players outnumber competitive—program accordingly

Trend 8: Wellness & Fitness Integration

The Data

The wellness industry's projected $7 trillion valuation by 2025 is reshaping member expectations across all club categories. For tennis clubs, this means expanding beyond courts to encompass comprehensive fitness offerings. IHRSA research confirms 63% of members are more likely to stay when wellness amenities are included in membership.

Leading racquet clubs now integrate fitness centers, group exercise classes, personal training, and recovery services. The positioning has shifted from “tennis club with gym” to “wellness destination with world-class racquet sports.” This evolution attracts members seeking holistic health solutions rather than single-sport access.

Marketing Implications

  • Bundle fitness with court access: Create membership tiers that include gym, classes, and racquet sports
  • Develop tennis-specific fitness programming: Agility, strength, and conditioning classes tailored to court athletes
  • Add recovery amenities: Stretching areas, foam rolling, cold plunge, and sports massage
  • Position as lifestyle destination: The club as comprehensive wellness hub, not just courts

Trend 9: The Coaching Economy Evolution

The Data

Private lessons and coaching programs represent significant revenue streams for racquet clubs. Industry analysis notes a shift from more affordable group lessons to pricier private instruction—a trend that increases per-member revenue while creating scheduling challenges. The professionalization of coaching, with certifications, specializations, and performance tracking, has elevated member expectations.

The emergence of padel and pickleball has created demand for multi-sport coaching expertise. Clubs that develop or recruit coaches capable of teaching across racquet disciplines can offer seamless member experiences while maximizing coaching staff utilization.

Marketing Implications

  • Develop tiered coaching packages: From introductory clinics to elite private instruction
  • Train multi-sport coaches: Cross-train staff in tennis, pickleball, and padel instruction
  • Create coaching membership add-ons: Monthly coaching packages bundled with membership
  • Leverage technology: Video analysis, performance tracking, and virtual coaching options

Trend 10: Competitive Differentiation Through Experience

The Data

As racquet sport facilities proliferate—from dedicated pickleball clubs to multi-sport complexes—differentiation becomes critical. The most successful clubs are moving beyond court quality to create distinctive member experiences. This includes elevated food and beverage offerings, viewing and social areas, premium locker facilities, and curated events that build community identity.

The emergence of “eatertainment” concepts in racquet sports—social clubs mixing pickleball, food, and nightlife—signals evolving member expectations. Private clubs must compete not just with other clubs but with entertainment venues that happen to have courts.

Marketing Implications

  • Elevate ancillary amenities: Viewing lounges, quality F&B, and social spaces beyond courts
  • Create signature experiences: Unique events, traditions, and programming that define club identity
  • Invest in atmosphere: Lighting, music, design elements that create memorable environments
  • Build community identity: The club as social tribe, not just facility access

from the
Club Journal

More Articles

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