35 by '35: The USTA's growth strategy for 35 million tennis players by 2035

OUR OPPORTUNITY: LEADING THE WORLD AND REALIZING OUR MISSION

The USTA is taking this challenge head-on with a new growth strategy aimed at making the United States the number one tennis-playing nation in the world by 2035—continuing the sport’s strong uptake and better retaining existing players by supporting local communities and providing options for tennis formats, equipment and programs that enable players coming to the game to become players for life.  

The growth strategy offers a powerful vehicle for realizing the USTA’s new mission, making a generational investment in strengthening tennis by:

• Creating and scaling programming that keeps new and returning players on the court—for life. By ensuring every player has access to new and existing programming that meets their needs at every step of their journey, the USTA plans to grow the nation’s tennis-playing population to 35 million players—roughly 10% of the total U.S. population. This will include the roll-out of a portfolio of competitive and casual play programs that meet the needs of every age and interest—from young to old, cardio to competitive, and beyond.
• Expanding the availability of quality coaching at all levels. To ensure that every player receives the guidance and quality instruction they need, the USTA aims to further raise the standard of coaching and increase the number of available SafePlay^TM-approved coaches to over 80,000 nationwide—including both professional coaches and others who provide on-court instruction and facilitation—keeping pace with the goal to grow overall player participation. In doing so, the aim is to get more coaches in parks, public facilities and at schools; provide additional support for volunteers in the roles they choose to play in their communities; and create more viable career opportunities for those who choose to make coaching their profession.
• Maximizing court availability to keep pace with participation. Increased player participation requires more courts and more available playable hours on those courts. The USTA plans to deepen its partnership with local governments, parks and recreation facilities, school boards and local clubs to build, renovate and protect tennis facilities across the country, while also seeking to maximize existing infrastructure through enhancements that will extend playable hours and lengthen the tennis season. The goal is to ensure there are 350,000 courts (including both traditional and non-traditional playing spaces)—one for every 100 players—available to help catalyze play in local communities, with a particular focus on underserved areas. As part of this effort, the USTA will support facility operators with the tools they need to run effective, efficient and profitable operations, including programming, technology, data intelligence, coaches and equipment.
• Supporting and elevating the next generation of stars. The USTA remains committed to its efforts to develop, support and showcase the best events, players and coaches that U.S. tennis has to offer—empowering up-and-coming competitors to achieve their full potential, and providing a clearer path for our top junior performers to reach the pinnacle of the sport and motivate millions more to follow in their footsteps.

Tennis is the healthiest sport in the world. In fact, it’s the sport that does more than any other to extend our lives, with recent research showing that people who play tennis live 10 years longer on average than those who do not. By ensuring players new and old have access to the programs, coaching and facilities they need to progress on their tennis-playing path, we can continue to grow the game and deepen its positive impact—creating new opportunities for human connection and improving the physical, mental and emotional health and safety of our communities, both on and off the court. 

LEARN MORE ABOUT OUR 35M BY ‘35 STRATEGY

• Read the exclusive article in Forbes

• Read our in-depth Q&A with USTA CEO Lew Sherr