The latest symposium organised by the Centenary Tennis Clubs Association was both fascinating and useful.
In a session titled ‘How to Attract Young People Without Losing the Essence of the Club’, Matt Smith, a renowned coach and the current LTA Development and Learning Manager, explained how tennis clubs can connect with and engage their various audiences in the sporting and social life of the organisation.
During the session, Smith addressed one of the most pressing challenges facing clubs today: how we can engage younger generations, especially Generation Z, who prioritise community and purpose, without compromising the values and traditions that define our club’s identity.
He presented examples from clubs such as Epping Tennis Club, the University of Bath and the All England Lawn Tennis Club, demonstrating successful approaches to attracting and retaining younger members and emphasising the importance of connection, flexibility and relevance.
Smith highlighted the importance of:
- Fostering a sense of belonging among young people.
- Offering flexible membership models that adapt to their lifestyles.
- Maintaining the cultural relevance of the club without neglecting its essence and legacy.
- Using technology to support innovation and connection with new members, rather than as an end in itself.
CTC continues to work to provide its members with topics that interest them.
