Lessons for non-sporting businesses from Tennis Australia and other sport bodies:
- Data is power. Get as much information on your customers’ and future customers’ preferences as you can.
- Monitor your competitors. The AFL’s Auskick program has been highly successful for that sport. Several other sports, including tennis, cricket and netball have since increased investment in similar programs.
- It is never too late to innovate. Tennis has been played the same way on the same size courts for as long as most people can remember. Re-inventing the game has made it much more attractive to a young audience.
- Collaborate with other industries. Tennis coaches and wealth managers make unlikely bedfellows. Their collaboration through MLC Hot Shots is a powerful example of cross-industry referrals, but don’t get too pushy.