Running a tennis or pickleball club might seem straightforward. The reality? It’s a complex operation with many potential pitfalls. We’re exposing the worst and how to avoid them.
After years of building CourtReserve to serve over 1,500 clubs (and launching our own club), we’ve seen these challenges firsthand.
Managing a successful club requires more than just keeping the courts busy. From understanding your members to investing in the right tools and strategies, every decision can impact your club’s long-term success.
In this article, we’re diving deep into the most common mistakes we’ve encountered, offering insights to help you navigate the complexities of club management and build a thriving, engaged community.
Common Tennis & Pickleball Club Management Mistakes to Avoid:
- Poor Member Persona & Journey Definition
- Over-relying on Outdated Tools
- Champagne Ideas, Beer Budgets
- Cutting Corners on Quality
- No Dedicated Management Team
- Believing Technology Alone Will Save You
- Neglecting Member Experience Optimization
- Being Too Focused on Short-term Results
Let’s begin…
1. Poor Member Persona & Journey Definition
Understanding who your ideal member is and mapping out their journey within your club is crucial.
Without a clear picture of your target member, you’ll end up attracting people who may not be the best fit for your club.
This can lead to poor retention and wasted resources as you struggle to meet the needs of a diverse but unfocused member base.
Instead, invest time in defining your member personas—age, interests, skill levels—and tailor your offerings to match their needs.
This clarity will help you focus your marketing efforts and create a more cohesive club environment.
2. Over-relying on Outdated Tools
Many clubs still rely on outdated management tools—or worse, pen and paper.
While these tools can offer some insights, they rarely provide a full picture of your club’s needs and operations.
The real insights often come from engaging directly with your members. Talk to them, understand their pain points, and use this information to refine your strategies.
Not even the best court reservation software can replace the value of direct, human interaction.
3. Champagne Ideas, Beer Budgets
We all have grand visions for our clubs, but without the necessary budget, those dreams can quickly turn into nightmares.
Running a successful club requires substantial investment, particularly in facilities, coaching staff, and technology.
If your budget is limited, prioritize spending in areas that directly impact member experience.
High-quality courts, experienced coaches, and user-friendly technology (like a Mobile app) are non-negotiables if you want to provide a top-tier experience that keeps members coming back.
4. Cutting Corners on Quality
There’s an old saying, “You get what you pay for,” and it rings especially true in club management.
Whether it’s hiring coaches, maintaining facilities, or investing in marketing, cutting corners on quality will almost always backfire.
Poor investments can lead to subpar member experiences, which in turn can damage your club’s reputation and hurt retention rates.
Remember, quality is an investment in your club’s future.
5. No Dedicated Management Team
Managing a club isn’t just about basic administration—it requires expertise in member engagement, marketing, and facilities management.
Relying solely on a general manager or a volunteer board without specialized support can lead to inefficiencies and missed opportunities for growth.
Consider hiring a dedicated director or management team who can bring professional expertise to the table. The right leadership can make all the difference in your club’s success.
6. Believing Technology Alone Will Save You
Technology can enhance your club’s operations, but it can’t replace the human touch that members crave.
It’s easy to fall into the trap of thinking that technology will solve all your problems, but the reality is that it should be used to complement, not replace, personal relationships.
Use technology to streamline processes, such as booking courts or managing memberships, but make sure your team is still focused on building strong, personal connections with your members.
After all, it’s these relationships that will keep them loyal to your club.
7. Neglecting Member Experience Optimization
Many clubs fail to fully optimize the member experience, whether through facility design, communication, or events.
The member experience starts the moment someone walks through your doors—or lands on your website—and continues through every interaction they have with your club.
Consider everything from the layout of your club to how you communicate with members online. Small improvements can lead to significant boosts in member satisfaction and retention.
8. Being Too Focused on Short-term Results
It’s easy to get caught up in the pursuit of quick wins, like rapid membership growth or immediate financial returns.
However, focusing too much on the short term can lead to neglecting the long-term sustainability of your club.
Building a thriving club culture and a loyal member base takes time.
It’s important to balance your goals, ensuring that while you’re working towards short-term successes, you’re also laying the foundation for long-term stability.
The Takeaway
Don’t get caught up in the flashy tactics that might work for mega clubs—focus on understanding what makes YOUR club unique and build your strategies around that.
Clear member personas, proper budgets, and a dedicated management team are key to success.
Invest in quality where it matters most, and don’t underestimate the power of direct engagement with your members.
Technology is helpful, but the heart of your club lies in the experiences you create.
Remember, every interaction is a chance to reinforce your club’s identity. Keep your members at the center of your strategy, and their satisfaction will become your greatest marketing tool.
This is an expanded version of Tim’s original LinkedIn post:
