Three options. Only one actually works for your business.
A tennis club is not a coaching business. It is a membership business with five revenue lines.
A tennis club is not the same business as a tennis coach. It is a Tennis Australia plus LTA plus state-Tennis-Association affiliated venue with five distinct revenue lines (annual memberships at $200 to $800, casual court hire at $20 to $45 an hour, social-doubles night entry at $30 to $60, coaching programs from $80 to $200 a term, and tournament entries from $200 to $500), three court-surface specialisms (synthetic grass, hard court, clay), and seven member archetypes (Junior, Senior, Veterans, Masters, Pennant, Wheelchair, plus an LGBTQ+ or Indigenous or multicultural specialty bracket the club is often the only welcoming venue for). The marketing has to fill the social-doubles night on a Thursday, recruit the Pennant team in February, refill the Junior pathway in April, and keep the casual court-hire booker on the upgrade ladder all year. Almost no club runs all of that because the secretary is unpaid and the captain is on court.
Good tennis club marketing is three things at once: a website with one page per surface plus suburb ('synthetic grass tennis courts [suburb]', 'clay courts [suburb]', 'indoor hard court hire [suburb]') so every parent and every social player finds the right court for the right body, a permanent social-doubles-and-Junior-clinic ad set that fills the quiet weekday slots and pulls the Pennant feeder talent, and a casual-court-hire-to-membership upgrade sequence wired into the ClubSpark or Book-A-Court booking so the third-time booker gets a one-tap join offer before they get a fourth invoice. The clubs running at 90 percent court utilisation and a 10-percent year-on-year membership lift are doing exactly this. The clubs at 60 percent are still emailing the AGM minutes once a quarter.
Six agents, working in your accounts.
Account Lead, Web, SEO, Advertising, Social Media, and Content. One platform, one bill, you approve the work.
Sets the plan around the club calendar and the five revenue lines: a Pennant recruiting push in January, a Junior holiday-clinic push at every term break, a social-doubles fill-the-Thursday cadence, a tournament-entry campaign three weeks before each fixture, and a casual-to-member upgrade running quietly all year. Briefs the other agents so the surface pages, the ClubSpark booking flow, the captain's match captions and the membership emails all push toward 'fill the courts, refill the membership, pack the Pennant team'.
Imports the secretary's 2019 Wix site so the committee stops paying for hosting plus a CMS plus a separate booking landing page, and ships a page per surface per suburb. Adds the seven-court layout map, the membership-tier ladder, the Tennis Australia plus LTA plus state-association affiliation badges, the Pennant fixtures, and a 'book a casual court' button that lands in your existing ClubSpark or Book-A-Court flow without breaking the bookings.
Owns every surface-plus-suburb search the chain venues and standalone coaches cannot defend: 'synthetic grass tennis courts [suburb]', 'clay courts [suburb]', 'indoor tennis hire [suburb]', plus the social-doubles, Junior holiday clinic and Pennant trial queries. Ships SportsClub and SportsActivityLocation schema, optimises the Google Business Profile with the full service list and the Tennis Australia affiliation, and earns review prompts after every Pennant home round and Junior clinic. Auto-applies the low-risk fixes.
Runs a permanent social-doubles-night Meta ad set on the 35-to-55 fitness-curious bracket within a 7km radius, lifts spend three weeks before every term-break Junior holiday clinic, runs a Pennant trial campaign in late January, and adds a tournament-entry push three weeks out from each fixture. A small Google call-only set catches 'tennis courts near me' urgent bookings. Pulls spend back when court utilisation hits 90 percent.
Turns every Pennant fixture, every Junior clinic, every Veterans Masters result, every Wheelchair fixture, every Pride-Round and Indigenous-Round and multicultural family-day photo into a post in your real accounts: a Tuesday-morning Pennant-ladder Reel, a Saturday Junior-squad carousel, a Thursday social-doubles-night story, a tournament-bracket-and-result post inside 24 hours. Builds the visual case that turns the casual Thursday social player into the Pennant feeder.
Drafts the guides players and parents Google before they join: 'synthetic grass versus hard court versus clay: which surface for which knees', 'how to choose a tennis club in [your city]: the affiliation, surface and Pennant questions to ask', 'Junior tennis pathway from Hot Shots to Pennant', 'what social doubles night actually involves'. Two drafts a month, in the club's voice, that catch the player four months before the casual court-hire booking.
Your first 30 days.
- Surface-plus-suburb pages indexed for synthetic grass, hard court and clay in your top three feeder suburbs
- Annual plan covering Pennant, Junior, Veterans, Masters, Wheelchair, Pride-Round and multicultural family-day cycles delivered by Sam
- Google Business Profile rebuilt as 'Tennis club' with the full 19-service list, Tennis Australia and state association affiliation, and the wheelchair-accessible attribute
- Casual-court-hire-to-membership upgrade sequence live against the ClubSpark or Book-A-Court booking data
- Social-doubles Thursday-night Meta ad set running to the 35-to-55 fitness-curious bracket, 7km radius
- Pennant trial, Junior holiday clinic and tournament-entry ad cadences scheduled against your fixture calendar
- Captain's match-photo intake wired so a Saturday Pennant win is in a Tuesday-morning post
- Membership-tier ladder explainer and the 'synthetic grass versus hard court versus clay' parent guide drafted, both surfaced from the homepage
Tennis clubs do not fail at the tennis. They fail at running a membership business with five revenue lines on a volunteer committee. The Thursday social-doubles night runs at half capacity, the Pennant trials are quiet because nobody saw Saturday's win, the Junior holiday clinic fills two days late, the casual court-hire booker never gets the join offer, and the Royal Sydney Lawn Tennis heritage clubs keep pulling the talent. The work is the surface-plus-suburb page library, the social-doubles night ad, the Junior-and-Pennant content engine, the casual-to-member upgrade sequence, and the term-break clinic push every quarter.
Agencies are too dear to actually run all of that for $3k a month against a club's $80k turnover. Tools are cheap but the captain's Saturday Pennant photo is still on his phone the following Friday. In-House is the third option: for $299 a month the agents ship the surface pages, run the social-doubles and Junior-clinic ads, post the Pennant results, and wire the casual-to-member upgrade. You roll out the lines, run the clinic, host the fixture, two taps to approve, minutes a day. Fill the courts on Thursday, refill the Pennant team in February, keep the membership ladder climbing.