USTA launches USTA Coaching to unify and modernize the national tennis coaching ecosystem

The United States Tennis Association (USTA) has introduced USTA Coaching, Inc., a first-of-its-kind national platform aimed at strengthening the country’s tennis coaching network by serving everyone from tennis-curious parents to full-time professionals. This initiative marks a major strategic step in the organization’s broader plan to expand U.S. tennis participation to 35 million players by 2035, a goal internally referred to as 35×35. With the U.S. now one of the fastest-growing tennis markets, the program intends to address one of the sport’s most pressing needs: the shortage of coaches and the lack of a unified support system.

USTA Coaching positions itself as a comprehensive and scalable solution, offering an integrated learning hub, certification pathways, community-building tools, and a benefits structure tailored to different levels of coaching involvement. Craig Morris, chief executive officer of USTA Coaching, said the platform is built on the principle that “better coaches create better play experiences, and better play experiences grow the game.” His comment underscores the organization’s belief that coaching quality is a central driver of tennis participation growth.

Why the USTA Coaching launch matters for the U.S. tennis market

This launch is occurring at a pivotal moment. Participation in tennis surged during the pandemic and has remained above pre-2020 levels, with the USTA estimating more than 23 million Americans now playing the sport. However, only about two in ten players currently receive formal coaching. Industry analysts note that without structured coaching pathways, retention rates can suffer, and talent development becomes inconsistent. The USTA’s move to create a unified coaching platform addresses a long-standing fragmentation in the coaching landscape, which has historically relied on local clubs, schools, and independent operators with varying standards.

The program is rooted in the USTA American Development Model (ADM), which is based on principles from the United States Olympic & Paralympic Committee’s (USOPC) own ADM framework. This alignment with Olympic-level athlete development not only enhances the program’s credibility but also sends a signal to parents and players that training will be grounded in sport science and long-term player development philosophies.

Sarah Hirshland, CEO of the USOPC, described the launch as “coaching innovation built on a history of success,” adding that the USTA’s role as a strong National Governing Body makes it well-positioned to shape the coaching profession’s future.

Integrated tiers designed for accessibility and professional growth

To accommodate the diverse range of people who serve as coaches—from parents and volunteers to club professionals—USTA Coaching offers flexible tiered packages. At the entry level, the Baseline package is free and aimed at those stepping into coaching informally, such as parents helping at practices or physical education teachers introducing tennis in schools. It includes local event access and beginner-friendly lesson plans delivered digitally, lowering the barrier for people new to coaching while embedding them in the USTA network.

For coaches operating in school or community settings, the Rally package adds resources such as premium educational content, mentorship from seasoned coaches, and structured access to tools like TennisDrills.TV. This mid-tier package is designed to support high school coaches and community instructors who juggle multiple responsibilities while striving to provide consistent, positive experiences for players.

At the professional end, the Pro and Pro Plus packages cater to part-time and full-time certified coaches in clubs, academies, and recreation facilities. They include advanced training, national certifications, continuing education programs, and insurance benefits. The Pro Plus tier expands coverage to include unlimited additionally insured facilities, accident insurance, and telehealth services—features aimed at safeguarding the livelihood of career coaches. Importantly, all tiers require completion of the Safe Play program, which incorporates SafeSport training and a criminal background check at no cost to the coach, reinforcing player safety and ethical standards.

Megan Rose, managing director and head of business development and operations for USTA Coaching, highlighted that the platform’s accessibility is central to its mission, stating, “Our goal is to lower the barrier to entry and make it easy for anyone to step into a coaching role with confidence.”

A workforce development initiative in sports

While the platform is framed as a coaching resource, it also functions as a workforce development initiative for the tennis sector. By equipping coaches with education, technology, and professional support, the USTA is effectively building a pipeline for tennis instruction that spans grassroots to elite levels. This approach mirrors broader trends in sports governance, where federations are investing in training programs to standardize quality and broaden participation bases.

The workforce development angle could have ripple effects beyond tennis. Industry observers note that USTA Coaching’s model—integrating certification, community engagement, and tiered benefits—could influence other sports facing similar instructor shortages, from youth soccer to pickleball. If successful, it may become a case study in how to centralize and professionalize volunteer-heavy coaching ecosystems without losing local character.

Market sentiment and early reception

Although USTA Coaching is not a publicly traded entity, the launch has drawn positive attention from sports development professionals and analysts tracking participation trends. Early sentiment suggests that the initiative could help stabilize retention rates among new players, which often drop in the absence of accessible coaching. Equipment manufacturers and facility operators also have a vested interest in the program’s success, as an expanded base of trained coaches can lead to higher court utilization and increased gear sales.

Former professional players lending their names and reputations to the initiative, such as Olympic gold medalist Lindsay Davenport, provide further legitimacy. Davenport called the platform a way to “change how coaches connect with players and how players connect with the game,” framing it as a cultural as well as a structural shift.

Connecting to broader USTA growth goals

The launch aligns with the USTA’s ambitious 35×35 initiative, which seeks to grow U.S. tennis participation to 10 percent of the population within the next decade. To meet this target, the association must not only attract new players but also create an environment that keeps them engaged long-term. The coaching shortage has been a bottleneck for years, particularly in underserved communities where access to certified professionals is limited. USTA Coaching’s scalable approach—reaching from parents to pros—addresses this by expanding the pool of qualified and supported instructors.

The association’s focus on inclusivity is also notable. By making resources accessible to individuals from all backgrounds and by ensuring representation in coaching ranks, the program supports broader diversity and equity goals within the sport. This is in line with wider cultural expectations for national sports organizations to not only grow participation but also reflect the diversity of the communities they serve.

Analysts’ view on long-term impact

Sports development analysts see the program as a potentially transformative step for U.S. tennis if adoption rates meet expectations. One industry consultant noted that creating a centralized, well-resourced coaching pathway could close the experience gap between recreational and competitive players, leading to stronger club programs and more cohesive national talent identification systems.

The success of USTA Coaching will likely be measured by several metrics: growth in the number of active coaches, the percentage of players receiving formal instruction, retention rates over multiple seasons, and diversity within the coaching community. By tracking these outcomes, the USTA can adjust programming and benefits to ensure continued relevance.

The road ahead for USTA Coaching’s national rollout

While the platform is officially live, additional features such as the online learning hub and certification equivalency program are slated for launch in Q4 2025. This phased approach allows the USTA to onboard users gradually and refine offerings based on early feedback. Marketing efforts are expected to include targeted outreach to schools, parks and recreation departments, and community organizations, along with digital campaigns aimed at parents and recreational players.

In the medium term, the USTA may explore partnerships with equipment manufacturers, sports technology providers, and health and wellness organizations to further enrich the benefits available to coaches. Analysts also expect that, as the platform matures, data gathered from its online systems could inform policy and investment decisions in tennis facilities and youth programming nationwide.