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Key research trends in upcoming industry report

Hilton Head Island, SC — The Tennis Industry Association (TIA) is set to release its second annual “State of the Industry” report, which compiles key research from the trade association’s dozens of in-depth annual research studies and surveys into a top-line document that helps to “narrate the story of the tennis industry” for the past year. Key findings include data on the value of the overall tennis economy, participation and play frequency trends, equipment sales, and pro events.

Among the findings is the overall value of the total tennis economy in 2011, estimated to be $5.4 billion, down slightly from $5.6 billion in 2010. Components that help make up the total tennis economy figure include player participation data, equipment sales, facility revenue, lesson revenue, media revenue and TV coverage, and pro tour sponsor and spectator revenue.

“Like every other industry, the tennis industry has faced a series of challenges over the past few years due to the overall economy and consumers continuing to evaluate their discretionary spending,” says TIA President Jon Muir. “While these challenges continued through 2011, we are seeing signs that change and growth are ahead. Wholesale tennis equipment shipments increased significantly in the first quarter of 2012 compared to Q1 last year in several categories, combined with positive anecdotal evidence of an increase in frequent play and total play occasions so far in 2012.

“The number of frequent players declined in 2009 and 2010, but in 2011, that slide stopped,” adds Muir. “Frequent players account for more than 70% of tennis expenditures. Our goal as an industry is to increase the number of frequent players to 10 million by 2020, which would add about $3.9 billion to the tennis economy.”

In 2010 and 2011, says Muir, the TIA has been very focused on establishing clearer strategic platforms and increasing support and focus in several areas to achieve future growth and to help plug the “leaky bucket”—while the industry brought in nearly 6.9 million new players in 2011, that increase was offset by players leaving the game.

A critical building block for the sport is the U.S. Tennis Association’s 10 and Under Tennis initiative, which is hitting consumers in full force in 2012, including through a partnership with the Nickelodeon television network that is reaching millions of kids and their parents. The TIA is playing a key role in helping to drive 10 and Under Tennis opportunities for retailers, facilities and manufacturers.

Another key to increasing frequent play and players in the U.S. is a new “brand-neutral” platform, playtennis.com, which supports a pathway for new and existing players to become long-term consumers. Playtennis.com is designed to be a central “hub” where consumers can easily find programs, places to play, certified instructors and other information.

“Last year seemed to mark a turning point in several respects, as key initiatives and goals were rolled out or ramped up,” says TIA Executive Director Jolyn de Boer. “Some growth is reflected in our 2011 State of the Industry report, and as we continue to monitor this industry through our comprehensive research and data collection, we look to see more signs of an upturn.

“The State of the Industry report takes a comprehensive view of a variety of trends and segments in the industry and condenses it overall to show how interconnected this industry is,” de Boer continues. The second edition synthesizes the trade association’s more than 70 annual research studies and surveys into a 16-page top-line document.

The report presents key tennis industry trends and analysis in the following areas:

The Economy and Tennis — This section highlights macroeconomic trends in the U.S. economy and their impact on the tennis industry, as well as micro-economic trends in the tennis industry via the TIA Economic Index.

Demand — Participation data, frequent player playing habits and expenditures, organized recreational competition, and youth tennis participation trends and analysis comprise the Demand section of the report.

Supply — Data and trends from manufacturers’ wholesale shipments, retailers’ sales and outlook, teaching pro trends, facility trends, and trends impacting court contractors are included in the Supply section.

Media/Pro Events — Data covering consumer media consumption of tennis as well as U.S. Open attendance data and other trends.

The TIA’s State of the Industry report is an annual release made available to Industry Level members of the TIA and above. If you would like more information on how to obtain a copy of the report when it is released, contact the TIA at research@tennisindustry.org or 866- 686-3036.

 

SportMaster

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