Tennis Is Changing – And So Must We

Tennis is no longer the same sport it was 30 or even 10 years ago. It’s evolving — in how it’s played, who plays it, and how it’s developed around the world. And if we want to grow, we need to evolve with it.

Globally, the game is faster, more physical, and more data-driven than ever. Countries that weren’t traditional tennis powerhouses — like Canada, Italy, and Kazakhstan — are now producing top 20 players through national investment, creative coaching models, and strong player support systems.

Regionally, shifts are clear too. In the 1980s, Sweden was a tennis giant, with 16 players in Grand Slam main draws, led by legends like Björn Borg, Mats Wilander and Stefan Edberg. Tennis was everywhere: on schoolyards, in public halls, on national television.

Today, the landscape is different. Fewer courts, rising costs, competition from other sports, and a changing youth culture have made tennis less accessible — and less dominant. But that doesn’t mean we’ve lost the spark. It just means we need to adapt.

Locally, this is where the real work happens. Tennis development today is about creativity, accessibility and community. Clubs, coaches and players must rethink how they train, how they inspire, and how they engage.

📌 That means:

• Reaching new demographics

• Making tennis fun and social again

• Bringing the sport to schools and parks

• Supporting coaches with tools, education and inspiration

The countries that thrive tomorrow won’t be the ones who cling to the past — but the ones who innovate within their reality.

Whether you’re in Stockholm, Sydney or São Paulo: tennis is changing. The question is — are we willing to change with it?