How to increase revenue per player in a tennis club by selling existing and new clients (RPP)
As tennis clubs continue to grow their income, the usual instinct is to chase new members. Yes, it is important to get fresh faces. However, if you focus only on new registrations, you're missing out on a major opportunity.
Smart clubs know that real gold is increasing Revenue per player (RPP)– Each customer spends over time. This means focusing the same (if not more) on your Existing customers Just like you attract new ones.
That's where the sales come in.
Whether you run a private club, college or a local community program, sales are one of the most effective and effective strategies to improve your bottom line. If you do it right, you won't feel impatient. It feels like a good service.
This is the way to do it.
Step 1: Understand your player’s customer journey
Before you go up, you need to understand what the players actually need and where they are in their place Customer Journey.
Customer Journey is the path for players to go from the first time you hear about your club, join the program, to become a loyal, long-term client. It includes each stage: try out the clinic, register for classes, join activities, and explore other services.
Each type of player has a different journey. A new adult beginner’s goal is different from a competitive primary goal. Weekend fighters who love cardio tennis are not looking for the same experiences that their family is trying to get the kids ready.
First map your player type and the program or service they tend to start. Then ask yourself: What will happen next?
That's the answer? That's your sales.
Step 2: Provide a tiered membership or package (and determine the price correctly)
If your tennis club offers only a uniform membership or basic extra fee, you will most likely leave money on the table. Many players are willing to spend more money, but only if you give them a reason.
That's where Tiered membership options Come in. Think of it as a menu where players can choose a level of service that suits their goals, schedules, and budget.
Here is an example of how you can build it:
- Beginner's layer
- Visit the court
- General Group Courses
- Pricing tips: This is your baseline. It is priced low enough to attract newcomers, but high enough to reflect value, especially if court access is limited.
- Add layers
- Everything in the entry level
- Private course once a month
- Unlimited aerobic tennis
- Pricing tips: Add up the cost of a private course and the cost of some aerobic exercise. Then, the tier is offered at a slight discount compared to the purchase alone. If the service is not depreciated, it should feel like a deal.
- Elite
- Add everything in the layer
- Strategy Meetings
- Player performance evaluation
- Early access to clinics and activities
- Pricing tips: Here is your premium quote. By bundling high-point touch, personalized services take it as their best value. Clients should feel like they are undergoing VIP treatment. Add 20–30% to the top of the plus layer, especially if slots are limited.
General pricing strategy tips:
- Keep pricing predictable. Avoid using complex add-ons unless they are optional. Layered pricing should be clear and easy to understand.
- Use perceived value, not just cost. Pricing is not only about mathematics. Players usually pay more if they think they are getting exclusive access, top coaches, or convenience.
- Test and adjust. You can start with an estimated pricing and adjust based on registration rates, feedback, and demand. If everyone jumps to Elite, you may be undercharged. If no one upgrades, the middle level may not feel valuable enough.
- Create visual comparisons. Put your layer options side by side on the website or front desk. Highlight the most popular or recommended options. When presenting well, most customers will naturally choose mid-level or top-level.
Players often think Make more investments in their tennis journey. Your job is to make them easy and beneficial – they do so.
Step 3: Progress always rises
Time is everything.
When juniors win their first game…when beginners serve their first ace…when parents tell you how much their kids like the course…when they…
These are emotional climaxes. This is the moment when you offer the next step: advanced clinics, private courses, junior college courses and even championship preparation packages.
Don't advertise randomly – they'll be called when they've already been sold with this experience.
Step 4: Create additional services that make life easier
People pay for convenience. Here are some special effects for tennis clubs:
- String service
- Priority Court Booking
- Championship coaching bag
- Video Analytics Add-ons
- Seasonal locker storage
- Snacks or smoothies check-in in professional stores
- Quick track registration for camp or event
Pack them. Promote them. Make it easy for them to say about it.
Step 5: Have a Purpose rather than a Pressure
This is not about bombing members to sell for sales.
It's about listening.
Question: “What are you doing now?” or “What do you want to improve the most?” Then, connect the point between that goal and your high-value product.
Make it feel like a personalized suggestion, not a universal sales driver.
Step 6: Utilize automation to enhance your strengths
Don't rely on memory. Set up automated emails or texts that are triggered after certain actions:
- After their fifth group class? Send a note with a discount on private lessons.
- After the championship? Have a report meeting with their coach.
- New Adult Program Member? Send a list of upcoming cardio online classes.
Automation can make your sales consistent and scalable.
Step 7: Training your staff to discover opportunities (because everyone on the team is on sale)
Your coaches, front desk staff, and even your social media manager are not only support staff, whether they realize it or not, they are part of your sales team.
That's not a bad thing.
Sales at tennis clubs are not about selling products, but about helping players get rid of more experience. When staff learn this, sales will become service, not pressure.
Here is how to get your team to join:
- Explain what is among them: So do they when the clubs do well. Higher income means more resources, better equipment, potential bonuses and job stability. In addition, being able to guide players into the right plan also builds their credibility and trust.
- Make it part of a regular meeting:
- Highlight “Product or Service of the Month” (e.g., video analysis, footwork clinic, tandem service)
- Provide conversation points that they can use naturally in conversation
- Share real examples of how Upsell can improve the player experience
- Celebrating victory:
- Scream to employees who make successful suggestions
- Create a simple incentive plan (even for small gift cards or free lunch)
- Keep the product visible:
- Publish flyers at the front desk
- Include quick reference tables in your staff area
- Make sure everyone knows the prices and benefits of your high sales
- Change your mindset:
Let your team know this: You didn't sell it. You are helping players make the most of their favorite games. This is what great service looks like, and the quality service is sold.
Sales is a team sport. When each staff member sees himself as part of the player’s journey, not just their position, everyone wins.
Step 8: Track RPP and make adjustments
You can't improve what's not measured.
Start tracking revenues for each player every month. Compare this to previous months. Set goals.
Not only “how many players do we get?” But:
- “How many players have upgraded their packages?”
- “What is the average spend per player this quarter?”
- “What sales lead to the highest retention rate?”
Let the data guide you.
First of all, second
Sales only work when it really helps your customers. If a new offer leads to better performance, more fun or greater convenience, most players will see that value and thank you.
So don't be shy about it.
Your club is not a vending machine. It's a performance center, a social hub, and for many families, it's the second home. Offering more is not a cash rush, it is a service.
Increase revenue by enhancing the player experience. This is how you increase your RPP the right way.
