Issue 37 · Tennis / Member Experience
The Ninety-Day Member
Retention is won in the first twelve weeks, long before an annual renewal email.
By Amara ColeMember experience director7 min read
Design the first match
New members remember uncertainty. A clear first booking, a welcoming opponent and a visible host turn access into belonging.
Watch participation gaps
A quiet second week is a better intervention signal than a survey months later. Give the team a short list of members who need a useful invitation.
Create progression
Leagues, clinics and social ladders should make the next step obvious without making beginners feel measured.